A professional, well-designed media kit can be the difference between landing that deal with your dream brand and getting ghosted. Since I have experience on both sides of the spectrum, both as a content creator and on the brand side, I’ll be your person on the inside, telling you what an ideal media kit looks like, and what brands actually look for when requesting it.
What is a media kit?
A media kit is a digital portfolio of your experience, analytics and information about your account. It helps brands assess how much they are willing to pay you for a campaign, but it also is your way to leverage your experience and make yourself pop in the eyes of the brands that fit you best.
Additionally, a good media kit makes you seem professional and experienced - which brands love to see. There are many content creators out there, but few are truly professional.
So this is your chance to stand out and prove your worth to brands! Follow these steps for the perfect media kit:
Your media kit structure
Structure is one of the most important things: your media kit needs to tell the story of who you are and your journey, then going into analytics and costs. Your media kit should follow this structure:
1. About me
Begin with a short (1-2 paragraphs) “about me”, that sums up who you are and what your account is all about. Make sure to have all of the following:
- Full name & where you are from
- Your passions and main interests
- How you became a content creator
- Your niche and target audience
- Your main channels
- Examples of brands you worked with
2. About my audience
Now after describing yourself and your channel, talk about your audience and elaborate on what type of content they react well to, what type of brands or campaigns they resonate with, and their demographics. Let’s unpack these in a little more detail:
- Demographics: This is extremely important for brands. Each brand has their own unique target audience - whether it’s audience size in each platform, location, age, or gender. Make sure to include all of it in your media kit - screenshots are a big plus, showing you are not “rounding up” but providing accurate information.
- Preferred content topic: If your channel is all about affordable fashion, write something like “my audience is made of fashion lovers who are looking for stylish clothes with a minimal budget”. Here you can also show examples of your top performing content with screenshots and links.
- Preferred content format: What type of content do they like? Is it a long or short video? Do they react better on TikTok or Instagram? Do they like Instagram stories where you talk to them directly, or do they engage more with infographics? Anything that will be helpful for the brand to decide what type of content they should purchase from you.
Here is where you show your strengths in terms of numbers! Every brand is looking to measure their campaign ROI in different ways. They are looking to measure their marketing funnel, until they reach conversions. Although many brands understand that influencer marketing does not only bring conversions, and provides extra value in terms of trust and brand awareness, these can’t be quantified.
So brands usually look at what can be quantified. Make sure to be honest about it! You have to set expectations. If a long-term partnership is what you’re looking for, brands will ultimately know your real numbers. Adding a few thousand impressions or flattering your CTR will only sabotage the rest of the partnership.
For each of the following make sure to include either an average from the past month, or the past three months. You can decide which one is more flattering to your numbers. But keep in mind that recent is always better.
- Add your average impressions for each type of content you create: avg per reel / story / static post etc.
- Your average engagement / engagement rate (likes + comments divided by the number of impressions). You can add some screenshots of comments or DMs to show how engaged your audience is.
- Add your average number of clicks and your click through rate (how many clicks your post generated, divided by the number of impressions it got, x100 for a %). Show a screenshot example of your top performing sponsored campaigns.
- Discuss what types of brands and products work best with your audience to help potential partners decide if they think you’re a good fit.
- A bonus tip from me: don’t purchase any followers or pay to get fake engagement - although bots may be a quick and easy fix to boost your analytics in the short term, it will harm your growth and ruin valuable campaigns. Keep your account authentic and natural.
4. Price rates
How should you price yourself? This is the million dollar question! There is a lack of transparency in the creator industry in terms of pricing, but don’t worry, I’m here to share the secrets.
When companies and brands decide what funds to allocate to which channels, or in other words, determine how much they are willing to pay you for your content, they use the term CPM to standardize all of their marketing efforts.
CPM is the Cost Per Mille, meaning the cost for 1000 impressions. How much am I willing to spend in order to get 1000 impressions for my ad? In digital marketing, the CPM is usually low and goes around $10. In influencer marketing, there are additional costs like production, and there is also additional value of authenticity and word of mouth.
That’s why an attractive price to give a brand is anything under $100 CPM. Meaning, if on average your posts receive 10K impressions, you should charge no more than $1000 per post.
But if we go a bit more in depth, story slides for example, are generally seen by the same users. Let’s assume each story receives 2K views, and you uploaded a 3 slide story. One may argue these are equal to 6K impressions, but most brands do not look at it the same way. They’ll approach it as 2K unique impressions, so factor that into your pricing.
A great tip for creators is to make a Rate Sheet with bundles, for example - a one time reel that generates around 20K impressions will cost $2000, but if you book one reel a month for 3 months it will cost you $4500. This encourages a long-term partnership.
Make sure you give prices for all the types of content you offer as well as for usage/whitelisting, and leave a space for “ask for a custom offer” to show that you are willing to negotiate. Another pro tip is to make your rates 20% more expensive than the price you are willing to accept, so you will have room to negotiate and show them that you’re willing to meet halfway.
List the 10+- biggest brands you’ve worked with, show case studies of past successful campaigns, explain why you think they were successful and share some analytics. If possible, try including a quote from a previous brand you worked with.
This will both help to build trust amongst your clients, and will show them you are a professional and experienced creator. Also, this will indicate to similar brands that a campaign with you is more likely to be successful.
6. Bonus tip: Let brands know you're insured
A recent survey conducted by Notch found that 84% of influencer marketers would prefer to work with an influencer who has Instagram insurance against hacks.
There are multiple reasons for this, according to our survey: primarily, marketers are worried by the potential brand damage they'd suffer should they be associated with an account that gets hacked. After all, many hackers use stolen accounts to scam followers and hack other creators. Marketers' second most common concern about hacks is the disruption to their influencer campaigns and wasted budget.
By getting insurance against hacks, you can demonstrate to brands that you're a professional creator and reassure them that you have a team ready to help you retrieve your account if you get hacked.
Get insurance against hacks and focus on landing your dream brand deals