Welcome! You’re posting consistently, interacting with your audience, and creating quality content across two or more social media platforms. You’ve even had a few companies DM or email you to try and work together. But how do you catch the attention and build relationships with your dream brands?
When I first started blogging I had the same question! Of course- working with less popular brands allows you to fall in love new products you might never have known existed or allow your audience to be introduced to different businesses. But getting an email from THAT brand that you’ve consistently used for years on end is definitely an exciting moment.
In my 1-on-1 coaching sessions, I always ask my clients to write down their top 10 dream brands they would like to work with as an influencer. From there I try to craft a specialized strategy on how to get them to that point. There a few different ways to attract that highly sought out partnership but I will share a brief overview of how you can do it- no matter the size of your following!
With about 50,000 followers across all social media platforms, I’ve been able to work with household names such as Amazon, Sephora, Nordstrom, Crest, Aldi, Target, Urban Decay, HBO and more. However, I worked with Secret and Tampax with just 2K on Instagram!
Influencer networks are the easiest way to work with some of your biggest household names. No need for an agency here! As a micro-influencer, it allows you to have a foot in the door without the extra work of scouring the internet for PR emails and pitching brands yourself. All you have to do is connect your social media accounts and put a little bit of information about yourself so they know which brands pair you with. From there the brands will select which creators they want to potentially work with and determine the rates! If you want to see a list of some of my favorite influencer networks for content creators and bloggers, you can read my previous blog post here.
It may seem like a no-brainer, but it helps to have a previous relationship as a consumer in order to build a relationship with your dream brand as an influencer. Not only will it help you stand out if they seeing you organically share your love for their products, you also know how to market it because YOU are the target consumer! If Amazon is on your list as a brand you love to work with, you can start by tagging them in a few feed posts or perhaps even having an Instagram highlight with your favorite finds. You can also try doing an entire blog post or video on YouTube to share the best products and why!
You can take it a step further with your strategy to get on your ideal brands radar by engaging with them on social media. If you’re thinking this might be difficult, you’re right. A lot of your top brands are going to have millions of followers so it’ll be harder to stand out. BUT I have a solid hack on how to stand out in comparison with other influencers. Keep your eyes peeled for branded hashtags!
Why do brands have specialized hashtags? It’s a tool that makes it a lot easier for their own social media team to keep up with their most engaged audience members. It also helps them keep track of specific partnerships and the success of audience campaigns. Basically, these hashtags will be checked DAILY by their team. Most brands and retailers will have them listed in their bio, but you can also look at their following list on Instagram and check their hashtag following list. You can look at Aldi as a great example! They might have a few listed from previous campaigns but their typical every day hashtags should be listed as well.
It may not look like it, but the marketing department is always on the hunt for potential content creators to work with. So while they might not have a current campaign on their calendar, the onboarding process can be weeks or even months before they even reach out. If you’re currently strategizing to collab with your dream list, consider narrowing it down to only 2-3 per niche. For example: if you’re a home blogger, focus on creating for CB2, HomeGoods, and vintage finds. This allows you the opportunity to still share affordable pieces as well as unique, high end options. If you wanted to work with CB2 but often post about West Elm, Pottery Barn, and Lulu & Georgia, it could make it difficult for you to be a prime candidate due to exclusivity concerns. Don’t block your blessings!
Good news! Once you’ve created organic content, added in your branded hashtags and engaged with their posts, you’ve finally caught the attention of your dream brand. Woo! How do you make sure you’re creating something the brand really needs?
When working with Target last fall, I initially wanted to create an extremely editorialized photo shoot. Not only did I want to express how excited I was about working with my own dream brand, but I wanted the engagement on my post to be knocked out of the park. But something stopped me and I decided to take a look at their Instagram page before creating a mood board with my photographer. In the end I realized that Target’s aesthetic and content style is all about the casual, no filter approach. It produces that every day content that we know, love, and associate with the brand! If you’re aligned with the creative direction of the brand, you’re even more likely to be in their good graces.
If all else fails, it’s time to send the brand a pitch email! Why just wait for them to come to you? Search the brand website for their PR or influencer contact information and put your best foot forward. Share a brief 3-4 sentences about who you are and your vision for a partnership. You can include a media kit with examples of previous content featuring their brand and your following stats, too! While it can be scarier to be the one reaching out, the worst they can say is no! I also found when I pitched more collaborations I was able to meet my rate more often than when a brand initially contacts me in my inbox. It’s nice to be the one in control!
Each one of these approaches allowed me to not only build relationships with my favorite brands, but they became the gateway to long-term partnerships!
If you try any of these approaches, feel free to let me know! Influencers, what’s another way to build relationships with brands?
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