You Don’t Need More Followers to Get Brand Deals, You Need a Stronger Brand

One of the biggest misconceptions I see creators believe is that more followers automatically means more brand opportunities.

So they wait.

They wait until they hit 5K. Then 10K. Then 20K.

They tell themselves they’ll start pitching when their numbers are “good enough.”

But here’s what I need smaller creators to understand:

Brands are not only looking at how many people follow you. They’re looking at what kind of creator you are.

A creator with a smaller, engaged audience, a recognizable point of view, and a clear brand can be far more valuable to a company than someone with a much larger audience who posts a little bit of everything.

And if you’re trying to land PR, paid partnerships, or long-term brand relationships, that distinction matters.

Brands Need to Understand You Quickly

Imagine someone from a beauty brand lands on your Instagram or TikTok profile for the first time.

Within a few seconds, can they figure out:

• What you create content about?

• Who your content is for?

• What kind of products naturally fit into your content?

• What makes your perspective different?

• What they could potentially hire you to create?

If the answer is no, that may be a bigger problem than your follower count.

Your page doesn’t have to look perfectly curated. You don’t need every thumbnail to match. And you definitely don’t have to turn yourself into a completely different creator just to become “brand-friendly.”

But there should be some consistency in the story your content tells.

For example, my own content centers heavily around beauty, mature skin, fragrance, product discovery, and helping other creators understand the business side of content creation.

That makes it much easier for someone viewing my page to understand where I fit.

Your content should do the same thing for you.

Your Niche Is More Than a Category

Saying your niche is “beauty” isn't necessarily enough.

Beauty is huge.

Makeup tutorials, fragrance reviews, skincare routines, luxury beauty, drugstore beauty, mature beauty, clean beauty, colorful makeup, minimal makeup—they can all exist underneath the beauty umbrella.

What gives your content its identity is your point of view.

Ask yourself:

Why should someone watch me talk about this instead of another creator?

Maybe you test makeup specifically on mature skin.

Maybe you find affordable alternatives to luxury products.

Maybe you're the person your audience trusts for extremely honest fragrance reviews.

Maybe you specialize in easy beauty for women who never really learned how to do makeup.

That point of view is what makes your content memorable.

And memorable creators are easier for brands to envision inside campaigns.

Consistency Builds Brand Trust

This doesn't mean you can never post anything outside your niche.

You're a person, not a content machine.

But if you want to work with brands, your recent content should give them enough information to confidently answer one question:

“Would our product make sense here?”

Think about your last 9–12 posts.

If a skincare company looked at them, would they see evidence that you know how to talk about products?

Would they see strong hooks?

Would they see you demonstrating products?

Would they see thoughtful reviews?

Would they see an audience interacting with what you recommend?

Brands aren't just hiring your follower count.

They're hiring your content style, communication skills, creativity, audience trust, and ability to make their product feel natural within your world.

Your Engagement Matters, But So Does the Quality of It

Engagement is another area where creators sometimes focus too much on one number.

A post having thousands of likes is great.

But brands may also notice:

• Are people asking you questions?

• Are followers requesting product links?

• Are people saving your tutorials?

• Do viewers tell you they purchased something because of your recommendation?

• Are you actually responding and building community?

A smaller creator who consistently influences purchasing decisions can be extremely valuable.

That's why I don't want creators dismissing themselves just because someone else has 100,000 followers.

Their audience isn't your audience. Their content isn't your content. And their opportunities don't determine yours.

Before You Pitch, Look at Your Page Like a Brand Would

Before you send another pitch email, take a few minutes and audit your own platforms.

Ask yourself:

Is it obvious what I create?

Can a brand easily see examples of me featuring products?

Do I have recent content I'm proud of?

Does my bio clearly explain who I am?

Is there an easy way for a brand to contact me?

Would I feel confident sending someone directly to this page today?

And here's an important one:

If I were the brand, would I know how to use this creator?

That question can change the way you approach your entire content strategy.

Because sometimes you don't need to post more.

Sometimes you need to become more intentional about what you're already posting.

Stop Waiting Until You're “Big Enough”

There is no magical follower number where someone suddenly decides you're allowed to pitch brands.

Yes, audience size can matter for certain campaigns.

But it is only one part of the picture.

Smaller creators land PR.

Smaller creators land paid campaigns.

Smaller creators become long-term brand partners.

The goal isn't to convince a brand that you're secretly a huge creator.

The goal is to show them why the creator you already are has value.

So instead of asking:

“Do I have enough followers yet?”

Start asking:

“Have I made it easy for the right brand to see why they should work with me?”

That is a much more powerful question.

Ready to Make Sure Your Page Is Actually Ready for Brands?

If you're planning to start pitching, or you've been pitching and hearing nothing back, I created Before You Pitch: The Creator Readiness Workbook to help you evaluate your content, positioning, profiles, and overall brand readiness before you hit send.

Because sometimes the pitch isn't the first thing that needs fixing.

Before You Pitch a Brand, Read This First

If you've been thinking, "I need to start pitching brands," I'm excited for you.

But before you hit send on that first email, I want to save you from making the same mistake I see over and over again.

Most creators think the hardest part of pitching is writing the email.

It isn't.

The hardest part is making sure you're actually ready for a brand to say yes.

Because here's the truth:

A great pitch can't fix an unprepared creator profile.

Brands don't just read your email; they click your Instagram, TikTok, YouTube, or wherever you create. They're looking at your content, your consistency, your niche, and whether they can picture you representing their products.

That's why some creators send dozens of pitches without ever hearing back.

It isn't always because the email was bad.

It's because the foundation wasn't there.

Ask Yourself These Questions

Before pitching, can you confidently answer these?

• Is it obvious what type of content I create?

• Would a brand know who my audience is?

• Does my content feel consistent?

• Have I created content similar to what I want to get paid for?

• Does my profile look like someone brands can trust?

If you hesitated on any of those questions, don't worry, you are not behind.

You're simply not ready to pitch yet.

And that's actually good news because it's something you can fix.

Why I Created Before You Pitch

Over the last several years, I've worked with brands, managed campaigns, and helped creators improve the way they present themselves online.

I noticed something:

Creators were spending hours trying to perfect pitch emails when they hadn't done the work that makes those emails successful in the first place.

That's exactly why I created Before You Pitch.

Instead of jumping straight into writing emails, this workbook helps you evaluate your creator profile first.

Inside, you'll:

• Assess whether your content is brand-ready.

• Identify the areas holding you back.

• Build a stronger creator foundation.

• Gain confidence before reaching out to brands.

• Stop guessing whether you're ready to pitch.

Think of it as the step that should happen before you ever send a pitch email.

Your Pitch Starts Before the Email

Getting brand partnerships isn't about having the biggest following.

It's about showing brands that you're someone they can confidently work with.

When your content, profile, and positioning are aligned, your pitch becomes so much stronger.

If you're serious about working with brands, start with the foundation first.

Before You Pitch is available now, and it's designed to help you take that first step with confidence.

I can't wait to see where it takes you.

Stop Waiting to Feel Ready: The Mindset Shift Every Content Creator Needs

If there's one thing I wish every aspiring content creator understood, it's this:

You don't become ready by waiting. You become ready by doing the work.

It's easy to believe that successful creators had more confidence, more talent, or more experience before they started.

But that's rarely true.

Most of us started before we felt qualified. This rings super true when it comes to me.

I Didn't Feel Ready Either

When I started creating beauty content, I wasn't a makeup artist.

I hadn't spent years working behind a beauty counter or teaching makeup classes. In fact, I didn't really learn makeup until I was in my late 30s. It’s really crazy when you think about it.

For a long time, I convinced myself I needed to know more before I could share what I was learning.

Maybe you've had those same thoughts.

"I'll start posting when my videos look better."

"I'll pitch brands after I get more followers."

"I'll apply for that creator program next year."

Those thoughts feel responsible.

They're actually keeping you stuck.

Confidence Is Earned, Not Found

One of the biggest mindset shifts in my creator journey was realizing that confidence isn't something you discover. Trust me when I say that this is easier said than done.

It's something you build.

Every video you publish teaches you something.

Every Reel helps you become a better storyteller.

Every carousel improves your ability to educate your audience.

Every brand pitch teaches you how to communicate your value.

None of that happens while you're waiting…remember that.

The creators you admire didn't magically wake up confident one day.

They became confident because they kept showing up.

Waiting Feels Productive…But It Isn't

Waiting often disguises itself as preparation.

You tell yourself you're researching.

Learning.

Planning.

Perfecting.

Those things matter, but only if they eventually lead to action.

Otherwise, preparation becomes procrastination. I know quite a few people who have been preparing for YEARS. Not even gonna lie to y’all.

Your next level isn't hiding behind another YouTube tutorial or another notebook full of ideas.

It's hiding behind publishing your next piece of content.

My Creator Business Didn't Grow Because I Went Viral

If you've been following my journey, you know something important:

My creator business wasn't built because one video exploded overnight.

It grew because I kept showing up.

I filmed consistently.

I tested different content.

I learned from every campaign.

I improved one video at a time.

Those small actions added up.

Looking back, there wasn't a single moment when I suddenly felt "ready."

There were hundreds of moments when I chose action instead of perfection. To be honest, it’s always the videos that I didn’t feel ready for that did the best numbers. Why? Because I chose to show up, and that authenticity of being myself resonated with so many of you.

Three Things You Can Do This Week

If you're waiting for permission, this is it.

1. Publish the video you've been overthinking.

Done is better than perfect. PERIOD!

2. Pitch the brand you've been afraid to email.

The worst outcome is hearing "no." Never be afraid of the ‘no’s because it’s preparing you for the yes.

The best outcome could change your business.

3. Apply for the opportunity you don't think you'll get.

You don't get to decide you're not qualified before they do.

Let someone else tell you no.

Don't do it for them.

That motto alone is why I applied for the Ulta Beauty Collective for the third year. Every year that I’ve applied has prepared me for how to handle myself the following year. I continue to show up, despite not hearing yes, and continue to build my page and community.

Final Thoughts

Every creator reaches a point where they have to decide:

Will I wait until I feel confident?

Or will I create until I become confident?

The answer will shape your entire creator journey.

Because confidence isn't the prerequisite.

It's the reward.

So post the video.

Send the pitch.

Apply for the opportunity.

Start before you feel ready.

Your future self will thank you for it.

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