What (Exactly) to Include in your Media Kit

Influencer Tips

July 26, 2021

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This blog post covers what (exactly) to include in your Media Kit as well as why you also need a One Sheet, if you don’t have one already!  

So, let’s face it, if you’re serious about building a career on social media, you need to have a killer media kit to share with the brands you want to work with! SO today I’m sharing how you can easily create your own influencer media kit, and what (exactly) you should include in it.

Keep reading, or learn what (exactly) to Include in your Media Kit on our YouTube Channel.

Because, remember, whether you’re a nano, micro, macro, or mega influencer, an up-to-date, current Media Kit is something you need to have on hand at all times! 

So starting now, I’d like you to think of your media kit as your business card, CV, and creative portfolio of work all in one document.

What (Exactly) to Include in your Media Kit

Whether you’re a blogger, influencer, YouTuber, or creator of any kind, you want to have a document that represents all of your work, your achievements, and your future goals.

And to be honest, this is important to have whether brands approach you, or you’re pitching to brands. Having a media kit will make you stand out.

Another reason why sharing a Media Kit with brands is important is it gives you the chance to share your unique story! It literally features key info about you and your audience, by listing important demographics, social statistics as well as any website traffic statistics. I also highly recommend you include any previous media contributions or publicity you’ve earned! 

So what exactly should your Media Kit include? 

  1. 1-2 photos of you
  2. Your Logo (if you have a blog)
  3. An “About the Influencer/Blogger” section
  4. An “About the Blog” section 
  5. Your current audience demographics
  6. Any unique Services You Offer (for example, blog writing, product photography etc)
  7. If you have a Blog — Traffic Statistics
  8. Your current Social Media Statistics
  9. A simple “As Seen In” section to mention any press coverage
  10. A “What Others Are Saying” section, any include all positive references 
  11. Your Contact Info

Side Note: While some Media Kits templates have an area to include previous brands you’ve collaborated with, you may want to leave that info out. The reason for that is pretty simple – some brands may choose not to work with an Influencer if they’ve previously collaborated with their competition!

Because of this, I say, don’t risk it!

Instead, I suggest adding a category on your blog or (or create a simple landing page if you don’t have a blog) called “Collaborations” and include all of your previous partnerships and campaigns there. This way, if a brand is really curious they’ll do the searching. If not, you won’t be written off immediately if you’ve previously collaborated with their competitors.

And… To be fair, not all brands will write an influencer off simply because they previously collaborated with a competitor, however since it does happen occasionally I feel it’s best to leave that out. Ultimately the choice is yours!

So let’s chat about the sections, starting with your Bio.

Just like your bio, your media kit bio is extremely important!

It’s the first thing a brand is going to read when they open your media kit, so you want to make sure that it fully represents you and your brand.

In it you want to highlight your personality, interests, and speak about what you’re passionate about.

Next is, an image of your face!

what (exactly) you need to include in your media kit

Now, this should go without saying but, you should 100% include a headshot or a photo of you on your Media Kit so whomever is reading it can put a face to your name!

I also suggest creating a dedicated space for your contact info — including your email address, phone number and social media handles as well as a mailing address where you accept products from brands.

Next is Your Social Stats.

Now, as an influencer, its important to remember that the value you offer brands isn’t based on just stats, so it’s extremely important that youre transparent and share your current social media followers and figures.

Brands appreciate honesty! Plus, with tools like Fohr and SocialBlade, it only takes a brand seconds to find out if you’re being dishonest about your stats.

So if you’re a nano influencer, just remember, it’s not all about having a huge follower count — brands have target markets, and if a brand is super-niche, they may be looking for influencers that reflect their brand mission or match their key business locations. 

So go ahead and show off your audience, regardless of size. I can promise you that brands small and large will approach you as long as your audience is engaged, authentic audience.

It’s a good idea to include your engagement rate on Instagram, and for any of your other social platforms like youTube, TikTok, Pinterest, Twitter, Facebook etc., So include all relevant social media stats. 

This is because, while follower count is important, brands are often more interested in your engagement rate.

Now, are there exceptions, YES. Sometimes brands want exposure, so it makes sense to partner with a mega influencer. Otherwise, they’re going to want to know your engagement rate.

Why? Because when a brand invests in a partnership with you, they want to make sure that your audience is active, engaged, and will respond positively with whatever you post.

So if you haven’t already, calculate your engagement rate and highlight it in your media kit.

The next thing you want to include is Your Demographics.

This is essential. Again, brands have target markets. Meaning, it’s extremely important that you include information about your audience such as age, location, gender etc. in your media kit because this is how brands will determine if your followers are the type of customers they want to reach.

When a brand is looking to partner with an influencer, they will want to understand as much as they can about your niche or target audience. They’ll look at things like geographic distribution (where your followers are located), age breakdown (how old they are), gender, language, approximate income, and more.

Also, remember to include your demographics both for your blog and your social media profile because they’re likely slightly different!

In this scenario many influencers have separate spaces for their blog demographics and for their Instagram demographics for example.\.

Next you’ll want to include Your Blog or Website stats.

Since blog posts tend to have a MUCH longer lifespan than an Instagram post (because they’re searchable on Google) brands might want to collaborate on projects on your website as well.

So by all means, include blog stats! You can find your page views and unique visitor numbers within your Google Analytics account, or you can use a WordPress plugin like JetPack to record your visitors each day.

Also, I recommend including your highest performing blog posts or any other content that went viral (so to speak) with your audience. This helps brands understand what works best with your audience, and simultaneously highlights your skills and creativity.

Next, you’ll want to list any brand Testimonials.

If you’re a long established influencer, it probably isn’t your first time collaborating with brands.

So if you have previous partnership testimonials make sure to share it in your media kit!

Truly, theres no better way to show off your strengths than to share a testimonial from someone who has worked with you — it’s a real insight into your work ethic and how seriously you take your influencer career.

Now, if you don’t have any testimonials on hand but have worked with brands in the past, you can easily email them and ask if they would be willing to give a reference to be cited on your media kit.

On that note, you can also include testimonials from your followers, or blog subscribers. Keep in mind, you don’t need tons of testimonials to make an impact. 

OK. 

Now that we’ve covered what information you should include in your media kit, it’s time to talk about designing your media kit!

When it comes to design, it’s important that your media kit looks and feels like an extension of your blog or Instagram’s aesthetic.

So focus on designing it with the same style, tone, fonts, and color palette and make sure to only include high quality images.

Obviously You have a lot of information to share in your media kit, so try to make it as clean and easy to read as possible — even if that means adding multiple pages.

Ultimately, and here’s a bit of psychology, it’s easier for the reader to digest 3-5 well designed pages, than 1 super-cramped page that’s overloaded with information! 

OK, remember, white space matters, so add a lot of it to your media kit, and keep in mind that people scan more than they read, so please, by all means, highlight your most important information.

OK so that sums up everything you need to know about designing a media kit. 

You can certainly hire a graphic designer to design one for you, or you can use websites like Canva, Creative Market to search for templates that you can use to create one, or create your own using Adobe Illustrator if you’re especially creative.

As for your content, try to keep things simple and to the point. Remember your media kit tells a story about you and your brand, so there’s no need to write a novel! Let your images, stats, and creativity do the talking for you.

Once you’re happy with your design, all you have to do is export it as a PDF so it’s easy to share via email, or you can embed it on your website!

OK so let’s quickly recap. 

A Media Kit is a multipage document, often designed by a graphic designer, complete with photos and statistics summarizing everything important about you and your brand

Within this document you can easily highlight key info about your audience, website, social media statistics, social media profiles and more, proving to brands why they should work with you.

Now, since media kits can range from 2-4 pages on average, I suggest having both a Media Kit and a One Sheet on hand at all times so you can easily send them over to brands on request!

SO, what’s a  one sheet?

A One Sheet is a condensed version of your Media Kit, featuring the most important info brands want to see upfront. In my experience, brands ask for both and typically keep them on file in order to stay in touch with you for future campaigns.

Because, remember, if a brand isn’t currently interested in a partnership with you, chances are they WILL be interested in the future. SO, keep that in mind because I know a lot of you get discouraged when a brand you’re networking with says they’re not interested at the moment. 

The key phrase here is “at the moment”! 

By providing them with your media kit and one sheet, you’re leaving the door open for future partnerships.

Your One Sheet  Needs To Include:

  • 1 Photo of you
  • Your Logo (if you have one)
  • Current Audience Demographics
  • Current Social Statistics
  • Current Website Statistics
  • A Simple About You statement
  • An About The Blog stagement
  • Any Services You Offer
  • Your Contact Info
  • A Press Section

Ok before I go, if your current Media Kit or One Sheet needs an upgrade, check out the links to Canva and Creative Market where you can find pre-designed templates you can use. Again, create your own in Adobe Illustrator. Hopefully this blog post helped you to understand what (exactly) to include in your Media Kit!

what (exactly) you need to include in your media kit

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