How influencers reach out to brands to get paid collaborations
Ashley Jones is a micro influencer who DMs brands she wants to partner with. Ashley Jones
Influencers pitch brands over email or DMs. Insider collected several examples of email templates and media kits influe...

How influencers reach out to brands to get paid collaborations

Influencers pitch brands over email or DMs. Insider collected several examples of email templates and media kits influe...
  • Brand deals are a top income source for many influencers.
  • These collaborations often start with a pitch, through email or other methods.

One of the earliest questions aspiring influencers will ask themselves is: How do I start working with brands?

An influencer's inbox — whether it's email or direct messages on social media — is often where that process begins.

Some influencers will start building relationships with brands by cold-DMing them on social media, like Instagram.

Ashley Jones, a micro influencer who has about 60,000 Instagram followers, said that her strategy consists of posting on Instagram about products she loves and tagging the brand. She then reaches out to the brand and explains why she'd like to work with them. She'll often ask for a proper PR contact too, she said.

Read more about how Jones lands brand deals and sets her rates.

Other creators, like TikTok star London Lazerson, take to LinkedIn. While some influencers pitch PR reps or influencer-marketing contacts on LinkedIn, Lazerson goes straight to the top by DMing CEOs.

Read how 3 influencers are using LinkedIn to make money.

And many influencers, like Gigi Kovach (a part-time lifestyle influencer), go straight to email to pitch a brand. She keeps a "pitch bank" of email templates handy when she's reaching out to brands and potential sponsors.

Read one of Kovach's word-for-word email pitches she sends to brands.

In addition to the pitch, many influencers create and attach a media kit — a document that includes basic information about an influencer's account, engagement data, previous work, and contact information.

Some influencers will send a media kit to every advertiser they work with. They keep this document up to date by adding new metrics and collaborations every few months.

"I think it's super important if you want to take this seriously," influencer Macy Mariano said of media kits. "I send them now to everyone I get in touch with. It's just a good way to express who you are and what you've done so they can see your past and current work."

Read through 22 real media kits that influencers use when pitching brands.

Insider has spoken with several influencers who all have different approaches to pitching brands. Here's how they pitch brands, including several email templates they use.

How influencers reach out to brands to get paid collaborations
Emma Cortes. Holly Phan

How to grab a brand's attention when pitching a paid sponsorship

It takes time to figure out what type of pitch sticks and grabs the attention of brands.

"You get a lot of no's when you first start to pitch brands, but then you sort of fine-tune your approach," Kovach told Insider.

But getting started is an important step when building relationships with brands.

Jen Lauren, a nano influencer on YouTube and Instagram, charges around $350 for an Instagram sponsorship (one in-feed post) or YouTube sponsorship (brand mention), and that price will vary depending on the scope of work, she told Insider when she had just under 3,000 followers.

To land her first paid deal, Lauren used a media kit. She sends her media kit to the brands she wants to work with directly, through email, direct message on Instagram, or sometimes she'll even find an influencer marketing contact for a brand on LinkedIn, she said.

But a media kit isn't just helpful for getting started. Influencers with varying follower size and experience in the industry commonly use these documents to establish new brand relationships.

Here's how 21 influencers pitch brands, from email templates to media kits.

Email templates influencers use:

Sending DMs to brands on social media:

Setting rates for sponsored content:

Media kit examples:

"It's important to build a relationship with brands and to work with brands that you already love, especially when you're starting out, to build subscriber loyalty," Lauren told Insider. "I will only partner with a brand if it will also benefit my community and organically fit in with my content."