💼What Brands Really Look for in Influencers (From Someone Who's on the Other Side)

You’ve got the content, the creativity, and the audience — so why aren’t your dream brands saying “yes” to collaborations?

Here’s the thing: I’ve been on the other side of those DMs and email pitches. For years, I’ve reviewed thousands of influencer requests for large lifestyle brands. And while every brand has its own priorities, I’ve seen clear patterns in what actually makes an influencer stand out — and what quietly gets passed over.

If you’ve ever wondered what brands are really looking for, let’s break it down.

💡 1. Authenticity Over Aesthetics

Yes, strong visuals matter — but authenticity always wins.

Brands can tell when a creator genuinely connects with their audience versus when the content feels forced or purely transactional. If you truly love the product or message you’re sharing, that enthusiasm translates.

✨ Insider tip: When pitching, include a quick line about why you personally connect with the brand — not just what you can offer. That one sentence often makes all the difference.

📊 2. Engagement Over Numbers

Follower count is nice, but it’s not the golden ticket. I’ve seen brands pass on creators with 100K followers in favor of someone with 10K — simply because that smaller creator had real conversations happening in their comments.

It’s not about how many people follow you. It’s about how many trust you.

✨ Insider tip: Focus on quality engagement. Ask questions in your captions. Reply to comments. Share content that sparks dialogue, not just likes.

🧩 3. Brand Alignment Matters (A Lot)

This is the biggest mistake I see: influencers pitching brands that don’t make sense for their audience.

If your followers come to you for clean beauty and wellness content, they probably won’t respond well to a fast-fashion collab — no matter how great the offer is.

✨ Insider tip: Be selective. The more you say no to brands that don’t align, the easier it becomes for the right ones to see you as the perfect fit.

🖋️ 4. Professionalism Is Everything

It might sound basic, but clear, professional communication is a huge differentiator.

Responding promptly. Proofreading your emails. Having a media kit that’s well-designed and easy to read. All of these signal to a brand that you’re someone they can trust to represent them well.

✨ Insider tip: Treat your outreach like a business proposal — because it is one. A polished pitch and organized media kit show that you take yourself (and the partnership) seriously.

🤝 5. Long-Term Potential Over One-Offs

Brands are looking for relationships, not one-time transactions. They want creators who care about the partnership and can become long-term advocates for the brand.

✨ Insider tip: After a collab, send a quick note to thank them or share a small idea for future campaigns. It’s the follow-up that turns a first project into an ongoing partnership.

🌿 Bringing It All Together

Influencer marketing has changed — and the creators who stand out now are the ones who lead with authenticity, alignment, and connection.

That’s why I started Crafted Collabs: to help influencers and small brands build genuine relationships, tell better stories, and land the kind of collaborations that actually last.

💬 Ready to get started?

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