Let’s be honest—when you think about top content creators endorsing your brand, what’s the first thing that comes to mind? If it’s “expensive,” you’re not alone. The perception that only big companies with equally big budgets can work with influential creators is widespread but, thankfully, not entirely true.
While top content creators often charge premium rates, they’re also people with unique motivations, interests, and goals. Many of them value relationships, creative freedom, and partnerships that align with their brand as much as—if not more than—money. And that’s where the opportunity lies for marketers working with smaller budgets.
The job here isn’t to outspend the competition but to outsmart them. By focusing on authenticity, creativity, and mutual value, you can connect with the right creators and get them excited about working with you, even if your budget isn’t massive. In fact, some of the best partnerships don’t begin with cash but with shared vision and trust.
Let’s explore how you can flip the script on influencer collaborations and make magic happen, regardless of your financial constraints.
Understand the Person Behind the Brand
One of the biggest mistakes marketers make is treating content creators like vending machines—you insert money, and out comes a glowing endorsement. Creators are so much more than their follower count or engagement rate. They’re storytellers, entrepreneurs, and people with passions that drive them.
So, instead of jumping straight into the “business” talk, take time to understand the creators you’re interested in. What type of content do they love to make? What causes do they champion? Do they have any upcoming projects or personal goals they’re working toward? When you approach them with genuine understanding and interest, it sets the tone for a partnership that feels less transactional and more collaborative.
Spend time engaging with their work. Comment on their posts—not generic “great content!” comments, but something thoughtful that shows you actually care. Share their work with your audience if it aligns with your brand. When the time comes to reach out, they’ll recognize you as someone who values what they do, not just what they can do for you.
What Value Can You Offer Beyond Money?
While money is important, it’s not the only thing creators value. In many cases, they’re looking for partnerships that help them grow, whether that’s expanding their audience, building their portfolio, or collaborating on something they’re passionate about.
Think about what you can offer that goes beyond cash. Maybe your brand has a unique product they’d genuinely enjoy using, or perhaps you can help them reach a new segment of their ideal audience. Sometimes, creators appreciate exclusive perks—like being the first to try something new—or the chance to be involved in a creative process they genuinely enjoy.
When you pitch, focus on the bigger picture. Don’t lead with your budget; instead, lead with your vision for how you can create something meaningful together. For example, instead of saying, “We don’t have a big budget, but we’d love to collaborate,” try framing it as, “We think your values and creativity align perfectly with our vision for this project, and we’d love to co-create something that resonates with your audience and ours.”
Start with Smaller Steps That Build Trust
If approaching a top creator feels intimidating, remember that even the biggest partnerships often start small. Instead of aiming for a full-scale endorsement right away, consider simpler ways to collaborate.
For instance, you could send them a product to try with no strings attached, simply asking for their honest feedback. Sometimes, creators who genuinely love what you offer will naturally share it with their audience, opening the door to future opportunities.
Other times, you might work together on a smaller campaign, like a limited-time feature on their social media or a single co-created post. These smaller interactions help build trust and familiarity, which can lead to bigger projects down the line.
Think Relationships First, Collaboration Second
Cold-pitching a creator you’ve never interacted with and asking for their endorsement without the money to pay for their time is like proposing marriage on a first date—it rarely works. The most successful collaborations come from relationships that are built over time.
Creators are bombarded with offers from brands every day, many of which are impersonal and generic. By taking the time to genuinely connect, you set yourself apart. Engage with their work regularly and start a relationship with them that feels natural.
When the time comes to propose a partnership, you’ll already have a foundation of trust, making it more likely they’ll consider your offer. Be sincere in your support, and the relationship will grow naturally.
Timing Matters More Than You Think
Timing is everything when it comes to approaching top creators. Reaching out at the right moment can make all the difference in how your offer is received.
For example, if you notice that a creator is launching a new project, product, or campaign, this could be a perfect opportunity to offer your support. Showing that you’re invested in their success—not just your own—can make your pitch stand out. Similarly, quieter periods in their schedule might make them more open to collaborations that aren’t tied to large budgets.
By staying attuned to what’s happening in their world, you can tailor your approach to meet them where they are.
Creativity and Collaboration Over Transactional Deals
Finally, one of the most effective ways to secure a meaningful endorsement is by involving the creator in the process. Don’t just ask for a shoutout; invite them to be part of the creative journey.
For instance, instead of sending them a script for a pre-written post, ask for their input. Let them share how they think your product or service would best resonate with their audience. By giving them creative freedom, you’re showing respect for their expertise, which can go a long way in building trust and enthusiasm.
Creators love working on projects where they feel valued and heard. When you approach the collaboration as a partnership rather than a transaction, the results will always be more impactful.
TL;DR
Getting endorsed by top content creators requires a thoughtful approach, genuine connection, and a commitment to creating value for both sides. Work on understanding what drives the creators you want to work with, building a relationships with them, and focusing on collaboration rather than transaction.
