January 10, 2020
What’s the one thing that makes a creator stand out to potential brands – the one thing that convinces brands that you are the right influencer for a collaboration?
We’ve got two words for you: Media kit.
No, it’s not a terrifying thing. Yes, it takes a bit of time and effort, but once it’s ready, you’re set for the rest of your #CreatorLife.
7 Things an Influencer’s Media Kit Should Have
Your media kit is a snapshot of all that you offer to a brand. Here’s what it should have:
1. Your reach on the primary platform.
The primary social media is the one where you perform the best. For a video content creator, it can be YouTube or the blog. Highlight the stats for it like this:
YouTube Reach (in the last one month)
- Watch time:
2. Your reach on other networks.
Most content creators are active on more than one social platform. If that is the case with you, include the stats for your other handles. For example:
Instagram Reach (in the last 1 week)
- Average Likes:
- Average Comments:
- Average Views:
- Weekly Impressions:
- Engagement Rate:
3. A short bio.
This is your introduction. It is the first thing brands will read about you. Make it count.
Unlike the dry social media stats and figures, keep it up close and personal.
4. Your target audience demographics.
How does a brand determine if your followers are the type of customers they want to reach? Through your demographics. Include these in the media kit:
- Gender: Female % | Male %
5. Your contact details.
A dedicated space for all your contact details is crucial. How else is a brand supposed to get in touch?
- Website link or social media handle
6. Past brand collaborations.
This is the fun part of your media kit. Include any previous collaborations. From an image of a sponsored post to a snapshot of a paid product review on your blog, give varied examples.
They will not only demonstrate the kind of content you create but also prove that you are an influencer worth a sea of salt.
7. Your mentions, awards and testimonials.
You can gab all day long about how great a creator you are and what a marvelous opportunity you represent to the brand. It’s getting other people to say the same about you that is priceless.
If you’ve got awards, mention them. If a past brand gave you a glowing review, print it.
Simply said: if you’ve got it, flaunt it.
What About a Rate Card?
Creating content takes skill, labour, time and a lot of production expenses. And freebies and products don’t pay those bills! So, don’t be shy about charging brands.
If you’ve reached the #PaidtoCreate stage, it makes sense to include rates in the media kit. It tells the brand that you don’t work for free or gifting basis.
If you’re still at the starting phase of #CreatorLife, you’re most likely clueless about what is an acceptable amount to charge. In that case, don’t include a rate card.
What You Need to Make a Media Kit?
Now that you know what should be in a media kit, here’s what you’ll need to make it:
- A professional head-shot of you, not an iPhone photo a friend took a few years back.
- If you use a logo, get a printable, HD resolution. (Make a note of this bloggers!)
- A bunch of intriguing and eye-catching photo A media kit with just text is BORING! Sprinkle it liberally with images to break the monotony (think: past social media posts).
- Noticed the “(in the last 1 week)” next to Instagram reach? That’s vital. Keep all your stats current. In the digital world, a month can mean 1000 followers jumping to 2000. Update the media kit as your reach amplifies.
- Write down all the influencers you’ve partnered with, all the brands you’ve collaborated with and any publication that’s mentioned you. From the list, pick out the best and include those in the media kit.
5 Tips for Making a Great Media Kit
- The first photo of you on the media kit is like a face-to-face greeting to the brand. Don’t use a long-range shot. Put a close-up.
- Proofread the entire document. Edit it. Then proofread again. It’s your “resume” to brands, you can’t afford it to be shoddy.
- Always, always convert the media kit into a PDF file. Word documents are so not done.
- If you are a beginner and don’t have impressive numbers to show off, include your growth trends. E.g., from day 0 to day 60, my blog visitors have increased by 300%
- Plenty of apps and software (think: Canva) have amazing media kit templates. Use them to create yours.
Creator’s Media Kit = Lifeline
Irrespective of whether you are a budding creator or a veteran influencer with major brands under your belt, a polished media kit is critical. Think of it as your lifeline, something that gives you an edge over other creators.
It demonstrates your value & worth to brands and amplifies the chances of collaborations. Invest in it, painstakingly.