In short
A good first message to a brand is 5 to 7 lines: an opening that shows you know the brand, a specific video idea, a link to your portfolio and a simple closing question. No wall of text about you, no price list: the goal is to get a reply, not to close the deal straight away.
Why most messages get no reply
- They talk about the creator, not the brand: "My name is…, I'm 22, I do UGC…".
- They are generic: the same text, with only the brand name swapped.
- They ask too soon: "What's your budget?".
- They are too long to read on a phone.
The 5-part structure
- Subject line (email): short and specific. "A video idea for [product]" rather than "UGC collaboration".
- Opening: something you noticed about the brand. A product, a recent ad, a launch.
- The idea: a concrete video angle, in one sentence.
- Proof: a link to your portfolio, or a sample video in the same niche.
- The question: easy to say yes to. "Shall I send you a proposal?"
Two examples to adapt
Subject: A video idea for your hand cream
Hi Lea,
I saw your ad for the repair hand cream, with the hand sanitiser test: strong idea. I'm picturing a "winter day" version: dry hands in the morning, the gesture at the office, the result in the evening, in 25 seconds.
Here is my portfolio, with two skincare videos: [link].
Shall I send you a proposal with two angles?
Have a lovely day, Sam
Hi! I've been using your fig candle since the autumn. I have an idea for a 20 s "evening ritual" video for your ads. Can I show you my portfolio?
Replace the brackets [ ] every time you send: that personalisation is what makes the difference.
Email, DM or LinkedIn?
| Channel | For whom | Length |
|---|---|---|
| Mid-sized and large brands, a known marketing team | 5 to 7 lines | |
| Instagram or TikTok DM | Small brands that run their own account | 2 to 3 lines |
| A marketing manager you know by name | 3 to 4 lines, after a connection request |
And after you send it?
Write down the date and plan a follow-up. With no reply, following up after 3 days and then after 7 days is reasonable: the guide follow up with a brand gives the messages. If the brand replies, send a clear quote quickly.
Common questions
Should you give your rates in the first message?
No. The first message is there to open the conversation. Prices come in a quote, once you understand the need.
Do you need a portfolio to pitch a brand?
Yes, even a short one: 3 to 6 videos are enough, including practice videos presented as such. Without examples, the brand has no way to judge your work.
Can you send the same message to several brands?
You can keep the same structure, but the opening and the video idea must change every time. That's what shows you took the time to look at the brand.
This guide gives practical pointers. Rules vary by country: it doesn't replace advice from an accountant or a lawyer for your situation.