If you’re reading this article, you must be an aspiring content creator or a member of the industry. If that is true, brands probably reached out to you to ask for your or your client’s media kit, but how are you even supposed to know what they’re looking for?
This article is all about that! 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.
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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:
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:
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:
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:
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.
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.
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.
And that’s it for now! If you liked my tips, feel free to share your media kits with me at email@example.com! I’d love to see them and give you my feedback.
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