If you've found the right influencers to collaborate with, it's time to get in touch. As with many other things in business, influencer reach can seem intimidating. After all, you're asking a complete stranger to help you with a business opportunity. With influencers, you're requesting a personal service that could affect your reputation. Fortunately, I've crafted this guide to help you learn how to reach influencers with confidence.
table of contents
- What is influencer reach?
- Step 1: Identify relevant influencers to reach
- Determine relevancy based on your target audience
- Compare influence levels
- Make a list of priorities to launch
- Step 2: Preparing the Pitch
- Confirm your marketing strategy
- Know what to say when reaching out to influencers to collaborate
- Step 3: Connect with social media influencers
- Step 4 - Send your influencer outreach email
- Other social networks
- Off social media
- Use outreach tools
- write your note
- Step 5: Didn't get a response? How do you follow an influencer?
- Step 6: Start your collaboration and build a long-term relationship
- Bonus: Influencer Outreach Templates
- Instagram direct message example
- email example
- FAQs about communicating with influencers
What is influencer reach?
Simply put, influencer reach is when you reach out to social media influencers with the intention of collaborating with them. Typically, this collaboration focuses on increasing brand awareness or sales for a specific brand as part of an influencer marketing campaign.
Scope can take a few different forms. The most direct way is to send an email or a message on social networks to the influencer and ask for his collaboration. Another method isused by amazonand some other big companies: having a page where influencers interested in collaborating can sign up. Many other companies do a combination of these techniques.
Also, keep in mind that sometimes you will reach out to an influencer to add them to a general list.influence program. In that case, you may not immediately intend to collaborate. Instead, you want someone you can count on later. Either way, knowing how to reach influencers is key. Here, we will focus on the direct scope method.
Step 1: Identify relevant influencers to reach
Before learning how to communicate with influencers, it's important to find the right people. In this case, you're looking for a shortlist because you're not sure who will respond favorably to your proposal. Fortunately, if you do this right, there is bound to be someone willing to help you out. I wrote extensively aboutinfluencer discovery, but here are some quick tips.
Determine relevancy based on your target audience
For an influencer marketing campaign to work well, you need someone who is influential with your target audience. This isn't always an example of the target audience, just someone they're attracted to. For example, you might choose a regional sports personality for your sportswear brand. That person might be older than your target audience and likely make more money than they do. However, their goal is usually to sell sporting goods to an audience that plays the sport. By choosing a successful competitor, you will attract this audience.
However, there are other niches where the best influencer will be very close to their target audience. In other words, it's more than just a common interest. If you sell beauty products tailored to a certain subculture, your influencers should be part of that community. Alternatively, if you're looking to expand your reach, choose someone who fits your new buyer persona.
Compare influence levels
Here, I'm talking about more than just follower numbers. Especially since some influencers have some fake followers, there's a lot more to influence levels. No, here I mean how far someone isinfluential in your industry.You wouldn't pick an athletic influencer to sell junk food to, would you? They will likely encourage healthy eating. To take a more nuanced example, let's turn to the travel industry. Some influencers offer cheap travel and I wouldn't use them to promote a five-star hotel.
How is this level of influence determined? First, look at the hashtags they are using. You want to make sure your hashtag trail is relevant not only to your industry, but the right industry segment. Also, you should check out what they recommend to make sure it's a good fit.
Make a list of priorities to launch
Ultimately, this information will help you narrow down your choices. Choose the best handful of candidates and learn how to communicate with influential people. Then have a few more groups if there aren't enough influencers to respond favorably the first time around.
Step 2: Preparing the Pitch
Next, you should prepare your presentation as this will help you decide how to reach influencers. While some aspects of outreach are the same for everyone, others need to be tailored for each influencer.
Confirm your marketing strategy
Choosing influencers requires you to understand your marketing strategy. This will allow you to ask for the right kind of help from a potential influencer. Nothing says "skip it" like a salesperson who doesn't know the details.
Know what to say when reaching out to influencers to collaborate
Writing that note to a potential influencer can feel like applying for a job, as it can make you nervous. However, if you know how to communicate with influential people, this will be less of a problem. Following these tips will help you succeed.
- Avoid starting your letter or message with "Dear Influencer" or "To Whom It May Concern". This impersonal approach has a 99% chance of being ignored, according toCrazyegg. com.Instead, be more personal.
- Tell them what's in it for them. In other words, what are the rewards? There may be some flexibility here, but make it clear that they will be compensated.
- Mention something about them or their content. It shows you're paying attention and helps build rapport. Do you personally have anything in common? You can use this if appropriate.
Mastering the secrets of how to reach influencers is surprisingly easy. Ask yourself what you would want someone else to do if they offered you an opportunity. Putting yourself in their shoes is a great way to increase your chances of success.
Before starting, show interest in what they have to say. This can include following your social media accounts, liking or sharing your content, and much more. By doing this, you are building a connection before communicating. This is a critical step: according to Backlinko, only8.5% of disclosure emailsnever get an answer. By connecting with an influencer on social media in advance, you show interest in a relationship.
Step 4 - Send your influencer outreach email
Now that you've built a relationship with your chosen influencers, it's time to use my tips on how to reach out to influencers. There are several scoping options depending on your preferences and the intended platform for collaborations.
If you intend to use Instagram, the best way to communicate with influencers is to use Instagram DMs. They are easy to use and allow the influencer to quickly view their Instagram profile. Also, feel free to link the brand account if you are not using it to communicate.
Other social networks
Many other social networks have the ability to message someone directly. In some cases, like LinkedIn, you may have to pay for this. However, these are all relatively high visibility ways to try to get your message read.
Off social media
With bloggers, or when intranet messages are restricted, you can always email them. Of course, your first step is to find that email address. Sometimes they include you in social media profiles. If the influencer hasmedia kit,they will list their preferred contact on that document. There is often a link available in your profile.
Another option is to use Google. Depending on your off-network Internet presence, you may be able to find some form of contact information. Keep in mind that if you're a B2C brand, you probably don't want to use your workplace to submit collaboration proposals. This can cause them problems in their daily work.
Use outreach tools
If you're looking for a blogger or if you haven't found the contact information you need any other way, consider using tools. For example,Apolo.iois an email lookup service that might be worth a try. From there, I would follow the other steps of how to reach influencers. Alternatively, tryRespona.com. This is a blogger-specific outreach tool with strong automation features.
write your note
Once you have the correct contact information, it's time to write your presentation. There are two basic approaches. The first is to present a specific opportunity. For example, you can ask them if they would like to prepare a single Instagram post on behalf of your brand. The second approach is to be more open. If so, he'll ask if they're interested in discussing collaborations. If the intended influencer does a variety of collaborations, this may be the best option. Unless, of course, you have something specific in mind.
Step 5: Didn't get a response? How do you follow an influencer?
If you've sent out a bunch of resumes and never heard back, you know how it is. The problem is, like that hiring manager who ignored your application, influencers get more requests than they can handle. For some of them, the high volume of requests means that they do not respond to all of them.
For this reason, experts agree that it's okay to send a follow-up email or message. In fact, it's considered good practice to do so. That way, you show the influencer that you are really interested in working with them. Combined with their prior interest in the content they are already producing, this will set you apart from the competition. Finally, remember that some influencers have a habit of responding only after the second contact.
Step 6: Start your collaboration and build a long-term relationship
When you finally get an answer, you'll have learned how to successfully communicate with influencers. Now comes the fun part: collaborating! Once you've carefully negotiated the terms of your partnership, you'll be able to enjoy the result of all that hard work. We hope your influencer marketing campaign is a success.
However, just because the campaign is over doesn't mean you should end your relationship with your influencers. In fact, that's not really a good idea. Consider adding successful influencers to a formal influencer marketing program. That might mean making them part of your network and using them for future collaborations. Or it could mean an immediate and long-term commitment. Either way, both win.
Bonus: Influencer Outreach Templates
Do you suffer from writer's block? It happens to everyone. That's why I've put together these short templates to help you inspire your outreach efforts.
Instagram direct message example
Hi [influencer name],
I've been looking at your Instagram profile for a while and I noticed that [mention something good about your content]. As a member of the [brand] marketing team, I was wondering if you would be interested in a paid partnership with us? I'd be happy to discuss the creative possibilities and rewards with our brand if you're interested.
I look forward to hearing from you.
[name, title, company]
Regards [influencer name],
I've been following [blog or profile name] for a while and thought it was time to introduce myself. My name is [name] and I work for [brand]. As a member of the marketing team, I would like to offer you the opportunity to [describe opportunity]. In return, we offer the following: [describe what they get out of it]. I think you are an ideal couple because [give reasons]. If you're interested, write me and we'll talk more about it.
So what are you waiting for? Go there and start collaborating!
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FAQs about communicating with influencers
What to say when contacting influencers?
When communicating with influencers, you need to prepare your presentation and think of the best way the influencer can get your message noticed. Keep in mind that these influencers may receive a lot of emails and offers every day, so make yours stand out. Your message/email can be short and to the point of introducing them to an opportunity and what they can gain from it. Another way is an open approach where you ask if they are interested in collaborating.
How do I get in touch with influencers?
Here are the ways you can reach out to influencers:
1. Through your social media accounts
3. Use of disclosure tools
How do you ask for free stuff as an influencer?
As an influencer, you don't want to explicitly ask for free products like you're asking for a freebie or giveaway. Brands and companies will incur costs for shipping products, so you need to justify why they should deliver products to you despite the expense. This means you'll need to provide them with some data (i.e. your follower count, engagement, etc.), brands you've worked with previously, and other information that shows you're worth it.
How do you reject an influencer request?
Be honest and tell them the reasons why you turned down their influencer request. The same applies when it is your proposal that has been rejected. The first thing you want to know is why your proposal/offer didn't get a yes. Be specific and real with the reason, whatever the case may be. For example, the compensation they are offering is very low and you can somehow justify it, tell them. Who knows, maybe they'll reconsider and open up to negotiations?
Do influencers get free products?
Yes, in most cases, influencers receive free products. Brands and businesses often reach out to influencers and submit their products in exchange for promotional content like an Instagram post, Instagram story, YouTube video, or whatever.
Practical tips for your digital marketing/content/influencer/social networks.
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Since [insert what the influencer is passionate about or how their content aligns with your brand], I wanted to see if you'd be open to doing a collaboration together. We'd love for you to test our [insert product] and share your thoughts. Let me know if you are interested and I will send more details! Thanks!How do you reach out to brands for collaboration templates? ›
- Contact Us Page. Visit the brand's website and find their Contact Us page. ...
- Email Button on Instagram. ...
- LinkedIn. ...
- Ask a Fellow Creator.
I'm reaching out because [insert what you saw in their feed, posts and what they are passionate about and relate it to your brand's purpose]. We'd love it if you would collaborate with us [insert any collaboration specifics in mind]! Please let me know if you're interested and I'll share more details. Thanks!How do I contact influencers to promote my product template? ›
One of the best ways to ask an influencer to promote a product is to send a quick message introducing yourself, telling them why you like their content and why you think they'd be a good fit for your brand, and asking them to schedule a phone call with you to further dive into the details.How do I reach out to influencers message template? ›
- Know Your Goals.
- Write a Catchy Subject Line.
- Personalize Your Message.
- Keep Your Email Short and "To-The-Point"
- Give Them Creative Freedom.
My name is [your name] and I am a huge fan of your products. I've been following [brand] for a long time, and I love all the work you do. Your products are a big part of my daily life and I don't know what I'd do without them.How do you text influencers for collaboration? ›
- Your name.
- Your Brand's name and its mission.
- Why you are interested in partnering with this influencer.
- Any key requirements for the partnership.
Brand Ambassador Email Collaboration Pitch Template
I'm [insert name] from [insert company]. We've been following your review of [insert topic] and want to know if you're interested in [insert topic]. We are looking for individuals with passion and enthusiasm for our product. Become an ambassador of our company.
- Be Clear From the Start. Your first sentence in a pitch should be attention grabbing, but clear from the start. ...
- Throw them a hook. ...
- Sell Yourself. ...
- Provide an example of your best work in your influencer campaign proposal. ...
- Apply for campaigns within your niche.
- Step 1: Find someone you want to work with. ...
- Step 2: Reach out to them. ...
- Step 3: Structure your Instagram collaboration deal. ...
- Step 4: Execute the campaign. ...
- Step 5: Measure results and ROI.
The easiest method: find a platform
The quickest and easiest way to reach out to other creators is a creator community. These are platforms that already have creators looking for others to work on new content. You simply find them and tap on the “collaborate” button.
Join an influencer marketing platform
Brands often use these platforms to search for influencers and negotiate a campaign. The platforms not only serve as an influencer Roladex, but also provide communication and payment tools so an entire campaign can be set up and executed in one centrally located place.
LinkedIn is not only a great place to connect professionally, it's also a great place to find social media or influencer reps for the company you want to work with! Finding their email on here is totally possible and can help you start your connection with the company you love.How do I contact influencers on Instagram template? ›
Sample Instagram DM
Hi [influencer name], I've been watching your Instagram profile for a while and noticed that [mention something great about their content]. As a member of the [brand] marketing team, I was wondering if you'd be interested in a paid collaboration with us.
- START by looking at your own followers for potential influencers.
- Do relevant hashtag searches to find highly engaged Instagram influencers.
- Check your competitors' followers.
- Do relevant Google searches.
- Use influencer marketing tools or influencer marketplaces.
I'm [name] from [company name]. I sent you an email [duration from when sent] that I think could benefit us if we partner up. I've come across your work and enjoyed it [maybe mention one particular project]. I thought you would be interested in partnering for this project because [give reasons].How do I email Instagram influencer for collaboration? ›
If an influencer has a business profile, they will have a link to contact them via phone or email in their bio section. Then, all you have to do is click on their email address and it should direct you to compose an email.How do you land your first Instagram collaboration? ›
- Do in-depth research on brands. ...
- Check your competition. ...
- Check influencer marketing platforms. ...
- Reach out to brands that engage with you. ...
- Check the brands that use Instagram paid ads.
- Define your purpose.
- Choose open or closed collaboration.
- Involve the right people.
- Achieve "buy-in."
- Encourage collaborative behavior.
Pique the influencer's interest by including their name in the subject line. This personalizes the message and grabs their attention. Something like, “Melanie, we'd love to work together” or “Your followers will love this product, Melanie” will get an influencer's attention.
Hello, I'm [name] from [company name]. I've been reading your blog since [year]. I'm looking to connect with you about [topic to discuss] and see if we can execute a similar project together. If you're interested, we can connect over a call to discuss the collaboration and how it benefits our audience.