Reach Out to Influencers for Collaboration: Dos and Don'ts
It’s not always easy to connect with influencers, especially if you’re new to the world of influencer marketing. Macro-influencers can be difficult to connect with because they receive so many messages that your DMs can often get lost in all the noise. Even nano- and micro-influencers can be difficult to connect with because they are so focused on promoting their own personal brand. Don’t be discouraged, though. The key is understanding how to reach out to influencers for collaboration in a way that captures their attention. You also need to reach out to them in a way that convinces them that collaborating with your brand is an opportunity that they cannot afford to miss.
With this in mind, let’s look at a few dos and don’ts to help you understand how to reach out to influencers for collaboration in the most effective way.
Reaching Out to Influencers: Dos
Here are some best practices to help you understand how to reach out to influencers for collaboration in the best way.
- Research the influencer before you reach out to make sure their audience aligns with your target market. After all, it doesn’t matter how great an influencer’s reputation is, or how influential they are, if their followers aren’t going to be interested in your products or services. Make sure their follower demographics and interests match those of your target audience.
- Review the quality of the content they usually share, not just their performance metrics.
- Contact them through a variety of platforms where they are active.
- Try to identify if they have published a preferred method of contact in their bio (some influencers prefer emails, others prefer DMs through social media).
- Start a conversation with them in order to build a better connection before you bombard them with your proposal. Ask them about their experience and show an interest in what they have to say. Try to develop a connection based on shared interests before you hire them.
- Focus on what you have to offer, not just what you want. Make sure they understand that collaborating with your brand is an opportunity that adds value. When you write your proposal, make sure it caters to both your needs and those of your influencer’s own brand, and explain why you think you would be a good fit for each other.
- Be clear about your expectations from the start. What are your goals? How much are you willing to pay? How much brand coverage are you looking for? How much control do you expect to have over your campaigns? Who will own content usage rights?
- Make sure your proposal is specific and actionable.
- Be patient. Like most people, influencers are busy people. Don’t panic and bombard them with messages if you don’t hear back from them straight away. Having said that, if you don’t hear back from them after a week, a friendly follow-up can sometimes help to prompt a response.
Reaching Out to Influencers: Don’ts
And here’s what not to do when reaching out to influencers for the first time.
- Focus exclusively on targeting macro-influencers. Although macro-influencers have a greater reach, micro- and nano-influencers can often elicit a much higher engagement level. They also tend to have more specialized audiences, which can be much more effective if you are targeting a niche market.
- Choose an influencer just because they have a lot of followers. Also analyze their engagement rate and how they interact with their audience. Are they responsive? Friendly? Informative?
- Forget to do as much research as possible about an influencer before you reach out to them. Look into their background and find out as much as you can about their personality and values.
- Send the same brief or generic message to multiple influencers. Make sure the message you send is personalized and specifically refers to what you like about the influencer and their content. You also need to make sure your proposal includes precise details about your campaign and clearly explains who you are, what you do, and what your brand values are.
- Work with inconsistent influencers or those who lack integrity. Look at samples of their past campaigns. What types of brands have they worked with in the past? Do these brands align with their own brand values? Do their campaigns consistently promote the same values and beliefs?
- Give up. This is perhaps the most valuable advice we can give you in terms of how to reach out to influencers for collaboration in the right way. Be patient and remember that developing a relationship that benefits both parties takes time. Focus on building an organic connection so that you can work out if you will be a good fit for each other. This is the key to creating a successful influencer marketing campaign.