You may not be aware of this, but a good chunk of stuff you see on YouTube and Instagram were made for advertising or marketing purposes. Heck, even those product reviews you watch of gadgets and smartphones can be tweaked to generate interest and funnel potential buyers into affiliate links.
Recommendations are still the best way to generate marketing buzz. Why? Because it's built on trust. That's why we tend to get convinced if we see glowing product testimonials from people we know. People we care about and look up to. Who are these people? Aside from friends and family, there are popular celebrities and influencers. People who have lots of fans that follow them in social media. You're a fan of someone, and so am I. Just take a quick look at your Instagram feed and you'll see what I mean.
Getting an influencer to promote your product doesn't have to be complicated. You can start by listing down keywords that are related to the new product you're selling. Use tools like Ahrefs
to scour the web for social media posts and mentions of your target keywords.
From there you can begin listing the influencers that mentioned a related subject or item. Create a strong pitch that will get them to work with you.