The good news is that in 2020, it is easier collaborate with brands as a micro-influencer than ever before. They are realizing that it is not just about how many followers someone has on social media but how much influence someone has over their audience. For example, if you check out this article here you can read more about a girl with over 2 million followers who was unable to sell even 36 t-shirts!
At the end of the day, what brands care about is their return on investment, or ROI. They want to invest in people who will help them grow their business. Below I am breaking down some of the easiest ways to let brands know the value you can provide. But first…
Related: How To Grow an Engaged Audience on Instagram
What is a Micro-Influencer?
A micro-influencer is someone who has built up an audience of 1,000-100,000 followers. They are generally known to be experts in their niche and are often sought after for brand collaborations because of their high engagement rates.
What is a Brand Collaboration?
A brand collaboration is an agreement between a company and an influencer where the influencer will promote the brand to their followers in exchange for compensation.
Related:
7 Things to Make Sure You Include in an Influencer Contract
How To Make a Sponsored Post NOT Sound Like an Ad
Before You Pitch
Engage On Social Media
If there is a brand that you know you would like to work with, follow and engage with them on social media! Like their posts and leave a comment every so often. You will already stand out from your peers if when they check out your Instagram they see it says “follow back” instead of “follow”. It means you actually care about their message enough to support them.
Research the Brand
Before you send a cold email to a company, do your research. Check out their website and social media channels and pick out 1-2 things that they have done that stand out to you. It could be a charity they chose to partner with or a campaign you resonate with, anything that speaks to you and your beliefs that you can mention when you do reach out to them.
Pro Tip: You can also sign up for the company’s newsletters. This is a quick and easy way to stay updated on what is going on with their brand.
Find the Right Email Address
Often times you pitch a brand and never hear back. While it is true that the person you emailed simply missed your email, often the issue is you are messaging the wrong contact. Before you spend a great deal of time crafting your pitch, make sure you have the right address.
Related: How To Find PR and Marketing Contacts
See if They Collaborate with Other Micro-Influencers
Have they done a collaboration with another micro-influencer? Check out their tagged photos on Instagram to see if they have worked with other influencers. It may give you an idea into the type of collaborations they are interested in for your pitch.
Writing the Pitch Email
Write a Catchy Subject Line
When writing your pitch email, make sure you don’t forget about the subject line! A catchy subject can make the difference between emails that get opened and emails that are sent straight to the trash. For tips on subject lines that get opened, check out the bottom of this post here.
Keep the Email Short
Keep in mind that people are busy! Popular PR firms and hotels can get hundreds of pitches each week. Chances are that if you write a lengthy email it will not get read, so do yourself a favor and keep your email short. Write your elevator pitch and only mention the key facts that you want the company to know. You want to write enough to peak their interest so that they will respond to you and start a conversation.
Make It Personal
Remember that there is an actual person at the end of each pitch you send so make it personal. Include the bits of information you learned about the company during your research and address each email with a first name if you have it. While you may have a basic template for sending a pitch, make sure you leave space to customize each one. This means no BCC.
Think about it, when you receive an email from a brand where you are BCC or have to “apply” for a collaboration, does this make you feel special? No. It makes you feel like you are one of many and the company could probably care less if you don’t respond. This is also true if someone pitches you to promote their baby products if you don’t have children. It will make you think that the brand has not properly done their research or know what you stand for. The same applies to your emails to brands.
How To Show Brands Your Value as a Micro-Influencer
Include Your Media Kit
Your media kit can be your best friend! It is a way to showcase your audience statistics, engagement rates, and your past work in a way that is flattering to you. For example, are you trying to pitch a hotel stay? Show them how much of your audience is located only a short flight away. For a clothing brand? Highlight what percentage of your audience is female. All of this information will be available in your media kit.
Reference Past Collaborations
Have you worked with brands in a similar niche that your audience loved? Tell them! If you feel comfortable, include screen shots of your analytics from this past campaign. Highlighting the number of comments, saves, and shares shows the brand that your audience is active and engaging with the products you share with them.
Pro tip: If you have not yet collaborated with brands, that is ok! You can still share a post of you recommending a similar brand (or even the brand you would like to pitch!) The important thing is to show them that your audience is engaged and responsive.
Ask for an Affiliate Code
If a brand is hesitant to work with you, that is ok! Sometimes companies need some extra convincing that you can provide them with value. Ask them if they would be willing to set up an affiliate code for you. That way they can physically track how much value you are adding AND you can make a commission!
Did you find thing guide on how to collaborate with brands as a micro-influencer helpful? For more tips on how to stand out to brands feel free to sign up for my guide below! Or check out these resources here. And once you have landed your first brand deal, check out my guide on How to Rock Your First Brand Collaboration.
