In today’s digital age, Instagram has become a thriving platform for influencers, with millions of posts featuring the hashtags #ad and #sponsored. Sponsored posts not only enable influencers to make a living but also offer the potential for substantial earnings, with some influencers earning six-figure incomes or more. This article explores the strategies employed by influencers to secure brand deals on Instagram. Drawing from interviews with numerous influencers who have collaborated with various renowned brands, we uncover the diverse methods and approaches they have used to achieve sponsorship success.
The Journey to Brand Deals:
To illustrate the path to Instagram sponsorship, we delve into the story of Emma Cortes, who started her fashion blog as a part-time content creator in 2014. Initially, she signed an unpaid brand ambassadorship in 2016. However, six years later, she has transformed into a full-time influencer, earning over $300,000 in a single year, all while having fewer than 50,000 Instagram followers. The majority of her revenue stems from brand partnerships, highlighting the immense potential for influencers in the world of sponsored content. Yet, securing that crucial first brand deal can be a daunting challenge. This article aims to shed light on the strategies influencers employ to overcome this hurdle.
Exploring Influencer Marketing Platforms and Creative Outreach:
Influencers have various avenues to explore when seeking brand partnerships on Instagram. Some leverage third-party influencer-marketing platforms like Fohr or Izea, which connect influencers with brands seeking collaborations. Others adopt strategic approaches, such as pitching marketing agencies or reaching out to a company’s employees on professional networks like LinkedIn. Furthermore, Instagram itself has introduced a creator-brand marketplace, facilitating partnerships through direct messages (DMs). Additionally, established influencers often rely on talent managers or agents to pitch, negotiate, and secure sponsorships. For instance, JaLisa Vaughn-Jefferson, a lifestyle influencer with 275,000 followers, amassed $700,000 in brand deals halfway through 2021 with the assistance of her management firm. Notably, even creators starting with under 10,000 Instagram followers can find paths to sponsorship success. Many “nano” influencers begin by working as brand ambassadors, demonstrating their ability to drive customers to a brand through affiliate links.
Crafting the Perfect Pitch:
Whether communicating via email or Instagram DMs, the art of crafting an effective pitch can significantly impact the success of influencers in securing brand deals. Insights from experienced influencers shed light on the strategies they employ to capture brands’ attention. For instance, Julie Tecson, a nano influencer, emphasizes the use of the word “offer” instead of “collab” to remind micro influencers that they must provide something of value to the brand. In this article, we provide 13 examples of successful pitch templates, ranging from those employed by established influencers like Tori Dunlap and Nick Cutsumpas to those used by micro-influencers like Ashley Jones and Emma Cortes. These examples showcase the diversity of approaches and highlight the personalization and value proposition aspects essential to effective pitches.
The Power of Media Kits:
To showcase their value and capabilities to brands, many influencers utilize media kits, particularly when they have a relatively modest following. These kits help demonstrate that engagement and targeting are more critical than follower count alone. We present 13 examples of media kits employed by influencers to secure sponsorships. From the comprehensive media kit of Alexa Collins, a lifestyle influencer with 1.2 million followers, to the minimalist kit of Kayla Compton, a nano influencer, these examples highlight the variety of styles and formats influencers use to convey their worth to brands.
Conclusion:
With the surge in sponsored content on Instagram, securing brand deals has become a crucial aspect of many influencers’ careers. This article has explored the strategies employed by influencers to navigate this competitive landscape successfully. By examining influencers’ stories, pitch examples, and media kit variations, we hope to inspire aspiring influencers and provide valuable insights to content creators seeking to establish profitable partnerships with brands. As the influencer marketing industry continues to evolve, understanding these strategies can serve as a roadmap for influencers aiming to unlock the potential of sponsored content on Instagram.
