Sunday, April 21, 2024

How to reach out to brands and land deals as an influencer

by gemnews
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Ashley Jones
Micro influencer Ashley Jones.
  • Brand deals are a top income source for many influencers.
  • These collaborations often start with a pitch, through email, DMs, or other methods. 
  • BI spoke with creators across social media on how they reach out to brands for collaborations.

One of the earliest questions many aspiring influencers will ask themselves is: How do I start working with brands?

An influencer's inbox — whether it's email or direct messages on social media — is often where that process of getting in contact with a brand begins.

Many influencers, like Gigi Kovach (a part-time lifestyle influencer), go straight to email to reach out to brands for collaborations. What do you say when reaching out to brands? Kovach told Business Insider that she keeps a "pitch bank" of email templates handy when she's approaching brands and potential sponsors. 

Read one of Kovach's email pitch templates she uses when emailing brands for sponsorships

For some creators, like Clemson University track and cross-country runner Makenzie Steele, keeping an email in your bio does the job of getting her in touch with brands.

Meanwhile, other influencers will contact brands by cold DMing them on social media, like Instagram for a collaboration. 

Micro influencer Ashley Jones said that her strategy consists of posting on Instagram about products she loves and tagging the brand. She then reaches out to the brand to introduce herself and explains why she'd like to work with them. She'll often ask for a proper PR contact too, she said.

Read more about how Jones lands brand deals and sets her rates

LinkedIn is also a tool creators use to connect with PR reps or influencer-marketing contacts at brands. For instance, TikTok star London Lazerson uses LinkedIn to DM CEOs.

Read how 3 influencers are using LinkedIn to make money

In addition to the pitch, many influencers create and attach a media kit — a document that includes basic information about an influencer's account, engagement data, previous work, and contact information.

Some influencers will send a media kit to every advertiser they work with. They keep this document up to date by adding new metrics and collaborations every few months. 

Maesha Shonar, a TikTok and Instagram creator, opted for a three-page pitch proposal instead of a standard media kit to land brand deals.

Read the exact pitch proposal document Shonar sends to brands

BI has spoken with several influencers who all have different approaches to pitching brands. Here's how they reach out brands for collaborations, including several email templates they use.  

Emma Cortes Influencer
Influencer Emma Cortes.

How to contact brands as an influencer to pitch a paid sponsorship

It takes time to figure out what type of pitch sticks and grabs the attention of brands. 

"You get a lot of no's when you first start to pitch brands, but then you sort of fine-tune your approach," Kovach told BI. 

To land her first paid deal, creator Jen Lauren used a media kit. She sends her media kit to the brands she wants to work with directly, through email, direct message on Instagram, or sometimes through LinkedIn, she said. 

Lauren charged about $350 for an Instagram sponsorship (one in-feed post) or YouTube sponsorship (brand mention), and that price would vary depending on the scope of work, she told Insider when she had just under 3,000 followers.

But media kits aren't the only way influencers get their foot in the door. 

Shonar, who uses a pitch proposal template when she reaches out to brands, has inked deals with brands like Fishbowl and Aavrani.

"Pitching yourself and your talent as a creator is kind of similar to consulting, so I put that hat on and thought about how I'd approach brands," Shonar said. "Pitch proposals, where you showcase your value proposition, the timeline, and the deliverables, are the perfect way to do that."

Here's how 35 influencers pitch brands, from email templates to media kits.

Email templates influencers use to reach out to brands

Message templates and DMs influencers use to contact brands

Setting rates for sponsored content:

Media kit examples

Read the original article on Business Insider


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