Open the brand's profile, tap Message, write a short note and send it: that's how you DM a brand on Instagram. If there's no Message button, the brand has limited DMs, so look for a contact button or an email address in their bio instead.
Sending is the easy part. Whether anyone reads it comes down to where your message lands, and that depends on whether the brand follows you. Most of the time it doesn't, which changes how you should write the first line.
Sending the message, step by step
- Search for the brand in Instagram and open their profile. Check it's the official account, not a fan page or a reseller.
- Tap Message under the bio.
- No Message button? Look for a Contact or Email button, or an email address written in the bio, and use that instead.
- Write your message in the chat box. Keep it short enough to read without scrolling.
- Tap send.
If a button looks different on your version of the app, search Instagram's settings or help for the key word ("message" or "contact").
New to DMs? What DM means on Instagram covers the basics, and you can send from a laptop as well as a phone; replying to DMs on a laptop or phone shows both.
Get your profile ready before you hit send
The first thing most people do when a stranger messages them is tap the profile. Brand teams are no different. Before you send anything, spend five minutes on yours:
- Make sure your bio says what you do in plain words, not just emojis.
- Pin two or three posts that show your best work or your products.
- If your account is private, think about whether a brand can see enough to say yes. They can't follow every account that messages them.
- Add an email address or contact button so they have a second way to reach you.
A clear profile does half the convincing for you. Your message only has to get them to tap through.
Where your message goes (and why that matters)
The catch: if the brand doesn't follow you, your message doesn't go to their main inbox. It goes to their Message Requests folder. Busy social teams check that folder less often, and when they do, they skim. They see your name and the opening few words, and decide from that whether to open it.
That's why the first line matters more than anything else you write. "Hi!" or "Hey, quick question" tells them nothing. A first line that says who you are and why you're writing to them gets opened.
It's also why, for collaborations, a business email in their bio is often the better route. Email goes to a person whose job is to read it. A DM in Requests might sit for weeks. If you get lots of requests yourself and want to manage them, how to stop message requests on Instagram explains the settings.
What to include and what to skip
| Include | Skip |
|---|---|
| Who you are, in one line | Your life story or how long you've loved the brand |
| Why this brand specifically (a product, a post, a value you share) | A copy-paste message that could go to any brand |
| One concrete idea, said plainly | A list of five ideas and a request for them to choose |
| A simple next step, such as "Can I send you a one-page outline by email?" | Attachments or a media kit as the first thing they see |
| Your email address, so they can move it out of DMs | Asking for free products in the first line |
Keep it to a short paragraph or two. If they want more, they'll ask, and that reply is what you're aiming for.
Three example openers
These are templates. Swap the bracketed parts for your own details, and don't send them word for word to ten brands; brands can tell.
A creator offering content
"Hi [brand name] team, I'm [your name], I make short videos about [your niche] for people who [who your audience is]. I've been using your [product] for my morning routine videos and my followers keep asking where it's from. I've got an idea for a three-part series around it. Could I send a short outline to your partnerships email?"
A small business wanting a collab
"Hello [brand name], I run [your business], a [what you do] in [your town or niche]. Our customers are the same people who love your [product], and I think a joint giveaway or a shared workshop could work well for both of us. Who's the best person to send a one-page idea to?"
A customer with a question
"Hi, I bought your [product] last week and I love it. Quick question before I order another: does the [size, colour or version] work with [your situation]? Thanks so much."
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Notice that each one names the brand and the product in the first sentence. That's the bit that shows up in the Requests preview, and it's what gets the message opened.
Following up without being a pest
If there's no reply, follow up once after about a week. Keep it to a line or two in the same chat:
"Hi again, just bringing this back to the top in case it got buried. Happy to send the outline by email if that's easier. [Your email]"
After that, move on. Don't message again from a second account, don't comment on every post asking them to check their DMs, and don't tag them in stories to get attention. If you have their email, one polite email is fine. Silence is an answer, and it often just means the timing's wrong. You can try again in a few months with a new idea.
DM or email? My take
I see the DM as the door, not the pitch. For a customer question, a DM is perfect. For a collaboration, I'd use the DM to open the conversation in two or three lines, and the moment they reply, I'd ask for the right email and send the full idea there. It's easier for them to share inside the team, and it doesn't get lost in a chat.
If a brand lists a partnerships or press email in their bio, I'd skip the DM and email them straight away. They've told you how they want to be contacted.
Related guides live in the Instagram Help: 81 Guides to Followers, Hashtags, Money, Accounts and Fixes.
Frequently asked questions
Why can't I see a Message button on a brand's profile?
The brand has limited who can message them. Look for a Contact or Email button, or an email address in their bio, and use that instead.
Will a brand see my DM if they don't follow me?
It goes to their Message Requests folder, not their main inbox. They can still read it, but those folders get checked less often, so make the first line count.
How long should I wait before following up?
About a week. Send one short, friendly follow-up in the same chat, then move on if there's still no reply.
Is it better to DM or email a brand for a collaboration?
Email is usually better for the pitch itself. Use a DM to open the door, then send the full idea by email once they reply.
