In Episode 22 of the "Negroni’s with Nord" series, a compelling conversation unfolds around the critical strategies influencers should employ when pitching brands—particularly the importance of following brand accounts before reaching out. While the episode begins with a charming personal anecdote about the host’s eighth-grade football days and quickly weaves into heavier topics related to social issues, the core insights for influencers shine through, offering practical advice to build genuine brand relationships.
Building Relationships: The Foundation of Influencer Success
The episode highlights the crucial point that influencers looking to collaborate with brands cannot merely send a cold direct message (DM) or email out of the blue; relationship-building is key. When an influencer pitches a brand, the first check a brand manager will do is often to visit the influencer’s profile and see if they follow the brand’s account. Surprisingly, something as simple as following is a significant indicator of genuine interest.
According to the episode, if an influencer reaches out claiming to love a brand but does not follow them, this creates a disconnect—akin to expressing admiration without any initial effort to engage. Brands are more likely to ignore messages from accounts that haven’t demonstrated basic engagement such as following, liking, or commenting.
Why Following Brands Matters More Than You Think
Following a brand is not just a passive act; it’s an active demonstration of sincere interest in the brand’s values, products, and community. The episode explains several reasons why this matters:
- First Impressions: When brands check profiles and see that an influencer isn’t a follower, it suggests the outreach might be opportunistic rather than authentic.
- Building Familiarity: Engaging with content—through likes, comments, and even sharing—makes the influencer’s name recognizable. This familiarity goes a long way toward warming up a cold pitch.
- Community Building: Regular engagement helps influencers organically become part of the brand’s community, improving chances of collaboration.
For busy influencers concerned about overwhelming their feed with brands they follow, the episode offers a practical tip: follow and then mute the brand’s posts if needed. This preserving of feed sanity still signals interest without cluttering timelines.
Strategies Before Pitching: Engage, Don’t Just Reach Out
Before sliding into a brand’s DMs or sending an email, the episode stresses the importance of engagement, ideally over a week or more:
- Comment Thoughtfully: Leave meaningful comments on brand posts that show you understand and appreciate their messaging.
- Share the Brand: Create organic content that features the brand to demonstrate authentic support.
- Use LinkedIn Intelligently: For bigger brands, finding the marketing or influencer lead on LinkedIn can be more effective than Instagram DMs.
These steps signal commitment and help build a connection, increasing the likelihood the pitch will be well-received.
Balancing Advocacy and Influence in Challenging Times
While the conversation takes a brief detour into current socio-political topics, including the role influencers can play in advocacy (such as speaking out on important issues like abortion rights), it returns to practical advice for influencer-brand relationships. During difficult times when many feel overwhelmed, the episode encourages influencers to bring their full selves to their work, maintain open communication with brands about mental space, and recognize that building a successful influencer career is a marathon, not a sprint.
Key Takeaways for Influencers
- Always Follow the Brand Before Pitching: It’s the basic step brands look for to verify your genuine interest.
- Engage Authentically: Spend time liking, commenting, and sharing brand content before you reach out.
- Use LinkedIn for Professional Outreach: When possible, find the right contact to message rather than relying solely on Instagram DMs.
- Communicate Honestly with Brands: If you need time or space, be open—it helps brands support your best work.
- Build Community: Relationships, not just transactions, lead to more meaningful collaborations.
Episode 22 serves as a valuable guidepost for influencers seeking to unlock success by nurturing real, engaged relationships with brands. Following a brand account is more than ticking a box—it’s the first step in building trust and unlocking collaborative opportunities in the influencer industry.
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