How to Send a Collaboration Request on Instagram

Sending a collaboration request on Instagram can feel like sliding into someone's DMs and hoping for the best, but a great pitch is so much more than that. The right message can open doors to powerful partnerships that grow your brand, while the wrong one gets left on “read.” This guide breaks down exactly how to craft a professional, personalized collaboration request that creators and brands actually want to respond to, covering everything from the prep work to the perfect follow-up.

Before You Type a Single Word: The Crucial Prep Work

Jumping straight to the DM without a plan is the fastest way to get ignored. The most successful collaborations start with thoughtful preparation. Taking 30 minutes to do your homework can mean the difference between landing a dream partnership and getting lost in a crowded inbox.

1. Define Your Goals: What Do You Actually Want?

First things first: What does success look like for this collaboration? If you don't know what you want to achieve, you won't be able to communicate it clearly to a potential partner. Your goal shapes the entire partnership, from the type of creator you choose to the content you create together.

Common collaboration goals include:

• Brand Awareness: Reaching a new, relevant audience that doesn't know you exist yet.
• Content Generation: Getting high-quality user-generated content (UGC) you can repurpose on your own channels.
• Lead Generation or Sales: Driving direct traffic to your website or a product page, often using a special discount code or affiliate link.
• Audience Growth: Gaining followers on your own Instagram account through joint-value content or giveaways.

Pick one primary goal to focus on. A clear objective makes your pitch stronger and helps you measure whether the collaboration was a success later on.

2. Identify the Right Partners (Hint: It’s Not Just About Follower Count)

It’s tempting to chase accounts with hundreds of thousands of followers, but bigger isn't always better. The best partners are those whose audience and values genuinely align with your brand. An account with 5,000 highly engaged followers who trust their recommendations is far more valuable than an account with 100,000 passive followers who don’t care.

How to Find the Perfect Fit:

• Look for Niche Creators: Micro-influencers (typically 10k-100k followers) and even nano-influencers (1k-10k) often have more dedicated communities and higher engagement rates. Their audience trusts them deeply because their content feels authentic, not purely transactional.
• Check Their Engagement Rate: Don't just look at follower numbers. Look at the comments and likes on their recent posts. Is their community actively talking and reacting? A simple way to estimate engagement is (Likes + Comments) / Followers * 100. A healthy rate is typically above 2-3%. Are the comments genuine conversations or just generic "great post!" filler from bots?
• Analyze Their Audience and Values: Read their bio, watch their Stories, and scroll through their posts. Do they share your brand’s tone and values? If you're a sustainable fashion brand, partnering with a fast-fashion hauler makes no sense, no matter how many followers they have. The alignment has to feel natural.

3. Do Your Homework (And Get Ready to Prove It)

Once you’ve identified a potential partner, become a temporary student of their content. Spend some time genuinely engaging with their work. Like a few posts, watch their Stories, and leave a thoughtful comment on something that resonates with you. This shows you're not just carpet-bombing hundreds of accounts with a copy-pasted message.

When you craft your pitch, you'll be able to mention something specific, like, "I loved your Reel on home organization tips last week," instead of the generic "I love your content.” This small detail immediately signals that your request is personal and well-thought-out.

DM vs. Email: Choosing the Right Way to Reach Out

You’ve done your research and you're ready to make contact. But should you slide into their DMs or find their email? Both have their pros and cons.

The Case for the DM

Instagram DMs are direct, quick, and informal. For smaller creators or initial "feeler" messages, a DM can feel more personal and less intimidating than a formal email. It’s a great way to introduce yourself and gauge their interest before sending over a detailed proposal.

• Best for: Initial contact, smaller creators, brands with a more casual voice.
• Pro-Tip: Keep it short and to the point. The goal of the first DM isn't to close the deal, it's to start a conversation.

The Case for Email

Email is more professional and is often the preferred contact method for established creators and brands. Many serious influencers and business owners have an email address listed in their bio for a reason - it’s where they handle business. An email allows for more detail, lets you attach a media kit, and is less likely to get lost in a sea of Story replies and notifications.

• Best for: Detailed proposals, established creators, brands with a more formal voice.
• Pro-Tip: Look for their email address in their Instagram bio or on their website's "Contact" page. If you can't find it, send a polite DM asking for the best email for collaboration inquiries.

The Hybrid Approach: The Best of Both Worlds

A highly effective strategy is to use both. Start with a short, polite DM that gets straight to the point.

Example: "Hey [Name], just sent a quick email to the address in your bio about a potential collab idea. Thought your audience interested in [Topic] would love it. Let me know what you think!"

This does two things: it alerts them to your email so it doesn't get buried, and it shows you respect their preferred process by using the channel they've designated for business.

The Anatomy of a Perfect Collaboration Pitch

Whether you're writing a DM or an email, a winning pitch has the same core components. It’s all about being clear, personal, and focused on mutual value.

1. Subject Line (for Email)

Your subject line is your first impression. Make it count. It should be clear, concise, and compelling enough to make them want to open it.

• Good: Collaboration Idea: [Your Brand] x [Their Instagram Handle]
• Better: Love your hiking content! Partnership idea?
• Avoid: "Business Proposal" or "QUICK QUESTION" (these feel generic and spammy).

2. The Personalized Opening

Always start with their name. Never, ever use "Dear Influencer" or "Hi there." Then, immediately reference something specific from their content that you genuinely appreciated. This proves you’ve done your homework.

Example: "Hi Sarah, My name is Alex, and I've been following your work on @SarahHikes for a while. Your recent Reel breaking down the best day-hikes near Vancouver was fantastic - I've already bookmarked it for my next trip."

3. A Brief Introduction to You and Your Brand

Quickly explain who you are and what your brand is about in one or two sentences. Focus on your mission and the audience you serve, especially where it overlaps with theirs.

Example: "I'm the founder of TrailPacks, where we create durable, lightweight backpacks for weekend adventurers. Our goal is to make outdoor exploration more accessible for everyone."

4. The "Why": Connect the Dots for Them

This is where you make the connection explicit. Why did you choose them out of all the creators on Instagram? Show that you see a real, authentic fit between your brand and their personal brand.

Example: "The way you encourage your community to get outside and explore their local trails really aligns with our mission at TrailPacks. We feel your audience would resonate with our gear because they genuinely care about quality products that can keep up with their adventures."

5. The Clear Ask & Proposed Collaboration

Here's where you lay out your initial idea. Be specific but flexible. It’s better to suggest a simple starting point rather than an entire three-month campaign with a 10-page contract attached.

Example: "I’d love to send you one of our new daypacks to try out on your next hike. If you like it, we were thinking a simple collaboration could look like one Instagram Reel and a few Stories showing it in action. Of course, we're totally open to your creative ideas too."

6. The WIIFT: What's In It For Them?

Let's be real: this is often the most important part of the email. How will they be compensated for their time, effort, and audience? Be direct and transparent about the value you're offering. This could be:

• A free product (best for smaller creators or those you have an existing relationship with).
• A flat fee for the content deliverables.
• An affiliate partnership where they earn a commission on sales.
• A combination of product and payment.

Example: "As a thank you for your time and content, our standard package for this type of collaboration includes the product of your choice (valued at $150) plus a flat rate of $400 for a Reel and 2 Stories."

7. The Simple Call to Action (CTA)

End your message with a clear and easy next step. Don't leave them guessing what you want them to do.

Example: "If this sounds like something you'd be interested in, just let me know, and I can send over more details. No pressure at all if the timing isn't right!"

Templates You Can Adapt and Use Today

Short & Sweet Collaboration Request DM

Hey [Name]! Huge fan of your content on [topic] - your recent post about [specific post] was awesome.

My name is [Your Name] from [Your Brand]. We make [product/service], and given how much your community loves [their interest], I thought you might be interested in a potential partnership.

Would you be open to me sending over an email to the address in your bio with a few fun ideas? No strings attached.

Thanks!

[Your Name]

Detailed Collaboration Request Email

Subject: [Your Brand] x [Their Handle] Collab Idea

Hi [Creator's Name],

My name is [Your Name], and I'm the [Your Title] at [Your Brand]. I've been following your page for a while and was so impressed with your recent [Reel/Post/Story] about [specific topic]. The way you [mention something specific you liked] was fantastic.

At [Your Brand], we [briefly describe what your brand does and its mission]. Because your content consistently focuses on [their core topic, e.g., mindful living, home cooking, outdoor adventure], I see a strong alignment with our community and think we could create something amazing together.

I’d love to propose a small collaboration. We'd like to send you our [Product Name] to try. If you enjoy it, we were thinking of a partnership involving one dedicated Instagram Reel showcasing how you use it in your daily life.

In exchange, we can offer [Clearly state your compensation: free product, a flat fee of $X, a personalized discount code for your audience + an affiliate commission, etc.]. We are, of course, very open to your ideas and creative direction!

If this sounds interesting, please let me know. Happy to chat further whenever suits you.

All the best,

[Your Name]

[Your Title | Your Brand]

[Link to Your Website or Instagram]

The Follow-Up: How to Re-Engage Without Being a Pest

So you’ve sent your pitch… and you hear crickets. Don't panic! Top creators are busy and inboxes get full. A polite, gentle follow-up is perfectly acceptable and often necessary.

• Wait 5-7 business days. Give them some time to see and process your message before you nudge them.
• Keep it short and simple. A quick, friendly reminder is all you need. Reply directly to your original email and say something like: "Hi [Name], just wanted to give this a little bump in your inbox in case it got buried. Let me know if you had any thoughts on a potential collaboration!"
• Know when to move on. If you still haven’t heard back after one follow-up, it’s best to let it go. Bombarding someone with messages will only hurt your reputation. Simply move on to the next potential partner on your list. There are plenty of amazing creators out there!

Final Thoughts

Sending a compelling collaboration request is a skill that blends research, personalization, and clear communication. By focusing on building a genuine connection and offering mutual value, you move beyond simple transactions and begin to build impactful partnerships that can truly help your brand grow.

Once those collaborations are live and you're managing content schedules with your new partners, keeping track of everything can get tricky. With a clear, visual content calendar in Postbase, we make it easy to see what’s going live and when across all your platforms. It simplifies the entire process of planning your campaigns, so you can focus on building great relationships instead of drowning in spreadsheets.