Podcast Summary: Build Your Tribe | Grow Your Business with Social Media

Episode: Get PAID Brand Deals on Instagram Even as a Small Creator - 839
Release Date: June 26, 2025
Hosts: Chalene Johnson & Brock Johnson

Introduction

In episode 839 of Build Your Tribe | Grow Your Business with Social Media, host Brock Johnson delves into the strategies for securing paid brand deals on Instagram, especially for creators with smaller followings. Emphasizing that follower count is no longer the primary determinant for brand partnerships, Brock shares his extensive experience and actionable steps to help small creators monetize their social media presence effectively.

The Shift in Influencer Marketing

Key Insight:
"75 to 80% of brand influencer marketing budgets are being spent on accounts with less than 100,000 followers." – Brock Johnson [04:30]

Brock highlights a significant shift in the influencer marketing landscape. Traditionally, brands focused on A-list celebrities and influencers with massive followings. However, recent trends show brands are reallocating their budgets towards smaller accounts that boast higher engagement rates and more niche, dedicated audiences.

Notable Quote:
"I don't care if your brand has 10 million followers. If each of your posts is getting 100 views, you don't have very much social relevancy." – Brock Johnson [05:10]

Why Smaller Accounts are Valuable

Smaller accounts often have more engaged and trusting communities. Brands recognize that these micro-influencers can generate higher ROI due to their authentic connections and concentrated niche audiences. This realization has made it easier for smaller creators to attract brand deals without needing a vast follower base.

Three Reasons to Pursue Brand Deals

1. Diversify Your Income:
   "This is a great way to diversify my income. My income is not solely reliant on my business making money." – Brock Johnson [12:00]

2. Serve Your Audience:
   Brand deals allow creators to recommend products or services that genuinely benefit their audience, much like sharing favorite books or movies with friends.

3. Enhance Social Credibility:
   Partnering with reputable brands can boost a creator’s credibility and attract more followers and potential collaborations.

Four Common Misconceptions About Brand Partnerships

1. You Need a Million Followers:
   Engagement and audience quality matter more than sheer numbers.

2. Brands Will Reach Out to You:
   For most creators, especially those with smaller followings, initiating contact with brands is essential.

3. Doing Brand Deals Makes You a Sellout:
   Authentic partnerships with brands that align with your values enhance your content rather than dilute it.

4. You Need an Agent or Agency:
   While beneficial, especially as your collaborations grow, many brand deals can be managed independently by creators.

Brock’s Eight-Step Guide to Securing Brand Deals

Step 1: Build a Targeted Demographic of Engaged Followers

Key Points:

• Focus on creating a niche audience with high engagement.
• Brands prioritize the quality and relevancy of your audience over follower count.

Supporting Data:
"The average engagement rate for accounts between 10,000 and 50,000 followers is about 3.4%." – Brock Johnson [20:15]

Notable Quote:
"If your post has 100 views and you have 17 likes, that would be a 17% engagement rate and that would blow this average out of the water." – Brock Johnson [21:45]

Step 2: Identify Products You Use Daily

Key Points:

• Make a list of 5 to 10 products you genuinely use and would endorse.
• Include both physical and digital products to broaden partnership opportunities.

Criteria for Selection:

1. Personal Use: Ensure authenticity by choosing products you already use.
2. Audience Benefit: Select products that genuinely add value to your audience.
3. Alignment with Values: Partner with brands that share your mission and values.

Pro Tip:
"Consider local brands and small businesses, especially when you have a smaller following." – Brock Johnson [35:10]

Step 3: Conduct Thorough Brand Research

Key Points:

• Utilize resources like FYPM VIP to understand brand partnership histories and payment standards.
• Answer four critical questions:
  1. Does the brand already engage in partnerships?
  2. Do they partner with accounts of your size?
  3. How much are they willing to pay creators like you?
  4. Who is the appropriate contact person for partnerships?

Notable Quote:
"FYPM VIP is essentially a Glassdoor for brand partnerships and influencer marketing." – Brock Johnson [38:50]

Step 4: Craft a Compelling Pitch

Key Points:

• Follow the brand before reaching out to demonstrate genuine interest.
• Keep your pitch concise—brands receive numerous proposals daily.

Essentials to Include:

1. Your Experience with the Product: Highlight specific benefits and personal use cases.
2. Unique Value Proposition (UVP): Showcase what sets you apart and how you can provide value to the brand.
3. Past Case Studies or Examples: Share successful collaborations or relevant sales data, even from affiliate marketing.

Supporting Tip:
"Include a media kit only if the brand requests it; many prefer straightforward, bullet-pointed emails." – Brock Johnson [55:30]

Step 5: Follow Up Persistently

Key Points:

• The majority of brand deals require multiple follow-ups.
• Maintain optimism and continue reaching out until you receive a response.

Notable Quote:
"If a brand does say no, I recommend asking them why... every no turns into a lesson that you can use to get more yeses in the future." – Brock Johnson [1:10:45]

Step 6: Negotiate Rates Confidently

Key Points:

• Use the AIL (Average Impact Level) formula to determine fair rates:
  1. Rate your engagement, past partnerships, industry impact, and expertise on a scale of 0 to 5.
  2. Average these scores to get your AIL.
  3. Multiply your AIL by your follower count to establish a baseline rate.

Example Calculation:
For a creator with an AIL of 3.25 and 2,700 followers:
$3.25 × 2,700 = $87.75 per post.

Supporting Quote:
"The AIL method is just a starting point... Rates and fees are very subjective and up to you." – Brock Johnson [1:25:30]

Step 7: Utilize DM Automation Strategically

Key Points:

• Implement Direct Message (DM) Automation to increase engagement and conversions.
• Ensure brands approve the use of DM Automation before integrating it into your posts.

Benefits:

• Drives more interaction by prompting comments, which boosts post visibility.
• Enhances click-through rates and sales for the brand.

Notable Quote:
"DM Automation is the future of doing business on Instagram." – Brock Johnson [1:40:20]

Step 8: Maintain Relationships Post-Collaboration

Key Points:

• After the campaign, follow up with the brand to report results and express gratitude.
• Seek opportunities for ongoing partnerships or larger deals.

Supporting Insight:
"Thank the brand for their time, energy, and trust. Gratitude can open doors for future collaborations." – Brock Johnson [1:55:50]

Additional Resources

• Free Pitch Template: Brock provides a copy-and-paste template for pitch emails in the show notes, facilitating easier outreach for creators.
• FYPM VIP: A crucial tool for researching brand partnerships, available through a subscription or free access for those who have previously secured brand deals.

Final Thoughts:
Brock concludes by encouraging listeners to leverage small-scale brand deals as stepping stones toward greater monetization opportunities. By focusing on engagement, authentic partnerships, and strategic outreach, even creators with modest followings can successfully secure paid collaborations.

Notable Closing Quote:
"We are over 50,000 subscribers now. It is so awesome to continue to see this podcast grow, and it is my commitment to you to continue to improve this show." – Brock Johnson [2:05:00]

Key Takeaways

1. Engagement Over Followers: Brands prioritize high engagement rates and niche audiences over large follower counts.
2. Authenticity is Crucial: Partner with brands and products you genuinely use and believe in to maintain trust with your audience.
3. Proactive Outreach: Don't wait for brands to come to you; actively reach out using well-crafted, concise pitches.
4. Continuous Learning and Adaptation: Use tools like FYPM VIP for research, and always seek feedback to refine your approach.
5. Value Relationships: Building and maintaining strong relationships with brands can lead to more consistent and lucrative partnerships over time.

By following Brock Johnson's structured approach, small creators can effectively navigate the brand partnership landscape, transforming their social media passion into a profitable venture.