How to Pitch & Land Brand Deals, According to an Expert.
Brand deals are the number one question in my inbox.
To be fair, getting paid for our work and the content we create is a goal most creators have. But it isn’t something that just comes to you. There are necessary steps that need to take place and questions to answer.
Things only brands would know like:
What's something that will get attention in pitch emails?
How do brands find creators they want to work with?
How can creators stand out?
Today, those questions will be answered and then some, thanks to the help of a fabulous women on the brand side who is sharing her expertise with us. It’s Stephanie from First and Last Pr. Connect with her here.
Let’s give this a go, shall we?
WHAT ARE BRANDS LOOK FOR IN AN INFLUENCER?
The goal of social media is to be social - to share, educate, entertain and connect. When it comes to influencers, we’re looking for amazing content that is genuine and shows who you are. If we can’t connect with you, it’s hard to see how you’ll connect with the brand.
HOW DO BRANDS FIND THE INFLUENCERS THEY WANT TO WORK WITH?
We love finding fresh content so a lot of times, we look for influencers online that are engaging with us and have creative content. We also receive emails with media kits as introductions.
IN GENERAL, WHAT DO YOU LOOK FOR IN AN INFLUENCER YOU'RE PARTNERING WITH?
We look for a mix of amazing personality, creativity and professionalism but most of all, a true appreciation for the brand. Someone that understands the brand values and really convey things in cool, new ways.
WHAT WARRANTS AN IMMEDIATE "NO" TO PARTNERING WITH AN INFLUENCER?
Professionalism will get you very. For us, we look for creators that are on brand so if it’s a sneaker brand, for example, we may not consider someone who only wears flip flops and has said that he/she dislikes sneakers. A “no” may also result in unrealistic expectations.
WHAT CAN I DO TO MAKE MYSELF AS MARKETABLE AS POSSIBLE?
Social media is about showing who you are so the more that you are able to create will show the breadth of your work, use of editing features and organically grow your follower base. Don’t be afraid to create new and different content, things that haven’t been done. It’s really about having fun.
WHAT CHARACTER QUALITIES OR SKILLS MAKE SOMEONE YOU WOULD WANT TO WORK WITH MORE THAN ONCE?
Professionalism and organization. Reading the creative brief, asking questions if needed and turning in the content early/on time. Also turning in the paperwork to process the payment on time/with the content is super helpful and shows professionalism which would make us want to work with you again.
Additionally, rerat content that shows that you are aligned with the brand and campaign mission. We’re always looking for content that resonates with the audience and has high engagement. It’s a great idea to screenshot your campaign results after you post so that we can see the effectiveness.
DOES A BLOGGER WHO IS ACTIVE ON A BRAND'S SOCIAL MEDIA CHANNELS AFFECT YOUR DECISION TO WORK WITH THEM?
Yes and no. It’s nice to have and we love when a blogger genuinely cares about the brand but if they don’t, it’s not a deal breaker. We do love a genuine connection though.
Pitch Emails & Media Kits
WHAT DOES THE PERFECT INITIAL PITCH EMAIL LOOK LIKE TO YOU?
Information on who you are, what you like to create and why you like the products. Inducing a link directly to your social channels is also helpful. Including a media kit is also a plus.
Also, if you have any current contracts or any possible conflicts from now or the past, great to mention that as well or any limits that you have to shooting.
ARE THERE ANY THINGS WE SHOULD LEAVE OUT OF A PITCH EMAIL (IE: WHAT NOT TO SAY)?
I always go by the KISS rule...Keep it short and simple. Emails don’t have to be long to be effective.
DO YOU PREFER A MORE SPECIFIC AND THOUGHT OUT PITCH FOR A CAMPAIGN, OR WOULD YOU RATHER IT BE KEPT MORE GENERAL?
Going with general is great because working with brands really means getting to know the brands and we may have a campaign coming up that would be a perfect fit. Feel free to share your ideas after you've established the relationship and really understand what they’re looking for.
WHAT WILL MAKE YOU OPEN MY PITCH? ARE THERE ANY PARTICULAR SUBJECT LINES YOU LOOK FOR OR THAT STAND OUT?
I try to open all of my email but because we work with so many brands, adding the client name in the subject line is helpful. Also, please tag is on your posts and send us your stories wh uou include one of our clients to ensure that we see it.
WHAT DO YOU LOOK FOR IN A MEDIA KIT AND HOW MUCH DOES FOLLOWER COUNT MATTER?
A good media mot should have your information, likes, past collabs, and several images to looks you like or your top posts to get a sense of style and engagement. This helps us to determine which content resonates the best.
IS IT IMPORTANT TO INCLUDE SCREENSHOTS OF INSIGHTS ON A MEDIA KIT, OR CAN THEY BE LEFT OUT INITIALLY?
Adding screenshots isn’t mandatory but can be useful. I’d say to share once you know more about what your brand collaboration will be so that you can help determine the tyoe of content that will yield the biggest results.
WHAT KIND OF QUALITIES SETS A MICRO-INFLUENCER APART IN A PITCH?
Personality! Sharing product in boxing’s in stories or previews are also great ways to get noticed.
HOW LONG SHOULD I WAIT TO SEND A FOLLOW-UP EMAIL IF YOU HAVEN'T RESPONDED TO MY PITCH?
In general, I’d say 2 to 4weeks. Everyone is busy so there may not be an initial for but always good to stay in touch.
Negotiation & Compensation
DOES YOUR BRAND HAVE A "STANDARD" RATE FOR BLOGGERS YOU WORK WITH?
We don’t work with a standard rate because the deliveries vary along with other factors.
ARE BRANDS TYPICALLY OPEN TO NEGOTIATION? HOW DOES A BLOGGER COMING BACK TO YOUR INITIAL OFFER WITH A HIGHER RATE COME ACROSS?
You should always be paid what you’re worth so definitely speak up if you feel otherwise. If a brand can pay more, I’m sure they will but if they are at their max budget they will share that as well. It’s also good to consider the type of content and see how you can add value with it. Be sure to include any fees in your rate and be transparent.
Thank you for reading this! Did you learn anything new? Let me know in the comments.