How to Pitch UGC to Brands: Instagram DM vs Email

If you’ve recently started your UGC journey, chances are social media made it look incredibly easy. You’ve probably seen videos saying you can start making thousands of dollars creating content for brands, even without a huge following. And while that can happen, I want this post to be realistic, honest, and genuinely helpful.

Getting brand deals as a UGC creator is possible. In fact, getting brands interested is usually easier than people think. But getting paid for collaborations consistently? That’s the hard part in today’s social media environment.

After pitching to many skincare and beauty brands myself, I’ve learned that how you contact brands can completely change your response rate.

So the big question is:

Should You Pitch UGC Brands Through Instagram DM or Email?

Short answer: Both, but in a strategic way.

Here’s what has personally worked best for me.

Why Cold Emailing Brands Often Doesn’t Work

When most beginner creators start UGC, they immediately search for brand emails and send pitches directly to addresses like:

• info@brandname.com
• hello@brandname.com
• support@brandname.com

The problem?

Those emails are usually customer service inboxes.

Even if your pitch is amazing, there’s a high chance:

• nobody from marketing sees it
• it gets ignored
• it lands in spam

This doesn’t mean your portfolio is bad.

It simply means your email probably never reached the right person.

This is one of the biggest mistakes beginner UGC creators make.

Why Instagram DM Works Better for UGC Pitching

Personally, I started getting far more replies once I changed my strategy.

Instead of sending long, cold emails immediately, I began treating Instagram DM as a short introduction.

My goal wasn’t to pitch everything at once.

Instead, I would:

1. Introduce myself briefly
2. Mention that I enjoy their products
3. Ask if there’s a marketing email where I could send more information

This approach feels:

• more personal,
• less spammy,
• and much more professional.

It also increases the chance of reaching the actual marketing team instead of customer support.

My Personal UGC Pitching Strategy

Here’s the exact process I personally use when pitching skincare and beauty brands:

Step 1: Pitch Brands You Actually Like

I always recommend starting with brands you genuinely use or already create content about.

Why?

Because brands can immediately tell when content feels authentic.

Even if a collaboration doesn’t happen right away, you already have:

• product knowledge,
• content ideas,
• and real enthusiasm.

That matters a lot.

Step 2: Send a Short Instagram DM

I keep DMs short and simple.

Example:

“Hi! My name is Antonia and I’m a UGC creator in the beauty/skincare niche. I love your products and would love to connect with your marketing team regarding potential collaborations. Is there a good email I can reach out to?”

That’s it.

No giant paragraph.

No media kit.

No Google Drive links.

Simple and professional.

Step 3: Move the Conversation to Email

Once they give me the correct email, I send a more formal pitch.

I usually mention:

• that I got their email from Instagram,
• what type of content I create,
• and that I’d be happy to send my portfolio/media kit if they’re interested.

One thing I personally avoid:

I don’t immediately attach huge files or multiple links in my first email because emails with lots of attachments can sometimes end up in spam folders.

Does Location Matter in UGC?

Honestly, yes.

This is something many creators don’t talk about enough.

I’m based in Europe, and I’ve personally noticed that:

• UGC is still growing here,
• some brands still don’t fully understand UGC,
• and international collaborations can be harder because of shipping costs.

For example, many US or Australian brands may hesitate to work internationally because shipping products overseas can become expensive.

That doesn’t mean it’s impossible.

It just means you may need:

• more patience,
• more outreach,
• and more follow-ups.

Common Reasons Brands Reject UGC Creators

Rejection is a normal part of UGC.

Even if your content looks amazing, brands may still say no.

Some common reasons include:

1. Budget Limitations

Many brands simply don’t have marketing budget available.

2. They Already Have Enough Creators

Sometimes brands pause collaborations temporarily.

3. Shipping Costs

Especially for international creators.

4. They Prefer Gifted Collaborations

Unfortunately, many brands currently prefer offering free products instead of paid work.

5. Your Email Never Reached Marketing

This happens more often than people realize.

And this is exactly why Instagram DM can help.

The Biggest Mistake Beginner UGC Creators Make

The biggest mistake is simple:

Not pitching enough.

Many creators send:

• 5 pitches,
• get ignored,
• and immediately assume UGC doesn’t work.

In reality, pitching is a numbers game.

Another huge mistake?

Not following up.

I’ve had many situations where brands replied after a follow-up message and apologized for missing my original email.

Marketing teams are busy.

People forget.

Emails get buried.

Following up professionally after a few days is completely normal.

How Often Should You Follow Up?

A good rule:

• Follow up after 5–7 business days
• Keep it polite and short
• Don’t send multiple messages every day

Example:

“Hi! Just wanted to follow up on my previous email in case it got missed. I’d still love to discuss potential collaboration opportunities. Looking forward to hearing from you!”

Instagram DM vs Email: Which Is Better?

Here’s my honest opinion:

Instagram DM is best for:

• first contact
• finding the correct marketing email,
• and getting noticed faster.

Email is best for:

• formal communication,
• sharing rates,
• discussing deliverables,
• contracts,
• and long-term collaborations.

The best strategy is combining both.

Final Thoughts

UGC can absolutely become a real income stream, but social media often skips over the difficult parts:

• rejection,
• ghosting,
• unpaid offers,
• and inconsistent replies.

Don’t get discouraged if brands reject you or only offer gifted collaborations at first.

That happens to almost everyone.

The creators who succeed are usually the ones who:

• keep improving,
• keep pitching,
• and stay consistent even when replies are slow.

If there’s one thing I’d recommend most:

Don’t rely only on cold emails.

Using Instagram DMs strategically to connect with brands first has personally made a huge difference in my response rate and helped me find the right marketing contacts much faster.

FAQs About Pitching UGC to Brands

1. Should beginner UGC creators use Instagram DM or email?

Using both together is often the most effective strategy. Instagram DMs help you connect with the brand, while email keeps communication professional.

2. How many brands should I pitch daily?

Many successful creators pitch 10–20 brands daily consistently.

3. Is it normal for brands not to reply?

Yes. Ghosting is extremely common in UGC and influencer marketing.

4. Should I work for free products?

Gifted collaborations can help build portfolio experience in the beginning, but creators should eventually transition toward paid work.

5. Do you need a big following for UGC?

No and yes. UGC focuses more on content quality than follower count. However, there are still brands that look at your following when deciding if they want to work with content creators.