Write a personalized Instagram outreach message to [CREATOR NAME AND HANDLE] from [BRAND OR SENDER]. The collaboration is [COLLABORATION TYPE], and the offer and terms I am authorized to make are [OFFER AND TERMS]. Relevant creator details are [CREATOR OBSERVATIONS]. The campaign goal, deliverables, and timing are [CAMPAIGN BRIEF]. Produce three DM options, each 70–120 words, plus a 35-word follow-up message to send after 5–7 business days. Write as a real person, not a campaign blast. The opening must reference one specific, recent, public piece of the creator’s content or audience fit from my notes, without exaggeration or pretending we are already familiar. Each DM should contain: a concise reason for the fit; one clear collaboration idea tied to the creator’s usual format; the offer or invitation; any material conditions that must be known before interest is confirmed, such as payment range, product gifting, exclusivity, usage rights, affiliate terms, or required disclosure; and a low-friction next step. Keep the first message readable in the Instagram inbox preview; do not attach a long brief unless requested. Provide a separate internal checklist of items to settle before contracting: deliverable count and format, posting window, paid amplification/whitelisting, content approval, usage duration and channels, exclusivity category and period, FTC disclosure, reporting, payment timing, and cancellation terms. Do not present legal advice; flag terms that should go to marketing operations or counsel. Do not invent follower metrics, personal details, performance claims, budget approval, or prior brand relationships. Ask up to 3 clarifying questions only if a required input is missing. Before answering, check that the request matches the creator’s demonstrated format and that every promised term is supported by my instructions.
Fill in
| Placeholder | What to enter | Example |
|---|---|---|
| [CREATOR NAME AND HANDLE] | Enter the creator’s name, Instagram handle, and any known contact preference. | Maya Chen, @mayamakeslunch; prefers contact by DM |
| [BRAND OR SENDER] | Enter the brand name and the person or team sending the message. | Morrow Kitchen, sent by Eli from partnerships |
| [COLLABORATION TYPE] | Enter whether this is paid, gifted, affiliate, event, or another collaboration type. | Paid recipe Reel with optional affiliate link |
| [OFFER AND TERMS] | Enter the approved compensation, product, rights, exclusivity, and other terms. | $650 for one 30–45 second Reel and three Story frames; 30-day organic repost right; no category exclusivity |
| [CREATOR OBSERVATIONS] | Paste specific public posts, formats, audience cues, or values relevant to the collaboration. | Her September 8 lunch-prep Reel showed quick vegetarian work meals; comments ask for affordable protein ideas |
| [CAMPAIGN BRIEF] | Enter the campaign objective, desired content, timing, and any required disclosure. | Launch a stainless lunch container on October 20; show one real weekday meal; #ad disclosure required |
How to use
- Pull one or two genuine observations from recent public posts and enter only terms you are cleared to offer.
- Choose the DM that sounds closest to your sender and remove any claim you cannot verify.
- Resolve rights, exclusivity, disclosure, and payment terms in writing before asking for content.
- Follow up with: “Rewrite option 2 for a creator who prefers a paid partnership but has not accepted the rate yet.”
Variations
Gifted product
Use this when the product is gifted and no post is required.
Write an Instagram DM offering [PRODUCT] to [CREATOR NAME AND HANDLE] from [BRAND]. My relevant observation is [CREATOR DETAIL]. Make clear that this is a no-obligation gift and that no post, review, or positive coverage is required. State [SHIPPING OR SELECTION DETAILS] and ask whether they would like it. Keep it under 90 words and avoid pressure, undisclosed expectations, or claims about prior engagement. Provide one gentle follow-up under 30 words.
Agency outreach
Use this when you are contacting a manager or agency rather than the creator directly.
Draft an email or Instagram DM to [MANAGER OR AGENCY] about a potential partnership with [CREATOR] for [BRAND]. The approved offer is [OFFER], and campaign requirements are [BRIEF]. Write 120–160 words with a clear subject line if email. Reference creator fit from [PUBLIC OBSERVATION], request rate card and availability, and disclose intended content, rights, timing, and exclusivity questions. Do not assume representation, inventory, or acceptance. Flag any business term that needs confirmation.
Affiliate invitation
Use this when the creator can earn commission through a tracked link or code.
Write a 90-word Instagram DM inviting [CREATOR NAME AND HANDLE] to [BRAND]’s affiliate program. The commission, cookie window, payout schedule, and eligibility are [PROGRAM TERMS]. Mention [CREATOR OBSERVATION] naturally, explain that participation and posting are optional, and give one clear way to review terms. Do not imply guaranteed earnings or make performance predictions. Include a brief note that required disclosures apply to compensated or affiliate content.
Tips
- A creator-specific opening should point to an actual post, recurring format, or audience need; broad praise reads like bulk outreach.
- State material terms early enough that neither side wastes time, especially payment, rights, exclusivity, and whether content is obligatory.
- Do not ask for perpetual usage rights by default; define the channels, duration, and paid-media use you actually need.
- If compensation or free product creates a material connection, the resulting content needs a clear disclosure that fits applicable guidance and platform tools.
FAQ
How long should an Instagram influencer outreach DM be?
Keep the first message short enough to scan in an inbox, usually about 70–120 words. Send the complete brief after the creator expresses interest.
Should I mention the budget in the first message?
For paid work, a range or approved rate can qualify interest quickly. If budget is still being negotiated, do not imply a number is approved.
Can I require a positive review for a gifted product?
No. A gift can be offered without requiring coverage, and any compensated or gifted endorsement should be clearly disclosed when posted.