Cold outreach is a black hole. I sent probably 200-300 DMs to US creators over the course of six months and got maybe a 15-20% response rate. Of those who responded, most disappeared after the first conversation, wanted way more than our budget, or just weren’t the right fit.
I realized I was approaching it like a spray-and-pray sales tactic, not like actually building relationships. So I changed the strategy entirely.
Instead of mass DMs, I started:
Actually watching content first. Like, not just checking if the follower count is right, but watching 5-10 videos to see if the creator’s actual audience would care about what we’re selling. A creator with 100k followers to the wrong audience is worthless.
Engaging authentically before outreach. I’d actually like, comment, and participate in their community for 2-3 weeks before even sliding into DMs. Then when I did reach out, I had something real to say beyond ‘we think you’d be great for our brand.’
Asking for referrals instead of doing all the legwork. Once I found one creator I actually wanted to work with, I’d ask them who they knew that had similar values and audience quality. Those warm introductions converted way faster.
Using platform tools properly. YouTube’s creator marketplace, TikTok’s creator fund, Instagram’s creator partnerships program—they all have vetting built in. These platforms have already vetted a lot of creators. I was ignoring these resources.
Being honest about budget upfront. Instead of going back and forth about negotiating, I’d say ‘Here’s our budget range’ and they’d either say yes or no. Saved so much time.
The other thing I realized: US creators actually expect professionalism, clear contracts, and timely payments. They’re not trying to squeeze you; they just want to know you’re serious. When I started treating them like actual business partners (not content vendors), the collaborations got way smoother.
What’s your process for finding creators? Are you doing outreach, using platforms, or finding them through agencies? And how long does your vetting process usually take?