The connection request (~300 characters)
A: Hi [Founder] — I run [Studio], a creative studio doing AI-native UGC + content. Noticed [gap] at [Brand] and had a couple of ideas — would love to connect.
B: Hi [Founder] — really like what [Brand] is building. We're a creative studio making AI-UGC ads (dozens of on-brand variations, fast). Have a concept or two for you — would love to connect.
The first message, after they connect
A — gap-led: Thanks for connecting, [Founder]. Quick reason I reached out: [specific, concrete observation]. We're [Studio] — a creative studio. We make AI-native UGC ads: dozens of on-brand, creator-style variations in days, at a fraction of a shoot. Happy to mock up 2–3 for [Brand] so you can judge the quality first — no cost, no obligation. Worth a quick look?
B — proof-forward, shorter: Thanks for connecting, [Founder]. We put together a couple of sample AI-UGC ads for [Brand] on spec — [one-line gap]. Rather than pitch, I'd sooner just show you: may I send them across?
Why LinkedIn tone differs from IG
Same structure, more formal register — full sentences, no lowercase-casual, and never mention where we're based unless asked (and if asked, "Singapore-based" is enough).