The Do’s and Don’ts of Influencer Outreach in Canada

Reaching out to influencers may look simple, but in reality it is one of the hardest parts of running a successful campaign. The right message at the right time can spark a partnership that drives results for months. The wrong approach can close doors before you ever get started.

For Canadian brands and agencies, the stakes are even higher. Our market is smaller, more diverse, and more values-driven than most, which means outreach needs to be intentional. This guide unpacks the essential do’s and don’ts of influencer outreach in Canada so you can connect with creators authentically, avoid common mistakes, and lay the foundation for lasting partnerships.

Why Influencer Outreach Matters More in Canada

Before we dive into tactics, it is important to recognize why outreach is especially critical in Canada:

• Diverse market: With strong regional identities and one of the most multicultural populations in the world, Canadian influencer outreach must account for cultural nuance, language (English and French), and community values.
• Smaller pool of creators: Compared to the U.S., the Canadian influencer ecosystem is smaller, meaning top creators are in high demand. Securing partnerships often requires relationship-building, not just financial incentives.
• Regulatory environment: Canadian brands must comply with Competition Bureau guidelines, Ad Standards, and CRA tax rules. For a deeper dive, see our blog on navigating influencer marketing rules in Canada.
• Trust factor: Canadian audiences are skeptical of inauthentic endorsements. Influencers here value genuine alignment. 89% say they only promote products they truly like, and 88% only work with brands whose values match their own.
  
  

In short: outreach is where campaigns are made or broken. Now, let’s break down the do’s and don’ts that Canadian brands must follow.

The Do’s of Influencer Outreach

1. Do Scope Out the Landscape

Do not rush into outreach. Before contacting an influencer:

• Read their comments to check for authentic engagement.
  
  
• Look for consistency between likes, comments, and followers.
  
  
• Watch out for red flags like inflated likes but few comments, which may indicate fake engagement.
  
  

This step ensures you are reaching out to creators who can actually influence, not just broadcast.

2. Do Analyze Their Feed and Past Work

Dive deep into the influencer’s content:

• Look at quality and consistency of posts.
  
  
• Review tone, style, and audience alignment with your brand.
  
  
• Check past collaborations. Are these brands complementary to yours, or potential conflicts?
  
  

Taking the time to do this homework gives you talking points for your outreach and shows respect for the influencer’s craft.

3. Do Reach Out the Way They Prefer

Most influencers specify how they would like to be contacted:

• Email (often listed in their bio).
  
  
• Direct message (if explicitly noted).
  
  

Respecting their preferences ensures your pitch is not missed and demonstrates professionalism from the start.

4. Do Establish a Genuine Connection

Instead of diving straight into your ask:

• Reference a specific post or piece of content you liked.
  
  
• Highlight why your brand values align with theirs.
  
  
• Start a conversation before making a formal pitch.
  
  

Creators are far more likely to respond when they feel seen and respected rather than treated like a transaction.

5. Do Know What You Want

Influencers need clarity. When you reach out, be specific about:

• Campaign objectives (awareness, sales, content creation, event coverage).
  
  
• Deliverables (posts, Reels, Stories, TikToks, blogs, etc.).
  
  
• Timeline and ideal campaign window.
  
  

Following the “Rule of One” (one key message, one post, one CTA) keeps the campaign focused and prevents audience confusion.

6. Do Be Open-Minded and Patient

Not every influencer will be a fit. Some may:

• Take longer to respond.
  
  
• Prioritize partnerships where they feel stronger alignment.
  
  
• Decline if the timing is not right.
  
  

Be prepared to engage with multiple creators and do not expect immediate replies. A high-quality partnership is worth the wait.

7. Do Build for the Long Term

Think beyond one-off posts. The strongest results come from ongoing collaborations where influencers become brand advocates. Consider:

• Starting with a short-term pilot.
  
  
• Transitioning top performers into long-term ambassadors.
  
  
• Continuing to engage with their content, even outside paid campaigns.
  
  

This “compound effect of trust” is what turns creators into credible partners and audiences into loyal customers. For more, see our guide to maintaining influencer partnerships in Canada.

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The Don’ts of Influencer Outreach

1. Don’t Focus Only on One Type of Influencer

It is tempting to lock onto one category, but diversity in your roster creates stronger results:

• Macro influencers for reach.
  
  
• Micro influencers for engagement.
  
  
• Nano influencers for niche trust and community access.
  
  

Canadian brands often see the highest ROI by mixing tiers to balance awareness and conversion. For a breakdown, check our blog on influencer tiers and costs in Canada.

2. Don’t Fixate on Follower Count

Follower count is a vanity metric. In Canada, micro and nano influencers often outperform bigger names because:

• Their audiences are more engaged.
  
  
• They have stronger community trust.
  
  
• They drive better conversion rates, especially in niche markets.
  
  

Focus on engagement rates, authenticity, and relevance, not just numbers.

3. Don’t Skim Their Profile

Surface-level checks will not cut it. Be thorough:

• Read captions to understand tone.
  
  
• Check audience demographics (age, location, interests).
  
  
• Look at past brand collaborations for alignment.
  
  

Skipping this step can lead to misaligned partnerships or worse, public backlash if a creator’s history conflicts with your brand values.

4. Don’t Spam or Automate the Human Part

Mass outreach may feel efficient, but it kills authenticity. Avoid:

• Copy-pasting generic pitches.
  
  
• Automating personal gestures like birthday wishes.
  
  
• “Spray and pray” emailing every influencer you can find.
  
  

Instead, use technology (like Embold’s Roster Management tool) to automate discovery, payments, and reporting, while keeping the human element in relationship-building.

5. Don’t Script Influencers Word-for-Word

The Scott Disick and Naomi Campbell copy-and-paste fails are infamous reminders that scripted posts destroy authenticity. Audiences spot inauthentic content instantly.

Instead:

• Provide a creative brief, not a script.
  
  
• Share the feeling or value proposition you want communicated.
  
  
• Trust creators to know what resonates with their audience.

This balance ensures content feels genuine while still on-brand.

6. Don’t Overlook Due Diligence

Some of the most high-profile influencer marketing failures came from lack of vetting:

• Pepsi x Kendall Jenner (2017): Pulled in 24 hours for trivializing social justice movements.
  
  
• Olivia Jade x Sephora: Partnership collapsed after the college admissions scandal.
  
  
• Zoella Advent Calendar: Backlash over overpriced products damaged both influencer and brand credibility.
  
  

The lesson: always vet creators’ past content, values, and reputation. And have a crisis plan in place. For more insights, see our post on influencer partnership agreements in Canada.

The Canadian Legal and Financial Checklist

Canadian outreach must also account for law and compliance. Here’s what to know:

• Disclosure: Influencers must disclose any “material connection” (#ad, #sponsored, #partnership). Brands can be held liable for misleading claims.
  
  
• Intellectual Property: Always secure rights if you plan to reuse influencer content across channels.
  
  
• Consumer Protection: All testimonials must reflect genuine experience.
  
  
• Taxes: Influencers are self-employed. They must report all monetary and non-monetary income (including free products).
  
  
• GST/HST: If their taxable supplies exceed $30,000 annually, influencers must register and remit GST/HST. Contracts should clarify who handles this.
  
  

By showing awareness of these rules, your brand demonstrates professionalism and protects against risk. Learn more in our Canadian influencer marketing strategy guide.

Maximizing ROI From Outreach

Once your outreach is successful, the real work begins. To maximize ROI:

• Adopt a hybrid strategy: Use short-term campaigns to test, then transition top creators into long-term partnerships.
  
  
• Repurpose influencer content: Leverage posts across your website, ads, and email campaigns. See our guide on influencer whitelisting in Canada.
  
  
• Amplify through paid media: Spark Ads on TikTok or Partnership Ads on Instagram extend reach while keeping content authentic.
  
  
• Measure what matters: Track KPIs that align with your goals (engagement, clicks, conversions), not just vanity metrics.
  
  

How Embold Helps Canadian Brands With Outreach

At Embold, we have seen firsthand how Canadian brands struggle with influencer outreach. That is why we built a solution:

• 9,000+ vetted Canadian creators across every niche and region.
• Smart discovery tools to filter by audience demographics, engagement, and content type.
• Campaign management and reporting that tracks performance across every post.
• Legal and financial workflows to simplify contracts, payments, and compliance.
• End-to-end managed campaigns for brands that want expert support.
  
  

Whether you are an SMB testing influencer marketing for the first time or an agency managing multiple clients, Embold helps you connect with the right creators, the right way.

Conclusion

Influencer outreach is the foundation of every successful campaign. In Canada, where authenticity, compliance, and cultural nuance matter more than ever, doing it right can make the difference between wasted spend and meaningful results.

Follow the do’s: research, personalize, clarify, and build for the long term. Avoid the don’ts: spam, scripts, shortcuts, and overlooking compliance. Above all, treat influencers as partners, not transactions.

If you are a Canadian brand looking to scale your influencer marketing, get in touch with Embold today.

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