How to Get PR Packages as an Influencer: Step by Step (2026)
Short answer: You get PR packages by having a clear niche, a profile that shows who you are and a media kit, and by reaching out to brands that fit you yourself, with a personal pitch or by applying to campaigns. Your follower count matters less than you think. Don't forget two rules in Sweden: the post must be labelled as advertising, and products you keep are taxable.
What is a PR package?
Products a brand sends you so you can try them and show them to your followers. There are two kinds:
Unsolicited: packages that turn up without you asking. You decide whether to show them.
Agreed: you and the brand have agreed that you get the product and what the brand hopes for, such as a post or a story. It is a collaboration, even if no money is involved.
What brands look for
Brands rarely choose on follower count. They ask whether your audience is their customers, whether your content looks good with their product, and whether you are easy to work with.
The right audience: age, gender and country that match their customers.
A clear niche: it should be obvious what you make content about.
Engagement: followers who comment and ask, not just scroll past.
Good content: thoughtful photos and videos with good light. No pro camera needed.
Reliability: you reply, deliver on time and label ads correctly.
On Unwrappa, the creators brands have approved so far have a median of just over 7,000 followers, and accounts under 1,000 followers get approved too.
Step by step: how to start getting PR packages
1. Decide on your niche
Look at your last 20 posts. Is there a common thread? Skincare, everyday cooking, fitness, interiors, parenting. The clearer it is, the easier it is for a brand to see that you fit.
2. Make your profile clear
A bio that says what you do and where you live, for example "Sustainable everyday life in Gothenburg". Add an email address so brands can reach you.
3. Create a media kit
One or two pages with your bio, followers, engagement, audience and content examples. Read what a media kit should include.
4. Post regularly
Brands scroll through your feed before deciding. An active account with consistent quality shows their product will actually be seen.
5. Reach out to brands that fit
Start with brands you already use and like. Tag them when you show their products, follow them and engage. Smaller and newer brands say yes more often than the big ones.
6. Send a personal pitch
Short, specific and about the brand, not about you. Why do you fit them? What do you want to create? Read how to write a pitch with ready-made templates.
7. Deliver and follow up
Show the product as agreed, on time and clearly labelled. Say thanks and send a link to the post. A happy brand often comes back.
Two rules you need to know
Ad labelling
If you get the product as part of a collaboration, it counts as compensation, and the post must be labelled so everyone understands it is an ad straight away. Write, for example, "Reklam från @brand" (Advertisement from @brand) at the start of the caption or use the platform's label. Read the full ad labelling guide.
Tax in Sweden
Products you keep are taxable at market value, meaning what you would have paid in a shop. That includes unsolicited packages. Products you return or never collect are not taxed, and neither are simple promotional items handed out to the public. Discount codes are taxed when you use them. Keep records of what you received and what it was worth for seven years.
You only have to file a declaration if your total income for the year, salary and everything else included, is over SEK 25,041 for 2026. Most people with a job already earn more and should include the value in their declaration.
Common mistakes
The same message to everyone. Brands spot a copied pitch instantly.
The wrong brands. A luxury skincare brand when you make gaming content shows you haven't done your research.
Asking for money in the first message about a PR package. If you want to be paid, suggest a paid collaboration separately.
Forgetting the label. It is your responsibility too, and brands check.
Not replying. An unanswered message or invitation costs you the next collaboration.
How to get PR packages through Unwrappa
Create a free profile. It works as your media kit, and our team reviews every profile manually before you can apply.
Apply to campaigns. Brands publish campaigns with a product, what they hope for and the profile they want. There is no follower minimum on the platform; each brand decides for itself. Free gives you 5 applications a month, Plus 30 and Pro unlimited.
Answer invitations. Brands can invite you directly. You have seven days, but answer sooner: while an invitation has gone unanswered for more than three days, you can't apply to other campaigns.
Get the product. When the brand approves, your address is shared automatically and they ship the package.
Post and mark as delivered. Publish the content, labelled as an ad, and add the link in the app.
Frequently asked questions
How many followers do I need to get PR packages?
There is no minimum. Brands that work with smaller creators care more about niche, audience and content. On Unwrappa, accounts under 1,000 followers get approved too.
Do I have to post about the PR package?
If you and the brand agreed on a post, yes. An unsolicited package is up to you. Be honest if you don't like the product; a friendly message is better than a post you don't stand behind.
Do I have to pay tax on PR packages in Sweden?
Yes, products you keep are taxable at market value, including unsolicited ones. If you send the product back, it isn't taxed.
How do I label a post with a PR package?
Write "Reklam från @brand" or "Betalt samarbete med @brand" (Paid partnership with @brand) at the start of the caption, or use the platform's label. Avoid "i samarbete med" (in collaboration with).
Can I get PR packages without F-skatt?
Yes. Without F-skatt (Swedish business tax registration) the brand may have to pay employer contributions on the value, and you include the value in your declaration. Some brands prefer creators with F-skatt.
Is it free to get PR packages through Unwrappa?
Yes. Your profile, applications, invitations and chat with the brands you work with are free. Plus and Pro give you more applications and better placement.
Sources (in Swedish)