How to nail your influencer pitch
We’ve already covered how to find the right influencer to promote you. At one point or another, you’ve probably thought “how on earth do I convince this influencer to work with me?” This article aims to uncover exactly how you can do that with actionable steps.
Here’s what we’ll cover:
Getting an influencer to agree to work with you can be complicated. It’s not as simple as sending an email saying “hey, we’d love to work with you.” It’s much more nuanced than that. Influencers get hundreds of messages per day, so as a brand you need to try and ensure that you stand out.
Tip: Influencers who have brand affinity - i.e they already know your brand, are using your product or service, and are fans) are generally your first port of call. It is easier to convince someone who already loves your brand to work with you.
How to stand out
Some influencers receive hundreds, if not thousands of messages a day (depending on their size) so it is critical that you can stand out as a brand to catch their attention. There are several ways to do this.
Interact with them on social media
If you are interested in an influencer, be sure to interact with them on their social media channels. But be authentic with it. Don’t just go there, like 7 of their posts and comment on a couple and then send your pitch. Spend a longer period of time interacting with them and getting to know who they are.
Get to know their work
Just seeing how many followers an influencer has, and if people comment isn’t enough to make you stand out. Look at what they are posting about, see if they have a website or other social media channels, and have they written elsewhere? Familiarise yourself with them on a deeper level. It will help you to be familiar with their work.
Choose the right channel to pitch
When you want to work with an influencer, it’s essential to pitch in the right channel. It’s no use sending a message on LinkedIn if your influencer isn’t super active there.
It’s important to examine their profile and see if there’s a good way to get in touch. If they ask you to contact them via email, ensure that that is the medium you use.
If you can’t find an email address or contact form on their blogs, then DM them to ask what is the best way to contact them about a collaboration. They will be able to tell you what works best for them.
Create a long-term relationship
When you’re working with influencers, the best way to get good results is to create a long-term relationship with them, instead of a one-hit-wonder moment. If you can create a good relationship, it will work in your favor. Communicate with them regularly, showcase their work and be responsive.
Discover more about creating good relationships with influencers.
How to write the perfect pitch
Once you know which channel to pitch them on, it’s essential that you send the right message. You want to convince someone to work with you, so taking these steps will help you.
Write a strong subject line
Writing a strong subject line can make or break your pitch. Why? Because it’s the first thing an influencer sees in a sea of emails. If your subject line is no good, then they might not even open it, even if it’s the best pitch in the world.
- Use an emoji
- Get straight to the point
These will help you to stand out.
Tailor your pitch
When writing a pitch, personalize it and tailor it to your influencer. A one-size fits all approach won’t cut it. Starting your pitch with “Dear influencer” is a surefire way to irk an influencer, especially since their name is usually somewhere on their channels.
You can use our templates to get some great ideas for pitches.
Depending on how you decide to pitch your influencer (via email or DM), you’ll need to make sure that your pitch includes
- A great subject line (if it’s an email)
- Why you love their social media posts - be specific. You could even compliment them on a particular post. If you have already been on their page and interacting with them, this will help.
- An introduction to yourself.
- Why you want to work with them - be clear that you chose them specifically
- An introduction to your company (if they are not already familiar with your brand)
- How you’d like to work with them - be specific here
- How their audience will benefit from it too
- Incentives (this excludes their rates)
- What they can do if they are interested in working with you.
Tip: Think about the different content types and what you want, plus which payment model you would like to work with before you get in touch. One option is to work on an influencer affiliate-basis
Sign up to Tapfiliate’s free trial to start tracking your influencer marketing results ❤️
Use a theme
Instead of just asking them “hey, can you do a social media post about us?” make it part of an overall campaign with a theme. Influencers are more likely to respond to it. For example, 5 of the best eco-friendly makeup looks - this is more interesting and appealing than a generic request.
When you send your pitch, ensure that you have planned ahead. Influencers often plan their content out months in advance and they can’t drop everything to run your campaigns. Contact them at least a month before you want them to post, and try to make it as easy as possible for them. Find out exactly what they need from you and make it happen.
Avoid sending tons of follow-up messages
As someone who receives hundreds of follow-up emails, I can tell you that it clogs up their mailbox and can end up putting you at the back of the queue. If you are writing a follow-up email these are some best practices.
- Leave it for a week or two before you follow up.
- Always find your original email so there is a thread that they can follow so they don’t have to spend time searching for what your original email was about
- If you need to create a new email thread, include what your original email was about
Here are some examples of how to write a good email pitch to an influencer. Each complements a recent post introduces themselves, and why they want to work with the influencer, makes it clear that this will be a paid opportunity, and how they can move things forward.
I hope you are having a great week so far. I saw your zombie look on Instagram last week and I loved the attention to detail - amazing work, especially that hole where your eye was supposed to be!
My name is Ashley and I work for [insert company name here]. I am contacting you because we would love to work with you on a Disney princess beauty campaign because the way you create your looks is unique and creative and we would love to see what you would do with this challenge. We think the Disney Princess challenge will be a great way to engage your audience and show them something special.
We want to pay you to post a video on instagram and send some free product your way so you can create the Disney princess look. Alongside that, we will give you a coupon code for $10 off your users, and a 10% commission on any sales you refer.
If you are interested in this, please reply to this email with your rates for the post so we can discuss it.
Here’s another example for an interior design influencer.
How are you? I loved your post today about practical storage solutions for a tiny home. Those hidden cabinets were really creative, and I love how you always think out of the box.
My name is Ashley and I work for [insert company name here]. I am reaching out to you to see if you would be interested in working with us as part of our Spring madness campaign. We are challenging influencers to create content with the theme Spring Kitchen. We would love to see what you could come up with in line with your previous posts on Instagram.
Of course, we would pay you for your time, and make it worthwhile for your audience by giving you a personalized discount for your followers. We would also like to give you a 10% commission on any sales you refer. Please let us know what your rates are for a post.
If you’re interested in working with us, please reply to this email with your rates and we can discuss it.
Influencer pitch examples for if you are on a budget:
I hope you’re having a great week. I loved your vegan pancake recipe post - it made me super hungry and it looked amazing. The addition of the peanut butter sauce was excellent thinking.
My name is Ashley and I work for [insert company name]. I wanted to get in touch with you to see if you’d be interested in working with us on our National Donut day campaign. We want to see you create “the ultimate donut” because we know desserts are your specialty and we would love to see what you create.
We’ll send all of the ingredients you need to make your doughnut (we can give you a $40 voucher to shop with at our store). We’d like to give you a 15% commission on every sale you refer, plus we can also give you a coupon code for your followers for $5 off a $50 spend. We will also share your post on our socials as well.
If you’re up for making donuts and getting involved in the campaign, just reply to this email and we can get you set up with your voucher.
How are you? I saw your post last week with you swapping your beauty routine with your sister and I loved the idea. I couldn’t believe how different the two were.
My name is Ashley and I work for [insert brand here]. We’d love to work with you on a campaign called “Grandma’s glam” where we are asking influencers to recreate your grandma’s beauty looks from when she was your age.
We can offer you free makeup plus a 15% commission on any sales, and we’ll give you a discount code to share with your followers. Plus, we’ll share your post on all of our social channels as well.
If you’re interested in working with us, please reply to this email and we can get you sorted with the makeup.
Start pitching influencers today
By making sure that you stand out from the crowd by interacting with influencers on their social media, getting to know their work, choosing the right channel to pitch, and creating a long-term relationship, you will get influencers interested in working with you more easily. The next step is to ensure your pitch is unique, themed, and well-planned so that the influencer’s interest is piqued. This will help you to convince the influencers to work with you.