If you are struggling to secure good brand partnerships, these practical tips by Aditya Bhalla and his experiences will help you better understand brand collaborations.
The Indian content creator economy has exploded in the last few years, and the way things are going, we don't see this trend going away anytime soon. The same trend has helped many people showcase their unique talents and turn their passions into profitable career options. Instagram is one such platform that is immensely popular among Indian audiences, but unlike YouTube, there is currently no direct way for creators to earn extra cash based on their view count. In this situation, many creators turn to brand collaborations. Brands also see creator-led promotions as a good way to reach their target audiences. However, landing a good brand collaboration as a creator is easier said than done. The process can be tricky, with creators often facing issues like miscommunication, unclear expectations, and the pressure to maintain authenticity while promoting products. Additionally, many creators who are just starting out, and have little to no expertise on the “how-tos” of brand collaborations, may be vulnerable to exploitation.
We understand the importance of good communication with brands discussing potential opportunities. That's why, Aditya Bhalla, a content creator who has worked with several well-known brands, discusses how one can effectively communicate with brands and land those coveted collaborations. Aditya shares his insights on building relationships, the importance of being true to oneself, and tips for overcoming common hurdles in the industry. If you are still figuring out your way around content creation, this is exactly the kind of conversation you need.
Also Read: Content creation tools creators should know about as recommended by Ashvini Sihra
Scroll down to read the full conversation:
Can you share how you first started collaborating with brands?
At first, brands started reaching out directly, offering barter deals where they’d send products for me to try and promote. It was a great way to build relationships early on. I think brands, who were still figuring out the influencer space, noticed the effort I put into my content, which really helped me grow and eventually led to more formal, paid collaborations.
How do brands typically reach out to you for collaborations? Are there specific channels or methods to use?
In the beginning, I handled everything myself, from starting conversations to closing deals. Most of the time, brands would DM me, and I’d either connect with them directly or pass their contact to my manager. Even at events, a lot of PR or management companies and brands would reach out, and we'd discuss things on the spot. Now, I'm managed by OpraahFx, which has been great because they handle the brand collaborations, taking the pressure off me so I can focus more on creating content.
What key factors do you consider when evaluating a potential brand collaboration? How do you determine if it's a good fit?
The main thing I consider is whether I know the brand, and even if I don’t, I ask myself—would I actually wear or use it? As a content creator in a competitive space where authenticity matters, it’s important that the brands I work with align with my personality and the type of content I create. I also make sure the products I promote bring real value to my audience. I’m not interested in promoting something just for the sake of it.
What are some essential elements you include in your negotiation process with brands to ensure a fair deal?
First and foremost, fair payment is crucial. Brands need to respect timelines and usage rights, so they can’t use the content randomly or beyond the agreed period. Advance payments and timely payments upon completion are also important.
While most brands today understand how collaborations work, we still stick to the basics to keep things smooth. This means having a clear contract, securing advance payments, and keeping communication open so both sides are aligned on deliverables. It helps create a professional and transparent relationship.
Can you talk about the importance of contracts in brand collaborations? What are some common terms you look for or negotiate?
It's really important to have everything clearly outlined in a collaboration because you never know when a brand might back out, which could cost you time, effort, and money. I make it a priority to define all the details—content requirements, deadlines, usage rights, and compensation. I focus on key terms like the scope of work, exclusivity clauses to avoid conflicts with other brands, and how long the brand can use the content. I also negotiate ownership rights, making sure it’s clear whether the content is for one-time use or if the brand can repurpose it later. This way, the collaboration stays transparent and fair for both sides.
What are some red flags or deal-breakers that you watch out for when considering brand partnerships?
When brands refuse to pay a portion of the fee upfront or decline to send an official email outlining the terms of the agreement but still want to start the campaign, it raises red flags for me. It signals a lack of professionalism and accountability on the brand’s part, and I prefer to avoid those situations.
Can you share an example of a challenging experience with a brand collaboration and how you resolved it?
Recently, I faced a situation where a brand collaborated with me for a professional video shoot. We had an approved final script, logistics in place, and all arrangements were made. However, after filming, the brand came back with an entirely different script and requested a re-shoot. Given the scale of the production, that just wasn't feasible. So, I decided to stick with my original script, and the video will be released as planned.
What advice would you give to other content creators who are eager to collaborate with brands?
One piece of advice I’d give is to be open and clear in your conversations with brands. If you believe in your work, don’t hesitate to stand firm on the value and quality of engagement you can offer.
Additionally, in the early stages of building relationships with brands, barter collaborations are really important. As I mentioned earlier, they’re a fantastic way to establish connections that can be invaluable in helping you achieve your goals as an influencer.
How do you approach brands for collaboration? Let us know in the comments below
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