Calling all content creators, influencers, and brand ambassadors — do you struggle to pitch to brands you want to work with?
If you’ve ever sat down at your computer to write a pitch email, you can understand how daunting and tough it is to get started.
To help you successfully send an email pitch to brands, we asked our PR and Influencer Marketing Manager, Chrissy Abram, to share her top tips to help you land your dream collaboration!
Why Influencers Should Pitch to Brands
Instagram influencer partnerships are by far the best performing platform for brands to reach new audiences quickly.
And you don’t need to have millions of followers to land brand collaborations.
In fact, in a recent study by Later and Fohr, data shows that Nano influencers (with less than 10K followers) have the highest engagement rate on average.
So no matter how big your following is, you shouldn’t be afraid to put yourself out there and pitch to brands.
In the following sections, we’re covering how to land your dream collaboration — from crafting the perfect pitch email to generating a best-in-class Instagram analytics report.
What Is A Pitch Email?
First things first, what is a pitch?
A pitch is an email addressed to a specific person or company. But, it’s not just any email. Pitch emails should be 2-3 paragraphs max in length — this isn’t the time to write your first New York Times bestseller.
Your pitch to brands should include:
What you love about their brand/product
Verified analytics report
Any relevant brand partnerships
The last section, any relevant brand partnerships, is an important one. It gives the company an understanding of how successful you have been with building brand awareness or driving conversion.
TIP: Do your best to address your pitch to the right person. When searching for the best person to address, keep an eye out for “PR”, “Collaborations”, or “Influencer Marketing” in their job title.
If you’re struggling to find the right person, try reaching out to someone on the marketing team and ask who the best point of contact is.
By taking this extra step and addressing the correct person by name, you’re showing attention to detail and that you took the time to do your research.
How to Pitch to Brands: The Elements of a Great Pitch
Even though a pitch email should only be 2-3 paragraphs in length, there are a few important key elements you shouldn’t miss!
Elements of a Pitch Email:
Element #1: Craft the Perfect Subject Line
The inbox of the person receiving your well-crafted pitch email will most likely be flooded with internal company memos, project briefs, and other pitches. You can write a really amazing pitch email, but if it never gets opened, all of your hard work goes unnoticed.
If you want your pitch to stand out, here is the key: the subject line.
Subject lines are most successful when they’re eye-catching and short.
Two things to consider? Place your name in the subject line and keep it simple and direct.
Putting your name in the subject line makes it super easy for the brand to search their inbox for your email.
TIP: Include a call to action or a greeting in the subject line. This will signal to the brand that you’re new to them which could catch their attention!
Element #2: Introduce Yourself
If you are looking for a long term relationship, it is important to build a genuine foundation. Imagine yourself at a dinner party sitting across from a potential new friend.
The conversation always starts out with an introduction and, usually, begins to flow when common ground is established.
In email format, the same rules apply, except it’s much shorter.
Introduce yourself, but don’t share your whole life story. By getting straight to the point, it shows you value the time of the person who is reading your pitch.
Aim to paint a quick picture of who you are, highlighting applicable pieces of information that make sense for why you are introducing yourself.
Try swapping out the typical blanket statement, “our brands align and I think this partnership would be a great fit,” for a few of your core values or strengths.
We’ve seen success with this approach because it shares another valuable piece of information about yourself and why you might be a great partner.
For example, if the company you are pitching values cruelty-free and you do too, it would be important to highlight that!
Element #3: Highlight What You Love About the Brand/Product
Brands tend to gravitate towards influencers who have previously used the product and genuinely benefit from it.
Now, this doesn’t mean if you haven’t used the product you can’t reach out to inquire about a partnership, but you are more likely to get their attention if it is something that is already in your day to day routine.
Plus — working with a brand or product you actually enjoy will be more exciting and beneficial for you too.
When brainstorming what to highlight, use these prompts to help get started:
Do their values and mission align with yours?
Has the brand done anything specific that resonated with you?
What is your favorite way to use the product?
What is one thing you didn’t know about the product until you used it multiple times?
Beyond the tangible product you love and adore, ask yourself if the brand aligns with your mission.
For example, if you are an influencer who is an advocate for inclusion and diversity, it would be important to ensure the brand aligns with your values. If so, this would be an important point to highlight in your pitch.
Have you noticed past collaborations the brand has done with influencers that prompted you to reach out?
Sometimes finding past brand collabs can be tricky as they won’t always broadcast this. You can look at hashtags like #ad #sponsored in relation to the brand’s name and see if you can find it there.
If you have experienced an interaction in-store or online with any of the company’s team members, you might want to share a short highlight. Or share a unique way of how you use the product. This could be a fun way to grab their attention.
Element #4: Create and Attach a Media Kit
If you’re pitching to brands, having a media kit is one of the best ways to showcase how serious you are about your work and what you can offer to them.
If this is your first time creating a media kit, have no fear! There are two key points to highlight in your media kit.
The first is to include the ways you have built brand awareness for brands. This could include Instagram Stories with swipe ups, YouTube videos, collaborations, campaigns, etc.
The second most important aspect of your media kit is the ways you have driven conversion and traffic for similar brands. More so now than ever, this is the gateway to working with brands. At the end of the day brands typically want some sort of monetary ROI.
Share specific examples here — anything that can convey your ROI. Think, how many units were made vs. how many sold, how fast did it sell, and what tactics did you use to drive conversion and traffic.
List out the top 3 collaborations/promo/pieces of content you have worked on with brands and include links so they can see your work.
Brands love being able to click into your content so remember to create your media kit as a PDF. Your media kit should be beautifully designed and on-brand.
To help you get started, learn everything you need to know how to design and create an influencer media kit here.
Element #5: Share a Verified Instagram Analytics Report
Alongside your media kit, you should also include a verified Instagram analytics report — highlighting exactly who your audience is and how your content performs.
These reports are extremely valuable to brands. Not only do they help determine whether you’d be a good fit for their marketing campaigns, they’re also a seal of credibility.
Rather than manually creating an Instagram analytics report, which can be a time consuming task, you can use later’s Performance Report feature which allows you to automatically generate a shareable report with all your key metrics in a single click.
Later’s Performance Report includes:
Profile statistics (follower count, impressions, profile views, and website clicks)
Audience demographics (top countries, age, gender, and most active times)
Post summary (median reach, likes, comments, and engagement rate)
Top performing posts
Instagram Stories summary (median impressions, reach, and replies)
Top performing Instagram Stories
Element #6: Make a Call to Action and Share Your Rates
The last thing to include in your pitch email is a clear call to action or invitation to continue the conversation.
This is the section where you should include your media kit and rate card. Yes, share your rates!
A brand will see this and have a quick read to gauge whether or not their budget is able to handle a partnership with you.
If you are nervous about sharing rates because a brand might shy away, you can always share a quick note simply stating you are open to a first-time partnership rate.
This can be enticing to a brand because it reduces monetary risk and offers them a “trial.” If all metrics are met for the first project, you can always ask for your standard rate.
If you are new to establishing rates, there is a simple equation that can help get you started.
For every 1K followers you have, divide it by 10 and then multiple that number by $10.
This should give you a ballpark estimate. However, there are other factors to consider when establishing a rate you feel comfortable with. Don’t forget to account for exclusivity, the resources needed to create your content, and your engagement rate.
It can be helpful to think of your rates as a pricing test. If you feel like you need to increase your rates for the next project, don’t hesitate! Establishing rates you feel comfortable with takes time.
Remember, pitch emails can be daunting to write, but when crafted with care and intention, brands value them. You are a potential future partner that can help spread the word about their brand. Who wouldn’t love that?
Now you have everything you need to know to write a well-crafted email. Good luck and happy pitching!