Before you send anything

1. Follow them and engage with 2-3 recent posts thoughtfully
2. Understand their content style and values
3. Check if they've posted about similar products (good sign if yes)
4. Review their collaboration history and posting patterns

Two Strategic Approaches

Option 1: Wait for trigger moments (higher conversion, requires patience)

What's a trigger moment? When they post something that gives you a natural reason to start a conversation:

• They mention struggling with a problem your product solves
• They ask their audience for tool recommendations
• They share their current workflow or setup
• They mention testing or comparing options in your space

The "connection first" approach

Subject: Quick question about [specific thing they posted]

Message:

Hi [Name],

Saw your post about [specific struggle/tool/setup]. We've been wrestling with the same thing—especially the part about [specific detail they mentioned].

I'm [your name] from [company]. We built [product] specifically for [their type of user/problem].

Not reaching out to pitch anything—just genuinely curious: have you found anything that actually works for [their specific challenge]?

We're still figuring it out ourselves.

Best, [Your name]

P.S. Loved your take on [something else they recently posted about]

Why this works:

• Anchored in something specific they cared enough to post about
• Positions you as a peer, not a vendor
• Shows genuine interest in their experience
• No immediate ask or pressure

Option 2: Direct collaboration outreach (faster, more business-focused)

Remember that many creators earn their living through paid collaborations. They often have established rates and may work with management teams. Positioning your outreach as a business opportunity from the start can be more respectful of their time and professional approach.

Subject: Collaboration Opportunity with [Your Brand Name]

Message:

Hi [Influencer's First Name],

I've been following your content, and I really appreciate the way you [personalize—mention something specific you admire about their style, audience engagement, or content theme]. Your voice and aesthetic align beautifully with our brand, [Brand Name].

We'd love to send you [specific product] to try out, as we believe it would resonate with both you and your audience. If you're open to collaborations, we'd also be happy to discuss your rates and how we can best work together.

Looking forward to hearing your thoughts!

Best,
[Your Full Name]
[Your Position]
[Brand Name]
[Your Contact Information]

Follow-up sequence (for both approaches)

• Day 4: "Just wanted to make sure this didn't get lost in your DMs..."
• Day 10: "Last note (then I'll leave you alone!) - is influencer collaboration something you're interested in right now, or should I check back in a few months?"

Setting expectations

Response rate expectation: 20-30% for well-researched, personalized outreach.

After two messages with no response: Move on. Your time is better spent finding new creators than chasing non-responders.

Choosing your approach

Use the trigger moment approach when:

• You have time to monitor their content regularly
• You want to build a relationship first
• Your product fits naturally into conversations they're already having

Use the direct collaboration approach when:

• You need to move faster
• They're clearly a professional creator with established collaboration patterns
• Your product is obviously relevant to their audience