How to Message Brands for Collaboration on Instagram

Sending that first message to a brand you admire feels like a big step, but it’s simpler than you think when you have the right approach. A good pitch isn’t just about asking for free stuff, it’s about starting a genuine partnership that benefits both you and the brand. This guide will walk you through exactly how to prepare, what to say, and provide samples you can adapt for your own outreach.

The Prep Work: What to Do Before You Hit Send

A successful pitch begins long before you type out a single word. Brands want to work with creators who are genuinely invested in their community and product. Skipping this foundational work is the number one reason pitches get ignored. Before reaching out, make sure you've covered these bases.

1. Do Your Research & Find the Right Fit

Don't just blast DMs to every brand in your niche. Get specific. Stalk their Instagram feed, read their website's "About Us" page, and understand their mission. A brand that promotes sustainable, small-batch goods probably won't be the right fit if your content is all about fast-fashion hauls. A genuine connection is everything.

Ask yourself these questions:

• Do their values align with mine and my audience’s?
• Have they worked with creators like me before? If so, what did that content look like?
• Who is their target customer, and does that person sound like my average follower?

This research isn’t just for you, it’s information you will use directly in your pitch to show you’ve done your homework.

2. Engage Authentically for a Few Weeks

Imagine getting a collaboration request from someone you’ve never seen before. It feels cold and transactional. Now, imagine that request comes from someone who regularly leaves thoughtful comments on your posts and shares your Stories. That’s a completely different feeling.

Become a real member of their community first. For at least 2-3 weeks before pitching, interact with the brand's content organically:

• Like their posts. The easy first step.
• Leave thoughtful comments. Go beyond "Love this!" and say why you love it. Ask questions, share a related experience, or compliment a specific detail.
• Share their content to your Stories. If they post something you genuinely find valuable or interesting, share it and tag them.

This warms them up to your name, so when your pitch lands in their inbox, you’re not a complete stranger.

3. Polish Your Profile & Your Media Kit

Your Instagram profile is your digital resume. When a brand manager gets your message, the very first thing they'll do is click on your profile. Make sure it looks professional and instantly communicates who you are and what you do.

• Optimized Bio: Clearly state your name, your niche (e.g., "NYC Food & Travel" or "Beginner-Friendly Knitting Tutorials"), and a link to your media kit, blog, or portfolio.
• Cohesive Feed: Your recent posts should tell a story and reflect a consistent visual style and quality.
• Updated Media Kit: A simple 1-2 page PDF is perfect. It should include a short bio, your key stats (followers, engagement rate, audience demographics), examples of past work, and your contact information. You can create one for free in a tool like Canva.

Crafting the Perfect Pitch Message: Step-by-Step

Once your foundation is solid, it's time to write the message. Whether you're sending an email or a DM, the core components of a great pitch are the same. A successful message is personal, specific, and focused on the value you offer to the brand, not just what you want from them.

1. Find the Right Contact Person

Sending your message to the right place dramatically increases your chances of getting a response. While DMs can work for smaller brands, a professional email is often better.

• Check their Website: Look for a "Press," "Media," or "Contact" page for a marketing or PR email address.
• Search LinkedIn: Look for titles like "Influencer Marketing Manager," "Social Media Manager," or "Brand Partnership Coordinator" at the company. Often, their email format will be something like `firstname.lastname@brand.com`.
• When in doubt, start with a direct and polite DM asking for the best email for collaboration inquiries.

2. Anatomy of a Winning Pitch

Your message should be concise but packed with value. Here’s a breakdown of what to include, in order.

• The Hook (Personalized Opener): Start by showing you're a real fan. Mention a specific product you love, a recent campaign you admired, or something you appreciate about their brand mission. "I absolutely loved your recent campaign highlighting local artists" is much better than "Hi, I'm an influencer."
• The Intro (Who You Are & Why You're a Fit): Briefly introduce yourself and your Instagram account. Immediately connect your audience to their brand. For example: "My name is Jane, and I run @JaneCreativeCorner, where I share simple creative projects with my audience of 35-50 year old women who are looking for screen-free hobbies."
• The "So What?" (The Value Proposition): This is the most important part. Explain why a collaboration makes sense for them. Use your stats. "My audience has a 4.5% engagement rate and constantly asks me for recommendations on high-quality art supplies. Since I’ve been using your paint pens for months, a partnership would be completely natural."
• The Idea (Your Specific Proposal): Don't leave them guessing. Propose a concrete content idea. Instead of "I'd love to partner," try: "I have an idea for a 3-part Instagram Reel series showing how to create a custom journal cover using your new metallic paint pens, along with 5 in-feed photos and a set of stories."
• The Call to Action (The Ask): Clearly state what you want to happen next. End with a question. "Would you be open to exploring a potential partnership? I've attached my media kit for more details on my audience and past work."
• The Closing: A simple, professional sign-off. "Thanks for your time, and I look forward to hearing from you."

How to Message Brands for Collaboration on Instagram: Sample Pitches

Ready to put it all into practice? Here are a few ready-to-use templates you can customize. Remember to fill in the bracketed information with your own personal details!

Sample 1: The Short & Sweet Instagram DM Pitch

This is great for starting the conversation, especially with brands that are highly active on Instagram. The goal here is often to get their email address for a more formal pitch.


Hi [Brand Name] team! 👋

I'm a huge fan of your work - I just bought the [Product Name] and I'm obsessed!

My name is [Your Name], and I share [your niche/content type] with my audience over at @[Your Instagram Handle]. They really trust my recommendations for [products related to the brand's category].

I have a few creative ideas for a Reel or Story series that I think they'd love. Would there be a good email I could send a more detailed proposal and my media kit to?

Thanks so much!
[Your Name]


Sample 2: The Detailed Email Pitch

This is the gold standard for outreach. It's professional, comprehensive, and shows you're serious. Remember to use a clear and compelling subject line.

Subject: Instagram Collaboration Idea: [Your Instagram Handle] x [Brand Name]


Hi [Contact Person's Name],

I hope this email finds you well.

My name is [Your Name], and I'm the creator behind @[Your Instagram Handle]. I wanted to reach out because I have been a loyal customer of [Brand Name] for years, and I am consistently impressed with your commitment to [mention something specific, like sustainable materials, community building, innovative design, etc.]. Your recent [mention a specific post, campaign, or product launch] particularly stood out to me.

On my page, I focus on creating content about [your niche] for my highly engaged audience of [describe your audience, e.g., "millennial women passionate about ethical fashion"]. My engagement rate is currently [Your Engagement Rate]% and my audience analytics show they are primarily located in [Top Locations] and are deeply interested in [topics related to the brand].

Since they often ask me for recommendations on [product category], I believe a partnership would be a perfect fit. I envision creating a high-energy Instagram Reel showcasing how I use [Product Name] in a [describe the activity, e.g., "get ready with me" video or a recipe tutorial]. I propose a package that includes:

* 1 engaging Instagram Reel
* 3 high-quality in-feed photos
* 5-7 interactive Instagram Stories with a direct swipe-up link

I'm confident this content would resonate deeply with my followers and introduce [Brand Name] to an aligned and eager new audience.

I've attached my media kit with more details on my analytics and examples of past brand collaborations. Are you the right person to discuss this with? If not, could you please point me in the right direction?

Thank you for your time and consideration.

Best,

[Your Name]
@[Your Instagram Handle]
[Link to Your Website/Portfolio, if applicable]


The Follow-Up Email (If You Don't Hear Back)

Marketing managers are busy. It’s entirely possible they saw your email, meant to reply, and simply forgot. It’s perfectly okay to send a single, gentle follow-up email after about a week.

Simply reply to your original message and keep it brief.

Subject: Re: Instagram Collaboration Idea: [Your Instagram Handle] x [Brand Name]


Hi [Contact Person's Name],

Just wanted to gently follow up on my email from last week. I'm really excited about the possibility of collaborating and think we could create something special for the [Brand Name] audience.

No worries if the timing isn't right, but please let me know if you have any questions!

Best,
[Your Name]


Final Thoughts

Successfully pitching brands on Instagram is a skill that blends genuine appreciation with professional communication. It’s about building relationships, proposing real value, and showing them why your audience is the perfect match for their products. Use these templates as a starting point, but always add your unique voice to make them shine.

Building a successful social media presence that's attractive to brands requires consistency and professionalism behind the scenes. At Postbase, we designed a tool to make that process feel effortless. Planning your content visually helps you maintain a cohesive feed brands want to see, while our reliable scheduling for Reels, Stories, and videos ensures your content always goes live, building trust with your audience. Plus, with a unified inbox for all your DMs and comments, you can stay on top of a conversation with a potential brand partner just as easily as you can reply to a follower, keeping your community management clean and simple.