April 21, 2022
If you have been growing your social channels, and already have a good amount of followers, you might be wondering how to reach out to brands as an influencer. You don’t need a lot of followers to start this process. In fact many brands look for small influencers with an engaged audience to promote their brand in very specific business locations.
Influencer marketing is a fast-growing career, and you don’t necessarily have to wait for brands to contact you to start collaborations. Once you find brands that you are genuinely interested in, don’t be scared to reach out and ask to partner with them.
Even if you are a micro influencer, you already have enough followers to give it a try. In this article, we will go over some prep work as well as top tips to land brand collaborations, influencer marketing tools to use and start making money off of your talent. Let ‘s get to it!
Note: If you are a fitness influencer and want to grow your personal brand, System2 has everything you need. We’ll hook you up with your own personalized website, workout templates and app for Android/iOS devices. Let our experts help you with marketing advice so you can get your business further!
So, you’ve decided you want to give Influencer marketing a try. You know you have to start reaching out to brands and asking for collaborations, but you are not quite sure how to go about it? Well, It basically comes down to three things:
Choose the brand that best fits you, find the right person to contact, and create a strong pitch email to send over. Let’s go over a few pointers to get it done right.
Here are a few things you can try when looking for brands to collaborate with.
Once you have a few brands in mind, you want to make sure their mission and core values align with yours before you make the next move. You can start by checking out their website ‘about’ section. Also, try to become familiar with what they are sharing on social media, to make sure you pitch brands that fit with your content, and your collaboration would benefit both of you.
Some brands even allow you to apply to be an Instagram influencer and work with the company.
You may have chosen to work with a brand that you already follow, and maybe you have been engaging for a while now. If that’s not the case, make sure to start now. When you reach out to them, brands will likely check to see if you follow and engage with their content.
Start by liking and reposting their content, as well as tagging them in your posts when relevant (you don’t necessarily have to partner with them to do this, it can be done organically). If you are constantly sharing the brand on your social media, it’s likely that they will notice you and might even take the first step to reach out to you for a collaboration.
Before you reach out to brands, try to do some research and find the best person to contact because most of the time, the general email listed on their social media platform will not get you far. Even if they have a specific email for collaborations, they probably have TONS of emails from other creators.
You can send the brand a DM asking for the social media PR contact, letting them know you’d like to email them directly with a collaboration proposal. You could also try to find the right contact on Google or LinkedIn by looking up the brand name + social media/PR. Most professionals are on LinkedIn so it shouldn’t be hard to find their influencer marketing contact.
An influencer marketing agency can help you land more brand deals by doing the outreach for you.
Ok, it’s time to work on your pitch email. It’s important to keep in mind that pitch emails should not be focused on you. This is about showing the brand how you can be of help and what new things you can bring to the table. Also, make sure to keep your email easy to understand and straight to the point.
Here are a few things to consider when preparing your pitch.
For example, let’s say you are a yoga teacher and fitness influencer. You are looking to collaborate with a brand that sells yoga mats, props and accessories. Here’s what a great pitch email would look like:
Hello [brand rep name], I hope you are having an amazing day.
I’m Tera Kathryn, a yoga teacher and fitness influencer. I run the YouTube channel ‘Everyday Yoga with Tera’ and have an Instagram blog @TeraYogui.
I am reaching out to you in hopes of collaborating with [brand’s name] to promote your products on my social channels. I am thinking about creating a series of yoga practice videos to showcase your new yoga kit and teach my audience how to use each of the props included in it
I’ve been following your brand for quite a while, and my followers would love to see your products. I’m looking forward to showing them how to integrate them into their practice.
If you’re interested in working together, please let me know. I’d be more than happy to chat personally with you about rates, and share my social media kit.
Looking forward to hearing from you.
You can use this example and adjust it to your niche and past experience with a brand. Don’t forget to also come up with a snappy subject line. Keep it short, simple and catchy.
Stay away from subject lines like “let’s collaborate” or “collaboration idea”. This is very easy for a PR to dismiss. Instead aim for something more intriguing like “Excited about your new Yoga Kit”
Now, writing a great pitch email is one thing, but getting the brand to reply is a whole other story. While you will get a lot of rejection when first starting out, don’t panic if the brand hasn’t answered your email. It could simply be because their inbox is full and your email got lost. This is why you want to make sure to follow up with them.
First of all, don’t be so quick to follow up. Give the brand at least 2 days to get back to you. Ideally, start to follow up between 3-7 days after you send the email, depending on how big the brand is. Also, don’t DM the brand or PR on Instagram to “make sure” they got the email. This will make you look unprofessional. Let’s see what your follow up email would look like.
Hi [brand rep name],
It’s Tera Kathryn from the YouTube channel ‘Everyday Yoga with Tera’,
I am following up on an email I sent a few days ago about collaborating on a series of yoga videos to promote your new yoga kit.
Since I last emailed you, I have gained 2900 followers, and my last yoga video is already at 17k views. With all these eyes on my content, I’d love to put your products in the spotlight and help you drive traffic.
Looking forward to hearing your thoughts on this collaboration!
So the key pointers are
Before you go, let’s quickly go over how to prepare your Influencer social media kit.
Prepare Your Influencer Media Kit
Most brands will ask to see your media kit at some point during the process. A media kit is basically a resume for your brand, to give them a glimpse into your audience demographics, the services you offer, past collaborations, and social media analytics.
While you may not include the media kit on your initial pitch email, it’s a good idea to be prepared with a well-designed Influencer Media Kit to show the brand when they request it. Here are some of the details you must include.
Your bio is the first thing the brand is going to read when going through your kit. Make sure it fully represents you and your personal brand by describing your personality, interests, projects as well as values. Brands want to make a genuine connection with influencers so do your best to convey your personal tone and style. And don’t forget to include a professional photo as well.
Your social media stats are arguably the most important thing to a brand when deciding whether or not to work with you. They want to make sure your collaborations will reach the right audience, generate sales and help build brand awareness. You want to highlight your top statistics for each of your social channels.
There’s no hard and fast rule as to what you should include, but for the most part they are looking to see the number of followers, average reach (impressions) per post, engagement rate, average number of link clicks, number of page views per month on blog and number of email subscribers. They’ll also be interested in the male to female follower ratio, top countries and cities where your audience is located as well as top age ranges.
If you have any experience working with brands before, make sure to share it in your media kit. This will give prospective sponsors an insight to your style of collaboration and the level of professionalism in your work. Make sure to include the results of the campaign, such as link clicks, engagement rate and even sales.
Additionally, you can share a testimonial from a brand you’ve worked with. This will help you give them an inside perspective of your work. If you don’t have any testimonials yet, you can reach out to the previous brands you’ve worked with and ask if they can provide you one to include in your media kit.
If you have never worked with brands as an influencer before, you can include testimonials and comments from your followers or customers. Show the brand the great connection you have with your audience and how they appreciate your content.
Some social media influencers decide to offer their services as packages. If you’d like to do it the same way, include the details of these services in your media kit. For example, you can offer an Instagram story pack, where you charge $100 for 5 Instagram stories and a swipe up link. Or, if you have a blog, you may offer a 500-word post featuring the brand, including a certain amount of links and photos from the brand.
Basically, think about the options you have to promote a brand in your social media platforms and create your packages. This is so that you don’t have to be going back and forth with the brand about how many dedicated posts they will get and how much you will charge for them. You don’t necessarily have to include your rates, but make sure you have them established so you can negotiate with them.
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Written by: Brenda Hernandez