As an influencer, you can think of your media kit as your curriculum vitae (CV). It’s a digital portfolio that gives potential business partners a glimpse into your content creation abilities, style, audience and past experiences. In some cases, a brand or marketer may request to view your media kit. In other cases, you might decide to take the initiative and distribute your kit to businesses you’d like to work with. Potential clients can assess your work and then decide if you’re a good match for an influencer marketing partnership.
The most effective media kits are professional and organized but also offer an authentic reflection of you as an influencer. Here are some key elements that belong in any influencer media kit.
Your media kit should open with a brief section that focuses on who you are. Writing about yourself isn’t always an easy task, so consider answering the following questions as you draft this section:
Some questions to answer about yourself include:
- Where were you born and where do you live now?
- How old are you?
- How long have you been an influencer?
- Are you married and do you have children?
- Aside from being an influencer, what fields have you worked in?
- Did you study a subject in college?
- What are your hobbies?
- Do you champion any social causes?
Be sure to mention whether any of these factors play a role in your content creation. For example, perhaps you’re a Colorado-based influencer who takes pictures of rock climbers and local landscapes. Maybe a life-long interest in gaming has led you to become a Twitch streamer. Or perhaps you’re a parent of several children, and you’re inspired to create family-friendly video content. By painting an honest portrait of your personality and values, brands will have an easier time determining if you’ll fit with their image and values.
Remember to include your contact details as well. They can either appear in this section, or in the header or footer of each page.
Social Media Platforms
Marketers and brands will want to know a lot about your social media following. First, list which platforms you’re active on, as certain brands may be looking to target audiences on specific platforms. If a business wants to market to Gen Z, they might find a TikTok or Twitch influencer useful. A business that wants to reach an older audience might be looking for someone who is active on Facebook.
Next, include the size of your audience on each platform. Some brands may prioritize an influencer’s audience size more than others. A large following means greater reach. So, if a business’ goal is to increase brand awareness as quickly as possible, that business will want to partner with someone with a large following.
If you don’t have an impressive audience size, don’t fret. Influencers with smaller followings tend to have higher audience engagement, according to HubSpot.
Brands that want to target niche communities, build a community or create a more personable, trustworthy image will value this engagement.
Remember to regularly update these stats. You want your media kit to feature the most recent information on your audience size.
Brands want to partner with influencers who share at least some overlap with their target audience. With that in mind, any information you can offer about your target audience is useful to marketers. Try to answer some of the following questions on your media kit:
- What’s the age range of your audience?
- What’s the gender ratio of your followers?
- What’s the breakdown of your followers per country or geographical region?
- Do your followers share any common hobbies or interests?
- Do your followers tend to be married or single?
- What’s the average income level of your audience?
- What’s the education level of your average follower?
Uncertain about the demographics of your audience? Consider using audience analysis tools to learn more about your following.
In addition to your social media platforms, brands will want to know about your websites or blogs. Include the address to your website as well as a list of metrics that illustrate its reach. This information might encompass page views, number of unique visitors and the average visit duration. If visitors have the option to subscribe to your site for updates, list your total subscribers. These numbers may be especially important for businesses that are looking for influencers who run blogs.
On a standard resume, you’re expected to list previous job experiences. You should do the same thing in your media kit. Briefly detail your past collaborations, including the name of the brands and the results of campaigns. Did you increase a brand’s engagement rate or number of sales? Mention it in this section.
If possible, include samples of your work. Screenshots of your posts can be especially useful, as they’ll give brands a glimpse at your personal style.
You can also share testimonials from past partners in your media kit. Praise from other brands will serve as social proof and indicate that you brought value to past campaigns. Be truthful and always assume that a brand will check the authenticity of your claims.
Collaboration Options and Pricing
Not all influencers offer the same services. So, include a section that outlines the type of content you’re willing to produce. This largely depends on your skillset and how involved you’re willing to be with the brand. Some influencers simply offer brand mentions or short blog or vlog product reviews. Others are willing to be involved in social media takeovers, run giveaways or create longer form content in video or blog form.
Next to each collaboration option, include pricing information. Pricing is entirely up to you. If you’re a new influencer, you might even be open to accepting free products, instead of money.
When determining the worth of your content, consider what other influencers with similar audience sizes are charging. You should also consider your engagement rates and your expertise with content creation. Avoid listing your starting price, or the minimum amount you’ll accept. Always leave room for negotiation.
Media Kit Design
As you put together your media kit, pay close attention to its design. Everything from the color choice to the font can convey something about your personality. If your website uses a particular color combination, try to stick with that combination for consistency. The same goes for imagery, such as a logo.
Be sure to include a recent headshot. For a more eye-catching media kit, you can also use graphs and charts to help readers visualize metrics. Certain information, such as campaign results and audience demographics, is easier to understand when presented as an infographic. Infographics also give you another opportunity to show off your personal style.
Most media kits will range from one to three pages in length. So, to achieve a clean look, you might need to trim some information and play around with the formatting. Consider using a template if you don’t mind a more generic-looking media kit. To achieve a more unique style, consider experimenting with graphic design.