Struggling to land brand deals for an 180k creator client

[indoustb]

I am looking after a creator in the art and lifestyle sector with approximately 180k Instagram followers, and I am having trouble converting that audience into genuine brand deals. I have tried almost all the outreach methods that come to mind. I've made cold approaches to influencer marketing managers at Fortune 500 companies, prepared tailored campaign suggestions for individual brands, followed up on several occasions, and contacted people via both LinkedIn and Instagram. I've also tried using Apollo for mass email outreach to get my message in front of more people.

Even though all that has been done, I haven't been able to secure a single deal lately, and that's becoming rather frustrating.

The person in question has some real qualifications. They have collaborated with major studios and well-known brands, enjoy a strong reputation as a key opinion leader in their field, and have satisfactory engagement. Therefore, I don't believe this is solely because they have an audience companies wouldn't want to work with. I am now beginning to question whether my pitches aren't compelling enough, whether I'm aiming at the wrong people, or whether brands have now started to approach creator partnerships differently.

If you're involved in influencer marketing, talent management, or working with creators, what methods have actually proven effective with you when it comes to obtaining sponsorships? Is there any particular approach to approaching brands that yields better results than simply sending cold emails or messages on LinkedIn?

I would particularly like to get advice from anyone who has regularly secured deals for creators with a similar number of followers. I'm willing to alter the outreach strategy if necessary completely.

 

[vangouse]

I really should examine the pitch first before boosting the amount of outreach. A brand isn't all that concerned about someone having 180k followers unless you can show them what that audience can do for them.

I will prepare a one-page media kit that includes information on audience demographics, engagement data, past brand collaborations, and a few specific campaign ideas, so the person reviewing it can clearly see why this creator is a good match for their brand.

Moreover, are you offering general sponsorship, or one focused on a particular deliverable with a specific idea in mind? The difference in this regard can be important.

 

[tordela]

One thing to bear in mind is whether you're actually speaking to the person who can make the decision. The influencer marketing manager may well not be the person with the power to greenlight a new partnership, particularly at a larger company.

Agencies are also worth looking at. Some agencies run campaigns for multiple brands, so one good relationship could, in fact, lead to more opportunities than going out to individual companies.

And I'd be wary of mass emailing. More outreach doesn't necessarily equate to more success if your targeting is poor. How many genuinely targeted and personalized pitches are you actually sending out each week? Are you getting any replies at all, or is it pretty much just silence?