How to Pitch to Brands: Writing a Pitch and Knowing Your Numbers
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With your brand deal setup in place, this article explains how to pitch to brands and which numbers to know.
Once your profile, portfolio and media kit are ready, you can start looking for paid brand deals. In this article, we explain how to pitch to brands step by step, and which numbers you need to know before you do.
Where to pitch to brands
You can contact brands directly in traditional ways, such as email. Often, though, the most efficient method is making yourself visible on influencer platforms. They simplify the pitching process and connect you with brands actively looking for creators.
Many brands also run their own influencer or creator programs, often linked on their website. Teddy, from our brand deal examples, landed his first sponsorship this way.
How to pitch to brands: be specific
Wherever you pitch, avoid being too general. Generic messages sent to many brands rarely get answers. Tailor every pitch to the brand you contact.
How to pitch to brands: the structure of a good pitch
- Greet the person, by name if possible.
- Introduce yourself in one or two sentences.
- Point out something you share with the brand, such as already using their products.
- Explain the value your content could bring, with a specific idea.
- Link your portfolio and profile.
- Ask to connect with the relevant team.
For example: “I’d love to bring my nature-inspired take on technology to your brand by creating two or three video pieces for your organic use.” That one sentence tells the brand exactly what to expect.
Show a sample
If possible, create a sample piece of content featuring the brand. It helps them picture what you can deliver. Fairy’s demo reel and Jazmine’s mockup are good examples of this.
Offer a call
It also helps to say you would be happy to have a short call to align. Even if the brand prefers email, the offer shows confidence and professionalism.
Follow up, then move on
Most pitches will not get a response, simply because brands receive so many. Follow up politely after a week or two. Then move on to the next brand.
Once you secure a deal, do a great job that satisfies both the brand and your audience. Use that experience to strengthen your next pitch, and mention it in your media kit.
The numbers to know before you pitch to brands
Engagement rate
Engagement rate can be calculated in a few ways, which we explain in our article on engagement rate. In essence, it shows how interesting your content is. You divide the number of likes, comments, shares and other interactions on a piece of content by the number of people who saw it.
Engagement rate is always shown as a percentage, which makes it easy to compare across creators. Most social platforms calculate it for you in the analytics section of your account.
The 3% benchmark
A commonly used benchmark is 3%. That means you should aim for an engagement rate of at least about 3% before presenting your account for serious consideration. Treat it as a guide, since brands also consider your niche, audience and content quality.
Your audience demographics and behavior
Beyond engagement rate, understand who your followers are. Know their demographics, such as gender and location, and their behavior, such as which types of content they like most. Some platforms, such as Instagram, offer creators summaries of their key numbers to share with brands.
Working with agencies later
Once you have a larger following, you could consider working with an agency to manage brand opportunities. This is common in many countries. An agency takes a share of your fees in exchange for finding and negotiating deals.
Common mistakes when you pitch to brands
The first mistake is pitching brands you have never used. Your lack of connection shows. The second is writing long pitches. Keep yours short, clear and specific.
The third mistake is giving up after a few silent replies. Pitching is a numbers game, and every pitch improves your skill.
How to pitch to brands by email: an example
Here is a simple example you can adapt. “Hi Anna, I’m Lea, and I create calm, faceless videos about slow mornings for an audience of mostly women aged 25 to 40. I’ve used your oat milk every morning for two years. I’d love to create three short videos showing it in my morning routine, for your organic social media. You can see my portfolio here. Would you be open to a short call next week?”
It is short, personal and specific. The brand knows who you are, why you fit and exactly what you propose.
How to pitch to brands on influencer platforms
On influencer platforms, you often apply to campaigns that brands post. Read each campaign brief carefully and answer exactly what it asks. Mention one specific idea for their product, rather than a general statement about yourself.
Keep your platform profile complete and current. Brands often look at it before they read your application.
How to pitch to brands after a first deal
Your first deal changes your pitches. You can now mention the brand you worked with, share results such as views or engagement, and include the content in your portfolio. Brands trust creators who have already delivered for others.
Ask satisfied brands for a short testimonial or a repeat collaboration. A returning brand is often your easiest next deal.
Starting small and staying private
Brand deals need no shop and no stock. We recommend spending no more than about 20 dollars on your setup, using free tools for your content and your media kit, with no monthly fees before brands know you. You can grow your audience yourself, without an agency.
Brands still often prefer creators they can see, but faceless creators can succeed too, especially with UGC. If the idea of self-branding is what held you back so far, Lynnaider recaps the alternatives for you.
Your next step
The next article compares sponsorship vs UGC deals side by side. The complete module, alongside the other online income techniques, is in the book on our products page. If you would like help writing your first pitch to brands, see our services page.
Frequently asked questions
Can I pitch a brand again after no reply?
Yes, after a few months, with a new idea or new results. Brands’ needs change over time.
How long should a pitch be?
Short: usually five to eight sentences. Brands receive many pitches and value clarity.
Should I mention my rates in the first pitch?
Usually not. Share them once the brand shows interest, or when the platform asks for them.
How do I pitch to brands as a beginner?
Greet them, introduce yourself, mention what you have in common, explain the value you could bring with a specific idea, link your portfolio and offer a sample.
Where should I pitch to brands?
Directly by email, or more efficiently through influencer platforms that simplify the pitching process.
Should I follow up if a brand does not answer?
Yes, politely, once after a week or two. Then move on to the next brand.
What engagement rate do brands expect?
A commonly used benchmark is about 3%. It is a rough guide, and brands also look at your niche and content quality.
How is engagement rate calculated?
Interactions such as likes, comments and shares on a piece of content, divided by the number of people who saw it, expressed as a percentage.
Which audience data should I know?
Your followers’ demographics, such as gender and location, and their behavior, such as which content they like most.
Can I get step-by-step guidance from Lynnaider to set up one of the 10 online business models without spending much?
Step-by-step tutorials with free or minimal-cost setups may be made based on interest. Please add your name to the waitlist, and we will inform everyone who signed up as soon as they become available.
Should I offer a call in my pitch?
Yes. Offering a short call shows confidence, even if the brand prefers email.
When should I consider an agency?
Once you have a larger following and more brand interest than you can manage yourself. It is common in many countries.
Is there a low-cost way to set up the Sponsorships & UGC technique?
Yes. Lynnaider teaches setup routes for the Sponsorships & UGC technique that cost nothing, or very little (under 20 dollars), to go live, so you do not pay setup costs long before you earn. Our free AI agent, Lynnaider Compass, guides you through them step by step, in the same logic as the whole Lynnaider teaching.
Disclaimer: This article is for general informational purposes only and should not be regarded as legal, tax, or business advice. Pursuing an online business does not guarantee income; results depend on many factors including the business environment, individual effort, skills, and consistency. Some links on this site may allow Lynnaider to earn a commission at no additional cost to the reader.
