- Micro-influencers land lucrative paid partnerships with brands by promoting themselves.
- Some are dragged into a brand’s DMs while others create and send a media kit.
- Several micro-influencers on Instagram, TikTok and YouTube shared the templates they use.
The creator economy has grown so much that there are now different tiers — nano-influencers, micro-influencers, macro-influencers, and more. In particular, the micro-influencer tier is rapidly expanding its earning potential, as people with a few thousand followers are offered lucrative partnerships with brands like Adidas, Banana Republic and Toyota.
Micro-influencers are generally defined in the industry as those who have up to 100,000 followers on a social media platform such as TikTok, Instagram or YouTube. Many brands have been drawn to these types of influencers because they often have high engagement rates and lower costs than working with celebrities.
Insider recently spoke with 21 micro influencers, who broke down the top brands they work with.
Read more about 7 top brands to pitch as a micro-influencer, from Dunkin’ to Mejuri
Lillian Zhang, a micro-influencer whose content focuses on college and early career advice, landed her first paid deal when she had just 10,000 followers. Before approaching brands, she researches them thoroughly to understand how her content fits with their values and assess how much she can earn.
“If you don’t understand these concepts well beforehand, it’s very easy to be put down,” he previously told Insider.
He uses TikTok, where he has amassed around 22,000 followers, to send a message to brands he wants to work with.
Check out the exact DM she used to land her first paid brand deal and her pitching tips.
While DM on a social media platform is the preferred method of outreach for some influencers, others have created their own media, which are documents that often include information such as engagement data, past partnerships and press, and a biography. It’s such a popular tool among influencers that earlier this month, Instagram announced it would allow some users to create media kits on the social media platform.
22-year-old Jour’dan Haynes used a simple, one-page media kit to create her first paid collaboration last year, when she had 2,000 Instagram followers. Since then, she has expanded her kit to three pages and partnered with brands such as Burger King and Garnier.
Browse the exact 3-page media kit he attaches when he emails brands.
Other creators have their own email templates, which they customize based on branding and how they want the collaboration to look. Julie Tecson, who gained 7,000 followers on Instagram, curated three different email templates — one for a personal project, one for an event, and one for a design project. According to her, it is very easy to explain why companies prefer to work with micro-influencers like her than those with millions of followers.
“If a brand can have a small creator make an amazing TikTok video for them in exchange for just one product, that’s a lot cheaper than hiring an entire studio to make video content for them,” he previously told Insider.
Here are the different templates she uses for herself and other clients.
Insider spoke to 15 micro-influencers who have introduced all brands and created paid partnerships using unique templates and documents.
Examples of Micro influencer media kits:
- Jour’dan Haynes, a lifestyle micro-influencer with around 5,900 followers on Instagram. He has a 3-page media kit that he uses to pitch to brands.
- Kayla Compton, a part-time micro influencer with 6,900 YouTube subscribers. Her 8-page media kit features her past branded offerings.
- Jen Lauren, YouTuber with nearly 7,000 subscribers and 5,000 followers on Instagram. She shared her 3-page media kit.
- Laur DeMartino, a micro influencer with nearly 7,000 followers on Instagram and 4,500 subscribers on YouTube. She created a 9-page media kit to demonstrate her value to brands.
- Tess Barclay, a micro influencer with 30,000 subscribers on YouTube and 5,600 followers on Instagram. Sends a 1-page media kit on landing deals.
- Justine Jakobs, an adult micro influencer with approximately 36,000 OnlyFans followers. Here is the 4 page media kit he uses to showcase brands.
- And 5 influencers shared case studies of past deals with brands that they include in their media kits.
Email templates used by creators to introduce brands:
How influencers DM brands on social media:
Other types of documents that creators use for brand offerings:
This post has been updated with new information and examples.