Pitching to brands on Instagram can feel intimidating, especially if you’re not boasting tens of thousands of followers. However, the myth that only influencers with massive followings can score brand deals is simply not true. In fact, brands today are increasingly interested in micro and nano-influencers due to their higher engagement rates and more authentic connections with their audience.
If you’ve been wondering how to approach brands effectively via Instagram DMs, this guide will walk you through every step. With some strategic planning, even creators with a modest following can successfully pitch and land brand collaborations.
Photo: Pexels-cottonbro studio.
Why Creators Should Pitch to Brands
First, let’s address the big question: why should you, as a creator, pitch to brands? The answer is simple—because waiting around for brands to find you is a slow game. Many brands, particularly smaller or newer ones, may not have the resources or time to scout for influencers and may miss out on potential partnerships with you. By being proactive, you can set yourself apart from the sea of creators and put yourself on a brand’s radar.
Pitching also helps you build confidence, develop your negotiation skills, and create opportunities for long-term partnerships. Even without a huge following, you offer value through content creation, access to a niche audience, and authentic endorsements. Remember, it’s not just about follower count; it’s about how you align with a brand’s values and their target audience.
Target Your Audience
Before sending out any pitches, it’s crucial to identify brands that make sense for your content and audience. Ask yourself:
- Does this brand align with my personal brand and content?
- Is their target audience similar to my followers?
- Can I add value to their marketing goals?
Once you’ve narrowed down a list of potential brands, follow their Instagram account and engage with their content for a while. Like and comment on their posts, tag them in stories, and make your presence known. This engagement shows that you’re genuinely interested in their brand and not just seeking a one-off collaboration.
Approaching Brands Through Instagram DMs
Now that you have your list of potential brands, it’s time to slide into their DMs. But don’t just send a generic message; personalization is key. Your DM should be concise, professional, and focused on how you can add value to their brand. Start with an engaging opening, something that immediately grabs attention.
For instance, if you’re pitching to a skincare brand, you might say:
“Hi [Brand Name], I’ve been a fan of your [specific product] and noticed how much my followers engage with my skincare content. I’d love to collaborate with you and share your brand with my audience!”
The idea is to keep it short, to the point, and relevant to the brand’s needs.
Photo: Pexels – Sora Shimazaki
Introduce Yourself
After your opening, it’s important to quickly introduce yourself. Share who you are, your niche, and why you’re reaching out. Don’t go into a long-winded biography—just focus on the essentials.
For example:
“I’m [Your Name], a content creator with a focus on [your niche]. My audience loves engaging with [relevant content type], and I believe we could create something really special together.”
Mention how your content aligns with their brand and why a partnership would be mutually beneficial. Brands care about how you can help them achieve their goals, so make sure to emphasize this.
Mastering the Art of DM Pitches
The art of a DM pitch lies in its simplicity. Don’t overwhelm the brand with a long message—they likely receive several DMs a day. Instead, keep it clear and engaging. Think of your DM as a hook; your goal is to spark their interest and get them to respond.
When crafting your message:
- Be clear about your intentions: Why are you reaching out?
- Be respectful of their time: Keep the message concise.
- Be genuine: Brands can spot a generic pitch from a mile away.
If they’re interested, they’ll follow up and you can get into more details then.
Defining Value in Your DM Pitches
This is where many creators miss the mark. Instead of focusing on what you want (free products, payment, etc.), highlight what you can offer the brand. You need to show them the value you bring to the table.
Here’s how you can phrase it:
“I’ve worked with similar brands, and my content typically drives high engagement and traffic to websites. I’d love to discuss how we could collaborate to create a campaign that benefits both of us.”
Make sure to include numbers if you can—mention your average engagement rate, past campaign successes, or any other stats that demonstrate your value. Even without a large following, your engagement and content quality can make you a valuable partner.
Share Your Rates and a Call-to-Action (CTA)
Once you’ve built a case for why a collaboration makes sense, include a call-to-action to move the conversation forward. This could be as simple as:
“I’d love to hear your thoughts on working together! Let me know if you’re interested, and I can send over my media kit and rates.”
Including your rates upfront might feel awkward, but it’s important to communicate your expectations. This also helps you avoid brands looking for free labor. If you prefer not to share rates in your initial DM, you can offer to send your media kit or rate card after they express interest.
Key Takeaways
To recap, pitching to brands via Instagram DMs can be incredibly effective, even for creators without a large following. Here’s a quick breakdown of how to craft the perfect pitch:
- Target your audience: Choose brands that align with your content and audience.
- Keep it short: Your DM should be concise, engaging, and relevant to the brand.
- Introduce yourself: Share who you are and why you’re reaching out.
- Focus on value: Emphasize how you can benefit the brand, not just what you want.
- Include a CTA: Encourage the brand to respond by offering to send more details or your media kit.
Pitching is a skill, and like any skill, it improves with practice. Stay genuine, focus on value, and don’t be discouraged by the occasional rejection. Keep refining your approach, and soon, you’ll start landing collaborations that can help grow your brand and income, no matter your follower count.