Playbook replay
Craft the outreach DM
A first message under 90 words, built on one line only a real viewer could write, with a short version for creators who reply to nothing.
Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
The specific line is the entire message. Everything else in a first DM is interchangeable, and creators can tell within one sentence whether the sender saw their work or their follower count.
Reading the reel you mentioned before writing anything, so the opening line proves someone watched it rather than scrolled past the caption.
The DM, 84 words.
Hi Mei. The four-minute morning routine reel, the bit where you say you skip the toner most days and it's fine, is the most honest thing I've seen in skincare content this year.
I'm from Lumira. We make a three-step refillable routine, and I'd like to pay you for one Reel and two Stories about it. Budget is $2,100, you keep creative control, and we'd send the kit whether or not you want to do it.
If it's not for you, no reply needed at all.
Three things it does deliberately.
The opening names a specific moment, not the video. "Loved your recent content" is what a template says. A sentence about the toner is what someone who watched says.
The number is in the message. Withholding budget until a call is standard practice and it is the main reason creators do not reply to brands. Say it.
The last line costs you nothing and it is the reason people answer. Removing the social cost of declining raises reply rates, including the yes replies.
What I left out: the words "influencer", "collab", "exciting opportunity", "synergy", and any opening emoji. Also "I hope this finds you well", which is the phrase that most reliably signals a template.
The short version, for a creator who answers almost nothing. 41 words.
Hi Mei. The toner line in your four-minute routine reel is why I'm messaging.
Lumira, three-step refillable skincare. $2,100 for a Reel and two Stories, creative control yours. Kit's on its way regardless.
No reply needed if it's a no.
One caveat. The kit-regardless line is a real commitment. It works because it is unusual and because it removes the transaction from the first message, but only send it if you will actually ship. A creator who is promised a kit and gets nothing tells other creators.
Where this stops today. Naise drafts the message. Sending it, tracking who replied, and following up are still manual: automated DM sending is a later ship.
Naise created an artifact
An 84-word DM built on one specific line, plus a 41-word version for hard-to-reach creators.
The message
Hi Mei. The four-minute morning routine reel, the bit where you say you skip the toner most days and it's fine, is the most honest thing I've seen in skincare content this year.
I'm from Lumira. We make a three-step refillable routine, and I'd like to pay you for one Reel and two Stories. Budget is $2,100, you keep creative control, and we'd send the kit whether or not you want to do it.
If it's not for you, no reply needed at all.
Left out: "influencer", "collab", "exciting opportunity", opening emoji, "I hope this finds you well".
Not yet: sending and reply tracking. Still manual.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
Run this playbook free