“none of them were really making content for our space about social skills It was kind of a lot of different things They were making content about Fortnite you know people breaking into McDonald's just crazy stuff They were reacting to videos but again they were hitting our audience”

Target Adjacent Creators Who Already Reach Your Exact Demographic

Kishi found that micro-streamers making completely unrelated content — Fortnite, reaction videos, random stunts — were still reaching the 16-24 male demographic he needed. He partnered with these adjacent creators rather than hunting for niche-specific influencers. This unlocked a much larger pool of willing collaborators and cost him far less per placement.