How to Write a Good Outreach DM to an Instagram Influencer

Influencer marketing is booming – in fact, Instagram direct messages (DMs) have been called “the single biggest business development opportunity of the decade” for DTC brands. A well-crafted outreach DM can be the starting point of a valuable brand-influencer partnership.

This how-to guide will walk you through writing an effective Instagram outreach DM, from preparation to follow-up, with tips and examples to set you up for success.

Outreach DMs are often your first touchpoint with an influencer. They play a crucial role in influencer marketing by opening a personal line of communication. A friendly, targeted DM can grab an influencer’s attention amidst a sea of emails and comments.

According to industry research, influencer marketing has seen a massive rise (65% growth in 2020 alone), and with 80% of consumers more likely to purchase a product recommended by an influencer​, those initial outreach messages have high stakes – they set the tone for a potential partnership.

However, not all DMs are created equal -- these common mistakes can sabotage your outreach:

• Being too generic: Sending a message that reeks of ‘copy and paste’ (using phrases like “your profile” without specifics) is a major turn-off​​. Influencers can tell when a pitch is mass-sent.

• Rambling or overly long: Busy creators appreciate brevity. Don’t send a five-paragraph essay about your brand – the easiest way to get their attention is to not ask for too much of it​. Long, dense DMs that require scrolling will likely be skipped. Aim to get to the point quickly.

• No clear value or ask: Another mistake is treating the DM like asking a favor instead of offering an opportunity. Don’t beg an influencer to “help us out”; do frame it as a win-win collaboration​​. Influencers want to know what’s in it for them upfront.

• Wrong fit or no research: Reaching out to an influencer who isn’t relevant to your niche (or who never works with brands) wastes time​. We’ll cover research next, but failing to do your homework can make your DM dead on arrival.

In short, outreach DMs are important because they can spark a relationship that gives your brand authentic exposure to the influencer’s audience. A thoughtful DM helps you stand out from the many requests influencers get, while a sloppy one can hurt your brand’s reputation. Treat outreach DMs as a key first impression – because they are.

Preparation is everything. Before you even type “Hi” in a DM, spend time researching the influencer. Thorough research ensures you’re reaching out to the right person and allows you to personalize your message effectively. In fact, 72% of influencers say personal alignment with a brand is the most important factor in deciding to collaborate​. Everpilot's deep content reports can help brands quickly evaluate if an influencer is a good fit.

So, how do you get aligned? The best brands follow these steps:

• Understand their content and niche: Browse the influencer’s feed and note what kind of content they create. What themes, topics, or aesthetics define their profile? What is their voice or style – humorous, inspirational, educational? Knowing this helps you tailor your tone and pitch. This way you can mention something specific you genuinely like about their content in your DM.

• Check their audience and engagement: Look at who follows and engages with them. Is their audience the demographic your brand wants to reach? A quick check on engagement rate (the percentage of followers who like/comment on posts) is useful for gauging authenticity. For example, micro-influencers (with under 10K followers) often have around a 4% engagement rate, whereas mega-influencers (1M+ followers) might average about 1-2%. Don’t obsess over exact numbers, but if an influencer has 100K followers and only 100 likes per post (0.1% engagement), that could be a red flag for a less active or bot-inflated audience. Choose influencers who have an active, real fan base that matches your target market.

• Evaluate brand fit and values: Ensure the influencer’s persona aligns with your brand’s image and values. Check their past posts for any partnerships: have they promoted competitors or products that conflict with your brand ethos? Also see if they champion causes or values that resonate with your brand (or at least don’t clash). An influencer who naturally loves what you sell (e.g. a fitness vlogger for a sports nutrition brand) will be much more receptive to your outreach.

• Verify authenticity: If possible, do a quick authenticity audit. Scan their follower list or comments for lots of suspicious bot accounts or spammy comments. High follower counts with very low engagement might indicate fake followers. You can also use tools (like HypeAuditor or IG audit tools) to check an influencer’s audience authenticity and engagement quality​. This step is especially important for brands to avoid investing in influencer partnerships that won’t yield real results.

• Look for contact preferences: Many influencers list how they prefer to be contacted. Check their bio for an email address or statements like “📧 for partnerships: [email]”. If they explicitly ask for email, you should likely email rather than DM (it shows you respect their boundaries)​. On the other hand, if they have no email listed and you know they’re very active on Instagram, a DM is appropriate. Always respect the influencer’s stated preference when possible.

• Pre-engage with them: A pro-tip is to engage a bit before reaching out officially. Like a few recent posts, leave a genuine comment, or reply to their story if relevant. This can put you on their radar in a positive way. It also shows authentic interest in the influencer's work – something you can mention in the DM​. Do not overdo this or appear stalker-ish; a couple of thoughtful interactions are enough to signal that you’re not a bot and you appreciate their content.

Doing your homework on the influencer will supercharge your outreach DM. And using Everpilot to research influencers can help you do it quickly.

You’ll be able to craft a message that doesn’t feel cold or random to the recipient. Instead, it will come across as a targeted proposal from someone who genuinely knows and values what they do. This dramatically increases your chances of a positive response​. Remember, effective influencer outreach starts long before you hit “Send.”

Now that you’re prepared, it’s time to write the DM. The goal is to be engaging, concise, and compelling. Put yourself in the influencer’s shoes: they likely receive numerous DMs from brands, many of which are dull or overly formal. Your message should grab attention quickly and clearly communicate your offer. Here are strategies to craft a standout outreach DM:

• Start with a personal hook: Open with something that immediately shows this DM isn’t generic. Mention the influencer by name and include a sincere compliment or reference to their content. For example: “Hi Jane! I loved your recent Instagram post about sustainable fashion – your tip about thrift shopping was so on point.” This kind of opener proves you’ve done your research and appreciate their work​. It creates a positive vibe from the first line.

• Introduce yourself and your brand briefly: In the next sentence, succinctly say who you are and what your brand does. Keep it one line if possible. Example: “I’m Alex, the marketing manager at EcoFit (an eco-friendly activewear brand).” This tells the influencer why you’re reaching out and gives context. You can even add a quick link to your brand’s IG profile for reference, but keep it light – they can always click your profile from the DM. The key is not to bury the lead: make it clear which brand is contacting them to collaborate.

• Highlight why you chose them: Right after introducing the brand, connect the dots between the influencer and your brand. Explain why you think they’d be a great fit. This could be an audience match (“your audience of fashion-forward moms is exactly who our brand caters to”), a values alignment (“we noticed you often talk about sustainability – our products are ethically made, which is why we thought of you”), or simply their content style (“your creative Reels would be perfect to showcase our new product line”). By doing this, you flatter the influencer’s niche or expertise and make your pitch more relevant. It shows you’re not just mass messaging, but have a clear reason to partner with them specifically​​.

• State your proposal and value proposition: Next, get to the core of your DM – what are you asking for, and what are you offering? Be clear and concise about the collaboration idea. For a micro-influencer, it might be offering free product for them to try and post about; for a larger influencer, perhaps a paid sponsorship or an affiliate opportunity. Use friendly but direct language, like: “We’d love to send you a set of our workout gear to try, and if you enjoy it, discuss a paid Instagram collaboration (e.g. an IG Reel and Story feature).” Notice this offers something of value (free product + payment) and outlines what the brand hopes for (Reel and Story). If you have a specific campaign, mention it briefly (e.g. “as part of our summer launch in July”).

• Emphasize the benefit to the influencer: maybe it’s a chance to try a hot new product, earn commission, or create content your brand will promote (extra exposure for them). Provide influencers with a clear picture of the benefits for them when they partner with you. Make it sound like an opportunity, not a one-sided request. For example, rather than “Can you post about our product for free?”, frame it as “We’d love to feature you as a VIP ambassador for our brand – that includes free products and a commission on any sales from your followers.” Always answer the unspoken question “Why should I do this?” with a compelling value proposition.

• Keep it short and easy to read: A great outreach DM is usually under 150 words – about a few short paragraphs or a handful of lines on a phone screen​​. Influencers often check DMs on their phones, so a concise message is more likely to be read and answered. Avoid long blocks of text. Use line breaks (as in the examples below) to make it digestible. Every sentence should serve a purpose: either personalize, inform, or prompt action. Cut any fluff or overly formal jargon. An approachable, human tone works best. For instance, write as if you’re talking to the influencer in a friendly yet professional manner, not like a stiff business email. Emojis can be okay in moderation if it suits your brand voice (e.g. a smile or a relevant emoji to add warmth), but they’re not mandatory. Just sound like a real person who respects the influencer’s time. Research indicates that messages around ~100 words get the highest response rates​, so less is more. As one guide puts it, “the quicker someone can read your message, make a decision, and tell you ‘yes’ or ‘no,’ the more likely you are to get responses”.

• Include a clear call-to-action (CTA): End your DM with a simple and direct call-to-action. Don’t leave the influencer guessing what to do next. Common CTAs in outreach DMs are questions or invitations that encourage a reply. For example: “Let me know if this sounds interesting – I’d love to chat details if you’re up for it!” or “Would you be interested in collaborating? If so, I can send more info right away 🙂.” This kind of CTA gently nudges them to respond with interest or questions. Notice the tone is friendly and not pressuring. According to outreach best practices, being direct about the next step (reply, check a link, etc.) helps move things forward​. You could also offer to answer any questions or hop on a quick call if that’s appropriate, but that can be discussed after an initial response. In a DM, sticking to a quick “let me know what you think” is usually enough.

• Maintain a professional yet warm tone: Throughout the DM, strike a balance between professionalism and approachability. You represent your brand, so use correct grammar, be polite, and avoid slang that could be misinterpreted. But don’t be overly formal – Instagram is a casual platform, and DMs feel like texting. Outreach via DM shares many of the same characteristics as email – you’ll want to introduce your brand, be conversational, and express interest in working together. However, the DM format resembles texting​. In other words, write as if you’re a person talking, not a corporate robot. For example, “Hi Sarah, hope you’re doing well!” is better than “Dear Sarah, I am reaching out on behalf of X company.” Use a friendly greeting and a conversational tone, but still be respectful and avoid oversharing. By the end of the message, the influencer should have a positive impression of you as a professional who’s also easy to talk to.

Putting it all together – Example DM: Here’s a sample outreach DM incorporating the above elements:

Hi [Name]! I’m [Your Name], [Your Position] at [Brand]. I’ve been following your Instagram and love your posts about [mention something specific, e.g. “daily skincare routines”]. Your creativity and authenticity are exactly what we value at [Brand]. We make [brief description, e.g. “organic skincare products”], and we’d love to send you a couple of our best-sellers to try out. If you enjoy them, would you be interested in a paid collaboration? 😊 We think your audience would appreciate an honest review, and we’d be happy to feature you on our channels as a VIP partner. Let me know if this sounds like a fit – I’d be thrilled to discuss details! Thanks so much for your time.

This example is around 100-120 words, uses a warm tone, and covers personalization (complimenting their content), who/what the brand is, what’s being offered (free product + paid collab), why it’s relevant (their audience would appreciate it), and a clear ask (“would you be interested?”) with a friendly sign-off. Adjust your DM template based on your brand voice and what you’re offering – just remember to keep it short, genuine, and centered on mutual benefit.

So you’ve sent your perfectly crafted DM… and now you wait. Influencers are busy folks, and even the best outreach messages can sometimes get lost in the shuffle. Following up appropriately is a crucial part of influencer outreach. Additionally, once you do connect, you should focus on building a genuine relationship for the long term, not just a one-off transaction. Let’s break down how to follow up and foster ongoing partnerships:

• Give it some time, then send a polite follow-up: If you don’t hear back right away, don’t panic or take it personally. It’s common for influencers (especially those with larger followings) to take days or even a week or two to respond. Many treat brand outreach as a task they batch-process a few times a week​. Wait about 5-7 days after your first DM. If no reply, send a short, friendly follow-up message. For example: “Hi [Name]! Just wanted to bump this in case it got buried – we’re still super excited to work with you. Definitely let me know if you’re interested or if you have any questions! 🙌”. Keep the tone light and not accusatory. The follow-up should feel like a gentle nudge, not a guilt trip. Something like “I know things get busy” or “no rush, just wanted to check in” can show you understand their perspective. Outreach experts agree that sending a follow-up is not only okay, it’s often necessary – it shows the influencer you’re genuinely interested in working together and your message wasn’t spam​. In fact, many deals happen because of a follow-up; the first message might have come at a bad time, the second one catches their attention. One marketer put it simply: “Following up regularly is critical to successful influencer outreach. Creators are busy people… Sometimes you don’t reach them at the right time. Following up increases your chances of getting a response.”.

• Don’t be pushy or spammy: There’s a fine line between persistence and annoyance. Limit your follow-up messages to a reasonable number and spacing. A good rule of thumb is 1-3 follow-ups over a few weeks. For example, one after a week, another a week later, and maybe one final check-in a week or two after that. After 2 or 3 unanswered messages, it’s usually best to move on. In your follow-ups, maintain that upbeat, helpful tone. You can add new info or incentive if appropriate (e.g., “I wanted to share that we’ve worked out an even higher commission rate for our ambassadors – happy to tell you more if you’re interested.”). But avoid writing, “Why haven’t you responded?” or anything that sounds frustrated. Also, keep follow-ups short. They should be even shorter than your original DM – perhaps 1-2 sentences. They’re just a reminder, after all. An example of a friendly, non-pushy follow-up from a real brand outreach: “Hey [Name], just a heads up, we’re wrapping up spots for this campaign in a few days and I didn’t want to miss out on working together if you’re interested. Totally cool either way, just let me know 😊”​. Notice it creates a little urgency (a campaign deadline) but also says “totally cool either way,” giving the influencer an easy out. This kind of tone shows respect – you’re enthusiastic, but you’ll understand if it’s a no.

• Consider alternate contact methods: If a DM follow-up still gets no response, you could try a different channel once. Maybe the influencer’s email (if you can find it, and you haven’t tried already) or a professional network like LinkedIn for B2B influencers. Sometimes DMs go unseen due to message requests filters, especially if you’re not mutual followers. A brief email referencing your DM attempt can be acceptable. For example: “Hi [Name], I DM’d you on Instagram last week about a potential collaboration with [Brand]. Figured I’d follow up here in case DMs aren’t the best way to reach you.” Keep it courteous. But do not bombard them on every platform – that can come across as aggressive. One follow-up email or message elsewhere is fine if done politely. After that, the ball is truly in their court.

• Know when to pivot or let go: If you’ve followed up a couple of times and still no response, it may be that the influencer isn’t interested or is too busy. At that point, it’s okay to step back. You could send one last note like, “I totally understand if now isn’t a good time or it’s not a fit. Feel free to reach out if that changes – we’d still love to work with you in the future!”. This leaves the door open without pressuring them. Then add them to a list to maybe try again in a few months with a new campaign or approach (especially if you suspect they just missed the messages). Always stay polite and professional, even in the face of silence or a decline. Remember, influencers talk to each other and screenshots last forever – a brand that reacts rudely to a rejection can quickly earn a bad reputation. On the flip side, being gracious might impress the influencer and lead them to respond later when they have more bandwidth.

• Focus on building a relationship, not just a transaction: Suppose the influencer does respond and you work together on a campaign. Congratulations – but your job isn’t done! The real success in influencer marketing comes from long-term relationships. Treat your influencers like partners, not ad hoc service providers. Stay in touch even after the campaign. For example, send a thank-you message after they fulfill the collaboration: “We loved the post – thank you so much for your amazing work!”. You might share with them how it performed (“Your discount code got 50 redemptions – awesome!”) so they feel the impact they made. Perhaps occasionally engage with their content unrelated to your collab (authentically). Down the line, reach out with future opportunities, or even just send them new products as gifts with no strings attached. Investing in a genuine relationship can turn one-off collabs into ongoing ambassadorships. As one influencer marketing lead shared, putting in effort to personalize and build relationships always “pays dividends in the long run”​. Influencers who like you and your brand will be more excited to post, might give you better rates, and often go the extra mile.

• Follow-up beyond the first campaign: If you had a successful collab, follow up later to gather feedback or propose the next idea. For example, “It’s been a month since our last campaign – how did you feel about it? Any feedback? We’re planning our fall campaign and would love to have you on board again if you’re interested.” This shows you value their input and want to continue working together. Even if an influencer can’t commit to something now, keep the relationship warm. Holiday greetings, congratulating them on personal milestones (if appropriate), or simply liking their life update posts – these little touches keep you on their radar in a friendly way. Just like any professional relationship, consistency and goodwill build trust over time. Some brands maintain influencer networks or groups where they regularly share news or perks with their influencers to nurture those connections.

Bottom line: Following up is part of the process – don’t shy away from it. Just do it considerately. And remember that every outreach DM is the start of a potential relationship. Even if an influencer says “no” now, a courteous exchange can leave a positive impression that leads to a “yes” later on. Influencer marketing is a long game; the more you approach it as relationship-building rather than one-off deals, the more success you’ll find. Cold outreach doesn’t have to feel cold – with genuine engagement and respectful persistence, you can turn a simple Instagram DM into a lasting brand-influencer partnership​.

_Brands and influencers often begin their partnerships through Instagram DMs. A thoughtful, well-researched message can be the spark that leads to a successful collaboration._​​

By following these guidelines, you’ll be well on your way to writing outreach DMs that get noticed – and answered – by Instagram influencers. Remember, influencer outreach is both an art and a science: it requires empathy, clear communication, and a bit of experimentation to see what resonates. Use the examples and best practices shared here as a starting point, and refine your approach as you learn from each interaction. With practice, you’ll develop an outreach style that feels authentic to your brand and builds genuine partnerships with influencers. Good luck, and happy DMing!