As influencer marketing continues to grow, and more brands are looking for creators to partner with, both sides have used a wide variety of different tools to improve communication. For influencers, one of the most important and effective tools is the influencer media kit.
Why? Because an influencer media kit is a great way to showcase who you are, how you work, what you’ve accomplished so far, and what can you offer to the brand you are communicating with. It will also help you to land significantly more collaborations.
In this article, we’ll take a look at how you can build an effective influencer media kit for yourself in 3 steps. We’ll go through where to start, what to consider, what to include, and much more. Let’s get started!
What is an Influencer media kit?
An influencer media kit is a document or a set of materials, or both, that you can use to showcase your personal brand, collaborations, and offerings. You can think of an influencer media kit as your professional resume as an influencer: it will usually include key information about your background, your career so far, some key metrics like audience size and demographics and engagement rates, as well as a list of some of your previous partnerships, the pricing of your services, links to your profiles, and any other information that you think might be important to share. It should be structured, visually appealing, and up-to-date information about your work and projects.
A well-crafted influencer media kit can be the first step for you to introduce yourself to brands, show them your style and skills, and make the first step towards building long-term relationships with them. And all of this can be done in a highly organized manner, which can then help you to track what’s been working best for you in terms of attracting potential business collaborations.
Why Do You Need an Influencer Media Kit?
But before we dive into how to make the perfect kit for yourself, let’s take a look at why exactly you need an influencer kit and how it can benefit you in your work. Here are a few key reasons:
- Provides information about you – An influencer media kit makes the key information about you accessible in one place in a structured and easy-to-navigate way. It can help the brands to understand your niche, your style, your audience size and demographic, as well as get a sneak peek into your past collaborations, which can help them determine if you’ll be a good fit for one another.
- Showcases your personal brand – Apart from providing information about you, influencer media kit is also a personal branding tool that showcases your personal style, your strengths, as well as your value proposition.
- Showcases your professionalism – A well-crafted influencer media kit helps you to present yourself in the best way possible. It also sends a signal to the brand that you take your potential collaboration and your job in general seriously as you’ve taken the time to decide how to present yourself. This can help you make a lasting impression, and stand out among other potential candidates.
- Save time – Another benefit of influencer media kits is their efficiency: they can help you to save a significant amount of time when getting in touch with brands. This can help you streamline the communication process, as the brand will have all the key information about you and your work in one place.
How to Create Winning Influencer Media Kit in 3 Easy Steps?
Now that you have a better idea of what an influencer media kit is and how you can benefit from it, let’s take a look at how you can create one for yourself. Luckily, once you get a hold of it, influencer media kits are quite simple to make, and you can create one in three steps.
Step 1: Understand the Goal
The very first step of creating your very own influencer media kit is to understand why exactly are you doing it. Defining and understanding your goal will then guide you through the next steps. Here’s how you can understand the main goal of your influencer marketing kit.
What do you want to achieve?
Ask yourself what it is that you are trying to achieve through your influencer media kit. Are you looking to raise awareness about yourself and improve your visibility among the brands, or are you looking to land partnerships? This is a key piece of information that will be the cornerstone of your influencer media kit and will help you to craft a kit that will align with these objectives.
Define your brand
Next up is defining your brand and what it stands for. Understand your values and personality, and define your mission. Once you know this, you’ll also understand what types of brands you want to work with, and what types of collaborations you are looking for. Understanding this will help you to then craft an influencer media kit that is consistent with your goals, interests, and values, and will help you land just the type of collaborations that fit your brand.
Identify your niche
Your niche is the specific topic of interest that you have, and have grown a community around the same interest. If you have some experience as an influencer, you probably already know your niche. For example, if you are creating content related to fashion, your niche is fashion and beauty, and your audience is most likely to be interested exactly in that. And this should be clearly reflected in your influencer media kit. Whether it’s sports, travel, or vegan cooking, it’s important that the recipients of your influencer media kit are always aware of which industry you operate in.
Outline your unique selling proposition (USP)
Your unique value proposition (USP) is what makes you, well, unique. It is what makes you stand out among other influencers in your niche. Clearly define how you are different, in what ways your values align with the brand, why you think your partnership will be mutually beneficial, and, finally, what will your partnership bring to the brand.
Step 2: Create Valuable Content
Next up is the content that you should include in your influencer marketing kit. Here, you’ll have some room to play, because you’ll want to emphasize your strong sides, so you can opt to include some information while omitting others. However, there are some things that you’ll want to include if you want to have the advantage of getting the collaboration.
Your bio section is the first thing brand representatives will see when they open your influencer media kit, so it’s imperative that it makes the right impression. The goal of this section is to “sell” you as an influencer in the best way possible so that brands set you apart from others.
Typically, your bio is the first page of your influencer media kit. Don’t waste space on opening pages with your name and photo, but jump straight into it. Instead, briefly explain who you are and what you do, but make sure to cover everything important.
Your Social Media Accounts
This one goes without saying. The links to your social media platforms need to be in your influencer media kit, preferably in an interactive clickable format, so the viewer can head straight to your accounts.
Chances are, you have several social media accounts, and not all of them are as active as others. We would recommend including the most active 3-4 social media platforms that you have, in the order of activity. If you have a blog or a website, make sure to include links to them too.
When considering whether to cooperate with the creator or not, one of the main things brands take into consideration is their demographic: your niche must match theirs. So it’s crucial that you add this information to your influencer media kit.
To do this, you need to first understand your audience. If you are a seasoned influencer with an established base, you probably already have a pretty good idea of who your followers are, where they live, what they like, and other details. If not, most social media platforms provide very detailed analytics on the age, gender, and location of your followers. To these, add factors such as the interests and preferences you’ve noticed your audience to have.
Once you’ve identified who your demographic is, you need to present it. Visual representations like graphs or pie charts are the better ways to go: they are eye-catchy, easy to read and highlight all the critical parts.
Tip: Whenever there is a need, make sure to provide context. For example, if there are any interesting changes in your demographic and you think it’s relevant to the case, allocate some space to tell about this.
Let’s talk numbers! The statistics and performance of your social media channels, or one single channel you concentrate on, should be in your influencer media kit. For example, if Instagram is where you direct your efforts, make sure to include the number of your followers, the reach and impressions of your posts, their engagement rates, the number of views on your reels, and other metrics. Make sure to also include some weekly and monthly performance information.
You can gather all that information easily in the Instagram analytics, or the analytics of any other social media platform you are using.
Once you have it, present it in an easy-to-understand and straightforward way. You can also include a few screenshots from your analytics page to be more trustworthy. If this is your first collaboration, the brand representatives will probably check your account themselves, so it’s an advantage that you are the first one to present them with the information they need.
If you use a few platforms as part of your content creation efforts, make sure to include the same information for each of them.
If you’ve been an influencer for a while now, you probably have a few collaborations under your belt. If this is the case, make sure to share them in your influencer kit!
Sharing your collaborations with other brands will give the companies you are reaching out to a sense of you at work. They’ll have a better perspective of what is important to you in your work, how professional are you in what you do, and what is your cooperation style.
If you can, make sure to additionally include a couple of testimonials from brands and companies you’ve worked with. Much like any other profession, a good recommendation can work wonders for you. It’ll give the brands an insight into how collaboration with you worked with others and what they can expect.
In case you don’t have any testimonials, you may email a few of the brands you’ve worked with recently or collaborated closely with, and ask them if they’ll be willing to give you a testimonial that you can include in your influencer media kit. Stick to just one or two specific yet on-point testimonials, and place them strategically in your kit in such a way they stand out, but don’t overcrowd the page.
If you plan on running any paid ads or boosting your promotional posts, make sure to include it in the pricing as well to avoid any misunderstanding or trouble later. Clearly mention how much you plan to spend on paid ads and that you expect the brand to allocate the money.
At the end of your kit, address your pricing. When working on this point, what you need to do is show all types of collaborations that you are offering, and list the rates for each. Clearly mention which platform each collaboration is for since often collaborations on different platforms have different pricing. Doing so will benefit both you and the brand, as you’ll be letting them know directly what your expectations are for your efforts finance-wise, and will give them the information they can use to calculate their expenses and the ROI they can expect.
You’d be surprised how many people forget to include contact information in their influencer media kits! Make sure to add your contact information, like your email and phone number, where they can be easily noticed and accessed. One such location is next to your bio, on the first page of your kit.
These are all important blocks of information that should go into your influencer media kit to catch the attention of the brands. However, it’s also important that you are selective about what you add to your kit: by including too much data, you risk overcrowding your kit. In this case, your kit will no longer be informative but confusing. To avoid this, when selecting what pieces of information to add, ask yourself how that will be relevant to your potential partnership, and what kind of value, if any, it will bring to the brand.
Step 3: Do an Attention-Grabbing Design
The last step is the design of your influencer media kit, a critical step that shouldn’t be neglected. Social media is all about visuals, and a beautifully-designed kit is one more way to showcase that you can craft eye-catchy and stylish visual content, in one form or another.
Here’s how to make sure that your influencer media kit is well-designed and accessible.
Collect high-quality photos and videos that showcase your brand
This one can seem to be a no-brainer, but as a social media influencer, crafting high-quality photos is part of your job. Therefore, the content you include in your influencer media kit needs to be of the same high quality.
Choose some of the highest quality visuals, both images and videos, that you’ve created. Make sure that they showcase your style and your brand as much as possible. These can be informative or educational or other types of visuals, as well as content you’ve created as part of the collaboration with other brands.
Choose an eye-catching template
Next up is the template of the kit itself: you need to have a template that’s vibrant and which stands out. Luckily, you don’t need any special design skills to craft an influencer media kit template from scratch. A large variety of design tools like Canva allow you to easily create influencer media kits by using available templates and editing them to match your needs.
You can also use our free influencer media kit created by our lovely in-house designers. It’s clean, simple, yet eye-catching, and super easy to customize.
Make sure your media kit is easily accessible
Lastly, you need to share your influencer media kit in such a way that it’s accessible for the recipients and easy to view. Here, you can opt for sending out a file or keeping your kit in the cloud.
In case you decide to go with sending a file as an email attachment, we recommend always keeping your influencer media kit in PDF format. This will ensure that your file is displayed just as it was planned, and it will be available on all types of devices.
Alternatively, you can keep your influencer media kit in the cloud. For example, if you’ve used Google Slides or Canva to make the kit, you can share the link to the Slides or to the Canva presentation. Or you can upload your kit to Google Drive or Dropbox, and share the link
Whichever method you choose, what’s important is to make sure that your influencer media kit is open for viewing, and can be accessed in the most convenient way.
To sum it up, an influencer media kit can be an invaluable tool as you work towards establishing your personal brand and landing collaborations. Therefore, it’s important that you take your time as you craft it. Alternate it as many times as possible to find the one that works best for you. And remember that the most important thing is that your kit looks professional. It should showcase who you are, what, how, and why you do it, and what you can bring to the brand as part of your collaboration. And it should be easy and logical to follow. Lastly, all of this should be wrapped up in a nice package of eye-catching design and accessible delivery.
Once your influencer media kit is ready, it will help you to drive business your way significantly more easily, as it’ll give brands more insight into your work. Good luck!
Join the discussion