If you’re a creator, chances are you’ve wondered how people end up on the list. You know the one with the mailers, event invites, exclusive access, and brand deals. 

Working in the influencer space at a PR agency, I can confirm the list is real. But it’s probably not what you think it is. 

There isn’t one magic roster that automatically receives everything from our client lineup. Each mailer, event, or campaign starts from scratch, with creators carefully selected based on the specific brand and opportunity. 

Yes, follower count plays a role, but it’s far from the only factor. Audience demographics, engagement, location, content style, brand alignment, past relationships, and even logistics like inventory or venue capacity all come into play. 

So while getting included can feel a little elusive from the outside, it often comes down to how creators engage with brands and PR teams over time. The good news is that there are a few simple things that can make a meaningful difference. 

Show the Love (Yes, We Notice) 

As creepy as it sounds, we’re always watching you! PR teams and brands are always paying attention to who is organically showing and tagging the products they genuinely love, long before gifting ever enters the picture. 

Whether it’s a favourite beauty staple in your routine, a get-ready-with-me, an empty you’ve repurchased, or a casual Story mention, these moments help paint a clear picture of authentic brand affinity. They show us how products live naturally within your content, and those organic touchpoints rarely go unnoticed. 

Consistently tagging brands, whether gifted or self-purchased, makes it easier for agencies to connect your name to a brand when opportunities arise. 

Help Us Help You 

Things move quickly behind the scenes and lists are often built under tight timelines — usually with Instagram and TikTok open across what feels like 45 browser tabs at once. 

Small logistical details can make a bigger difference than creators realize. 

Having your email and location clearly listed, ideally directly in your bio, saves valuable time when we’re sourcing talent. While the email button on Instagram is helpful, it doesn’t appear when profiles are reviewed on desktop, where most outreach lists are actually built. 

If your email only exists behind that mobile-only button, it means grabbing a phone, searching your profile again, opening a new email, and manually typing out your address. Being able to copy and paste directly from your bio may seem minor, but when deadlines are tight, it makes an impact. 

Location clarity is just as important. Listing “Canada” is helpful, but specificity makes all the difference. If we’re planning a Toronto event and can’t easily tell that you’re in-market, we’re unlikely to extend an invite, simply because we don’t know if attendance is realistic. From our perspective, you could just as easily be based in Vancouver or Saskatchewan. 

Clear information removes guesswork, and the less guesswork involved, the easier it is for us to include you. 

Introduce Yourself Thoughtfully 

It’s also worth taking a moment to confirm who an agency is actively working with. While past partnerships may still live on websites or case studies, client rosters evolve quickly. A quick scroll through an agency’s social channels usually gives the best sense of which brands are current and helps avoid pitching collaborations for brands we may not have worked with in years. 

Equally important is reaching out to the right person. While we’re all collaborative, not team members work across everything (and some have little to do with influencer work). Sending the same, generalized request to multiple team members can create confusion rather than opportunity. A thoughtful email directed to the appropriate contact always stands out more. 

PR agencies represent brands, not themselves — so pitching why you make sense for a specific brand will always land better than asking to work with an agency in general. 

Relationships Still Matter Most 

Beyond metrics and outreach, many opportunities come down to trust built over time. This might look like introducing yourself at events, engaging naturally with PR teams, or consistently showing professionalism in how you show up for brands. 

Often, it’s the smallest gestures that leave the strongest impression. I once lent a creator a hair tie at an event, thinking nothing of it. A few days later, she arrived at another event with a small pack to replace it after losing mine. Completely unnecessary, but memorable. 

Moments like that speak to thoughtfulness and professionalism in a way follower counts never could. 

It’s a small industry. Being kind, reliable, and easy to work with goes further than most people realize, and those impressions tend to stick long after the event ends. 

So, How Do You Get on the List? 

The reality is, there’s no shortcut to getting on the list. More often than not, it comes down to showing up consistently, supporting brands you genuinely love, and building relationships over time. 

PR teams are constantly looking for creators who feel like natural partners. Demonstrating alignment, being reliable when opportunities come your way, and approaching collaborations thoughtfully makes it easier for agencies to advocate for you when new opportunities arise. 

At the end of the day, the creators who treat this as a partnership rather than a transaction are usually the ones we keep coming back to.