How to get brand deals on Instagram

In short:

• Brand deals are the biggest income source for most creators: over 49% of 3,000+ creators surveyed by Influencer Marketing Hub and NeoReach said they bring in most of their revenue.
• Instagram sets no follower minimum. Most deals go to smaller creators: on Collabstr, about 80% of Instagram deals in 2025 cost under $300.
• Instagram's creator marketplace lets brands find and message you. It needs a professional account, age 18+, an eligible country and Instagram's branded content and monetization policies.
• Don't wait to be found. A clear niche, a one-page media kit and a short, specific pitch get most first deals.
• Every paid post needs disclosure: Instagram's Paid partnership label plus your own plain words.

Sources: Influencer Marketing Hub and NeoReach creator earnings report, Collabstr 2026 Influencer Marketing Report, Social Media Today and Net Influencer on the creator marketplace, Instagram's branded content page and the FTC's Disclosures 101. Checked 6 Nov 2026.

What counts as a brand deal?

A brand pays you, in money or product, to feature it in your content. That can be a single Reel, a set of Stories, a carousel, a long-term ambassador role, or content the brand runs as an ad from your account. Payment "in any form" counts, Instagram says, including free product.

1. Pick a niche a brand can picture

Brands buy an audience, not a follower count. "Skincare for oily skin", "meal prep for runners" or "budget travel in Europe" tells a brand who's watching. A general lifestyle account is harder to sell, even when it's bigger.

2. Switch to a professional account

You need a creator or business account for Insights, the Paid partnership label and the creator marketplace. Most individual creators pick creator; here's how business and creator accounts differ.

3. Post content brands can imagine their product in

Before you pitch, your grid should already show the kind of post a brand would pay for: product in use, honest reviews, tutorials, before-and-afters. Three or four strong examples are enough. A brand should be able to scroll your profile and picture the deal.

4. Build a one-page media kit

Keep it to one page:

• Who you are and what your account is about, in one line
• Audience: top countries, age range and gender split, from Instagram Insights
• Reach: average views on Reels and typical accounts reached
• Engagement: comments, shares and saves on recent posts, not just likes
• Best examples: three posts with links
• Services: what you offer (Reel, Story set, carousel, usage rights) and how to reach you

5. Join Instagram's creator marketplace

The creator marketplace is Instagram's tool for brands to find creators and send partnership messages. Brands search it from Ads Manager.

Eligibility. Creators must be 18 or older, have a professional account, follow Instagram's branded content and monetization policies, and be in an eligible country. Instagram hasn't published a follower minimum. After a May 2024 expansion, it covered 18 countries: the US, Canada, the UK, Japan, Australia, New Zealand, India, Brazil, South Korea, Germany, the Netherlands, France, Spain, Israel, Turkey, Mexico, Argentina and Indonesia.

How to join. Open your Professional dashboard, look for Branded content, and join the creator marketplace if it's offered to your account. Fill in your interests and portfolio so brands can find you. Messages from brands arrive in a separate partnership folder in your inbox.

6. Pitch brands yourself

Most first deals come from asking. Start with brands you already use and post about. Send a short DM or email:

Hi [name], I'm [you], I post [niche] for [audience] on Instagram. I've used [product] for [time] and featured it in [link], which reached [number] people. I'd love to make a Reel showing [specific idea]. Media kit attached. Would you be open to a paid partnership?

Keep it specific: one idea, one product, one link to proof. Follow up once after a week.

7. Use creator platforms

Marketplaces such as Collabstr list creators with fixed packages that brands can buy directly. They're useful for your first paid jobs and for learning what brands in your niche will pay.

8. Price the deal

On Collabstr, the 2025 average Instagram deal was $193, and about 80% of deals cost under $300. Your price depends on views, engagement, niche and what the brand gets: one post, a set, or the right to run your content as an ad. Our breakdown of how much influencers make per post has rates by tier. Charge extra for usage rights and exclusivity.

9. Deliver, disclose and report back

• Use the Paid partnership label on every paid post, and say it in your own words too. The FTC says not to rely only on a platform's tool, and to put the disclosure where people can't miss it, including in the video itself.
• Hit the brief and the date. Reliability gets repeat deals.
• Send a short report a week later: views, reach, comments, shares, link clicks or sign-ups. Repeat deals are cheaper to win than new ones.

Ways to find brand deals, compared

A tip for creators and brands

Brands want proof that your audience acts, not just watches. Run a keyword post: "Comment GUIDE and I'll send it". The comments are public proof of demand you can show in your media kit. BuzzWire's comment-to-DM automation sends the link to everyone who comments, free on the official API, and on Pro, in-DM lead capture can collect emails for a brand's giveaway or launch.

FAQ

How many followers do you need to get brand deals on Instagram?

Instagram sets no minimum, and many deals go to small creators: about 80% of Instagram deals on Collabstr in 2025 were under $300. A clear niche and real engagement matter more than a big number.

How do I join Instagram's creator marketplace?

Use a professional account, be 18 or older and in an eligible country, and follow Instagram's branded content and monetization policies. Then check your Professional dashboard under Branded content. Instagram hasn't published a follower minimum.

How much should I charge for a brand deal on Instagram?

Start from your average views and engagement, then add for usage rights and exclusivity. On Collabstr the 2025 average Instagram deal was $193. See our rates by follower tier for typical ranges.

Do I have to disclose brand deals on Instagram?

Yes. Use Instagram's Paid partnership label, which covers payment in any form, including free product. The FTC also says to disclose clearly in your own words and inside the video, not only in the caption.

How do I pitch a brand on Instagram?

Send a short DM or email: who you are, who your audience is, one specific content idea for their product, and a link to proof. Attach a one-page media kit and follow up once after a week.

Show brands your audience acts. Start free on BuzzWire and DM your link to everyone who comments your keyword.