Brand deals and sponsorships are coveted amongst creators of all kinds. It’s a rare stamp of approval from the industry and means you’ll either get a free product or payment for your work. For a lucky few, you get both! In today’s article, we’re diving into sponsorships and brand deals to help you land the best out there.
Sponsorship vs Brand Deal
While most of us use these terms interchangeably, sponsorships and brand deals are actually two different things.
A sponsorship is when a creator is paid to make content promoting a product or brand. They’re essentially paying for advertising space on a creator’s profile. The creator may not have the product they’re promoting. But a brand deal would be something where the brand sends a creator a product. Like a tech company sending out the latest version of their smartphone. The creator would receive this product and would be asked to make a video promoting it. After the video is posted, they get to keep the product and may even get paid.
And, before you ask, there is no “bad one”. Both sponsorships and brand deals have their benefits, and which is preferred will come down to the creator.
Landing a Sponsorship or Brand Deal
There are several ways for you to land a sponsor or brand deal. The one you choose will depend on where you are in your content creation journey and how hands-on you want to be. We’ll start with the most hands-off first.
Through an Agent or Manager
Creators with an agent or manager in their back pocket can rely on them for finding and vetting potential partners. They’ll also facilitate the process, usually handling most communication between the creator and the brand.
But to get a manager, you’ve got to jump through some hoops. First, you’ll need to research managers and agencies to see which is the right fit. Each agency or manager will have their own requirements for you and your content, which you’ll easily find on their website. You’ll submit your work for review, meet with the manager you want to work with, and they’ll reach out again if they want to offer you representation.
Agents and managers will do the work of finding and fielding potential sponsors. They also handle the agreements and contracts, and will take a small cut of your payments. Not to mention they have industry connections and knowledge that you likely don’t. They’re an invaluable member of the team!
How Can I Find an Agent or Manager?
Most creators find their managers through research. Start by searching online, exploring talent agencies, browsing social media platforms, and asking for recommendations from fellow creators or industry contacts. You want to target managers who specialize in social media content, and we recommend having a clear idea of what you’re looking for.
But don’t just limit yourself to internet searches. We recommend looking at your favorite influencers or other creators in your niche. You can usually find them on their website/bio link or listed in their bio. This way you’ll know those agents specialize in your niche or interests, and you’ll be more aligned with what they’re looking for.
What Do I Need?
Each agency and manager will likely have their own requirements for consideration. But there are a few things you should have ready in advance.
- Portfolio or samples of your best work. Aim for a collection of videos showing the range and quality of your content, and include examples of past brand deals and sponsorships if you have them.
- Contact information. Give the brand a few ways to contact you, like email and phone number.
- Resume and bio, if applicable. You do not have to send in a resume and bio when reaching out to an agency and manager. It’s only recommended if you have extensive professional experience in your niche.
- Analytics. The manager will do their own research, but it’s a good idea to send them your engagement and followers ahead of time.
Again, you should be able to find the agency’s specific requirements on their website! But it’s a good idea to have these ready to go when you reach out.
The Brand Contacts You
With the rise of influencer marketing, a lot more creators (of all sizes!) are getting messages from brands. These are usually brand deals, and the brands will reach out with a specific product in mind. As an example, a lifestyle influencer might get emails from a skincare line asking them to try out one or two products. The influencer is responsible for the entire process and must stay in contact with the brand. You won’t have much say in who contacts you and who doesn’t but you do get to make the final decision about whether you work with them.
How Do I Know?
You don’t have to work with every single brand that reaches out to you. In fact, we recommend you don’t do that! You should be particular about the brands you work with; really consider your options and make sure they’re a good fit. Here’s a few questions you can ask yourself to help.
- Does the brand align with my values and personal brand?
- Is the product or service relevant to my audience?
- What is the scope of the partnership?
- What are the brand’s goals for the partnership?
- What is the brand’s reputation and track record?
- How will my audience perceive the partnership?
There’s no “wrong” answer to these questions. They just have to fit with you, your goals, and your time constraints. So long as they’re a match, you’re good to go. If something’s off, it might be a good idea to pass on it. Don’t compromise your integrity or overwhelm yourself just for a brand deal.
Contacting Brands
Creators can reach out to brands on their own to find sponsors and brand deals. This usually means researching products or brands in your niche and emailing their PR or marketing team. You can also reach out to brands you use often that maybe aren’t in your niche, just for a more genuine video.
In this situation, you’ll reach out to brands with a pitch. We recommend having an idea of how you’ll work together, as well as information about you and your brand. For the first outreach, you’ll just need a well-crafted email pitch. Like the one below!
“Hello!
My name is [Influencer’s Name], and I’m reaching out to you with great excitement and a mutual passion for [relevant industry/interest].
I have been following [Brand’s Name] for quite some time now and love your products/services. [Include something from your professional or personal life explaining why you love this product or service and how it’s helped you. Make it impactful but keep it short!] As an influencer, I was interested in learning more about your partnership opportunities. Do you currently work with influencers and content creators? Are there any follower or engagement criteria they have to meet?
Please let me know if there is a better contact to reach out to. I would love to work with [Brand’s Name] and want to ensure I’m a good fit for a partnership. Thank you in advance for your time!
Warmest regards,
[Influencer’s Name]
[Influencer’s Contact Information]”
Building Your Pitch
Once you know a brand is interested in working with creators, you’ll want to reach out with a pitch. This will be more extensive and should have a full breakdown of your plan. Your pitch will need:
An Introduction to You
Include an introduction to your content and your experience as a creator. This can include your niches, your style of creation, the communities you’re in, and more.
Your Audience Insights
This includes engagement metrics, demographics, follower growth, and conversion rates. This will show how dedicated your followers are and help the brand understand why they want to work with you.
Samples of Your Work
Include samples of your best work. These can be brand deals that worked well, or general videos that you’re proud of. Just be sure you’re putting your best foot forward.
Collaboration Ideas
Try to include a few different collaboration ideas. How will you create content around their brand or product? How can you showcase it? Just two or three is good!
Benefits for the Brand
Clearly outline how the brand will benefit from this partnership. What will they get out of this? Why would it be a successful deal for this specific brand?
Formatting Your Pitch
We suggest putting all of this in a document or cute presentation! Have separate sections or slides for each key point, and keep it professional but personal. We should still see your brand and style in it.
The brand will let you know if they’d like to work with you, and they’ll send you any specific requirements they have for sponsored creators and brand deals. Be sure to stick to them and ask any questions you may have!
What if They Deny Me?
It happens! Don’t take it too personally, and be polite in your response to them. Think of it as a “not right now” instead of a “not ever” response. Thank them for their time, wish them well, and move on to the next brand.
Wrapping it All Up
Not every creator is interested in brand deals and sponsorships, and that’s alright! But if you decide to take a leap and start creating branded content, you’ve got a few ways to go about it. Find the one that works best for you and start reaching out. We can’t wait to see your first sponsored post or brand deal.
Check out our Making Money Online series to learn more about earning as a creator! Part three touches on sponsorships, too.