How to Pitch Brands as an Influencer: Templates (2026)
·10 min read·By the Anga team
Most brand deals do not start with a brand sliding into your DMs. They start with you sending a clear, confident pitch — and then following up. If you have been waiting to be discovered, you are competing with everyone who is actually reaching out. This guide shows you exactly how to pitch brands as an influencer in 2026, with DM and email templates you can adapt in minutes, follow-up scripts, and the small details that separate a pitch that gets ignored from one that gets a reply.
Everything here is built for African creators, anchored in Kenya: WhatsApp-first communication, KES rate cards, M-Pesa payouts, and brands you actually see on your timeline — from Nairobi coffee spots to county-town salons and national names like Naivas, a leading Kenyan supermarket chain.
Before you pitch: get three things ready
A pitch fails when the brand has to do work to understand you. Prepare these first so your message answers questions before they are asked.
A one-line positioning statement. Who you make content for and about what. Example: "I make skincare-on-a-budget videos for Kenyan women in their 20s."
Real numbers, not vanity numbers. Engagement rate, average views, saves and shares — not just follower count. If you are a nano or micro creator, your engagement is your advantage. See our breakdown of why micro influencers often beat celebrities on ROI.
A media kit or portfolio link. One page with your niche, audience, sample content and rates. If you do not have one yet, follow our guide to build a media kit brands will pay for.
One shortcut: create an Anga profile with per-platform rate cards for Instagram, TikTok, YouTube, X and Facebook. Then your pitch can end with a single link that shows the brand your verified profile, past ratings and prices — no back-and-forth. You can join Anga free and have that link ready before your next pitch.
DM vs email: when to use which
Both work. Choosing the right channel for the right brand is half the battle.
Use a DM when...
Use email when...
It's a small or local brand run by the owner (a Nairobi cafe, a boutique, a personal-brand founder)
The brand is medium or large, or the bio lists a "partnerships" / "PR" email
They post and reply actively on Instagram or TikTok
You are pitching a formal campaign or want a paper trail for pricing
You want a fast, casual first contact
You need to attach a media kit and rate card
In Kenya, WhatsApp is often the real decision channel. A DM or email that ends with "happy to continue on WhatsApp" frequently moves faster than either — because that's where owners actually reply.
The anatomy of a pitch that gets replies
Every strong pitch, DM or email, has five parts:
A specific hook — prove you know their brand, not a copy-paste.
Who you are in one line — niche and audience.
The value — what you'll make and why it fits their goal.
Soft proof — one number or past result.
One clear ask — a single next step, not five questions.
Skip the essay. On mobile data, a brand owner reads your first two lines and decides. Front-load value.
DM templates you can copy
1. The warm-fan DM (for brands you already use)
This converts best because it's honest.
Hi [Brand] team 👋 I've been buying your [product] since [time] and my audience keeps asking where I got it. I'm [Name], I make [niche] content for [audience] here in [town/Nairobi] (currently ~[X] engaged followers, [Y]% engagement). I'd love to create a short [Reel/TikTok] featuring [product] — I think it fits my [specific series/style] really well. Do you work with creators on paid collaborations? Happy to share my rates and past work.
2. The value-first DM (for brands running promos or launches)
Hi [Name/Brand], congrats on the [new product / branch / campaign] 🎉 I noticed you're pushing [product] this month. I'm [Name] — I create [niche] content that reaches [audience] in [region]. I could produce a [format] showing real people using [product], which tends to drive saves and DMs for brands like yours. Would you be open to a paid collaboration? I can send a quick proposal today.
3. The UGC-only DM (no posting required)
Some brands want content for their own channels, not your feed. That's user-generated content (UGC), and it pays well.
Hi [Brand], love what you're building. I create authentic UGC — natural, phone-shot videos brands use in their own ads and posts. I'd be glad to make 2–3 clips of [product] you can run on your channels. My UGC rate starts at KES [amount] per video. Want me to send samples?
Email templates you can copy
4. The cold pitch email (formal brands)
Subject: [Niche] creator collab — [Your Name] x [Brand]
Hi [Name],
I'm [Name], a [niche] creator based in [city]. I make content for [audience] and consistently see [metric — e.g. 8% engagement, 15k avg TikTok views].
I'm reaching out because [specific reason — your new [product] launch / your focus on [value]]. I'd like to propose a paid collaboration: [deliverable, e.g. one TikTok + one Instagram Reel] featuring [product], designed to drive [goal — reach, saves, store visits].
My media kit and rates are here: [link]. I'm also on Anga, where you can see my verified profile and ratings: [Anga profile link].
Would a quick call this week work? I can also continue on WhatsApp if easier.
Asante, [Name] — [handle]
5. The response-to-a-brief email (inbound or campaign)
Hi [Name],
Thanks for sharing the brief. Based on what you described, here's what I'd deliver: • [Deliverable 1] • [Deliverable 2] • Usage: [organic only / whitelisting / paid ads add-on]
Timeline: [X days] from approval. Investment: KES [amount], covering concept, shooting, editing and revisions.
I've delivered similar work for [brand/type] with [result]. Happy to adjust scope to fit your budget. Shall I send a formal proposal?
Never open with "I'll do it for free/exposure." State a number confidently, then leave room to negotiate. If you're unsure what to charge, our guide to influencer rates by platform in 2026 gives KES benchmarks.
If they say...
You reply...
"What are your rates?"
"My rate for [deliverable] is KES [X]. I can bundle Reel + TikTok for KES [Y]."
"That's above budget."
"What budget are you working with? I can adjust the deliverables to fit."
"Can we do product only?"
"I take product collabs when there's a clear paid follow-on. For this, my minimum is KES [X]."
"How do we pay?"
"We can run it through Anga so funds are held in escrow and released on approval, paid to M-Pesa — protects us both."
That last line matters. Late or missing payment is the biggest fear for creators. When a deal runs through Anga, the brand funds the campaign upfront, the money sits in escrow, and it's released to your M-Pesa when your work is approved. You never chase an invoice, and the brand only pays for approved work — so it's an easy yes for both sides.
Follow-up scripts (where most deals are actually won)
Roughly half of replies come after a follow-up, not the first message. People are busy, not uninterested. Wait 3–4 business days, then:
Hi [Name], just floating this back up in case it got buried 😊 Still keen to create [deliverable] for [Brand]. Should I send a quick proposal, or is now not the right time?
Send at most two follow-ups. If there's no reply after the second, move on gracefully — a warm "door open" close keeps the relationship alive:
No worries if the timing's off! I'll keep making content in this space — feel free to reach out anytime you're planning a campaign. All the best 🙌
Common mistakes that kill pitches
Generic openers. "I love your brand!" with no specifics reads as spam.
Asking for free product with no plan. Lead with what you'll deliver, not what you want.
No numbers. Even "12k engaged followers, mostly Nairobi women 18–30" beats silence.
Too many asks. One clear next step per message.
Pitching brands that don't fit. A fitness creator pitching a bakery wastes everyone's time.
Ignoring proof of trust. Verified profiles and ratings reduce a brand's risk of ghosting or bad content.
Skip the cold pitch entirely with a marketplace
Cold pitching works, but it's slow. The faster route in 2026 is to let brands come to you. On Anga, brands post campaigns with briefs and budgets, then invite verified local creators to submit proposals. You reply with a short pitch (use template 5 above), deliver the content, and get paid via M-Pesa on approval. It's how many creators land their first paid deal without sending a single cold email — walk through the full path in our first-deal guide.
Pick five brands you genuinely use. Write one warm DM and one email today using the templates above. Set a reminder to follow up in three days. Confidence and consistency win more deals than a perfect script ever will.
And give brands the easiest possible reason to say yes: a verified profile, clear rates, and secure escrow payment. Join Anga free, build your rate card, and start receiving campaign invitations from Kenyan brands looking for creators exactly like you.
Frequently Asked Questions
How do I pitch brands as an influencer with a small following?
Lead with engagement and audience fit, not follower count. Tell the brand exactly who you reach (e.g. Nairobi women 18–30 who buy skincare), show one strong metric like 8% engagement, and propose a specific deliverable. Nano and micro creators win deals every day because engaged, local audiences convert better than large disengaged ones.
Should I DM or email a brand to pitch a collaboration?
DM small, owner-run local brands that reply actively on social media. Email medium and large brands, especially when they list a partnerships or PR address. In Kenya, offer to continue on WhatsApp — that's often where owners actually make decisions quickly.
What should I include in my first pitch message?
Five things: a specific hook proving you know the brand, one line on who you are and your audience, the value you'll deliver, one piece of proof (a number or past result), and a single clear next step. Keep it short — brands decide in the first two lines.
How do I state my rate without scaring the brand off?
State a confident number, then leave room to adjust. For example: 'My rate for one Reel is KES X, or I can bundle Reel plus TikTok for KES Y.' If it's above budget, ask what budget they're working with and adjust the deliverables rather than dropping your price blindly.
How many times should I follow up if a brand doesn't reply?
Wait 3–4 business days, then send a short, friendly follow-up. Send at most two follow-ups total. If there's still no reply, close warmly and leave the door open for future campaigns — many brands come back later when timing is right.
How do I get paid safely after a brand agrees to a deal?
Use a platform with escrow. On Anga, the brand funds the campaign upfront, the money is held in escrow, and it's released to your M-Pesa once your work is approved. This protects you from chasing unpaid invoices and reassures the brand they only pay for approved content.
Do I need a media kit before pitching brands?
It helps a lot. A one-page media kit with your niche, audience, sample content and rates answers a brand's questions before they ask. Alternatively, an Anga profile with per-platform rate cards, ratings and verification does the same job in a single link.
Can I make money creating content without posting on my own page?
Yes. Many brands pay for UGC — authentic, phone-shot videos they run on their own channels and ads. You can pitch UGC even with a small following, since the brand cares about content quality, not your reach.
