Brand deals for small creators come from pitching brands yourself, not from waiting for an inbox full of offers. This guide gives you 7 steps, what brands actually check on accounts under 10k followers, and three templates to copy: a pitch DM, a pitch email and a one-line UGC offer.
What brands look for in brand deals for small creators
Brands book small creators because of their size, not in spite of it. A small community is often closer, the cost is lower, and a brand can test which content works across several small creators at once. Three things count for you:
- Niche fit. A running-shoe brand wants runners, not general lifestyle accounts. The clearer your niche, the easier it is for a brand to place you.
- Engagement relative to your niche. There is no single "good" engagement rate. In our study of 53,162 creator accounts (August 2026 snapshot), the median at 10k to 30k followers is 0.63% in Business and 1.90% in Lifestyle. See the engagement benchmarks by niche.
- Content quality. Brands look at your most recent posts first. Good light, a clear hook and real comments outweigh 2,000 extra followers.
How to get brand deals as a small creator in 7 steps
1. Pick a niche a brand can place you in
Write down in one sentence what your account is about: "vegan meal prep for students" is clear, "food and lifestyle" is not. That sentence goes into every pitch.
2. Check your engagement rate before a brand does
Brands do the maths. Check your engagement rate for free: the calculator reads your recent posts from your Instagram handle and compares you with your niche, no login needed.
3. Build a one-page media kit
One page with your niche, audience, reach, engagement rate, formats and examples. Our 6-section media kit template shows what goes in.
4. List 20 brands that already work with creators your size
The best list starts with brands you already use. Then check whether they work with small creators: tagged posts and posts with the paid partnership label show it. The faster route is our free finder, which shows you which brands send PR packages to creators like you.
5. Write a pitch about the brand, not about you
A good pitch is short: why this brand, what idea you have, one piece of proof from your account. The templates below are built for that.
6. Follow up once
After three to five days without a reply, follow up once in the same thread. Then move on to the next brand.
7. Track replies and adjust your message
Keep a simple list: brand, date, channel, reply yes or no. After 20 pitches you can see which opening works. Expect many no's and a lot of silence; that is normal and says nothing about your account.
Three pitch templates to copy
Pitch DM (Instagram):
Pitch email:
One-line UGC offer:
If you'd rather not find and pitch brands yourself: Creator Deals finds your first brand deals, with brands that fit you every week and a finished message in your voice for each one. 3 messages a month are free, with no Instagram password.
How to get brand deals on Instagram
On Instagram, brands search through hashtags, tagged posts and the accounts that already follow them. Tag brands you really use in posts and Stories, and follow their creator partners. Reels with a clear benefit for your niche show a brand fastest what its product would look like on your account. If a brand writes to you first, our post explains how to vet and answer an Instagram collaboration email.
How to get brand deals on TikTok
On TikTok, a single video counts for more than the account. A small creator with one video that does well in the niche is interesting to a brand, even with few followers. Link that exact video in your pitch and describe how the product fits that format.
UGC brand deals: paid without your own reach
In a UGC brand deal, the brand buys the video, not your reach. You deliver, for example, three short clips and the brand runs them as ads. All you need is a small portfolio of two or three sample videos, even for products you bought yourself. For what to charge, see our influencer rate guide by follower tier.
Disclose every brand deal
If you get money, a product or any other benefit, disclose the post. Instagram requires the paid partnership label for branded content. Also put a clear disclosure at the start of the caption.
Common mistakes
- Mass messages. A pitch that fits every brand fits none. Always give a specific reason.
- Leading with your follower count. The brand can see it anyway. Lead with the idea.
- No media kit. Without numbers the brand has to ask, and most of the time it won't.
- Pitching the biggest brands first. Brands that already work with creators your size reply more often.
- Not disclosing. A free product is still a benefit.
Conclusion
Brand deals for small creators come from work, not luck: a clear niche, a checked engagement rate, a media kit and 20 targeted pitches. Start today: check your engagement rate and use the free finder to see which brands work with creators your size. If you'd rather hand off the search, Creator Deals pitches the brands that fit you every week.
Frequently Asked Questions
How many followers do I need for brand deals?
There is no fixed minimum. Many brands work with nano creators from around 1,000 followers on purpose, because small accounts often have a closer community. A clear niche, good content and an engagement rate that fits your niche matter more than the number.
Should I pitch brands by DM or by email?
Both work. A DM is fast and suits small brands that run their own Instagram. With larger brands, an email to the marketing or influencer team is more likely to reach the right person. Use one channel per brand and follow up once.
What is a UGC deal?
In a UGC deal a brand pays you for a video or photo it uses itself, for example in ads or on its website. You do not have to post it on your account. That is why your follower count barely matters, while your visual style, voice and a clean hook do.
Do I have to disclose a deal if I only got a free product?
If you get money, a product or any other benefit for a post, disclose it. On Instagram, use the paid partnership label and also put a clear disclosure at the start of the caption.
The startviral team supports creators with social growth. We write about algorithm research, Creator Ads, and sustainable growth.
