As a content creator, sponsorships and brand deals are an important pillar of your financial stability. They can supplement your income when unexpected changes to YouTube’s monetization policies or other factors outside your control negatively impact your channel’s revenue. However, you may not be hearing from the kinds of brands you want to work with. Rather than waiting for them to find you, you should be the one to reach out to them.
Here’s how to write a pitch email to brands you want to sponsor your.
Curate a list of brands you think would be a good match.
Just because you can send a pitch to any brand doesn’t mean you should. If your channel isn’t a good fit for a potential sponsor, then you’ll only be wasting both their time and yours. Therefore, you should do your research and curate a list of potential sponsors that would be a good fit for your channel.
Start by thinking in terms of both audience demographics and content niche. Are your viewers likely to buy products or services from that brand? Are the brand’s current customers likely to be fans of your channel? For example, a beauty creator with a teenage audience would be a better fit for a makeup brand that’s looking to market a colorful eyeshadow palette than one that’s looking to market an anti-aging cream.
Next, think in terms of size. If the aforementioned beauty creator had ten thousand subscribers, then they would have much better luck securing a sponsorship from a smaller indie brand than from a massive luxury label. However, if that creator had ten million subscribers, then they could make more money from working with a luxury brand than they would working with an indie brand.
Finally, consider the brands where you have potential contacts. Have you spoken with someone on their marketing team before? Did you meet a brand rep at an event? Have they sponsored a friend of yours? Does the brand follow you on social media? If you can reach out through a personal connection, then you’ll be much more likely to land the deal.
Determine who you’re going to send your email to.
If you simply email your pitch to the first address you find, then you probably won’t hear back. Therefore, it’s incredibly important that you locate the correct person. If you have a personal connection to the brand, then reach out to your contact first. However, if you don’t know a brand rep personally, then you should research the brand’s marketing or PR team.
Next, determine the specific person you want to reach out to. If the company’s employee roster isn’t available on its website, then you might be able to find it on LinkedIn. Do your best to determine which individual handles the brand’s social media marketing or influencer marketing campaigns.
Then, research that person. Check out their LinkedIn profile. If you can find their social media, see if you have any friends or connections in common. Try to determine some kind of common ground. That way, you’ll be able to personalize your pitch, therefore making it stand out.
Keep your pitch brief, but make it personal.
Start your email by briefly introducing yourself and mentioning any connection you have to the person you’re reaching out to. For example, you might write, “Dear Eleanor, my name is Eva, and I’m a beauty creator with 10,000 subscribers on YouTube. We met briefly at Beautycon last year. I greatly appreciated your suggestion to try your brand’s new mascara — my viewers loved it!”
Next, give specific reasons why you want to work with the brand and why they should work with you. Following the previous example, you might write, “The video got 5,000 views the day I uploaded it. That’s 30% more traffic than my videos usually generate! A few hundred of my followers even reached out to me to tell me they’d purchased your mascara for themselves. I can see why they loved it. My 15 to 25-year-old audience tends to favor beauty products from clean, eco-minded brands like yours.”
Then, briefly explain your idea for a sponsorship. Be sure to include your rates. Continuing the example, you could add, “I would love to collaborate on a sponsored video. I could create a tutorial for an everyday look using some of your most popular products and offer my viewers a coupon code. My sponsored content rates start at $200 for a 15 to 20-minute video, including one revision and final brand approval.”
Finally, end your message with any final details that might make a brand interested in working with you. Be sure to end politely and leave your contact information. The example might end like this: “I believe working together would be beneficial for both of us. A similar project I did with Ocean Beauty last month generated 200 sales from 8,000 viewers. I’d love to discuss the possibility of a sponsorship with you further! You can contact me at (123) 456-7890. Thank you for your time, and I look forward to speaking with you!”.
When you get a response to your pitch, be sure to reply promptly. Even if they reject your offer, thank them for their time. You might even inquire about brand ambassadorships, PR lists, or other influencer marketing opportunities they have.
The key to a successful pitch email is personalization. Know who you’re writing to, and give specific reasons their brand should collaborate with you.
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Kristen Harris enjoys listening to a wide range of music, from Taylor Swift to, on occasion, Celtic instrumental. She also spends her time writing, reading, and baking.