How to reply to brand DMs on Instagram
When a brand messages you in DMs, you do not need to agree right away, and you do not need to name a price. The first reply should find out what exactly is being asked and move the conversation to email, where a written offer can be negotiated.
When should you reply to a brand message?
There is no reason to answer within minutes. A reply within a few hours, or one working day, looks professional. Waiting a week can make the brand move on to the next creator on its list.
Before replying, check quickly: - Is it the brand's official profile, or an agency rep? You can ask for a business email address and check it. - Is the message personal, or a general message sent to dozens of creators? - Does the product fit your content and your audience?
Why move the conversation to email?
DMs work for a first contact, not for running a deal. Messages get buried, files get lost, and there is no easy record of what was agreed. In email you can attach a quote and a brief, and everything is kept.
There is another benefit. A brand with a real brief and budget will move to email without trouble. A non-serious inquiry usually stops at this step.
A short template you can adapt:
"Thanks for reaching out, sounds interesting. So we can look at this properly, I would love to get the brief and the budget by email: name@example.com."
What do you write in the first reply?
Short, to the point, no commitment. The first reply has no price and no agreement. This is enough: - Thanks for reaching out. - One sentence saying the topic sounds relevant, and that the decision depends on the details. - A request for the brief and the budget by email.
If the offer is product in exchange for content and you only work for pay, say so now:
"Thanks for reaching out. Right now I only create content for paid collaborations. If there is a budget for this, I would be happy to check the fit by email."
And if the offer simply does not fit:
"Thanks for thinking of me. The topic is not a great fit for my content right now, so I will pass. Good luck with the campaign."
What do you ask before agreeing?
A vague offer such as "we will send you a box, and post a story if you like it" can hide much bigger expectations. Before agreeing, get written answers to these: - What are the exact deliverables: one story, a story sequence, a reel, or a mix? - Where will it be published: only on your account, as a collab post, or also on the brand's account? - Does the brand want to use the content in paid ads, and for how long? That is a separate use, and it is priced separately. - What is the schedule: when the product arrives, when a draft is sent for approval, and when it goes live? - How many rounds of revisions are included? It is worth fixing one round in advance, with extra revisions at an added cost. - What are the payment terms: when you are paid, and which document you issue.
Which inquiries are best skipped?
Some messages are spam or scams. Signs that call for caution: - They ask you to pay for shipping or a handling fee to receive a product. - A generic message about "brand ambassadorship", with an external link or a request for personal details. - They dodge questions about payment, or refuse to put the terms in writing. - Pressure to close immediately, claiming that spots or budget are running out.
How do you talk about money?
Many creators panic at the price question and agree to work for free. Remember that content takes time, equipment and editing, and that the brand gets access to the audience you built.
A few rules: - Break the price into deliverables instead of one sum, so it is clear what is being paid for. - Price the content creation and the usage rights separately. - If the budget is lower than your price, reduce the deliverables or the length of the rights. Do not lower the price for the same work.
The amount itself has its own article: how much to charge for a paid collaboration.
Summary: what to do with every new inquiry
1. Check that the brand is real and the product fits. 2. Reply during working hours, briefly, and move to email. 3. Clarify deliverables, schedule, usage rights and payment terms. 4. Confirm only after a written brief and a written agreement.
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