Brand deals are meant for more than just influencers with large, established platforms. Small creators — nano- and micro-influencers — are equally capable of landing brand partnerships and sponsorships. Many brands purposely look to work with smaller-audience influencers because of their passion for content creation and engaged audiences. According to a 2023 Hubspot report, more than half of brands who use influencer marketing work with micro-influencers. Here’s how to find brand deals for small influencers:
How to land a brand deal
We’re breaking down what a brand deal is and how to find brand deals for small influencers.
What is a brand deal?
Brand deals are agreements between creators and brands in which the creators are tasked with promoting products or services on their social media platforms or websites in exchange for compensation. The requirements and compensation vary. In some cases, creators are given products or services in exchange for the promotion. In most instances, the compensation is monetary. No matter the compensation, the brand deal must be disclosed to the creators’ audiences. Brand deals can vary in structure, from sponsored social media posts to brand ambassadorships to event attendance.
How to find brand deals for smaller influencers
Smaller influencers can participate in any of these brand deals if they follow the steps to find them.
1. Develop your brand, niche, and content style
To find brand sponsorships, it is important to establish yourself as a creator first. Experiment with content formats and platforms to find your preferred content style. Be consistent about your content topics and establish your posting cadence. Building an audience begins when you find your voice as a creator and followers learn what to expect from you.
2. Learn as much as you can about the influencer industry
Take time to familiarize yourself with terms used in influencer marketing and the standards in the industry. Learn about usage rights, the importance of a contract, and the latest trends in content creation. This will come in handy when you begin to seek out brand deals.
3. Organize your portfolio
After establishing your brand, the next step is to collect and organize your work in a portfolio or media kit to be ready to contact brands. Create an organized portfolio of your content examples and a media kit or influencer rate sheet that lists your key social media stats, services, audience information, and pricing for sponsored content. This overview of your work allows brands to easily view the kind of creator you are and decide whether you are a good fit for a brand deal.
4. Start sharing products
Begin sharing the brands you are most passionate about on your social media platforms. Tag the brands and engage with the brands’ content. This shows potential future partners that you have a passion for their products and that you will represent them authentically.
5. Reach out to brands
When you’re ready, begin reaching out to brands directly on social media or through their website contact forms, if they have them. If you find a brand’s influencer marketing manager on LinkedIn, reach out to the person to ask about a potential partnership.
6. Attend influencer events
Brands and marketers often attend influencer marketing and social media events as sponsors. If a preferred brand partner has a booth at the event, don’t be afraid to strike up a conversation. Networking can take you far in influencer marketing.
7. Join the Marketplace
Create a profile on izea.com to start working with brands. When creating your profile, include a bio about yourself and show your best content. Link your social profiles to make your content and analytics more accessible to potential brand partners. Then start pitching yourself to casting calls.
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