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Changing Perceptions on Sight Loss in Style
One of the biggest questions I get is how to get PR as a small content creator and work with brands. And I’ll admit, this can be a minefield and often a bit daunting if you’re a smaller content creator.
Especially as a content creator with a disability who struggled to get taken seriously in the early days as a blogger. I’ve written more about why brands should work with disabled influencers and the value of our perspectives.
But that doesn’t mean you can’t work with brands or get PR if you’re a smaller content creator.
Take me, for instance. I have 11k followers on Instagram, 8k on YouTube and 2.4k on TikTok, and I’ve still worked with some amazing brands like Haleon, P&G, National Theatre, Baileys, Fable England, Charlotte Tilbury and many more besides.
But the thing is, a lot of the success I’ve had as a smaller content creator has come from researching, trial and error, having the courage to approach brands myself and just continuing to put myself out there.
Today, I wanted to share some of my tips on how to work with brands and get PR as a smaller content creator, whether you’re looking to be added to PR lists or approach brands for paid partnerships.
So, here are all the tips and tricks I’ve learned over the past decade, gifted to you to help you on your way!
It goes without saying, but you HAVE to make content and keep it current to get PR or get noticed by brands.
See more fashion, travel, beauty and accessible lifestyle content on Instagram.
Follow @fashioneyesta2012Work out a schedule of what you can commit to each week and post regularly. It’s also important to work out what your niche or niches are.
It’s so important to post content within the remit of the brands you want to work with. For example, if you want to work with fashion brands, post fashion content. If you want to get London-based review opportunities, post things about London so that you’re easier to find for PRs.
Think about the kind of brands you would love to work with and the content you could create around them, even before you’ve landed your first collaboration.
You don’t need to post every single day, but having a consistent stream of content helps show brands what you can offer.
One of the first tips I can give you is to make sure that your bios across your social media platforms, like Instagram, TikTok and YouTube, all have the following things checked off.
Use mine as an example:
Sometimes brands will ask for what’s called a “press kit” or a “media kit”. This is essentially your portfolio, so to speak.
You can find lots of templates for them on sites like Etsy and Canva, where you can personalise them to your brand specifics and aesthetic.
This is your chance to show a brand what you’re about, what you offer, your rates, what brands you’ve worked with before and what kind of opportunities you’re open to, whether that be gifted, sponsored or paid partnerships, or affiliate programmes.
It’s good to keep these up to date on a regular basis with the latest brands you’ve worked with and to ensure they contain all the key information a brand would need or want to know.
You don’t need to have worked with lots of brands to create your first media kit. You can also showcase examples of your existing content to demonstrate your photography, video editing, writing and the kind of work you could offer.
One of the best ways to get PR I’ve found as a smaller content creator is to have a blog where you can offer content and reviews hosted on your website.
I’ve had my Fashioneyesta website since 2012 and consider myself to be one of the “OG” disabled content creators, having been blogging for longer than a lot of people have been creating content online. That’s how I’ve got to work with quite a lot of brands and received so much of my PR.
Because brands value having a permanent space on a website where their products or services can be featured, with the potential to be discovered through Google searches.
So don’t just rely solely on social media. Consider starting a blog, which can be done on platforms like WordPress or Wix for free.
Although I’m self-hosted now, I was originally hosted through WordPress and built my connections with brands by reviewing things. My gifted Son de Flor dress review is one example of how a product can become a detailed blog feature.
You may have to speculate to accumulate in the early days, but my top tips would be:
You don’t have to spend lots to get started, but if you want to splurge, there are some fantastic blog themes in different categories on WordPress. You can also find more on sites like Etsy, along with artists who can design things like logos.
Making your work a “brand” with distinctive fonts, colours and a logo really makes you stand out as a creator and shows brands that you take your work and what you do seriously.
Trust me, I started getting PR with significantly fewer followers than I have now, and it was mostly, by and large, through my website.
And it still works for me even today. So many brands want a spot on my website, not just a feature on social media.
For example, I’ve worked with brands on everything from fashion and beauty reviews to travel content, experiences and sponsored campaigns. You can see more examples of my collaborations on my Work With Me page.
Now, of course, one of the best ways you’ll get noticed by a brand is to go to them directly and introduce yourself.
Don’t be disheartened if you don’t hear back or it’s a no. For every 20 emails I might send, I might only get two replies back, but just keep plugging away and eventually you’ll get a yes.
Sometimes you can find a direct email to work with influencers on a brand’s website or a PR email to get in touch with.
However, if you can’t find a direct press email on a website for a brand you want to approach, the best thing to do is to DM them directly on Instagram or TikTok. You could also leave a polite comment asking them to check their messages.
If you’re researching influencer PR agencies in the UK, you can also look up which agency represents a particular brand and contact it directly.
Sometimes brands might come back to you with a link to apply for PR, like a Google Form or an influencer programme. Sometimes they might reply with an email, and sometimes it will be a rejection.
But ultimately, if you don’t try, you won’t know.
Subject: Collaboration Enquiry – [Your Name/Content Creator Name] x [Brand Name]
Hello [Name/PR Team],
I hope you’re well.
My name is [Your Name], and I’m a [Your Niche] content creator based in [Your Location]. I create content across [Your Platforms], focusing on [Your Main Content Topics] for an audience interested in [Your Audience Interests].
I’m getting in touch because I’m a big fan of [Brand Name], particularly [Something You Love About the Brand or a Specific Product].
I’d love to explore the possibility of working together on a [Gifted/Paid/PR] collaboration, potentially creating [Your Proposed Content, e.g. an Instagram Reel, TikTok, Blog Review or Photography].
I’ve previously worked with [Examples of Similar Brands], and you can see examples of my work here:
[Link to Previous Collaboration]
[Link to Your Website or Portfolio]
I’ve also attached my media kit, which includes further information about my audience, social media insights and previous collaborations.
I’d love to hear if you have any upcoming campaigns, PR opportunities or influencer programmes that might be a good fit.
Thank you so much for your time, and I look forward to hearing from you.
Best wishes,
[Your Name]
[Your Website]
[Your Instagram/TikTok]
[Your Contact Email]
Another way to find PR opportunities and brand collaborations as a smaller content creator is to sign up for influencer networks, marketing platforms and apps.
There are lots of different platforms out there, from those offering gifted products and PR invitations to those specialising in paid partnerships and affiliate marketing.
Here are some of the platforms worth looking into, divided into categories.
For sponsored Instagram posts, TikToks, Reels and blog features, including small influencer brand collaborations.
For restaurant reviews, afternoon teas, hotel stays, events, attractions and complimentary experiences. You can see an example in my North Yorkshire Moors Railway review, which followed a PR invitation.
For receiving complimentary beauty, skincare, fashion and lifestyle products.
For earning commission through affiliate links, discount codes and ongoing brand partnerships.
For creating content for brands, including videos, photography, reviews and sponsored articles.
Of course, different platforms will have their own eligibility criteria, follower requirements and types of campaigns available, so it’s worth checking what each one offers before signing up.
Now, AI can help you to a certain extent with things like research and constructing emails, particularly if you create projects and keep a running list of collaborations you’ve done, how your monthly stats are performing and the kind of content you’re working on posting.
Here are some ways you can use AI to help you with finding brands to work with:
I find that having somewhere to keep track of everything is really useful, particularly when you’re juggling several platforms, different opportunities and a busy schedule.
Of course, AI isn’t going to magically get you a brand collaboration, and it’s always important to check that any contacts or opportunities it suggests are genuine and up to date.
But it can certainly help with some of the research and admin that comes with being a content creator.
So, to finish off, here are my top ten tips for getting PR and building relationships with brands as a smaller content creator.
And remember, being a smaller content creator doesn’t mean you have nothing to offer a brand. Sometimes having a niche audience, a different perspective or an engaged community can be just as valuable as having thousands upon thousands of followers.
Ultimately, I’ve learned that so much of getting PR and working with brands is about putting yourself out there, being persistent and showing brands what you can offer.
If you found this blog helpful or interesting, please support me by following me on social media, liking and commenting on this blog, and sharing it with others who may find it helpful.
And if you’re a fellow content creator, I’d love to hear your own tips for working with brands and finding PR opportunities!
Fashioneyesta
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