“Discover 25 proven ways to approach an influencer and build impactful partnerships.”
Introduction
Influencer marketing has become a powerful way for brands to connect with new audiences. A genuine endorsement from the right influencer can build credibility, increase engagement, and drive more sales. But influencers receive countless pitches daily, so standing out with a personalized, thoughtful approach is essential.
This guide explores 25 proven ways to approach influencers, offering practical tips and examples at each step to help you make a lasting impression. Let’s dive in.
How to Approach an Influencer: Strategy #1. Understand Their Audience
The first rule in influencer outreach is to know who you’re trying to reach through the influencer. Look into their audience demographics—age, location, interests, and behaviors. Use tools like Wishpond’s audience analytics feature to get insights into their followers. This helps you identify if the influencer’s audience aligns with your brand’s ideal customer base.
Example: Let’s say you run a sustainable skincare brand. You’d ideally want to work with influencers whose followers are interested in eco-friendly products, wellness, and skincare. When reaching out, mention that you noticed their audience has a strong interest in sustainable beauty—a fact you confirmed by observing the comments and engagement on their posts. This shows you’ve done your homework and that your brand will add value to their content.
Tip: Follow the influencer for a few weeks before reaching out. This lets you observe their content themes, audience interaction, and general tone, helping you craft a more tailored pitch.
How to Approach an Influencer: Strategy #2. Engage with Their Content First
One of the easiest ways to build rapport is by genuinely engaging with an influencer’s content. Comment on their posts, share their stories, and respond to their polls or questions. This interaction makes your name familiar, so when you do reach out, they might already recognize you.
Example: If the influencer posts a poll or asks for feedback on their latest project, join the conversation by adding a meaningful response. For instance, if they ask for product recommendations, share why you think your brand’s solution might be a good fit—without being overly promotional.
Tip: Avoid generic comments like “Great post!” or “Love this!” Instead, share a specific thought about the content. If they post a video reviewing products, you might say, “I love how you emphasize eco-friendly choices in beauty products. Our brand is working on sustainable packaging options, so I appreciate influencers who highlight these choices!”
How to Approach an Influencer: Strategy #3. Personalize Your Approach
Personalization goes beyond just using their name in the message. Mention specific posts or themes from their content that resonate with your brand. Personal touches show that you’re reaching out to them, specifically—not sending a mass email to every influencer in your industry.
Example: If you’re contacting an influencer who recently posted about a struggle with finding effective vegan haircare, mention that your brand offers vegan, cruelty-free hair products that align with their values. Let them know how your product might solve the issues they mentioned, demonstrating you’re paying attention to their needs.
This template is a personalized influencer outreach email. It begins by praising the influencer’s work, then introduces a product relevant to their audience and invites them to test it. It also offers extra giveaway samples, adding value for the influencer’s followers. The message is concise, respectful, and highlights mutual benefits.
Tip: Start with a few sentences about why you enjoy their content and think your brand aligns with their style. Keep it brief but specific. For instance, “I’ve noticed your posts about finding cruelty-free haircare options. We could create something impactful together as a brand dedicated to vegan and ethical beauty products.”
How to Approach an Influencer: Strategy #4. Use Mutual Connections
If you share connections, see if one of them would be willing to introduce you. People trust brands recommended by someone they know, so having a mutual contact can help you make a solid first impression.
Example: Let’s say you’re trying to reach an influencer who recently collaborated with another brand in your network. Ask that brand if they’d be open to making an introduction. They might provide insight into the influencer’s preferences, making it easier for you to tailor your pitch.
Here are two example templates for leveraging mutual connections when approaching influencers. The first template demonstrates reaching out directly to an influencer by referencing a mutual contact, while the second template shows how to request an introduction through a shared connection.
- Using a Mutual Connection to Approach an Influencer
This template demonstrates how to reach an influencer by referencing a shared connection. By mentioning a mutual contact’s positive experience, you establish credibility and create a warm introduction, making it easier to initiate a potential collaboration.
- Reaching Out to a Mutual Connection to Request an Introduction to an Influencer
This template shows how to ask for a mutual connection to introduce you to an influencer. By expressing admiration for the influencer’s work and explaining how they align with your brand, you politely request an introduction, making your approach feel thoughtful and respectful.
Tip: If an introduction isn’t possible, politely mention your mutual connection in your outreach message: “I noticed you recently worked with [Mutual Contact’s Brand], and we had a great experience collaborating with them too. I’d love to explore a partnership with you that brings similar value to your audience.”
How to Approach an Influencer: Strategy #5. Highlight Shared Values
Influencers are more likely to work with brands that align with their values. Mention values you share, like sustainability, inclusivity, or innovation, and how these values are evident in your product or service.
Example: Suppose the influencer is outspoken about supporting small, family-owned businesses. If you’re a small business, highlight this in your message. You could say, “As a family-owned business, we admire how you support small brands. We believe our story aligns with your values and would love to discuss how we could create content that resonates with your audience.”
Tip: Avoid generic claims. If you’re mentioning a value like sustainability, include a specific action or policy your brand has taken, such as using recycled materials in packaging.
How to Approach an Influencer: Strategy #6. Offer Value First
Starting the relationship by offering something valuable—before asking for anything—can set a positive tone. This could be a free product sample, exclusive access, or helpful information.
Example: If you’re contacting a fitness influencer, offer them early access to a new workout app your brand developed. This gives them a chance to try it out first, which makes it more likely they’ll post about it naturally.
This example showcases a template that emphasizes offering value first in influencer outreach. It suggests providing a free sample for the influencer to review and additional products for a giveaway to their audience. Focusing on value before asking for any promotion sets a positive tone. This approach encourages a genuine connection by allowing the influencer to try the product and decide if it aligns with their content.
Tip: Avoid making this offer seem transactional. Instead of saying, “Here’s a free product, please promote it,” frame it as “We’d love for you to try our product and share any honest feedback.” This approach respects their opinion and allows them to decide whether to post about it.
How to Approach an Influencer: Strategy #7. Keep Your Message Concise
Influencers are busy and often don’t have time to read long emails or messages. Stick to a concise message that briefly introduces your brand, the purpose of your outreach, and why you think they’re a perfect fit.
Example: Keep the initial message to 3-4 sentences, such as, “Hi [Influencer’s Name], I’m with [Brand], a skincare company focusing on cruelty-free, natural ingredients. I’ve been following your content and think our values align well. I’d love to discuss a potential collaboration where you could try out our latest product line. Let me know if you’re interested, and we can discuss more details!”
Tip: Avoid adding excessive brand history or unrelated details. Focus on the essentials and offer more information if they’re interested.
How to Approach an Influencer: Strategy #8. Suggest Mutual Goals
Show how the partnership can be mutually beneficial. Influencers also have goals, like growing their audience, creating unique content, or even exploring new product types. Consider how your collaboration can help them meet these objectives.
Example: If the influencer is trying to promote mental wellness among their followers, frame your offer around that. For instance, if you’re a wellness brand, you could say, “We love how you advocate for mental wellness and think our stress-relief products could be a great addition to your self-care tips. Together, we could promote well-being to your audience.”
Tip: Use Wishpond to track influencer goals, performance metrics, and audience engagement, which can help understand what they’re trying to achieve with their content.
How to Approach an Influencer: Strategy #9. Leverage Your Brand’s Reputation
If your brand has a strong reputation or has worked with notable partners, mention it briefly to build credibility. Influencers are cautious about maintaining their reputation, so showing you’re a respected brand makes you a more appealing partner.
Example: If your brand has received industry awards or has collaborated with well-known influencers, mention this subtly in your outreach. For instance, “Our latest collaboration with [notable partner] received great feedback, and we think your audience would appreciate the same quality content.”
Tip: Be careful not to sound boastful. Mentioning one or two recognitions can build trust without overshadowing the influencer’s importance in the partnership.
How to Approach an Influencer: Strategy #10. Be Genuine and Authentic
Authenticity matters in influencer marketing. Influencers are experts in reading people’s intentions, so any overly formal or sales-heavy approach can appear insincere. Approach them like a partner, not a tool for promotion.
Example: Instead of a scripted pitch, write as if you’re talking to a colleague. Acknowledge their creative work honestly: “I love your series on [specific theme]. Your focus on [related topic] shines through, and it aligns with our brand’s values on [shared topic].”
Tip: Avoid phrases that sound like corporate jargon. Be conversational, and remember that influencers appreciate being treated like individuals, not marketing channels.
How to Approach an Influencer: Strategy #11. Do Your Research
Knowing an influencer’s recent work, past collaborations, and audience reactions can set you apart from others. This research lets you tailor your approach based on their current focus, making your outreach more relevant.
Example: If you’re reaching out to a tech influencer who recently posted about productivity tools, and your brand offers a time-management app, mention this connection. “I noticed your recent review on productivity tools and thought you might be interested in testing our time-management app. It’s built with busy professionals like you in mind.”
Tip: Reference a specific post or project they’ve worked on recently. This personal touch signals that you’re genuinely interested in their content not just sending out a mass pitch.
How to Approach an Influencer: Strategy #12. Align with Their Content Style
Every influencer has a unique content style, whether candid reviews, creative visuals, or in-depth tutorials. Pitch ideas that match their approach, and avoid asking them to alter their style to fit your campaign.
Example: If you pitch to an influencer known for unboxing videos, propose an unboxing campaign rather than a scripted commercial. Say something like, “We’d love to see you unbox our latest product. Your honest reactions would add so much to the experience.”
Tip: Review their previous branded content to understand how they integrate products naturally. Respecting their style shows that you value their creativity.
How to Approach an Influencer: Strategy #13. Offer Exclusive Opportunities
Everyone enjoys feeling valued, and influencers are no exception. Offering exclusivity—like early product access, first looks at new campaigns, or unique promotional codes—can make your brand stand out.
Example: Approach them with a personalized invitation: “We’re launching our new collection next month, and we’d love for you to be the first to try it. Would you be interested in a sneak peek and a first-look review?”
Tip: Exclusivity can also mean creating influencer-specific discount codes or access to limited-edition products. This added personal touch can encourage influencers to engage more with your brand.
How to Approach an Influencer: Strategy #14. Build Relationships Through Email
While DMs are convenient, they need a more professional tone than email offers. If the influencer has a contact email, reach out through that channel. Keep your message clear and concise, and follow up only once if you don’t hear back.
Example: Send a concise email, something like, “Hi [Influencer’s Name], I represent [Brand], and we specialize in [industry/unique value]. I admire your work in [specific content] and think our brands align well. I’d love to discuss a potential collaboration. Let me know if you’d be open to a quick chat to discuss this further.”
Tip: It is respectful to mention your intent to keep things brief but informative. Influencers often appreciate straightforward emails that are easy to read and respond to.
How to Approach an Influencer: Strategy #15. Mention a Clear Next Step
Ambiguity can deter responses. Give a clear, direct call to action in your email or message. Whether scheduling a call, reviewing a product, or just replying with their interest, providing a specific next step makes it easy for them to respond.
Example: If you pitch a product review, end with, “If you’re interested, we’d love to send a sample for your review. Please let us know the best address to ship to or if you’d prefer a virtual walkthrough.”
Tip: Don’t ask for multiple things at once. A simple call to action, like asking if they’re open to receiving a sample, is more approachable than a long list of requests.
How to Approach an Influencer: Strategy #16. Use Transactional Language
When discussing potential outcomes of your collaboration, focus on results. Use action-oriented language that helps influencers visualize what they’ll achieve by working with you, such as increased engagement or audience reach.
Example: If you’re aiming for an Instagram Story collaboration, say, “Our goal is to help you boost audience interaction. Stories featuring exclusive product reveals have led to a 30% engagement increase in similar campaigns.”
Tip: Avoid vague promises. Focus on tangible benefits like reach, engagement, or content variety. Transactional language frames your partnership as a practical opportunity.
How to Approach an Influencer: Strategy #17. Present a Unique Angle
Influencers receive plenty of pitches, so you’ll need to stand out. Propose an idea that offers a new angle or a creative approach to content. This could mean combining their typical content with a fresh twist that complements your brand.
Example: For a travel influencer, propose a “hidden gem” series featuring lesser-known destinations using your brand’s product (like travel-friendly gear). Position your product as a tool that fits its current theme but with a unique take.
This video by Hey Nadine, “Top Carry-On Essentials: Must-pack items for air travel,” showcases a unique angle. Nadine shares her unique take on essential items for a smooth and comfortable flight. This video offers a fresh perspective by focusing on practical, often overlooked items that elevate the travel experience. This presents a great opportunity for brands to feature travel-friendly products as part of a thoughtfully curated carry-on kit.
Tip: Avoid generic campaign ideas that don’t differentiate your brand. Think creatively about how your product or service can enhance its content organically.
How to Approach an Influencer: Strategy #18. Respect Their Boundaries
Influencers work hard to cultivate trust with their audience, and they know what content will resonate best. Don’t pressure them into promoting your brand in ways that might feel out of place for them. Respect any boundaries they set.
Example: If an influencer doesn’t feel comfortable posting overly promotional content, suggest something subtler, like incorporating your product into a lifestyle post. Say, “We’d love for you to use our product in a natural way that fits your content. Feel free to make it your own.”
Tip: Show you value their brand integrity. This flexibility can make influencers feel respected and more open to working with you correctly.
How to Approach an Influencer: Strategy #19. Follow Up, But Don’t Overdo It
After sending an initial outreach message, give them some time to respond. If they don’t reply, send one polite follow-up after a few days. Avoid multiple follow-ups, as it can come across as pushy.
Example: “Hi [Influencer’s Name], I just wanted to follow up on my last message about our potential collaboration. Let me know if you have any questions or if there’s anything specific you’d like to discuss.”
Tip: Keep the follow-up polite and casual. Do not sound disappointed or press for a response. A friendly nudge is all you need.
How to Approach an Influencer: Strategy #20. Offer a Clear Value Exchange
Influencers want to know precisely what they’ll gain from a partnership. Be transparent about your offer, such as compensation, free products, or exposure. This clarity helps them evaluate the benefits immediately.
Example: “We’d love to compensate you with [specific amount or benefit] for creating a [specific type of post]. If you’d like to negotiate terms, we’re open to discussing what works best for you.”
Tip: Avoid vague compensation promises like “exposure” unless they’re already interested in your brand. Direct, specific offers are more respectful and straightforward.
How to Approach an Influencer: Strategy #21. Keep a Consistent Tone
Your message should have a tone that matches their communication style. If the influencer’s brand voice is casual and friendly, keep your outreach relaxed and approachable. A professional tone might be more fitting for influencers with a more formal style.
Example: If an influencer’s posts have a playful, conversational vibe, you might write, “Hey [Name]! Love your latest post on [topic]. We think our products could add some extra sparkle to your content—interested in a fun collaboration?”
Tip: Study their captions and comments to understand their tone. Adjusting your language to fit theirs shows you know their brand voice.
How to Approach an Influencer: Strategy #22. Be Transparent
Influencers appreciate brands being open about their intentions and expectations from the start. Set clear deliverables, timelines, and goals upfront to avoid misunderstandings. Honesty builds trust and shows respect for their time.
Example: “Our goal for this partnership is to create three Instagram posts over a month. We’d also love to collaborate on a few Stories. Let us know if these deliverables work for you or if you suggest adapting them to fit your style.”
Tip: Transparency avoids potential conflict later on. Clearly defined deliverables make influencers more comfortable working with you, as they know exactly what’s expected.
How to Approach an Influencer: Strategy #23. Showcase Past Success
If you’ve partnered with influencers before, mention it. Demonstrating successful collaborations can reassure influencers about your brand’s professionalism and track record. Include case studies, testimonials, or metrics if available.
Example: “We’ve previously collaborated with [Influencer Name] and saw a 40% increase in engagement. We’d love to create similar results with your audience, genuinely bringing value to your followers.”
Tip: Be selective with which metrics or case studies you include. Focus on numbers that matter to influencers, like engagement rates and audience feedback.
How to Approach an Influencer: Strategy #24. Offer Exclusive Content for Influencers
Develop content specifically for influencers to make your outreach stand out. This could include early access to products, behind-the-scenes insights, or co-branded content they can share with their audience. Exclusive content adds value to the partnership and makes the influencer feel like an insider.
Example: Create a “first look” campaign in which influencers get access to a new product before its official launch. Allow them to share this exclusive preview with their audience, positioning them as trusted sources with insider knowledge.
As seen in the Galaxy Unpacked events, Samsung often gives top tech influencers early access to their latest products before official releases. Influencers like Marques Brownlee receive new Samsung devices, like the Galaxy Z Fold3 and Z Flip3, ahead of time to test and review. This allows them to create first-look videos, offering their impressions and showcasing product features. This strategy builds anticipation and gives consumers a trusted perspective before the products hit the market.
Tip: Involve the influencer in content creation to make them feel like collaborators. Ask for feedback, offer customization options, or give them creative freedom to adapt the content to their unique style. This approach builds trust and encourages influencers to invest more in the partnership.
How to Approach an Influencer: Strategy #25. Provide Feedback and Build a Long-Term Relationship
Once the collaboration is complete, don’t treat it as a one-time transaction. Share performance metrics with them, express appreciation, and discuss future partnership ideas. Long-term relationships often yield better results than one-off campaigns.
Example: “Thank you for your amazing work! The post generated great engagement, and we’d love to explore more ways to work together. Let us know if you have any ideas for future collaborations.”
Tip: Treat influencers as partners, not just promoters. Nurturing relationships leads to a loyal network of influencers who genuinely believe in and support your brand.
Conclusion
Building a successful influencer partnership requires more than just a pitch—it’s about understanding the influencer’s values, connecting authentically, and creating a win-win collaboration that benefits both parties. By following these 25 strategies, you’ll approach influencers in a way that stands out and builds trust, laying the foundation for impactful, long-term relationships. Remember, influencers seek authentic connections with brands that resonate with their audience and add genuine value to their content. When you demonstrate this through your approach, your outreach becomes more than a business proposal—it becomes the beginning of a true partnership.
Influencer marketing is dynamic, and refining your approach as you learn from each collaboration will improve your results. If you’re ready to take your influencer strategy to the next level, consider leveraging the power of Wishpond’s suite of marketing tools to simplify your outreach, track campaign performance, and maximize ROI. Explore Wishpond’s solutions tailored for marketing executives here, or visit Wishpond.com to learn more.
For further insights, dive into these related articles: How to Get Influencers to Promote Your Product and The Ultimate Guide to Influencer Marketing, packed with valuable tips on building powerful influencer partnerships.
Ready to get started? Book a VIP Demo with Wishpond to discover how we can help streamline your influencer marketing efforts and boost your campaign’s success.
FAQs
1. How do I find the right influencers for my brand?
Start by researching influencers whose audience aligns with your target market. Use platforms like Wishpond to analyze their engagement rates and audience demographics.
2. How much should I offer influencers as compensation?
Compensation depends on the size of the audience, engagement rates, and the scope of the collaboration. Many brands offer a mix of products, payment, and perks.
3. How can Wishpond help with influencer marketing?
Wishpond provides tools for managing outreach, tracking campaign performance, and analyzing ROI. This can streamline your influencer marketing efforts and help you make data-driven decisions.
4. When is the best time to reach out to an influencer?
Ideally, reach out a few weeks before you need the content published. This allows time for planning, contract discussions, and content creation. Avoid messaging during significant holidays when influencers might be busier.
5. What if an influencer doesn’t respond to my outreach?
If you don’t receive a reply after one follow-up, respect their decision. Some influencers may not respond to every pitch, especially if they receive many. Consider refining your approach or researching other influencers who may be interested.
6. How do I measure the success of an influencer partnership?
Define clear KPIs before the campaign launch, such as engagement rate, follower growth, or website traffic. Track these metrics throughout the campaign, and analyze them afterward to see if your objectives were met.
7. Should I have a contract with influencers?
Yes, a contract helps protect both parties and clarifies expectations. Outline deliverables, timelines, compensation, and usage rights to avoid misunderstandings and ensure a smooth collaboration.
