To become a successful influencer, it is imperative for you to have a media kit. When you reach out to brands, it is the best way to showcase your work.
Whether you are pitching to a big brand or a mom and pop shop, a media kit is necessary. They help you build credibility by ensuring you put your best foot forward.
A creative and unique media kit can easily grab the attention of prospective clients. Not just that. It can also be the ultimate deciding factor in whether or not you get the contract. Think of a media kit as an opportunity to prove your merit.
What Is An Influencer Media Kit?
An influencer media kit is a digital portfolio that tells your clients everything they need to know about you. It is an opportunity to highlight your achievements and showcase your USP (unique selling proposition).
For anyone trying to build a personal brand, media kits are essential. They are a promotional tool that can help you reach out to clients, showcase your work, and ask for collaborations.
In simple words, a media kit is a mix of the testimonials section and “About Me” page on your website. You can get as creative with it as you want. Add photos, experiment with fonts, and choose different colors. Everything from design to writing should reflect your personality.
There are many free media kit templates available. All you need to do is enter your information into the template.
But these templates are not as effective as custom media kits because they don’t allow you to add your personal touch. Even if takes some more time, you should design your own influencer media kit.
If you’re just starting out in the industry, you may not receive many responses when you send out your media kit. But don’t get disheartened by a lack of replies.
By sending your influencer media kit, you’re raising awareness about your personal brand. This strategy can go a long way to help you build connections in the industry.
Your influencer media kit is important to grow your business and reach. Now that you know what influencer media kits are, let’s delve in deeper.
Here is what you need to include in your influencer media kit to stand out among other influencers:
1. Number of followers on social media
The number of followers you have on social media is the first thing that brands will want to know. Of course, there is a lot more to social media than just getting followers. But it’s still an important metric for brands.
It gives brands a quick idea of the kind of reach your posts can get. In your influencer media kit, you should include all your social media accounts. And mention the number of followers you have on each platform.
Image via HerPaperRoute
Include your social media stats from Instagram, Facebook, YouTube, Twitter, Pinterest, and SnapChat. This can give brands a better idea about which social media platforms you are active on. For instance, an influencer who is most popular on Snapchat may not interest a brand that sells kitchenware.
2. Audience Demographics
Brands are looking to collaborate with influencers who have followers that are similar to their target audience. Only then will the collaboration be mutually advantageous.
For this reason, it is important to provide details about your audience and their demographics. In your influencer media lit, you should try to show your typical audience persona.
Mention their age group, gender, and the country they belong to. If you are a niche influencer, you might also want to mention the interests of your followers. If most of your followers belong to a certain region in your country, you could also highlight that.
However, make sure that all of this data does not look cluttered in your media kit. Organize all the elements in a neat manner.
3. Good Design
That brings us to another essential component of your influencer media kit — good design. Your media kit is an extension of your personal brand. Make it visually appealing and make sure that it matches your overall style.
One of the first things you need to do is to list all of the information that you need to include. Then simplify all the data. For example, if you have 52,421 followers on Instagram, just mention it as 52K. This will help you reduce the the clutter on the page.
Image via Lix Hewett
However, don’t reduce the number of metrics on your page. You don’t want to cut out all of the essential information just to improve your design. That can be counterproductive. Instead, leave some white space between the columns. This will give your media kit a tidier look.
Also, add relevant imagery and photographs to your media kit. Not only does it help make it visually more attractive but it can also showcase your work better.
It can also give brands an idea about your design and photography skills. But avoid adding too many photographs together. This can take away the focus from your work.
4. Website Statistics
A lot of influencers are not only present on social media but they also have their own blogs or websites. If you have your own website, share your website statistics in your influencer media kit. It is great way to show brands the kind of reach you have.
Include metrics like number of unique visitors, page views, total subscribers, and duration of visits. You can use Google Analytics to retrieve this data easily.
Once you get the complete report, take a look at all the metrics and how you’ve performed in each one. Pick the metrics that you are scoring well in and highlight those in your media kit.
Do not forget to showcase these website statistics because they can be an important determining factor for brands for collaboration.
Brands look at multiple profiles of influencers before they collaborate with one. How can you ensure that your profile stands out from the crowd? Add some social proof to your profile.
Include testimonials from previous brands that you have worked with. And if you hosted an important networking event, mention that as well.
It’s important to show brands all of the previous work that you have done. It adds credibility to your media kit. If you’ve done something noteworthy, don’t shy away from flaunting it.
Image via Medium
However, in a bid to impress potential clients, do not include fake information. Be honest. It’s easy to spot and confirm the legitimacy of information you have added in your profile.
If any brand finds out that you’re faking information, it may cause irreparable damage to your reputation in the industry. It’s not easy to undo this kind of damage, so always be sure mention only true information.
6. A Short Introduction About Yourself
Brands who are looking to collaborate with you will want to know a little about you. Marketers have only seen you on screen through your profile. But before they collaborate with you, they would like to know more about you.
They want to know about your background, your values, and your interests. Your influencer media kit is a great place to tell them about it all.
You can summarize yourself in a few sentences and highlight the area of your expertise. Tell them what you do and why you do it.
For instance, if you’re a food influencer, write about why you’re passionate about your niche. Are you a professional chef or a nutritionist? Do you share food content because you like to experiment? Or because you believe in clean eating?
With this information, you can give marketers insights into your personality. At the same time, it can show them why you are a perfect fit for their marketing campaign.
If there are any values that you particularly advocate, mention those as well. Before collaboration, brands want to ensure that their values are in sync with yours.
7. Your Contact Details
The purpose of creating an influencer media kit is to get people to connect with you. So, it’s obvious that you need to include all of your contact information in it.
Mention your work email address, contact number, postal address, social media handles, and your website. Make sure you make your contact information easy to find.
Also, if you change your number or email address, update your media kit. There is no point in sending a media kit if brands can’t reach you with the information provided.
8. Collaboration Options
Also tell brands how you can collaborate with them. In your media kit, include options for collaboration. These can include product reviews, brand mentions, social media takeovers, interviews, vlogs, giveaways, and more.
Give marketers enough options to choose from. Also, showcase how you have collaborated with other brands before. This can give them a better sense of how you can add value to their brand.
If you prefer a specific type of collaboration, mention that. Along with it, also mention why you think it is the best way to collaborate. At the same time, show that you’re open to new ideas. Mention that you are open to any suggestions and would to discuss any new marketing ideas they may have.
A lot of influencers work on a barter or gifting basis. But if you’ve moved past that stage, then you need to share how much your charge. Be upfront about it. It gives marketers a better idea if a collaboration with suits their budget.
All well-established influencers have a fixed rate card for the different kinds of services that they offer. They charge anywhere between $50 to $200,000 per project.
Image via Medium
If you are only starting out in the influencer marketing industry, it can be difficult to state a fixed price. What you can charge for a project depends on your influence and what is required from you for the project.
A lot of amateur influencers make the mistake of quoting their bottom prices in their influencer kit. When you say that your price “starts at $20,” you leave very little room for negotiation.
Marketers know the lowest they can bid. Always make sure you’ve kept room for a good bargain. You will need to negotiate with all marketers, especially if they require a package of services.
How to Distribute Your Influencer Media Kit?
Once you have put all of the elements together, it’s time to send your influencer media kit to the right people. Before you send it out, spend some time to find relevant brands in your niche to partner with.
Make sure you send out your media kit only to people who may be interested in a collaboration. Also, it’s important to check if your values align with those of the brand. If they do, you have a better chance of getting a response.
Avoid sending it in bulk to everyone in your mailing list. Not will it be annoying for others but it will also not get you any responses. Always make an effort to personalize all of the emails that you send out. Otherwise, your email make look like its a part of spam email list.
Influencer media kits can show brands who you are and what you stand for. It’s like a digital portfolio that introduces brands to your work. It’s a great opportunity to make a great first impression.
So, you need to invest some time into preparing and polishing your media kit. To create an impressive media kit, remember to highlight your strengths and keep all of the information in it updated.
Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.