How to contact influencers is one of the most common questions brands have. Most influencer outreach fails for one simple reason it sounds like everyone else’s message. Influencers get dozens, sometimes hundreds, of pitches each week, and most are copy-and-paste requests offering nothing specific, nothing personal, and nothing worth their time.
If you want replies (and real relationships), you need to approach creators the right way, with clarity, value, and genuine interest.
How to Contact Influencers
Think of influencer outreach like networking. You’re not just sending a message, you’re starting a partnership. These rules will dramatically improve your response rate:
1. Personalize the first line
Influencers can spot generic outreach instantly. Mention something specific:
- A recent post
- A product they reviewed
- A viewpoint they shared
- Their audience type or engagement style
Examples:
- “I loved your recent post about building morning habits. Your storytelling style is incredible.”
- “Your review of the Dyson Airwrap was so honest, and your followers clearly trust your opinions.”
This shows that your message is about them, not just “any creator.”
2. Keep it short
Influencers are busy. They’re constantly creating content, managing brand deals, answering followers, and handling a full inbox. When someone sends them a long, detailed outreach message like an essay, they simply don’t have the time (or interest) to read it.
- 3-5 short paragraphs, each 1-2 sentences max (for email) and include:
- A personalized opener
- Why you’re reaching out
- What your brand does
- Your offer (clear + simple)
- Your call-to-action (“Interested?”)
Too long:
“Hi there! We are a company founded in 2021 with a strong mission of revolutionizing skincare through scientific innovation. Our products are built with unique ingredients sourced globally through a long and detailed process. We would love to discuss a potential collaboration that…”
Short (and effective):
“Hi, Amanda! Loved your recent post on hydration tips! I’m with GlowLab Skincare, and we’d love to collaborate on a short IG video to promote our new moisturiser. Are you interested?”
This keeps the entire email clean, direct, and readable.
- 3-6 lines (for DMs)
- Personal opener
- Why you’re messaging
- Brief offer
- Ask for their email or interest
- Brevity shows confidence
DMs should feel casual and quick, not formal or long.
3. Be crystal clear about what you want
Avoid:
“We’d love to collaborate with you.”
This message doesn’t tell them anything,
Instead:
“We’d love to sponsor 1 GRWM TikTok video and 2 follow-up IG Stories to promote our new long lasting matte lipstick”
When you’re specific, influencers instantly understand the opportunity and can quickly decide whether they’re interested.
4. Lead with the benefit, not your brand story
Influencers care about what’s in it for them and their followers, not your entire bio, they don’t have time for this. At the outreach stage, they’re not evaluating your brand history.
Influencers care first about:
- Does this fit my audience?
- Is the collaboration beneficial for me?
- Does this feel like something I can authentically promote?
Avoid:
“We are a family-owned skincare brand launched in 2022… [long explanation] …and we wanted to reach out for a potential partnership.”
Don’t spend 5 paragraphs describing your company.
Try:
“We think your audience would love our new hydrating serum, it aligns perfectly with your recent skincare tutorials. Your honest reviews make you a great fit for our product trial campaign.”
A single sentence is usually enough. When influencers feel that you value their audience and understand their brand, they’re far more likely to respond.
5. Make the next step easy
End your message with a simple question:
- “Interested?”
- “Open to a quick chat?”
- “Should I send over details?”
One clear call-to-action gets more replies.
6. Treat them like partners, not advertising slots
Many brands unintentionally treat influencers like billboards, a place to put an ad. But creators aren’t ad spaces. They’re real people with their own voice, audience, style, and creative process. Your tone should be human, not transactional. Good relationships turn into long-term partnerships.
Example of the wrong tone: “We need one TikTok video promoting our product. Script is attached. Post by Friday. Send your rate.”
A better tone: “We think your style would be amazing for showcasing our new product, and we’d love to collaborate in a way that feels natural for your audience. We can share our campaign goals, but we trust your creative direction.”
Recommendation: You can ask for their ideas, which provides them with trust and instantly signals partnership.
How to Craft a Strong Offer
Even perfect outreach won’t work if your offer is weak. Here’s how to build an irresistible one.
1. Understand their audience
Before pitching, make sure:
- Their content aligns with your product
- Their followers match your target demographic
- Their engagement style suits your brand
If you’re unsure, ask for media kits or audience insights when they reply.
2. Offer something they genuinely value
This can be:
- Payment (always appreciated)
- Free products (if high-value or in-demand)
- Commissions via affiliate programs
- Exclusive discount codes for followers
- Opportunities for long-term work
The most attractive offers combine fair pay + a product they’re excited about.
3. Start with a clear scope
Influencers love knowing:
- What content you expect
- How many deliverables
- What platforms
- Any deadlines
Sometimes you’re early in planning a campaign. That’s okay. Instead of sending a vague message, offer a simple starting point and say you’re flexible.
Example: “We’re thinking of starting with 1 TikTok video and 1 IG Story, but we’re flexible and open to your ideas if you prefer a different format.”
4. Respect their time and rates
If you can’t pay their full rate, don’t lowball. When a brand tries to lowball or undervalue their work, creators instantly feel disrespected. This is one of the fastest ways to lose a partnership.
What NOT to say:
- “Your rates are too high.”
- “Can you do it cheaper?”
- “Other creators charged less.”
What to Do Instead
“We’re a small brand and can’t match your usual rate yet, but we’d love to find a package that works for both of us.”
Professional, honest, and respectful. If an influencer is outside your budget, you can be honest without disrespecting their value.
Email Outreach Template
You can use this template as a baseline. Just make sure to personalize the first part.
Subject: A collaboration idea inspired by your content
Hi [Name],
I’ve been following your content for a while, and I really enjoyed your recent post on [specific reference]. Your audience clearly trusts your recommendations, and your style fits perfectly with our brand.
I’m reaching out because I’d love to collaborate on a [type of content – e.g., one TikTok + two Instagram Stories] for [your product or campaign focus]. Our brand, [Brand Name], is [1 short sentence about what you do], and we think this would be a great fit for your audience.
We’re happy to provide [payment + product details] and can work around your schedule. If you’re open to it, I’d love to send more details or hear your rates.
Does this sound interesting?
Looking forward to hearing from you,
[Your Name/Brand]
DM Outreach Template
DMs should be more casual and more concise. Here’s a format that works on Instagram, TikTok, or Twitter.
DM Template
Hey [Name]! I love your content, especially your post about [specific reference].
I work with [Brand Name], and we’re looking to partner with a creator like you for [type of deliverable]. I think your audience would really connect with our [product/category].
Are you open to collaborations? If so, I’d love to send quick details or get your best email.
Why this works:
- It’s personal.
- It’s short.
- It asks for a simple action (“your best email”).
What to Do If They Don’t Reply
Even great messages get missed. Influencers have busy feeds and inboxes, so follow-ups are essential.
Rule #1: Follow up after 3-5 days
Your follow-up should be polite and friendly, not pushy.
Follow-up Template:
Hey [Name], just texting again this in case it got buried! Would love to chat if you’re open to partnerships. No pressure at all.
Rule #2: Try a different channel
If you emailed:
- Follow up via Instagram DM
- Comment on a Story with something genuine: “Love this setup!”
- Leave a thoughtful comment on a post: “This edit is so smooth, great job!” (not with a pitch, just something casual so they notice your name)
Example: “Hey! Just sent an email about a potential collab, wanted to make sure it didn’t land in spam”
If you DM’d them:
- Try emailing (email feels more formal and usually gets checked regularly).
- Try their business email in their bio (sometimes they ignore DMs on purpose.)
Example: “Hi [Name], I sent a quick Instagram DM but wanted to reach out here since I saw this is your business contact.”
Rule #3: Ensure your offer is strong
If you’re offering only free products and they’re a mid-size or large creator, they may not reply because the offer isn’t viable for them.
Consider:
- Adding payment (even a small budget change everything)
- Adjusting deliverables (if your budget is low, reduce the workload instead of 1 TikTok + 1 IG Reel + 3 Stories + 1 IG Post, maybe try 1 TikTok or 1 Story set)
- Improving relevance (show them your product fits their audience and offer connects with their content style)
Rule #4: Let it go if they say no
When an influencer declines your offer, it’s not a personal rejection, it’s usually just timing, workload, rates, or brand fit right now. Creators who decline politely still might be open in the future. Treat every “no” with kindness.
How to Negotiate Deliverables
Once an influencer shows interest, negotiation becomes a conversation about expectations, not a battle to win.
1. Start by asking for their rates
Never assume. Influencer rates aren’t standardized. Rates vary wildly by:
- Platform
- Audience size
- Engagement quality
- Content production level
- Niche demand
- Usage rights
Example: “Could you send over your rates or media kit for TikTok and Instagram? We’d love to review what options are available.”
Always start by asking for their rates. This shows respect and avoids lowballing. If their rates exceed your budget, you can negotiate, but do it respectfully.
2. If the price is too high, adjust the scope
When an influencer’s rate is higher than your budget, the worst thing you can do is say, “Can you do it cheaper?”. Instead of asking for a cheaper rate, change the amount of work you’re asking for.
- Number of posts (instead of 3 posts → ask for 1 post)
- Video length instead of a long YouTube review → ask for a short mention)
- One platform instead of two
- A story instead of a feed post
Example:
“Thanks for sending your rate sheet. We love your work but our budget is lower at the moment. Would you be open to doing just a Story set instead?”
3. Offer long-term partnerships
Most influencer income comes from one-off deals, which means their monthly income is unpredictable. Even if the creator can’t lower their rate, long-term partnerships still create better results because audiences trust repeated promotion more than one-time ads.
Example:
“We’re interested in a long-term creator partnership. We’re planning a 3-month campaign and would love to include you if you’re open to ongoing work.”
4. Set clear expectations
A lot of problems in influencer partnerships happen not because the creator did something wrong, but because the expectations were never fully communicated.
Before signing or agreeing:
- Number of deliverables
- Deadlines (draft submission date, final content date, posting date)
- Approval process (whether drafts are needed, how many rounds of edits are allowed, who approves the content)
- Usage rights (VERY important) (Can the brand repost the content?)
- Whether you can repurpose content in ads
- Payment timeline (when payment will be sent, how it will be sent, what triggers the payment)
Creators appreciate clarity, it makes the partnership smoother.
5. Put it in writing
It doesn’t need to be a complex legal contract. A simple agreement outlining everything works fine. This protects both sides and avoids misunderstandings.
You can literally send something like this:
Subject: Collaboration Agreement – [Brand] x [Creator]
Hi [Name],
Great speaking with you! Here’s a quick summary of what we agreed on:
Deliverables:
– 1 TikTok (30-45 sec)
– 1 IG Story set (2-3 frames)
Timeline:
– Draft due: December 12
– Final content: December 16
– Posting date: December 20
Approvals:
– 1 draft, 1 round of revisions
Usage Rights:
– 30-day organic usage across our social channels
– No paid ad usage included
Payment:
– $___ total
– Sent within 7 days after content is posted
Please reply “I agree” so we can lock everything in.
Excited to work together!
[Your Name]
Conclusion
Contacting influencers isn’t about sending a perfect message, it’s about sending a thoughtful one. Personalization, clarity, and value are the three levers that determine whether an influencer replies or ignores your outreach.
Use the templates, refine your offer, follow up respectfully, and approach influencers like the partners they are. When you do, you’ll build relationships that turn into powerful, long-term collaborations and your influencer marketing efforts will start paying off.
Leave a Reply