How to Contact Influencers on Instagram

Sending a cold DM to an influencer often feels like shouting into the void, but a smart outreach strategy can get you noticed - and even get you a “yes.” A great pitch isn’t just about having a big budget, it’s about personalization, relationship-building, and offering genuine value. This guide provides a step-by-step approach to finding the right influencers, crafting the perfect pitch, and includes copy-and-paste templates you can adapt for your own brand.

Start Before You Even Send a Message: The Groundwork

The success of your outreach depends heavily on the work you do before ever hitting "send." Rushing this part is the most common mistake brands make. Take your time to build a solid foundation an influencer will appreciate.

Find the *Right* Influencers, Not Just the Biggest Ones

Follower count is a tempting metric, but it’s often the least important one. True influence comes from engagement and authenticity. Here’s what to look for instead:

• Engagement Rate: Look for influencers whose posts generate genuine conversation. A high number of thoughtful comments (not just emojis or "Great post!") is a fantastic sign. A simple way to estimate engagement is (Likes + Comments) / Followers x 100. Anything above 2-3% is generally solid for larger accounts, while micro-influencers can have rates of 5-10% or more.
• Audience Alignment: Do their followers match your target customer? Read the comments and check out the profiles of people engaging with their content. If you sell sustainable home goods, you want to see an audience that cares about eco-friendly living, not just one that loves the influencer's personal style.
• Content Quality and Vibe: Does their aesthetic match your brand’s? Look for consistency in their content, a clear point of view, and a professional look. If your brand is bright and playful, an influencer with a dark, moody feed might not be the best fit, no matter their numbers.

Warm Up Your Connection Before the Pitch

An influencer with a substantial following gets dozens, if not hundreds, of collaboration requests a week. Almost all of them are cold, generic, and transactional. You can stand out instantly by building a little familiarity first.

Spend one to two weeks warming them up. The goal is for your name or brand name to look familiar when it lands in their message requests folder.

1. Follow them from your brand’s account (and maybe your personal one, too).
2. Engage with their content. Like their posts and leave thoughtful comments that go beyond generic praise. Instead of "Nice shot!", try "This color palette is stunning! The way you paired X with Y is so clever."
3. Reply to their Stories. Stories are more personal, and replies go straight to their DMs. A quick, genuine response to a question they asked or a Story they shared can make a huge impression.
4. Share their content. If they post something that resonates with your brand’s audience, share it to your Stories and tag them. This shows you see them as a valuable creator in the space.

After a week or two of this engagement, your pitch will feel less like spam and more like a message from a friendly acquaintance.

How to Contact Influencers: DM vs. Email

Once you’ve done your research and warmed them up, it’s time to reach out. But which channel is better? It depends.

• Instagram DM: DMs are direct and personal, perfect for an initial, brief outreach. The risk is that your message can get buried in their “Message Requests” folder. That’s why the warm-up phase is so important, if they recognize your name, they’re more likely to open it.
• Email: Most established influencers have an email address listed in their bio for business inquiries. Email feels more formal and professional, allowing you to include more details and attachments like a media kit. It’s the preferred channel for serious proposals.

A hybrid approach often works best: Start with a quick DM to introduce yourself and ask for the best email address to send a formal proposal. This respects their inbox and proves you’re serious about a professional partnership.

The Ultimate Influencer Outreach Template Toolkit

The perfect pitch is personalized, concise, and clearly explains “what’s in it for them.” Remember, these are starting points - always personalize your message to show you’ve done your homework. Replace everything in [brackets] with your own information.

Template 1: The Initial Contact DM

Use this short-and-sweet message to make the first move and get their email address. It’s friendly, direct, and doesn’t ask for much.


Hi [Influencer Name],

My name is [Your Name] and I'm the founder of [Your Brand]. I've been loving your content lately - your recent Reel on [Specific Topic] was amazing!

We have a collaboration idea I think you'd be a perfect fit for. What's the best email to send over some details?

Thanks!
[Your Name]


Why this works:

• It opens with a specific, genuine compliment.
• It briefly introduces you and your brand.
• It makes a low-ask request: just their email address.

Template 2: The Gifting / Product Seeding Email

Use this when you want to send a product to an influencer for free, with no obligation for them to post about it. This is a great, low-pressure way to build relationships.


Subject: A gift for you from [Your Brand Name] ✨

Hi [Influencer Name],

I'm [Your Name], the founder of [Your Brand], makers of [1-2 Sentence Description of Your Product].

I've been a huge fan of your page, especially your posts about [Their Niche/Interest, e.g., non-toxic skincare, sustainable fashion]. Your commitment to [Their Value, e.g., quality ingredients, ethical production] really resonates with us.

I'd love to send you our [Specific Product Name] to try as a gift, with absolutely no pressure or obligation to post. I just feel you'd genuinely enjoy it.

If you're open to it, let me know the best mailing address to send it to.

All the best,
[Your Name]


Why this works:

• The subject line is intriguing and friendly.
• It explicitly states there is no obligation to post, which builds trust.
• It connects your product to their specific interests and values.

Template 3: The Paid Collaboration Proposal Email

This template is for when you're ready to propose a formal, paid partnership. It’s more detailed but still puts the focus on them.


Subject: Collaboration Idea: [Your Brand Name] x [Influencer's Profile Handle]

Hi [Influencer Name],

My name is [Your Name] and I head up marketing here at [Your Brand Name]. I've been following your work for a while now, and your recent [post/Reel/Story] about [Specific Content Topic] really stood out to me. The way you [Explain What You Liked] was so authentic.

At [Your Brand Name], we [Your Brand’s Mission or What You Do]. Because you're so knowledgeable about [Their Niche] and creating amazing content, we thought you'd be the perfect partner to work with.

We have a budget for a campaign this quarter and would love to partner with you for a collaboration including [Specific Deliverables, e.g., one Instagram Reel and two Instagram Stories]. The goal is to [Briefly Explain Campaign Goal, e.g., show our audience how our product fits into a busy lifestyle]. We are open to your creative ideas on how to best bring this to life for your audience.

Would you be open to this? If so, could you please share your media kit and rates for a similar partnership?

Looking forward to hearing from you!

Best,
[Your Name]


Why this works:

• It provides a clear proposal with specific deliverables.
• It shows you have a budget and are serious about an investment.
• It empowers them by asking for their creative input, showing respect for their craft.

Template 4: The Polite Follow-Up (Email or DM)

Influencers are busy. Emails get buried. A gentle follow-up is perfectly acceptable and often necessary. Wait about 3-5 business days before sending this.


Hi [Influencer Name],

Just wanted to quickly follow up on my email below in case it got lost in your inbox. No pressure at all, but we're still very interested in exploring a partnership with you if you're open to it!

Let me know if you had any initial thoughts.

Thanks,
[Your Name]


Why this works:

• It’s short, polite, and doesn’t add any new work for them.
• It bumps your original message back to the top of their inbox.
• It ends on a casual, low-pressure note.

Common Outreach Mistakes to Avoid

Even with the best templates, simple mistakes can get your message deleted. Avoid these common pitfalls:

• Generic Greetings: Never use "Hey there" or "Hi influencer." Always use their name.
• Mass DMs: Don’t send the exact same message to dozens of creators. Personalize, personalize, personalize. They can spot a template from a mile away.
• A Confusing Ask: Be crystal clear about what you’re offering. Is it a gift? Is it a paid post? Is it an affiliate link? Don’t make them guess.
• Typos and Grammatical Errors: This seems small, but it looks unprofessional. Proofread your message at least twice before you send it.
• Making It All About You: Frame your proposal around the value *they* get. This includes creative freedom, compensation, and a product their audience will genuinely love.

Final Thoughts

Contacting influencers is far more of an art than a science. The most successful brand-creator relationships are built on a foundation of genuine respect, thoughtful personalization, and mutually beneficial offers. Start by warming them up, craft a clear and concise pitch, and always be polite and persistent in your follow-up.

Of course, once your DMs and emails land positive replies, managing all the moving parts of an active campaign can become its own challenge. We've been there, staring at spreadsheets and scattered conversations, which is exactly why we built Postbase. Our simple, visual calendar helps you plan all of your campaign content at a glance, and with our unified inbox, you can manage DMs and comments from your creator partners without jumping between apps. It’s a clean, modern tool designed to make managing your social media feel manageable, not overwhelming.