Reaching out to influencers for advert deals can be a crucial strategy for promoting your business, especially in Nigeria, where influencer marketing is a growing trend. Whether you run a small business or a larger company, knowing how to approach influencers properly can significantly increase your chances of securing a partnership. Below is a step-by-step guide on how to message influencers effectively, build strong relationships, and create successful advert campaigns.

1. Do Your Homework: Research the Influencer

Before reaching out to an influencer, it’s essential to research their audience, content, and engagement. You want to ensure the influencer’s followers align with your target market. For example, if you’re promoting a skincare product, a beauty or lifestyle influencer would be a better fit than a tech influencer. Check the following before contacting them:

Audience demographics: Does the influencer’s audience match your ideal customer?
Engagement rate: Does the influencer have an active, engaged following? This is often more important than follower count.
Content alignment: Make sure their style, tone, and values align with your brand.

Tip: Look at the types of brands the influencer has worked with before. Are they similar to your business? This will give you an idea of whether they’re the right fit.

2. Craft a Personalized Message

One of the biggest mistakes brands make when reaching out to influencers is sending generic or impersonal messages. Influencers receive numerous collaboration requests daily, so a personalized message stands out. Reference specific posts or campaigns of theirs that you like and explain why you think they would be a good fit for your brand.

Example:
“Hi Influencer’s Name, I’ve been following your content for a while, and I loved your recent post about sustainable beauty. I think your values align perfectly with our new eco-friendly skincare line. We’d love to discuss how we can work together on a campaign to promote our products to your audience.”

In this message, you’re showing the influencer that you’ve done your research and understand their brand.

3. Be Clear About What You Want

When reaching out, clearly state what you’re offering and what you expect in return. Influencers appreciate when brands are upfront about the type of collaboration they want—whether it’s a sponsored post, product review, or giveaway. Include the following in your message:

The product/service you want to promote
What kind of content you’re expecting (e.g., Instagram post, Instagram Stories, TikTok video)
The compensation or exchange (free products, payment, commission)

Example:
“We’d like to collaborate on an Instagram Reel where you showcase our skincare product in your daily routine. We’re offering free products and a payment of ₦100,000 for this collaboration.”

By being clear from the start, you set proper expectations and avoid confusion later.

4. Offer Value Beyond Payment

While compensation is a big part of influencer deals, you can also appeal to influencers by offering non-monetary value. This could be exclusive products, invites to special events, or even long-term partnerships. Many influencers appreciate brands that are willing to form ongoing relationships rather than one-off projects.

Example:
“In addition to this campaign, we’re planning an exclusive influencer event later this year, and we’d love to invite you as one of our top partners.”

Offering long-term opportunities makes influencers feel valued and encourages them to give your campaign more attention.

5. Keep It Short and Professional

Influencers are busy, so avoid long, rambling messages. Your initial contact should be clear, concise, and professional. Provide all the necessary details but keep it brief. Influencers should understand your request in just a few sentences.

Example:
“Hi Name, I’m Your Name, the founder of Brand. We love your content and think you’d be a great fit to promote our new fashion line. We’re offering a paid collaboration for an Instagram post and Reel showcasing our products. Let us know if you’re interested!”

This message is direct but covers all the essential information in a short, easy-to-read format.

6. Follow Up Politely

If you don’t receive a response within a week, it’s okay to follow up with a polite message. Influencers often receive a lot of inquiries, and your message may have been missed. However, avoid coming across as pushy. A simple reminder will suffice.

Example:
“Hi Name, I hope you’re doing well! I just wanted to follow up on my previous message regarding a potential collaboration with Brand. We’re still very interested in working with you. Let me know if you’d like to discuss further.”

This approach is respectful and keeps the door open for further communication.

7. Be Open to Negotiation

Influencers, especially those with larger followings, may have their own rate cards and expectations for collaborations. Be prepared to negotiate terms, whether it’s adjusting the payment, content format, or timeline. However, ensure the collaboration still aligns with your goals and budget.

Tip: If the influencer’s rate is higher than your budget, suggest alternatives like product gifting, affiliate marketing (commission on sales), or a series of smaller posts rather than a single large campaign.

Conclusion

Reaching out to influencers for advert deals requires a thoughtful approach. Personalize your message, be clear about your expectations, and offer value beyond just payment. By taking the time to research and craft a well-structured proposal, you increase your chances of forming successful partnerships that boost your brand’s visibility and sales. Remember, influencer marketing is about building relationships, so approach it with professionalism and mutual respect.