How to Ask for Collaboration on Instagram

Sending that first Instagram collaboration message can feel like a shot in the dark, but a well-crafted pitch can open doors to amazing partnerships. This guide breaks down exactly how to approach other brands and creators, complete with sample templates you can adapt and use today. We’ll cover everything from the initial research to crafting the perfect message and following up effectively.

The Essential Pre-Work: Do Your Research First

Before you even think about writing a DM or email, you need to do your homework. Skipping this step is the fastest way to get ignored or marked as spam. A generic, copy-paste message screams that you haven’t taken the time to understand who you’re talking to. Genuine partnerships are built on alignment, and you can only find that alignment through research.

What to Look For:

• Content &, Aesthetics: Does their visual style match yours? Do they post Reels, Carousels, Stories, or a mix? Understanding their format preferences helps you suggest an idea that fits naturally into their feed.
• Audience Engagement: Don't just look at follower count. Look at their comments. Are people genuinely engaging, or is it just bots and emojis? This gives you an idea of how connected they are with their community. Read what their followers are saying - it's a goldmine of information about who they serve.
• Values &, Vibe: What do they stand for? Is their tone funny, educational, inspirational, or a mix? Make sure their brand voice won't clash with yours. For example, if you have a wholesome, family-friendly brand, partnering with an edgy comedian might not be the best fit.
• Past Collaborations: See who they've worked with before. Did they do giveaways, guest takeovers, or sponsored posts? This tells you what they're open to and the caliber of partners they've accepted in the past.

Become a Genuine Follower

Once you’ve identified a potential partner, don’t just slide into their DMs immediately. Follow them. Engage with their content for a week or two. Leave thoughtful comments (more than just "Great post!"). Reply to their Stories. Show them you're part of their community and genuinely appreciate their work. This warms them up to your name so that when your message does arrive, it’s from a familiar face, not a total stranger.

Choose Your Battlefield: DM vs. Email

The next step is figuring out the best way to contact them. DMs and emails both have their place, and the right choice depends on the situation.

When to Use Email

Email is almost always the more professional approach, especially for formal proposals. It’s the best option when:

• They provide an email in their bio: If a creator or brand puts an email address in their profile for "collabs" or "partnerships," use it. They are telling you exactly how they prefer to be contacted for business. Ignoring this can come across as unprofessional.
• You’re proposing a paid collaboration: Money talk feels more appropriate and secure over email. It allows for longer, more detailed proposals and keeps everything documented.
• Your proposal is detailed: If you have a fully-fledged idea with multiple moving parts, an email gives you the space to lay it all out without overwhelming them in a tiny DM chat window.

When a DM is Okay

Instagram DMs are more casual and direct, but they can easily get lost in a sea of messages, especially if the account is large. A DM might be a good starting point if:

• It’s a more casual, peer-to-peer collaboration: If you’re a creator looking to partner with another creator of a similar size for something like an Instagram Live or a shared Reel, a friendly DM can feel more natural.
• You can’t find an email anywhere: If you've looked in their bio, on their website, and through their Linktree and come up empty, a DM is your last resort.
• As a lead-in to the email: A solid strategy is to send a very short, friendly DM that directs them to their inbox. Something like, "Hey [Name]! Huge fan of your recent post on [Topic]. I just sent over an email with a collaboration idea I think you'll love. Hope it lands in the right place!"

Crafting the Perfect Outreach Message

This is where it all comes together. Your message needs to be concise, personal, and value-driven. Whether it's an email or a DM, every outreach should contain these key components.

1. A Clear and Compelling Subject Line (for emails)

Your subject line is your first impression. Make it count. It should be clear, concise, and give them a reason to open the message. Avoid vague subjects like “Hello” or “Collaboration.”

Good Subject Line Examples:

• Collaboration Idea: [Your Brand] x [Their Brand]
• Big fan & a potential partnership idea
• Thinking about a [Reel/Giveaway/etc.] collab?
• Love what you're doing with [something specific]!

2. The Personalized Opening

Start with a genuine compliment. This is your chance to show you’ve done your research. Reference a specific post, Reel, or Story of theirs that you enjoyed. This immediately separates you from the 99% of spam DMs they receive.

Example Openings:

• "Hi [Name], I’m a huge fan of your page and absolutely loved your recent Reel on making sourdough. The cinematography was stunning!"
• "Hey [Name], I've been following your brand for a while now, and your commitment to sustainability is really inspiring. The breakdown you did for Earth Day was fantastic."

3. A Quick Intro to Who You Are

Keep your introduction short and sweet. Let them know who you are and why you’re relevant to them. Focus on what you have in common, such as a shared audience, niche, or company philosophy.

Example Intros:

• "My name is [Your Name], and I run [Your Brand], where we create small-batch, artisanal coffee beans. Since we both care about ethical sourcing, I thought our communities might align well."
• "I'm [Your Name], a content creator focusing on home organization tips for busy parents. I see that your audience loves practical hacks, and I had an idea that might resonate with them."

4. The Value Proposition: Why This Collaboration Makes Sense

This is the most important part of your pitch. You need to clearly articulate the mutual benefit. It's not just about what you get, it’s about what they get. How will this partnership provide value to their audience? Why does it make sense for their brand?

Phrasing the "Why":

• "Since your audience really values [quality/simplicity/authentic stories], I think a giveaway featuring our products would be a fantastic way to offer them something they'll genuinely love."
• "I noticed your community often asks about [topic]. A joint Instagram Live session where we could answer their questions could be a super engaging and helpful event for them."

5. Your Collaboration Idea

Be specific about what you’re proposing, but still leave room for discussion. The goal isn’t to send a non-negotiable contract, it’s to start a conversation. Pitch one or two clear ideas.

Example Ideas:

• "I'm picturing a co-created Reel where we showcase 3 ways to style [Your Product] with [Their Product]."
• "We could host a giveaway where we both contribute products and cross-promote it to our audiences to drive growth for both of our accounts."
• "I'd love for you to guest post on my handle for a day, doing a Story takeover to share your expertise on [Topic]."

6. A Clear and Low-Friction Call to Action

End your message by making it incredibly easy for them to take the next step. Don't ask them to do a lot of work. A simple question is all you need.

Good CTAs:

• "If this sounds interesting, let me know and I can send over a more detailed brief."
• "Would you be open to hearing more? No pressure at all if the timing isn't right."
• "Let me know what you think!"

Collaboration Outreach Samples You Can Adapt

Here are a few templates you can customize for different situations. Remember to change the details to reflect your brand and the person you're contacting.

Sample 1: Brand Reaching Out to an Influencer (Email)

Subject: A Collaboration Idea for Your Beautiful Community!

Hi [Influencer's Name],

My name is [Your Name], and I'm the founder of [Your Brand]. I've been following your account for a while and have so much respect for the supportive and engaged community you've built.

I especially loved your recent post about [Mention a specific post]. It’s clear you care deeply about [mention a value, e.g., mindful living, quality craftsmanship], which is a core value for us too.

At [Your Brand], we create [briefly describe your product, e.g., sustainable, handcrafted home goods]. Because your audience has such a great eye for quality and design, I thought a partnership could be a natural fit.

One idea I had was a simple gifted collaboration where we'd send you our [Product Name] for you to feature in a Reel or a few Stories, sharing your honest thoughts. Of course, this is just a starting point, and I'd love to hear your ideas as well!

No pressure at all, but let me know if this sounds like something you’d be interested in exploring.

Best,
[Your Name]

Sample 2: Creator Reaching Out to Another Creator (DM)

Hey [Creator's Name]! 👋

Totally obsessed with your latest Reel on [Topic] - that transition was so smooth! I've been following you for a bit and love your style.

My name is [Your Name] and I create content around [Your Niche]. I see we have some audience overlap and was thinking it would be fun to collaborate on something soon.

Just floating an idea, but what do you think about doing a joint Instagram Live on [Shared Topic]? Could be super helpful for both our audiences. Or maybe even a fun trending audio Reel?

No worries if you're swamped, but let me know if you'd be down to chat about it!

Sample 3: Following Up After No Response (Email)

Subject: Re: Collaboration Idea

Hi [Name],

Just wanted to gently follow up on my email below. Hope you’re having a great week!

Would love to hear your thoughts on a potential collaboration when you have a moment.

Best,
[Your Name]

When you follow up, keep it short, polite, and to the point. One follow-up after about a week is plenty. If you don't hear back after that, it's best to move on.

Final Thoughts

Asking for a collaboration is an art, but it boils down to three simple things: being genuine, doing your research, and showing how the partnership helps everyone involved. A personalized, thoughtful pitch that respects their time and offers real value to their audience will always stand out from generic, copy-pasted requests.

Once you secure those collaborations, the next step is planning and scheduling all of that amazing content. And as we built Postbase, we wanted to make that part effortless. Having your collaboration posts, regular content, and campaigns mapped out on a visual calendar frees you up to focus on building more relationships. We also made it easy to create content once and schedule it across multiple platforms, customizing captions for each one, which is perfect for maximizing the reach of your collaborative work.