How to create an Influencer Media Kit (Guide + Free Template)
Updated: Mar 20, 2020
There's been a big buzz going around these days when it comes to influencer media kits. What are those anyway, you might wonder?
A media kit is a short presentation to brands about yourself as an influencer. You should view it as a combination of your business information and resume.
For those who are taking their influencer business seriously, a media kit should represent factual reasons as to why brands would benefit from collaborating with you.
Having a media kit can be of crucial importance when it comes to landing those long-awaited collabs, which is why we at Vimma have decided to create an Influencer Media Kit Guide! Here you'll find all the necessary information about what you should put in there, as well as a little FREE media kit template!
What should a successful influencer media kit include?
Glad you asked, my friend! Before I share these important tips with you, there are still some equally important things I want to tell you.
When creating a successful influencer media kit, you're doing two main tasks. Those are writing the content of your media kit, and then... designing it!
The design of your media kit plays a massive role when it comes to how perceived are you by your desired brand. All the effort you already dedicated (and still are) to creating your perfectly aesthetically-pleasing Instagram feed is the same effort you should take upon to designing your media kit. After all, this is what brands will initially look at when deciding if they should collaborate with you or not.
Don't get scared now, okay? If you're a beginner at designing, that's the reason we decided to include a free media kit template that's completely editable in Canva. And Canva too is free for use.
Now, let's hop on to the media kit content first. We'll divide this into five parts. For now, let us address the first thing a brand should see on your media kit.
Your Business Information
Imagine yourself getting a pitch offer from an influencer that wants to get featured on your Instagram page. What is the first thing you'd want to see? Well, who are they, what do they do and how can they be relevant to you and your Instagram.
That being said, the same goes for brands. The first thing brands want to see is who are you and what it is that you can bring to the table. In that spirit, here are the checkpoints of a nice business info section:
Your headshot (relevant to your niche);
About you (sentence or two about where you're from, age, interests)
What do you do (explain your passion about the niche and what do you plan to achieve with it)
What kind of collabs are you open for?
A strip of your niche-relevant photographs.
An eye-catching headline should actually be a space where you would say hi to the readers. If there is any special greeting that you use to address your followers on Instagram, it could be nice to do it in the media kit too. If not, write a "Hi" headline in a way that sounds natural to you. Don't dwell on it too much. You can say something as simple as: "Hey there, I'm (your name)"!
When it comes to the headshot, you'd want to put a professional image of yourself relevant to your niche. For example, if you're a fashion influencer specializing in clothing for petite women, then use a photo that conveys such effect. And of course, keep it tasteful!
Contact information is only logical to be put in this section. Just imagine yourself creating a resume you'd sent for a job application. Your potential employers would need to know how to reach you, right?
The "About" section should include a sentence or two about where are you from, your age, and your interests. The part about interests should be used as a nice transition to say that's where your passion for your Instagram niche derived.
The next section would be where you tell them what it is that you do. This is where you further, in one or two straightforward sentences, explain your passion about the niche you're in and what are your goals with your nice (e.g. to help millennial mothers juggle their careers and motherhood through simple, everyday tips).
An additional, but not necessary section can be to tell them what kind of collabs you are open for. E.g. product review, paid collaboration, attendance of events, and so on.
Your Social Media Stats
Now that we got your basic information good and covered, it is time to draw your brands further in with some numbers. And those numbers are your social media stats.
This section is (and should be) about your achievements across all of your relevant and active social media networks.
Why is this relevant? For starters, this is where you show them the way you can bring awareness to their brand. It just won't cut it if you say how much you love their brand. It's about how appealing your content is to the audience, and therefore, how relevant your impact is.
When it comes to important numbers in social media stats, this is what you should say:
Your follower/subscriber count;
Monthly view (if it's Pinterest);
These are basic info, but the first thing brands look for. And hey, don't lie here about these, okay? Brands DO check up on you, and they do use services that can calculate your engagement in mere seconds! Trust us on this one.
Special note: If you're promoting your Instagram stats, make sure to also add your weekly impressions, average story views, saves of your content, comments, and likes.
Naturally, what comes next is to showcase your demographics. Here is where you include information about your audience, or specifically:
The most used languages.
If there is a possibility for you to include more in-depth stats, you can also add an approximate income status, as well as the level of education.
Important to note: make sure you separate your demographics per social media network. E.g. your audience demographics for Instagram might defer to the one you have on Facebook or your blog, and may or may not be more relevant to the brand you're pitching.
CTA - Call to Action Section
This would be a space for you to create a stunningly appealing image with a call to action. That would be a segment where you would invite them to join you for a potential collaboration. There will be an example in the media kit template we've created for you.
This is optional as some of the influencers have never worked with brands before, which is why we are keeping this section separated. If you have done collaborations or partnerships in the past, then this field is mandatory.
In this section, you should note all the brands you've previously worked with. If it is allowed to disclose that information, you should put the results you achieved with the campaign you did. We're talking numbers like impressions, reach, and website clicks. If you've had a personal code for a discount, you might be able to get the number of times it was used.
You've never done a collab before? Create a portfolio instead.
A portfolio of your top three Instagram posts (that are relevant to your niche and brand you're pitching) should include your stats such as reach, impressions and website clicks (if applicable). This is in case you've never done a campaign before, so instead of that, you can put your most successful Instagram posts where you feature relevant statistics as you would for your collaborations. This way, you're showing to the brand your value, importance, and the way you're affecting your audience.
We're aware that not all of you have your websites, which is fine! But if you do (and if they are curated nicely), then they should find a place in your media kit. You're your own boss when it comes to your website, which will show the brand the way you create and manage your content.
Make sure to also provide stats and demographics for your website.
Just like in a well-crafted resume, you'd want to emphasize any special skills and give a short explanation of your level at them. For example, you can put you're exceptional at video editing, or in Photoshop. Maybe you have an award in freelance writing? Whatever can give you an edge when it comes to skills you own, you should put it! There is nobody else to speak about your qualities but you!
If you're an established influencer with several campaigns under your wing, then you've probably discovered how much your services are worth.
How to properly price your services as an influencer is a tricky topic which we will discuss in-depth another time. For now, here are quick checkpoints for determining the approximate worth of your work:
How many hours on average do I spend on producing the content?
How much money do I spend on average for supplies necessary for content creation?
How many hours do I spend in brainstorming the content?
It isn't necessary to put your pricing list in the media kit if you're not a seasoned influencer. If you are a beginner and still desire to put a price to your work, make sure to also say something along the lines of: "Prices and type of content produced can be negotiable". This is only as a way of "buttering up" the brand in case your previous collabs are low in number (or non-existent).
Now, with that being said, don't ever consent to a price you're truly not satisfied with! Try finding a middle ground and don't take just about anything that comes offered to you. Always keep in mind that, at the end of the day, your influencer sponsorships might be paying your bills. Treat it as a business and it will become one.
Designing Your Influencer Media Kit
Your media kit should convey the design tone of your Instagram feed. Brand your media kit the same way you branded your Instagram feed. What we mean by this is that you should use the same fonts, color palette and style of photography as you did in your Instagram feed.
If you struggle with keeping a consistent Instagram theme in your feed, it might be because you haven't discovered propper editing apps that can help you with that. That is why we wrote an article about 21 amazing photo-editing apps that every influencer should try. Make sure to check it out, as staying consistent in your photography style is very important when creating your media kit template!
To be honest, the best results you would get with content creation (or media kit creation in this case) is by learning to work in Adobe Photoshop or Illustrator. There are endless ways you would be able to customize your content. But, it does come with a price (money and time-wise), which is why our second-best option is Canva! This online program is free to use for all users and highly adaptable to beginner needs, as it is pretty much only drag-and-drop.