If you’re a small creator, chances are, you’re going to have to reach out to some brands before they start reaching out to you–but that’s okay and might even be an advantage.
If that sounds scary, you’re not alone–I've been there too!
But in 2024 nearly 70% of brands reported primarily choosing to work with nano and micro-influencers over macro-influencers with over 100k followers–which means if you’re not the one reaching out, somebody else probably is.
That’s why, to give you an advantage, we’re going to discuss five things you must know before reaching out to brands as a small influencer.
But first, why do you brands want to work with small creators?
Macro-influencers and small creators have am advantage that larger creators don’t, an average of nearly twice the engagement rate.
Having a highly engaged community is the pinnacle of being a creator, and the most attractive trait that a brand can look for.
With that in mind, let’s dive into everything you need to know to pitch brands as a small creator.
First things first, let’s talk about who you should be pitching.
You can’t just throw paint at the wall and hope something sticks. Start with brands you already use and love. These are the products you’re genuinely passionate about and would recommend to your audience without being paid to do so.
When you ultimately succeed in pitching these brands, the enthusiasm you have for them is going to be obvious through your content. Plus, your followers are smart—they’ll know if you’re being authentic or just trying to cash in.
Remember, growing a personal brand is a long-term game, so don’t destroy your progress with rushed brand deals.
Next, focus on brands that align with your audience and your niche.
If you're a fitness creator, a collaboration with a tech gadget might feel out of place right? But a partnership with a new workout supplement–now we’re talking.
Also, don’t overlook brands you’ve already built a relationship with. Maybe you’ve tagged them in posts before, or you’re already a loyal customer. Use that to your advantage!
Now, let’s get down to the pitch itself.
This is your chance to make a solid first impression, so don’t blow it with a boring, generic or long-winded email.
Start with a quick subject line—something that grabs their attention without being clickbait.
Next, introduce yourself, but keep it super concise, (nobody wants to read your life story) a quick summary of who you are is perfect.
Then, get specific. Why are you reaching out to this brand? How do you see yourself collaborating with them? Don’t just say you love their products—show them how you’ve already incorporated them into your content or how they resonate with your audience.
Lastly and most importantly, suggest a time to discuss further, or ask if they’re interested in setting up a quick chat. You need to keep the conversation going if you’re going to score a deal.
Timing for Pitches
Timing is everything.
The best moment to pitch is when you’ve just posted some organic content featuring the brand. Maybe you just posted a piece of content that features their product—now’s the time to strike while the iron’s hot, especially if the video performed well. Another small tip—plan your pitches around key sales periods. Brands are always looking for extra promotion during times like summer or the holiday season. The same thing goes for if you see a brand currently doing an influencer marketing campaign.
However, steer clear of January. Most brands are wrapping up their budgets, and your pitch might get lost.
Preferred Pitching Method:
Let’s talk about how to pitch and how email is your best friend..
It’s professional, quick, and it’s more likely to land in front of the person who makes the decisions.
DMs can be great for building relationships or getting quick responses, but they can also get lost more easily, especially if you’re DMing from a small account.
We recommend DMs only to start a conversation or to ask for the best contact, but when it comes to the official pitch, stick to email.
If you can’t get a brand’s email from instagram, Pitchify has over 50,000 brands emails, with over 150,000 contacts and it’s designed specifically for creators just like you.
Justifying the Collaboration:
Finally, you need to justify why this collaboration makes sense—both for you and for the brand.
Explain why you’re interested in working with them. What is it about their products or goals that resonates with you?
Then, flip it around.
Why are you the right person for this partnership? What can you offer that others can’t? And why is now the perfect time to collaborate? If you can create a sense of urgency or exclusivity, even better. Make it hard for them to say no.
Remember, keep all of this concise, especially in your first email–if it’s too long, you risk them either never opening it, or not wanting to spend the time reading it.
Pitching brands as a small influencer might feel intimidating, but it’s actually a powerful advantage.
You get to choose who you work with, which will keep your content authentic and aligned with your brand as well as your audience.
To make pitching easy, at Pitchify we’ve created the largest database of brands, and contacts that make decisions for them–get started today and get that bag!