5 Guides for a Kickass Influencer Media Kit
Most influencer media kit articles and free templates don’t cut it — they don’t offer enough substance to show potential clients your unique value and why they should collaborate with you. Many of these same articles are not written by influencers thinking on behalf of an influencer’s best interest. Most advice out there shares the typical 1. introduce yourself, 2. share testimonials, 3. list clients you’ve worked with, 4. list services, and 5. include contact information. We know this. We’re here to share lessons that influencers need to know to help us get paid more fairly. We also share a good template you can use to improve your media kit.
- Good design is good business. Your media kit is a reflection of your brand. Don’t clutter it. Instead of saying “77,044 views”, for instance, simply note “77K views”. This is industry standard, and it helps with decluttering the appearance of the page. We recommend using Canva to make your media kit because they have good design elements. Also remember that clients are busy, so keep your media kit short— no more than 3 pages (excluding the cover page).
Cluttered example:
2. Have comprehensive analytics. Clearly show your reach. If you have a blog, for instance, include your # monthly unique visitors and # monthly page views. You can get this information by integrating Google Analytics on your website.
3. Share information about your audience. A key piece of information most people are missing are which countries your followers are from. For example, “80% U.S. and Canada”. Some companies only ship product to North America, for instance, so this information would be helpful to them.
4. Be up front with your services and pricing, and don’t say “starting at”. Being up front with your services and pricing saves the back-and-forth email frustration for both sides. Influencers are often hesitant to put a fixed number up front, so we often say “starting at” and then provide a custom quote after further discussion — this method sells us short since we’ve just disclosed our bottom line. In our field, clients know they can always negotiate with you and that your number is not fixed. Instead of putting your bottom line $$ on your media kit, we recommend better understanding the market value of your reach and pricing your services accordingly. If pricing interests you, we dive into How to Price your Social Reach in our series about Negotiation Strategies for Sponsored Partnerships.
5. Include detail about your services, so clients can choose something within their budget and know exactly what they would receive to make an informed decision. It’s important to be detailed in telling brands exactly what you can do for them to show that you understand what they need.
The example below isn’t firm on the value offering (use of “starts at”), and the description “Single Instagram Posts” leaves questions about what it means. Is it a shared sponsored post? or a dedicated post? Is there a giveaway included? A sponsored post where a brand wants to be mentioned exclusively can be worth as much as 2x a post shared with other brands.
Great media kit templates are hard to come by because they are normally shared in private conversations. Even templates you pay for may not end up being the best for you, so I’ve decided to share with you what I use. I‘ve had lots of success attracting great clients, and have spent considerable time tuning it over the last few years.
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