Ready to lock down your dream brand deal? You’ll need a top-notch influencer media kit.
Keep reading to find out:
How a media kit can engage brands and kickstart your career
How to make your media kit
5 key insights to include to take your endorsement deals to the next level
How To Create An Influencer Media Kit That Converts
SEPTEMBER 01, 2022
by Brooke Elverston Jordan
71% of content creators’ income comes from brand endorsement deals. But in an increasingly competitive landscape - an estimated one billion people will identify themselves as influencers in 2022 - how do you stand out from the crowd and land your dream brand deal?
In this article, we’re taking you through everything you need to know about what an influencer media kit is, why you should have one, and how to make your own.
What is an Influencer Media Kit and Why Do I Need One?
As an influencer, you have the opportunity to work with some amazing brands. But before a brand will want to work with you, they'll want to know more about you and your audience. That's where a media kit comes in.
A media kit is a document that tells potential brands who you are, what you do, and why they should work with you. By including all of this information in one place, you make it easier for brands to see your value and decide if you're a good fit for their campaigns.
A great media kit should include the following information:
Personal Information: Bio & contact information
Social Media Metrics: Platform information & analytics
Audience Information:
Previous Partnerships
Pay Rates
Create Your Kit
Having a well-designed media kit is a key part of landing brand collaborations. Designing a media kit isn’t like writing a résumé: Résumés focus on professional performance. Personality isn’t really a factor. But as an influencer, your personality is tied to your performance, so you can—and should—design a media kit that visually reflects not just what you’ve accomplished, but who you are. Be sure to spend some time making yours look great!
If you're a design professional, you likely have experience with Photoshop, InDesign, or Canva. These are all great tools for creating a polished media kit. If you're new to digital design, there are still plenty of great options available. We recommend finding an easy-to-use template on Etsy or Creative Market and customizing it to fit your specific needs, brand, and style.
Let's get started! The first thing your media kit needs is a bio.
All About You: The Bio
An important component in securing a brand partnership is a well-crafted bio, or ‘About me’ section. This is an opportunity to introduce yourself and highlight your key accomplishments. Be sure to include an overview of your profile, which should at a minimum include your name, contact information, social media handles, and blog or website URL.
Your bio should be brief, but it should be packed with information that will make you stand out to potential partners. Be sure to highlight your unique selling points and what sets you apart from other influencers in your field.
Try to strike a balance between professional and personal: you want brands to feel you’re a trustworthy business partner, but you also want them to get a sense of who you are. If your channel has a unique voice, let it shine through—just, maybe comb its hair a little.
Social Media Metrics
Yay! Numbers. But these are important numbers. In fact, these numbers are likely the reason a brand will reach out to you in the first place.
Brands know that your stats aren’t the only factor for a campaign’s success, but they still use them to understand what you do and what kind of reach you have.
Some stats are more important than others. Here are the ones you want to share:
Total subscribers
Engagement rate
Average viewership per video
Average concurrent viewership
Followers
Number of redeemed subscriptions (new and old)
Subscriber breakdown (specific breakdown of subs by tier)
Views breakdown
And more
Twitter Stats
Your Account dashboard (which features high-level statistics and includes: tweets; impressions; followers; profile visits; mentions; and tweet highlights)
Your tweet activity dashboard (metrics for every tweet, exactly how many times people have seen, retweeted, liked, and replied to each Tweet).
A reminder: Be honest! Brands can easily review your stats using tools like HypeAuditor or SocialBlade. Sending them your stats saves them time, but if they choose to review them, you want to make sure everything matches up.
Audience
The audience section is the most important part of a media kit. According to Influencer Marketing Hub, an influencer's relationship with their audience—and the fit of that audience with a brand—is an influencer’s most valuable asset. Brands will ask for your audience demographics to get an understanding of your audience and how this matches with their target market and campaign goals. So show them off!
Here are the audience statistics you want to include:
Geographic distribution (where your followers are located)
Age breakdown (how old they are)
Gender
Language
Your viewership statistics likely differ between social media platforms. For example, 50% of your YouTube audience might be from the United States, whereas only 30% of your Twitch audience is from the States. Because of this, you should include social statistics for each platform you use.
Paint a picture. Understand your audience from the brand’s perspective. How does their brand fit with your audience? And, more importantly, be true to your audience. Consider whether or not you can authentically endorse the brand’s product and retain your audience’s trust.
Previous Partnerships
Once you’ve worked with a few sponsors, it’s important to share a list of your brand collaborations.
Why? It gives brands a sense of who you are, what your style is, and how your collaboration might take form. Bonus: it helps your potential sponsor triangulate where in the constellation of your sponsors they might fit.
If you’ve helped your previous sponsors reach or exceed their goals, it’s time to shout about it! Tell new brands how you smashed revenue expectations, drove sales, and did it all with your own unique style with cold hard numbers. Some brands won’t share their campaign performance with you, but if you can access data that shows how you made an impact on a brand’s sales, make sure to share it. Presenting real results that you delivered is a great way to help brands feel confident in hiring you.
Pro tip: if viewers have left positive comments about your previous promotions, include those too!
Pay Rates
The “Pay Rates” section is your chance to share your compensation expectations with a brand. This section should be clear and concise, and it should always be honest. Remember, the goal is to find a mutually beneficial arrangement that works for both parties involved.
In this section, you will specify your:
Deliverables (e.g. 30-second YouTube mid-roll integration, 60-second YouTube pre-roll integration, Twitch brand panel, Twitch chatbot, pinned comment, tweet, etc.)
Compensation requirements: clearly outline your remuneration expectations for each deliverable you’re willing to entertain (e.g. rate per deliverable, per-integration rate, campaign rate, etc.)
Pricing model preferences (e.g. affiliate, product, paid per view (CPM), paid per install (CPI), paid per click (CPC), flat-rate, etc.)
Any other negotiable items (e.g. multi-month extension discount, add-on deliverables, gifted products, collaborations with other creators, etc.)
Don’t know where to start? We recommend checking out our Guide to Pricing & Negotiating YouTube Sponsorships.
Once you’ve determined your rates, be prepared to negotiate. It’s common to provide à-la-carte services for the perfect custom campaign; think multi-month integrations, tweets, and feed posts. Most importantly, remember: everyone should win. There is no one-size-fits-all approach to pricing, and you, the brand, and your audience will all factor into what rates you eventually decide on.
Press Send!
Congratulations! You created your first influencer media kit.
If you want to learn more about navigating the world of content creation, check out the rest of the articles on our blog or contact us.