Aug 11, 2025
8 MIN READ
Data & Insights
Data & Insights
What Makes Creators Say Yes (According to the Experts)
What Makes Creators Say Yes (According to the Experts)
What Makes Creators Say Yes (According to the Experts)
Rashmi Singh
Rashmi Singh
Rashmi Singh
Rashmi Singh
Content Marketer @impulze.ai
Sections
A few weeks ago, I found myself deep in what I thought would be a simple task, sending outreach messages to 100+ creators.
“How hard can it be?” I told myself. Write a nice pitch, hit send, and wait for replies.
Except… reality hit me hard.
Some creators never replied.
Some gave polite “no’s.”
And a handful replied instantly with an excited “Yes!”
And while I became successful (kind of) in this feat, I did realize that outreach is not a child’s play. And the difference between a “no” and a “yes” often comes down to the little things you say (and how you say them) in that very first message.
So, I decided to dig deeper.
I spoke to influencer marketing experts, scrolled through creator forums, watched YouTube videos, read blogs, and even asked creators directly: “What makes you say yes to a brand collaboration?”
Here’s what I learned and trust me, these insights will change how you write your next pitch.
1. Treat them like a person, not a bulk email.
Honestly, you don’t need an expert to tell you this; it’s basic respect.
I’ve been on the other side too, working as a creator, and I can tell you this: if someone reached out to me using the wrong name—or worse, a completely different one—that email went straight to the trash.
No matter how good the offer was, if you can’t get my name right, you’re not getting a “yes” from me. People can spot when they’re just part of a copy-paste job, and that’s the fastest way to lose their interest.
How to avoid this mistake:
Double-check the name: Look at their Instagram bio, LinkedIn profile, or website to get the correct spelling.
Keep a spreadsheet: Store influencer names, handles, and other details so you never mix them up.
Personalize first, send later: Always add the name and personal touch like talking about what they do or any video they posted before you hit send.
Do a quick preview: If you’re using templates or automation, send a test email to yourself to catch any name errors.
Slow down: Rushing is the easiest way to get it wrong. Give yourself those extra 30 seconds.
2. Be clear about what you expect from them.
When I was sending my first outreach messages, I made the mistake of thinking vagueness sounded friendly. It doesn’t. It just makes your email blend into the pile. Creators don’t have the time or interest to guess what you want from them.
Dana Kachan, CEO & Founder of The Opinion, puts it perfectly in her blog on Medium:
“When you are dealing with influencers whose inbox is always overflowed with hundreds of emails. So, it’s important to be respectful of their time and get to the point in your outreach email. Mention everything relevant, briefly introduce yourself and your brand value proposition, but don’t make your message too long. Don’t be pushy or intrusive during the interaction with the influencer, leave some space for further negotiation and discussion.”
Eunice Ikem, an influencer marketing expert and creator, also shared the same.
I noticed the same on Reddit when I posted a question regarding this, and a user said they will more likely to say yes if they have clear details of the campaign.
How to avoid this mistake:
Before you reach out, spend a few minutes mapping out exactly what you want from the collaboration. That means knowing your campaign goals, the type of content you’re hoping for, and the timeline you’re working with. Then, make sure your outreach email hits three key points:
Who you are and why you’re reaching out: Keep it to one or two sentences.
Why you chose them: Reference something specific about their work so they know it’s not a mass email.
What you’re proposing: Include the type of deliverable (e.g., one Instagram Reel, a YouTube review, or a TikTok post) and the general timeframe.
Before hitting send, ask yourself: If I were them, could I reply without having to ask “What exactly do you want?” If the answer is no, go back and make it clearer.
3. Don’t ask them to work for free.
An offer of "exposure" alone rarely cuts it. Creators invest real time, energy, and creativity and this deserves real compensation.
A staggering 41.6% of influencers say cash is their preferred form of payment. Now the same statistics also say that 85% of creators are willing to work for free products but only if it's a product they genuinely love or the brand is one they trust. This means you either need to pay them fairly or offer a product they’d be proud to endorse. Anything less risks hurting your brand’s credibility and the relationship.
How to avoid this mistake:
Set a budget for influencer marketing upfront: Even a modest budget signals you value their work.
Offer fair compensation.: If cash isn’t possible, combine product + perks + affiliate commission to make it worthwhile.
Research their rates: Check industry benchmarks, use influencer pricing calculators or simply ask politely about their fee before pitching.
Focus on mutual value: Show how the collaboration benefits them whether through payment, product, or audience growth.
Respect their “no.”: If you can’t meet their compensation needs, thank them and keep the relationship warm for future opportunities.
4. Reach out to creators whose values and style match yours.
It’s tempting to pick creators solely based on follower count or engagement rate but if their style or values don’t align with your brand, the partnership will feel forced and inauthentic. Authenticity matters, both to creators and their audiences.
YouTuber and entrepreneur Erin was straightforward about what turns her off:
“The most annoying thing when small businesses and brands reach out is when they don’t have a clear understanding of what I do.. So tell the influencer why would they be a good fit for this campaign or how he and she can fit their product into content that makes the most sense for both of you.”
An influencer I also recently collaborated with for impulze.ai also shared the same. Eunice said,
How to avoid this mistake?
Research before reaching out: Before you even send a message, spend time studying the influencer’s content. Look at their past posts, captions, and tone. For example, if an influencer often shares humorous reels about daily life, sending them a formal product pitch might feel out of place.
Check value alignment: Make sure their values and personal brand align with yours. If you’re a sustainable fashion brand, you’d want someone who already talks about eco-friendly practices like posting thrift hauls or upcycling tips rather than a fast-fashion promoter.
Go beyond follower count: Don’t just focus on numbers. An influencer with 8,000 followers but 10% engagement and a highly relevant audience can outperform one with 100,000 disengaged followers. For example, a small vegan recipe creator might be more valuable for a plant-based brand than a huge generic food blogger.
Show mutual benefit: Frame your collaboration as a win-win. If you’re a skincare brand, tell them how your new product could complement the “morning routine” content they already post, giving their audience fresh value.
Segment influencer lists: Group influencers by niche or style before outreach. For example, have separate lists for fitness coaches, lifestyle vloggers, and travel bloggers so your emails can be tailored to each group rather than generic.
Test with small collaborations first: Instead of jumping into a 6-month contract, try a single sponsored post or story to see how the partnership works. For instance, send a PR package and track how authentically they share your product before committing.
5. Show them you’re trustworthy.
I think this also makes a lot of sense and doesn’t need much explaining. Creators are more likely to collaborate when they believe your brand is legitimate, reliable, and professional. No one wants to risk their reputation working with a spammy or suspicious company.
So let’s just move to the tips of how to ensure this:
Have a credible online presence: Make sure your website, LinkedIn, and social media are updated and consistent. Example: If you’re an eco-friendly skincare brand, your Instagram should showcase your products, customer reviews, and behind-the-scenes stories.
Be transparent about the campaign: Clearly share goals, timelines, and deliverables in the first few interactions.
Share proof of past work: Provide examples of successful influencer partnerships or customer testimonials if there are any. Or you can send them a product or share a free account in case it’s a SaaS product so they can test it before saying yes to the collaboration (a tip I used).
Use a professional email address: A domain-based email (like hello@brandname.com) instantly builds more trust than a free Gmail address. So even though I reached out via my personal Instagram, the final mail I sent was using my professional impulze ID that instantly added trust.
6. Give them creative freedom.
Now this point may be an “after-they-say-yes” scenario but this one’s important if you want to collaborate with the creators again. Because if you try to micro-manage them or dictate their creative process, they are not going to come back. In fact, this may go again your own campaign.
In one of the articles I did this year where I talked to experts about the most common influencer marketing mistakes they made, many pointed out that they wish they never had been too rigid with brand guidelines which led to content that feels forced.
Creators, too, feel that.
How to avoid this issue?
Share the “what,” not the “how.” Tell them the message and goals, but let them decide how to deliver it.
Agree on must-haves only. For example, your logo appears once, your brand name is mentioned, and the product is shown. That’s it.
Give examples of tone, not scripts. Instead of “Say this exactly,” share posts you like from their own feed. E.g., “We love how you told a personal story in this reel, feel free to do something similar here.”
Trust the creator’s audience knowledge. They know what resonates with their followers better than you do.
7. Respect their time with realistic deadlines.
One of the fastest ways to sour a collaboration is by setting unrealistic deadlines. Creators aren’t sitting around waiting for your campaign to land in their inbox. They’re juggling multiple brand deals, planning content calendars, shooting and editing videos, engaging with their audience, and, you know… living life.
So when you drop a last-minute request like “Can we get a polished Instagram Reel by tomorrow?” you’re not just stressing them out, but you’re also setting yourself up for rushed, lower-quality work.
Gill also noted the same, “If the deadline is going to compromise my content quality and put pressure on my schedule, I will think twice before accepting.”
How to avoid this:
Talk about timelines early: Before you even send the brief, have a quick chat about deadlines. For example, if you need the post live by the 20th, let the creator know right away so they can fit it into their schedule. This avoids the “Oh no, I’m fully booked that week!” moment.
Get a sense of their workload: Ask what their upcoming content calendar looks like. Maybe they’re already working on two other brand shoots that same week. Knowing this upfront means you can avoid clashing deadlines and last-minute panic.
Always have a buffer: Life happens. A product might arrive late, lighting might be off, or a reshoot could be needed. If you think you’ll need content by the 15th, aim for the 12th instead. Those extra days can be a lifesaver.
Choose quality over speed: It’s tempting to push for a quick turnaround, but rushed content often shows. A campaign that launches a week later but tells a great story will almost always outperform something that feels thrown together.
Bonus Tips for Special Cases
Sometimes, even if you’ve done everything right, your message might still get lost in the sea of DMs creators receive every day.
Here are a few extra tricks that can help you stand out and actually get a reply.
1. Engage with their posts first
Before you send a message, take some time to genuinely interact with their content. Leave thoughtful comments (best for LinkedIn), or just reply to their stories (works better for Instagram) or share their posts, and like their updates.
This warms up the connection and makes your name familiar to them. That way, when your DM pops up, you’re not just another stranger. They’ll remember your engagement.
2. Try different channels
Big creators may not check their Instagram DMs daily (or at all). So, try reaching out via their email, LinkedIn, Twitter (X), or even through their management team. You’ll often find these contact details in their bio or media kit. Or use SocialiQ or impulze.ai to get their contact details.
For instance, If you can’t get a reply on Instagram, but you see they’re posting daily on LinkedIn, try sending them a short, personalized connection request and message there.
3. Follow up (yes, more than once)
This one actually helped me crack many deals. Sometimes people genuinely forget to reply, even if they’re interested. So, send a polite reminder after a week, and if you still don’t hear back, try one more follow-up after another week or two.
A Last Thought Before Your Next Pitch
When I look back at my early outreach attempts, I realise the game-changer was understanding why creators say yes. Budget, briefs, and timing matter, but the real difference comes from how you make them feel in that very first touchpoint, respected, clear on expectations, and confident you’ll be a great partner.
And if I can pitch in impulze.ai here, these days, I’ve made that process a lot easier for myself. Impulze helps me quickly find creators who actually match our style and values, organise them into neat lists, and reach out in minutes instead of hours. Having direct contact details on hand means no more digging through bios or waiting on DMs. I can start conversations faster and with the right context.
Coming back to the blog, my last advice would be that before you send your next pitch to an influencer, pause for a moment and read it as if you were the creator. Would you be excited to reply? If not, adjust it until the answer is a confident yes.
A few weeks ago, I found myself deep in what I thought would be a simple task, sending outreach messages to 100+ creators.
“How hard can it be?” I told myself. Write a nice pitch, hit send, and wait for replies.
Except… reality hit me hard.
Some creators never replied.
Some gave polite “no’s.”
And a handful replied instantly with an excited “Yes!”
And while I became successful (kind of) in this feat, I did realize that outreach is not a child’s play. And the difference between a “no” and a “yes” often comes down to the little things you say (and how you say them) in that very first message.
So, I decided to dig deeper.
I spoke to influencer marketing experts, scrolled through creator forums, watched YouTube videos, read blogs, and even asked creators directly: “What makes you say yes to a brand collaboration?”
Here’s what I learned and trust me, these insights will change how you write your next pitch.
1. Treat them like a person, not a bulk email.
Honestly, you don’t need an expert to tell you this; it’s basic respect.
I’ve been on the other side too, working as a creator, and I can tell you this: if someone reached out to me using the wrong name—or worse, a completely different one—that email went straight to the trash.
No matter how good the offer was, if you can’t get my name right, you’re not getting a “yes” from me. People can spot when they’re just part of a copy-paste job, and that’s the fastest way to lose their interest.
How to avoid this mistake:
Double-check the name: Look at their Instagram bio, LinkedIn profile, or website to get the correct spelling.
Keep a spreadsheet: Store influencer names, handles, and other details so you never mix them up.
Personalize first, send later: Always add the name and personal touch like talking about what they do or any video they posted before you hit send.
Do a quick preview: If you’re using templates or automation, send a test email to yourself to catch any name errors.
Slow down: Rushing is the easiest way to get it wrong. Give yourself those extra 30 seconds.
2. Be clear about what you expect from them.
When I was sending my first outreach messages, I made the mistake of thinking vagueness sounded friendly. It doesn’t. It just makes your email blend into the pile. Creators don’t have the time or interest to guess what you want from them.
Dana Kachan, CEO & Founder of The Opinion, puts it perfectly in her blog on Medium:
“When you are dealing with influencers whose inbox is always overflowed with hundreds of emails. So, it’s important to be respectful of their time and get to the point in your outreach email. Mention everything relevant, briefly introduce yourself and your brand value proposition, but don’t make your message too long. Don’t be pushy or intrusive during the interaction with the influencer, leave some space for further negotiation and discussion.”
Eunice Ikem, an influencer marketing expert and creator, also shared the same.
I noticed the same on Reddit when I posted a question regarding this, and a user said they will more likely to say yes if they have clear details of the campaign.
How to avoid this mistake:
Before you reach out, spend a few minutes mapping out exactly what you want from the collaboration. That means knowing your campaign goals, the type of content you’re hoping for, and the timeline you’re working with. Then, make sure your outreach email hits three key points:
Who you are and why you’re reaching out: Keep it to one or two sentences.
Why you chose them: Reference something specific about their work so they know it’s not a mass email.
What you’re proposing: Include the type of deliverable (e.g., one Instagram Reel, a YouTube review, or a TikTok post) and the general timeframe.
Before hitting send, ask yourself: If I were them, could I reply without having to ask “What exactly do you want?” If the answer is no, go back and make it clearer.
3. Don’t ask them to work for free.
An offer of "exposure" alone rarely cuts it. Creators invest real time, energy, and creativity and this deserves real compensation.
A staggering 41.6% of influencers say cash is their preferred form of payment. Now the same statistics also say that 85% of creators are willing to work for free products but only if it's a product they genuinely love or the brand is one they trust. This means you either need to pay them fairly or offer a product they’d be proud to endorse. Anything less risks hurting your brand’s credibility and the relationship.
How to avoid this mistake:
Set a budget for influencer marketing upfront: Even a modest budget signals you value their work.
Offer fair compensation.: If cash isn’t possible, combine product + perks + affiliate commission to make it worthwhile.
Research their rates: Check industry benchmarks, use influencer pricing calculators or simply ask politely about their fee before pitching.
Focus on mutual value: Show how the collaboration benefits them whether through payment, product, or audience growth.
Respect their “no.”: If you can’t meet their compensation needs, thank them and keep the relationship warm for future opportunities.
4. Reach out to creators whose values and style match yours.
It’s tempting to pick creators solely based on follower count or engagement rate but if their style or values don’t align with your brand, the partnership will feel forced and inauthentic. Authenticity matters, both to creators and their audiences.
YouTuber and entrepreneur Erin was straightforward about what turns her off:
“The most annoying thing when small businesses and brands reach out is when they don’t have a clear understanding of what I do.. So tell the influencer why would they be a good fit for this campaign or how he and she can fit their product into content that makes the most sense for both of you.”
An influencer I also recently collaborated with for impulze.ai also shared the same. Eunice said,
How to avoid this mistake?
Research before reaching out: Before you even send a message, spend time studying the influencer’s content. Look at their past posts, captions, and tone. For example, if an influencer often shares humorous reels about daily life, sending them a formal product pitch might feel out of place.
Check value alignment: Make sure their values and personal brand align with yours. If you’re a sustainable fashion brand, you’d want someone who already talks about eco-friendly practices like posting thrift hauls or upcycling tips rather than a fast-fashion promoter.
Go beyond follower count: Don’t just focus on numbers. An influencer with 8,000 followers but 10% engagement and a highly relevant audience can outperform one with 100,000 disengaged followers. For example, a small vegan recipe creator might be more valuable for a plant-based brand than a huge generic food blogger.
Show mutual benefit: Frame your collaboration as a win-win. If you’re a skincare brand, tell them how your new product could complement the “morning routine” content they already post, giving their audience fresh value.
Segment influencer lists: Group influencers by niche or style before outreach. For example, have separate lists for fitness coaches, lifestyle vloggers, and travel bloggers so your emails can be tailored to each group rather than generic.
Test with small collaborations first: Instead of jumping into a 6-month contract, try a single sponsored post or story to see how the partnership works. For instance, send a PR package and track how authentically they share your product before committing.
5. Show them you’re trustworthy.
I think this also makes a lot of sense and doesn’t need much explaining. Creators are more likely to collaborate when they believe your brand is legitimate, reliable, and professional. No one wants to risk their reputation working with a spammy or suspicious company.
So let’s just move to the tips of how to ensure this:
Have a credible online presence: Make sure your website, LinkedIn, and social media are updated and consistent. Example: If you’re an eco-friendly skincare brand, your Instagram should showcase your products, customer reviews, and behind-the-scenes stories.
Be transparent about the campaign: Clearly share goals, timelines, and deliverables in the first few interactions.
Share proof of past work: Provide examples of successful influencer partnerships or customer testimonials if there are any. Or you can send them a product or share a free account in case it’s a SaaS product so they can test it before saying yes to the collaboration (a tip I used).
Use a professional email address: A domain-based email (like hello@brandname.com) instantly builds more trust than a free Gmail address. So even though I reached out via my personal Instagram, the final mail I sent was using my professional impulze ID that instantly added trust.
6. Give them creative freedom.
Now this point may be an “after-they-say-yes” scenario but this one’s important if you want to collaborate with the creators again. Because if you try to micro-manage them or dictate their creative process, they are not going to come back. In fact, this may go again your own campaign.
In one of the articles I did this year where I talked to experts about the most common influencer marketing mistakes they made, many pointed out that they wish they never had been too rigid with brand guidelines which led to content that feels forced.
Creators, too, feel that.
How to avoid this issue?
Share the “what,” not the “how.” Tell them the message and goals, but let them decide how to deliver it.
Agree on must-haves only. For example, your logo appears once, your brand name is mentioned, and the product is shown. That’s it.
Give examples of tone, not scripts. Instead of “Say this exactly,” share posts you like from their own feed. E.g., “We love how you told a personal story in this reel, feel free to do something similar here.”
Trust the creator’s audience knowledge. They know what resonates with their followers better than you do.
7. Respect their time with realistic deadlines.
One of the fastest ways to sour a collaboration is by setting unrealistic deadlines. Creators aren’t sitting around waiting for your campaign to land in their inbox. They’re juggling multiple brand deals, planning content calendars, shooting and editing videos, engaging with their audience, and, you know… living life.
So when you drop a last-minute request like “Can we get a polished Instagram Reel by tomorrow?” you’re not just stressing them out, but you’re also setting yourself up for rushed, lower-quality work.
Gill also noted the same, “If the deadline is going to compromise my content quality and put pressure on my schedule, I will think twice before accepting.”
How to avoid this:
Talk about timelines early: Before you even send the brief, have a quick chat about deadlines. For example, if you need the post live by the 20th, let the creator know right away so they can fit it into their schedule. This avoids the “Oh no, I’m fully booked that week!” moment.
Get a sense of their workload: Ask what their upcoming content calendar looks like. Maybe they’re already working on two other brand shoots that same week. Knowing this upfront means you can avoid clashing deadlines and last-minute panic.
Always have a buffer: Life happens. A product might arrive late, lighting might be off, or a reshoot could be needed. If you think you’ll need content by the 15th, aim for the 12th instead. Those extra days can be a lifesaver.
Choose quality over speed: It’s tempting to push for a quick turnaround, but rushed content often shows. A campaign that launches a week later but tells a great story will almost always outperform something that feels thrown together.
Bonus Tips for Special Cases
Sometimes, even if you’ve done everything right, your message might still get lost in the sea of DMs creators receive every day.
Here are a few extra tricks that can help you stand out and actually get a reply.
1. Engage with their posts first
Before you send a message, take some time to genuinely interact with their content. Leave thoughtful comments (best for LinkedIn), or just reply to their stories (works better for Instagram) or share their posts, and like their updates.
This warms up the connection and makes your name familiar to them. That way, when your DM pops up, you’re not just another stranger. They’ll remember your engagement.
2. Try different channels
Big creators may not check their Instagram DMs daily (or at all). So, try reaching out via their email, LinkedIn, Twitter (X), or even through their management team. You’ll often find these contact details in their bio or media kit. Or use SocialiQ or impulze.ai to get their contact details.
For instance, If you can’t get a reply on Instagram, but you see they’re posting daily on LinkedIn, try sending them a short, personalized connection request and message there.
3. Follow up (yes, more than once)
This one actually helped me crack many deals. Sometimes people genuinely forget to reply, even if they’re interested. So, send a polite reminder after a week, and if you still don’t hear back, try one more follow-up after another week or two.
A Last Thought Before Your Next Pitch
When I look back at my early outreach attempts, I realise the game-changer was understanding why creators say yes. Budget, briefs, and timing matter, but the real difference comes from how you make them feel in that very first touchpoint, respected, clear on expectations, and confident you’ll be a great partner.
And if I can pitch in impulze.ai here, these days, I’ve made that process a lot easier for myself. Impulze helps me quickly find creators who actually match our style and values, organise them into neat lists, and reach out in minutes instead of hours. Having direct contact details on hand means no more digging through bios or waiting on DMs. I can start conversations faster and with the right context.
Coming back to the blog, my last advice would be that before you send your next pitch to an influencer, pause for a moment and read it as if you were the creator. Would you be excited to reply? If not, adjust it until the answer is a confident yes.
Frequently Asked Questions
How do you convince a creator to collaborate with your brand?
How do you convince a creator to collaborate with your brand?
How do you convince a creator to collaborate with your brand?
What do influencers look for before saying yes to a brand deal?
What do influencers look for before saying yes to a brand deal?
What do influencers look for before saying yes to a brand deal?
Should you pay influencers or offer free products?
Should you pay influencers or offer free products?
Should you pay influencers or offer free products?
What should you include in an influencer collaboration proposal?
What should you include in an influencer collaboration proposal?
What should you include in an influencer collaboration proposal?
How much should brands pay influencers for collaborations?
How much should brands pay influencers for collaborations?
How much should brands pay influencers for collaborations?
What mistakes make influencers decline brand deals?
What mistakes make influencers decline brand deals?
What mistakes make influencers decline brand deals?
What’s the best way to follow up with an influencer who hasn’t replied?
What’s the best way to follow up with an influencer who hasn’t replied?
What’s the best way to follow up with an influencer who hasn’t replied?
Author Bio
Author Bio
Rashmi Singh
Rashmi Singh
Rashmi Singh is a writer and strategist with more than 7 years of experience. When not writing, she is either spending time with her friends or planning her next trip. You can learn more about her here.
Rashmi Singh is a writer and strategist with more than 7 years of experience. When not writing, she is either spending time with her friends or planning her next trip. You can learn more about her here.
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