How to DM creators for a collab, with 9 templates

First, where your message lands

If the creator doesn't follow you, your DM goes to their message requests, not their main inbox. Before they open it, they see your name, your profile photo and the start of your message. That preview decides whether they read the rest.

So two things matter before you write a word:

• Your profile. They'll tap through to check you're real. A clear name, a bio that says what you do and a few recent posts go a long way. An empty account with no posts looks like a scam.
• Your first line. It's the part they see before opening. Make it about them, not about you.

What a good collab DM has

Four parts, in this order:

1. Their name, and one specific thing you noticed. Not "love your content". Name the post: the sourdough that collapsed, the trail run in the rain, the balcony garden before and after.
2. Who you are, in one line. "I run a small flour mill in Porto" beats a paragraph about your mission.
3. The offer, and what's in it for them. Free product, a fee, a commission on sales. Be concrete. If there's money, say so.
4. One question that's easy to answer. "Would you like to try a bag?" is easier to say yes to than "Let me know your rates and availability for a potential partnership."

Keep the whole thing short enough to read on a phone without scrolling. For a first message, under 60 words is a good target.

Templates you can copy

Swap the parts in [brackets]. Each one follows the four parts above. The specific detail about their post is the one bit no template can write for you, and it's the bit that gets the reply.

1. Sending free product

Hi [name]! Your [specific post] made me want to bake on a Tuesday night. I run [brand], we mill [product] in [city]. Could I send you a bag to try? No strings: post about it only if you like it.

2. A paid post

Hi [name], I loved your reel about [topic], especially [detail]. I'm [your name] from [brand]. We'd like to pay you for one post about [product] next month, budget around [amount]. Would you be up for it?

3. A discount code for their followers

Hey [name]! Your followers clearly trust your [niche] picks. The comments on your [post] say it all. We'd love to give you a code for 20% off at [brand], and you'd earn [amount or percentage] on every order. Shall I set one up for you?

4. A local business invite

Hi [name], I saw your post from [place nearby]. I run [business], two streets away. Would you like to come by for [a coffee, a haircut, dinner] on us this week? If you enjoy it, a story would make our day, but there's no obligation.

5. Videos for your own ads

Hi [name]! The way you film [type of video] is exactly what we're after. I'm [your name] at [brand]. We're looking for three short videos of [product] to use in our own ads, paid at [amount]. They wouldn't need to go on your account. Interested?

6. An event or launch

Hi [name], we're opening [event] on [date] at [place] and I'd love you to come. Your posts about [topic] are a big part of why I thought of you. Can I put you on the list, with a plus-one?

7. A longer partnership

Hi [name]! I've been following your [niche] posts for a while, and your [specific series] is the best thing I've seen on it. We're looking for two or three creators to work with over the next six months, paid monthly. Could I send you the details?

8. Everyday people, not creators

Some of the best word of mouth comes from people who aren't creators at all: a regular customer, a local runner, the friend everyone asks for recommendations.

Hi [name], this is a bit out of the blue: I run [brand] and noticed you post a lot about [interest]. We're giving a few people in [city] a free [product] to try before it launches, and you came to mind. Would you like one?

9. The follow-up

Hi [name], bumping this in case it got buried. Happy to answer any questions, and no worries at all if it's not for you.

Send it once, four to seven days after the first message. If there's still no answer, leave it there.

Fifty messages that don't read like one

Send the same text to fifty people and it reads like it, to them and to Instagram. Two habits help:

• Write a few versions of each part. Three greetings, two ways to say who you are, two ways to ask. Mixed together, that's twelve different messages from one draft.
• Keep the specific line specific. The comment about their post is the one line you write per person. If you can't think of one, that creator probably isn't the right fit.

CollabScout has both built in. Write {Hi|Hey|Hello} and each person gets one of the three; add their name with a click; and the preview shows exactly what each person will receive before anything is sent.

How many to send a day

Instagram doesn't publish a number. What's well known is that it limits accounts that send lots of similar messages quickly, and that new accounts get less slack than old ones.

So go slowly, especially at first. CollabScout's defaults are one message every 4 to 12 minutes and at most 20 a day, and it pauses on its own if Instagram pushes back. On a newer account, stay at or below that, and learn on an account you could live without.

Mistakes that cost replies

• A link in the first message. From a stranger, it looks like a scam. Send it once they've replied.
• "Hi dear", and other openers nobody uses with a friend.
• A compliment that fits anyone. "Love your feed!" tells them you didn't look.
• Asking for their rates before saying what you want. Give them something to put a price on.
• Moving the conversation elsewhere straight away. "Email us at…" in a first DM gives them homework. Swap addresses once they're interested.
• Sending everything in one evening. Spread it out, as above.

Sending them with CollabScout

1. Choose who gets it: creators you found and said yes to, a CSV file, or usernames you paste in.
2. Write the message once, with their name and a few versions of each part.
3. Read the preview: every recipient, with their exact message.
4. Do a practice run if you want to watch it work without sending anything.
5. Press send. Messages go one at a time from the Instagram account you're logged in to, which CollabScout shows by name and photo, so there's no doubt which account is sending.

When it's done, the history shows who got what, when, and from which account. It's free, and all of it happens in your browser.

Questions

Is it OK to DM creators about a collab?

Yes, it's how most small collabs start. Keep it personal, make a clear offer, follow up once at most, and take a no gracefully.

Should I DM or email a creator?

If they list an email for collabs in their bio, use it. Many small creators don't, and their DMs are where they actually answer, so for them a DM is usually the better first contact.

What should I offer a micro-influencer?

Something they'd actually value: your product, a fee, a commission or an experience. Many small creators will happily try a product they like, but if you can pay, say so up front, because it changes who answers.

How long should I wait before following up?

Four to seven days. Send one short follow-up, then leave it.