Brand deals stand as the foundational income stream for influencers, essentially laying the groundwork for the entire industry. But the question remains: how does one secure paid brand deals? How do you effectively communicate your interest in partnering with a brand? These are pivotal questions for influencers navigating the landscape of brand collaborations.
Why should you pitch to brands as an influencer?
First, let's delve into why reaching out to brands holds such significance.
The bottom line is that this space is becoming increasingly crowded. An article from the end of 2023 in The Washington Post reported that now more than 50 million people identify as creators.
If you've been in the game for a while, perhaps you've noticed a decline in inbound brand offers, with your inbox eerily silent. Conversely, if you're a new content creator, just dipping your toes into monetization through brand deals, it's akin to entering the dating scene. It's crucial to make the first move and present your best self to enhance the chances of finding a partner who aligns with your criteria. This includes being a good fit for your audience, ensuring timely payment, and meeting other essential criteria for collaboration.
Similar to dating, it's essential to navigate the stages of relationship building. Just as it would be awkward for someone to propose on the first date, it's equally odd to bombard a brand with a detailed pitch without establishing any prior interaction, such as tagging them in an Instagram story or sending a DM.
Now, we'll incorporate some business and sales terminology throughout this guide to provide context on the various stages of approaching brands for partnerships. These terms will offer a strategic framework based on the current state of your relationship with each brand. Ultimately, as a content creator, you're essentially marketing yourself, and it's your responsibility to seal the deal. So, let's dive in and discuss cold outreach, warm outreach, and hot outreach.
What is a cold outreach and how to do it
Let's start out with a cold outreach.
This refers to a brand or contact within a brand who may not yet be aware of your existence, or if they are, they only have a vague idea of who you are. They might have seen your username but lack a clear understanding of your content and what sets you apart from other creators. Given that there are now over 50 million people identifying as creators, showcasing your uniqueness becomes crucial to stand out amidst the competition and capture the attention of the brand.
For instance, let's consider a scenario of a cold outreach: imagine you're a beauty content creator interested in collaborating with a skincare brand you've never tried before, although you've tested similar products and believe this brand could resonate well with your audience. So, what's the approach to a cold outreach?
Well, without leaning too heavily on dating metaphors, initiating contact with a cold outreach is akin to starting a conversation with someone you've matched with on a dating app or even someone you've met at an event. It's essential to introduce yourself to the brand and communicate your value succinctly and effectively. This can be achieved through a brief email or even a direct message on Instagram to the brand's official account.
We recommend:
Tip 1
Introducing yourself, expressing your interest in the brand, and mentioning that you've been following their content and are keen to stay updated.
Tip 2
Sharing your mission statement or unique value proposition as a content creator, keeping it within two to three sentences to maintain brevity. Once you have your mission statement, you can leverage it on your website, social media bios, and introductory emails to reinforce your brand identity online.
Tip 3
Of course, having a clear and professional media kit can also be incredibly helpful in showcasing this information effectively. If you haven't crafted a media kit yet, we highly recommend trying our free tool, "LinkOne." It offers plenty of templates with various themes and styles to assist you in creating one efficiently.
The key to capturing the interest of a cold outreach is to express your enthusiasm, articulate your value, and if you're reaching out via Instagram DM, be sure to include a link to your primary social media platform in the message. Once you've initiated contact, subsequent outreach won't seem entirely out of the blue. It's also essential to follow up after sending the initial email. And that leads us to warm outreach."
What is a warm outreach and how to do it
In sales terminology, a warm outreach is someone who has shown interest in your brand but isn't quite ready to make a purchase yet. However, when we apply this concept to brand partnerships, we're shifting our perspective from potential customers to the representatives of the brands we wish to collaborate with.
So think of this in the way of anything a brand can do to show that they're interested in you without actually paying you this could be anything from reposting your content on their Instagram story to gifting you products, adding you to their PR list or inviting you to virtual events or in person events.
To give another example here, let's say that you are a food content creator and you share lots of recipe videos on your channels. Maybe there is a cookware brand who has gifted you a set of pots and pans that you use in your content. And maybe they also have invited you to a zoom call where they're showcasing their newest collection. So what can you do with a warm outreach?
Continue to demonstrate your interest by actively engaging with the brand.
Tip 1
If they send you products, make an effort to test them and create authentic content about your experience. Offer feedback to show that you're invested in the partnership.
Tip 2
Attend events whenever possible, and if you can't do it, respond promptly and express your interest in future opportunities.
Tip 3
Maintain communication and try to schedule a call to get to know them better. Ask thoughtful questions about their criteria for partnerships, frequency of collaborations, and whether they work with influencers directly.
An effective way to engage a warm outreach is by presenting them with a relevant example of your content tailored to a similar brand.
For instance, let's consider a beauty content creator seeking collaboration with a skincare brand they haven't previously engaged with. In this scenario, you might share a "Get Ready With Me" reel showcasing your skincare routine, offering insight into your filming style and typical content format. This allows the brand to visualize how their products could be featured in your content. Moreover, if any of these videos were sponsored by other brands, it serves as additional validation of your worth as a creator, demonstrating that your work is valued by paying sponsors.
And that finally brings us to the hot outreach.
What is a hot outreach and how to do it
A "hot outreach" represents a brand partner who has progressed through the nurturing phase and now demonstrates a high level of interest, often indicating a willingness to compensate you for content creation. For instance, as a luxury fashion content creator, a hot outreach could be a brand that personally invited you to their New York Fashion Week presentation, provided you with high-value items, or invited you on a trip. Additionally, if you've developed a close relationship with a PR representative, perhaps meeting for quarterly lunch catch-ups due to mutual rapport, these interactions could signify a hot reachout status.
When dealing with a hot outreach who already appreciates your work and recognizes your value, your goal is to present them with a pitch they can't resist. Since they're familiar with you and acknowledge your worth, they just need an offer that aligns with their current goals and objectives, and one that you can execute better than any other potential collaborator. To truly captivate a hot outreach:
Tip 1
Showcase examples of content you've previously crafted featuring their product. Dive deep into the analytics of these posts, including comments, sales, shares, DM replies, and link clicks from your Instagram Stories.
Tip 2
Highlight any audience engagement, conversions, or actions taken as a result of your content. Demonstrating genuine interest and engagement from your audience serves as a compelling case study, reinforcing the value of collaborating with you. It gives the brand added assurance that they'll see a return on their investment, making them more inclined to partner with you.
Let's recap the three steps when reach out to brands！
Step 1
If you're dealing with a cold outreach, you're at the initial stages of engaging with that brand. Begin by tagging them in your Instagram Stories, sending them a friendly DM to introduce yourself, and following up with an introductory email outlining who you are and what you stand for.
Step 2
With warm outreach, it's crucial to maintain their interest. Attend events you're invited to, test products they offer, and keep them updated on your current projects and content direction. This continuous engagement helps nurture the relationship, increasing the likelihood of future collaboration opportunities.
Step 3
When dealing with a hot outreach that has already expressed interest, seize the opportunity to craft a compelling pitch and gauge their response.
Now when it comes to getting in touch with these brands.
Which brands exactly are you reaching out to?
In today's landscape, most brands have a designated influencer liaison or contact, albeit under various titles such as influencer marketing manager, influencer coordinator, or community manager. These roles indicate a focus on collaborating with content creators and influencers on social media. Ideally, communicating with the brand via email is recommended. Email offers easier organization and the ability to mark messages as unread for follow-up, unlike Instagram DMs. It also lends a more formal and business-like tone to communication.
Tip 1
Moreover, it's becoming increasingly common for brands to provide a contact email specifically for influencers on their website. By navigating to the brand's about page, contact page, or even the press page, influencers may find an email address dedicated to introducing themselves to the brand. This is an excellent starting point. With luck, your email will be directed to the official influencer contact within the brand.
Tip 2
Another strategy is to search for the brand name plus the term "influencer" on LinkedIn. While it's uncommon for contact information to be listed directly on LinkedIn, you may come across individuals in influencer-related roles. Once you have the contact's name, you can search for their company email on Google. Sometimes, you can deduce the email format, such as firstname@brand.com or firstname.lastname@brand.com.
Tip 3
If these methods don't yield results, it's acceptable to reach out via Instagram DMs. Ensure you're messaging the verified brand account (look for the blue checkmark) and introduce yourself politely. Most brands now have social media managers, increasing the likelihood of receiving a response and being directed to the appropriate contact.
Tip 4
Consider utilizing platforms like SocialBook Product Launcher, where influencers can directly apply for campaigns. Once you've submitted your application, you can engage in direct conversations with the brand about deliverables, payment terms, and even discuss the potential for a long-term collaboration. This streamlined process can often lead to more efficient communication and smoother negotiations between influencers and brands.
Conclusion
In conclusion, securing paid brand deals is essential for influencers looking to monetize their content and sustain their careers. As the industry becomes increasingly crowded, it's crucial to take proactive steps to engage with brands and showcase your unique value proposition. Whether you're reaching out to cold outreach, nurturing warm outreach, or sealing the deal with hot outreach, effective communication and relationship-building are key.
By leveraging platforms like SocialBook Product Launcher and utilizing strategic outreach methods such as email, LinkedIn, and Instagram DMs, influencers can establish meaningful connections with brands and position themselves for successful collaborations. Remember to tailor your approach to each stage of the partnership journey and highlight the value you bring to the table.
In the dynamic world of influencer marketing, persistence, professionalism, and authenticity are essential ingredients for securing paid brand deals and building long-term partnerships. So, roll up your sleeves, craft compelling pitches, and embark on the journey of transforming brand partnerships into lucrative opportunities for growth and success.