The best paid partnerships and collaborations come organically. Here’s a list of how to engage with brands, get to know the people behind the marketing team and bring value to a partnership that you’re able to eventually pitch.

Please note, If you are still accepting PR samples / Product for work, this article is not completely relevant for you- We have to work on that first! Think about it- If a brand knows you’re working for free, It’s hard for them to justify lining you up for paid work.

1. Create Your Dream Brand List

The first step in your journey towards paid collaborations is to make a list of five brands that you genuinely love and have already purchased products from. These are the brands whose products you've incorporated into your daily life and can't wait to share with your audience.

I personally love sharing with brands what I already enjoy from them, to show I’m invested!

Better yet, you can make this process really fun and positive. It’s great to dream big and put clear goals ahead of you on your journey.

2. Engage and Connect

It's time to connect with these brands on a personal level.
Start by following them on their social media platforms, whether it's Instagram, TikTok, or any other relevant channels.

Make a conscious effort to engage with their posts, like their content, and respond to their stories. Show your authentic interest in their products and message.

Spend at least a week actively interacting with their content. Your goal here is to make your presence known and to genuinely connect with the brand's online community.

Side note (there’s a few of those in this write up)

While working as a Marketing Executive, there were multiple creators who did not follow the skincare brand I was working at, who would consistently DM and email for PR samples or collaborations- I’m assuming because at the time we were actively working with creators in the community, so we caught their eye.

Well- lets think about that…

How genuine was their request, to someone who was representing the brand?

• Was it FOMO?

• Did their profile resonate with the brand?

• Had their audience shown engagement for similar products, or even products in the price point?

• Did their style suit the branding?

These are just some of the things brands and PR agencies take into consideration when working with a creator.

So, what’s the best policy? Honesty. Every single time. I would have responded much better to a:

“Hey Team! I’ve seen X brand on my feed, shown by some of my favourite creators.

I haven’t tried anything from X yet, but I’d be genuinely happy to trial something that you think is a good fit for me.

I’ve also noticed [Insert unique thing the brand does, something that interests you here]. Looking forward to chatting about opportunities!”

As opposed to…

“I LOVE X brand!! (side note, they had never tried it) I’d love to post about it for a PR sample?”

3. Share Your Authentic Love

If you already own and adore products from the brands on your list, it's time to authentically share your love for these items.

Create content that highlights the benefits and features of the products. Share your personal experiences and the ways these products have enhanced your life.

Remember, authenticity is key. Your audience can tell when you're genuinely passionate about something, and this passion is a magnet that draws brands closer to you.

4. Request Contact Information

Once you've established a presence and a connection with the brands on your list, it's time to take the next step.

Send a direct message (DM) to the brand's social media account. However, remember not to pitch your collaboration idea in the DM. Instead, kindly request an email contact for discussions about potential collaborations.

Your message should be courteous and professional, expressing your likes for the brand and your interest in exploring collaboration possibilities. This simple step opens the door for further communication.

5. Craft a Professional Email

With the brand's email contact in hand, it's time to compose a professional email to the brand's collaborations team. This email should introduce yourself, provide a brief overview of who you are as an influencer, and emphasise why a collaboration with you would be beneficial for the brand.

Highlight your passion for their products and your audience's genuine interest. Be concise, confident, and clear in your email, and be sure to attach any relevant media kits, portfolio links, or statistics that showcase your influence.

6. Email Templates

Please note email templates have been taken from e-book An Instagram blogger’s guide to perfecting your personal brand and getting paid by Amanda Cummerford with permission.

Important: It is essential to heavily personalise emails, and make them genuine. Link your socials so it’s easy for brands to see your page.

Examples:

Requesting to go from gifted to paid with a brand you already work with:

Hi X,

I hope you are having a great week!

I am genuinely loving your X, Y and Z products. I am seeing X results.

I wanted to touch base as my page has grown in the last month and I can already count at least X people who have messaged me and said they have purchased X because of me.

Are we able to look at paid collaboration for next month? (Or, if there is a specific campaign coming up, refer to that campaign here). I know my niche in X and X can be extremely valuable to your brand and I am able to provide you with exposure to my engaged community.

Looking forward to hearing your thoughts.

Kind regards

X

Responding to a brand offering a gifted campaign:

Thank you so much for your email.

I really appreciate you thinking of me, and your brand sounds amazing.

However, in an effort to be more sustainable I am working through my current products and not accepting new gifts currently.

Being a content creator is my job, and because of my experience and access that I can provide to my community, I am prioritising paid collaborations.

If you are interested in booking my services, please let me know and I can send you my media kit with rates.

I wish you all the best.

Kind regards

X

Reaching out to a brand you have never worked with:

Hi X (brand or PR contact),

My name is X and I am a X and X influencer on Instagram @X.

I have been following the growth of X and I am in love with X about your brand. I would like to try a selection of your products to incorporate these in my X to promote to my engaged X community.

Of interest are the X products.

Please let me know if you are open to this?

Kind regards,

X

A brand requests to collaborate with you but say they like to work with creators on an organic basis before payment:

Hi X

Thank you but I am not currently accepting offers to provide my time and resources to make a brand money in return for something I could have easily purchased. Organic posting is very different to being provided with a list of deliverables and a deadline.

When you are able to provide payment for my work please let me know. Alternatively, I accept gifted products with no obligation to post.

All the best!

Kind regards,

X

7. Maintain Engagement

As you wait for a response, continue to engage with the brand's content. Share your authentic experiences with their products, participate in their campaigns or challenges, and stay involved in their online community. Consistent engagement keeps you on their radar and strengthens the connection you've built.

With time and persistence, your efforts may evolve into a natural fit for the brand. They'll see your passion, authenticity, and value, and the foundation for a paid collaboration will have been laid.

8. What Brands Love (& Hate)- An Important Side Note

We are currently in the process of interviewing some wonderful Marketing Executives and PR agencies to get the first hand goss of what brands love, but I can tell you from experience and multiple conversations, brands will rarely go back for seconds if they have a drawn out, unprofessional experience with a creator.

Brands get burnt often and get frustrated with late deliverables. You may think “oh, it’s just a week”…Well I can almost guarantee you, it’s multiple other creators doing the exact same thing. Not to mention the usual reshoot requests, completely missed briefs and so, so much more chaos…

PS: I am so guilty of this- my tip here is to let them know of any timeline updates ASAP, do your best to stick to the new timeline and honestly, although a bit controversial, provide extra content as an acknowledgement for being cheeky with the timeline.

Extra content can look like B roll, an extra story slide or some UGC shots for their grid (noting no paid usage, just organic reposting). This isn’t expected by anyone, but it’s often something I do when working with brands to establish a stronger relationship or smooth over hiccups.

My top tips for a smoother collaboration:

• Go through the brief twice. Not sure? Email them to clarify your content idea.

• Ask the brand to send you an example of your own content they love, and you can emulate. Note things like lighting, nails (yes, I’ve been asked to reshoot because of my nails!) and clothing choices.

• Be clear about timelines. Do not agree to short turn around times you can’t make (this is me telling myself this too!) - Always advise the max time you need. Not the “time you need if you don’t get sick and there are perfect sunny days all week and I get that afternoon off from work” timeline. Trust me. You will always regret a short turn around time.

• As a gold standard, upload your work in mp4 for video and PNG for images to a Shared Drive/ Google Drive. Label everything clearly and make sure the brand has the correct access to view, download and share the link. (Again, telling myself this! I’m so sorry Renee!!)

• Attach invoices as a PDF, clearly labelled with a due date. See more about How To: Invoice.

• Marketing & PR typically work from desktops, so require specific file specs to access your content. Don’t copy and paste images or video into your email.

In Conclusion

Turning your passion for a brand into a paid collaboration is a journey that combines genuine enthusiasm, strategic connection-building, and professional communication. By following these steps, you can increase your chances of securing paid work with brands you truly love and believe in.

Remember, it's not just about promoting products; it's about sharing your authentic passion and enhancing the relationship between the brand, yourself, and your audience.

With dedication and a true love for the brands you choose, your influencer journey can blossom into a world of exciting paid opportunities.

This article contains content, with permission, from e-book An Instagram blogger’s guide to perfecting your personal brand and getting paid by Amanda Cummerford with permission.