Pitching Brands as an Influencer

As someone who has worked both as an Influencer and Influencer Manager, I thought it would be helpful to share some key tips when it comes to pitching brands as an Influencer.

Creating sponsored content is a key way to monetize your blog and social channels. It’s fantastic when a brand recognizes your hard work and content, and then reaches out to YOU for a partnership.

But, what about when you want to pitch a brand?

Here are the steps I have taken to get noticed by brands, have my emails answered, AND land brand deals. Plus, I will be sharing the mistakes I have seen as a marketer so you can avoid them.

The Strategy

Before reaching out to a brand in hopes of a partnership, do your homework.

  1. First, make sure you are following the brand on social (YES, marketers check!)
  2. Engage with the brand by liking its photos, commenting, and sharing its content. This gets noticed by the brand’s Social Media Manager.
  3. This goes without saying, but align yourself with brands that are within your niche.
  4. Find out if the brand is launching a new product or has a specific product that aligns with your upcoming content. (Keep this in mind for your pitch email coming up.)

Key Mistakes to Avoid

Holy moly, I have seen quite a few pitch emails and DMs from Influencers in my day. A steady stream of DMs usually fills a brand’s inbox on any given day. So it’s more important than ever for you to stand out.

Mistake Number 1: No details

Short and sweet doesn’t cut it when pitching a brand. Don’t do this, then complain that brands never answer your email.

“Hey [Brand Name]! I really like your products. I have 45,000 followers on TikTok and I would love to work with you. Thanks!”

Mistake Number 2: Copy and Pasting

Brands notice copying and pasting just as much as job recruiters. I received an identical pitch email from an influencer for each of the five different brands I manage for my client.

Each email was the same and did not speak to the specific brand or products. The influencer did share helpful ROI metrics, but the brands mentioned were not in the same product category. The message is lost when the influencer shares their analytics for a car campaign when they are pitching a coffee brand.

Pitching Brands as an Influencer

Ok, you have done your homework on the brand. Now, it’s time to craft your pitch email. In my opinion, it’s best to go straight to email since it’s more professional. You wouldn’t DM a company your resume, right?

What to include in your pitch email

  1. Lead that your followers are interested in a specific topic that includes the brand
    1. You can show screenshots of DMs or comments from your audience to nail it.
  2. Get specific about which product you are interested in
    1. This shows the brand you are not copying and pasting your pitch emails and lets them know you understand the product.
  3. Show how you want to create content with the brand
    1. Tell the brand exactly how you want to use the products in your content
  4. It’s all about Return on Investment (ROI)
    1. This is where you show off all of your fabulous analytics – followers, engagement, and if you have driven sales for a brand in the past, etc. Adding your media kit with all of this information is the icing on the cake!

Put it all together

This is the exact pitch email I wrote in my partnership with Blink.

Hi Katrina, 

Good afternoon! I hope your week is off to an amazing start. 

My name is Lauren and I have been following Blink for awhile now. With the upcoming launch of the battery-powered video doorbell, I know this is going to be a crucial asset to their in-home security system.

I noticed that SHIFT Communications is involved with the public relations for Blink and I would love to support you in spreading that message. 

Since summer vacations have started, lots of families will be leaving their home. Having Blink installed would provide peace of mind while laying on the beach thousands of miles away!

I would love to collaborate on a blog post highlighting how Blink is the perfect home security monitor for vacationing families. 

Would this be helpful? Let me know how I can support you!

Thank you,

Pitching is a numbers game

Don’t get discouraged if you reach out to brands and they don’t get back to you. Focus on the brands that align with your content and keep pitching.

Make a goal to pitch a certain number of brands each week.

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I hope this post on pitching brands as an influencer helps you better understand the strategy of pitching. Let me know in the comments or by email if you have any questions!