Influencer marketing is the name of the game these days. If you want your brand’s name to echo across Instagram and TikTok, you’ll need a network of digital cheerleaders on your side. But how do you approach influencer outreach in a way that’s effective, respectful, and sets you up for success?

Spoiler: it’s not as simple as just sending free products. Whether you’re wondering if you should DM or email, or trying to figure out how to stand out among the sea of brands, this guide has you covered.

Step 1: Get Crystal Clear on Who You’re Looking For

Before you send a single message, you need to define your ideal influencer. Casting a wide net might seem tempting, but it’s unlikely to reel in creators who are truly a good fit for your brand. Here’s how to narrow it down:

1.1 Define Your Niche

What’s your brand’s niche? Are you targeting outdoor enthusiasts, foodies, or tech-savvy gadget lovers? For example, if you sell portable grills, you’ll need to decide if you’re focusing on campers, chefs, or tailgaters. Understanding your target audience ensures you’re approaching influencers whose followers will actually care about your product.

1.2 Understand Content Styles

Take a close look at an influencer’s content. Do they create in-depth reviews, humorous sketches, or aspirational lifestyle posts? What you see on their profile is what you’ll get for a product feature. If you’re hoping for a detailed product review but they’re known for quick, funny videos, adjust your expectations—or look elsewhere.

1.3 Decide on Reach

Are you aiming for micro-influencers (typically 10k-50k followers) or macro-influencers with massive audiences? Micro-influencers often have higher engagement rates and feel more authentic to their followers, while macro-influencers offer broader reach. Your budget and campaign goals should guide this decision.

Step 2: Contact Them Where They Want to Be Contacted

The age-old question: DM or email? The answer is… it depends. Here’s how to figure it out:

2.1 Check Their Bio

If an influencer lists an email address with a 📧 emoji for business inquiries, that’s your signal to use email. Bonus: emailing makes it easier to add them to a drip campaign to streamline your outreach.

2.2 Slide Into the DMs (When Appropriate)

If they don’t list an email, or their bio explicitly says “DM for business inquiries,” then direct messages are fair game. Just be ready to monitor your inbox closely for replies.

Step 3: Know Your Perks

Before you hit send on any outreach, make sure you’re offering something that’ll make an influencer want to say yes.

3.1 Decide What You Can Offer

Are you gifting free products, offering affiliate commissions, or providing a discount code for their followers? If you have a budget for paid collaborations, know that up front. Having clear perks not only shows you’ve done your homework but also increases the likelihood that the influencer will respond.

3.2 Stand Out from the Crowd

Influencers get dozens, sometimes hundreds, of pitches daily. A compelling offer—whether it’s exclusive commissions or unique, high-value perks—can make all the difference.

Step 4: Craft a Compelling Message

No one wants to read a three-paragraph essay about why they should work with your brand. Your outreach message should be short, sweet, and personalized.

4.1 Personalization is Key

Show that you’ve done your research. Mention specific posts or projects you’ve seen on their profile that align with your brand’s mission. For example: “I loved your recent camping hacks video—your tips were genius!”

4.2 Highlight the Synergy

Briefly introduce your brand and explain why you think their audience would love your product. For instance: “At [Brand Name], we create portable grills perfect for campers who love to cook outdoors. We think your adventurous audience would connect with it.”

4.3 List the Perks

Be clear about what’s in it for them. Are you offering free products, commissions, or something else? Be upfront and specific.

4.4 End with a Clear Call to Action

Don’t leave them guessing. Should they email you, apply to your affiliate program, or set up a quick meeting? A strong CTA makes it easy for them to respond.

Step 5: Follow Up (Without Being Annoying)

Influencers are busy people, and your first message might get buried in their inbox. That’s why follow-ups are crucial.

5.1 Timing is Everything

Our rule of thumb? Wait about five days before sending a follow-up. It’s enough time to nudge them without being overbearing.

5.2 Keep It Short and Polite

A simple “Hey, just checking in to see if you’d be interested in collaborating with us” is often all it takes. If they’re not interested, don’t push it—but do thank them for their time.

Step 6: Play Nice

Not every influencer will be a match. If they’re uninterested or have feedback on your offer, accept it gracefully. Remember, every interaction reflects on your brand. Leaving a positive impression could lead to a collaboration down the road.

Final Thoughts: Influencer Outreach is About Building Relationships

Influencer outreach isn’t just about sending a message and hoping for the best. It’s about creating genuine connections with creators who align with your brand. By being strategic, personal, and professional, you can build a network of influencers who are as excited about your brand as you are.

So, what are you waiting for? Start crafting those influencer outreach messages and watch your network—and brand reach—grow.
P.S. If you want more of our POV and our SOPs on finding and recruiting influencers, check out our DIY Partner Marketing Kit.