I remember the first time I was told I needed a Media kit. I had no idea about what it was or how could I start my own! What should it say or include? And most importantly, how would I use it?? If you're facing the same questions, read on, my friend!
Nowadays, I use my Media kit almost daily - and I update it twice a month on average. I'm not going to lie, it took me a few months to really understand what I need in there and to find my style. So I want to help you skip that process by giving you my battle-tested advice for the next iteration (or even first!) of your own Media kit.
Let's start by answering an important question:
What is a Media kit?
A Media kit is a document that you send to brands with detailed information about your blog and/or social media. It should include statistics about your audience (reach, engagement rate, demographics), list the services you provide and your rates. It's basically a PDF brochure that tells potential advertisers what they need to know about your audience and working with you.
To give you more context: Media kits have been around for a while, they've been used by traditional media companies to show potential advertisers who they can reach by placing their ads in this particular magazine or newspaper.
- Here's a platform that the New York Times uses to work with sponsors, and this is their Media kit specifically for the Arts and Entertainment category.
- The Economist has a similar tool where you can find out more information about advertising with their different brands: from their rates and policies to the audience demographics per publication. Here's their audience breakdown for The Economist Online.
- Condé Nast doesn't like to share too much publically about the individual readership and advertising rates for their publications like Vogue, Epicurious or Wired - but I've managed to find this 2019 Brand Overview PDF document.
All of the examples above are worth exploring because you might get some ideas about what information to showcase yourself and how to present it.
Why am I using traditional media advertising as an example? Because at the end of the day, Influencers are part of the media landscape now and advertising with them isn't that much different than with a magazine, for example. Brands that are looking to advertise will consider similar factors in both cases: whether this channel engages with their target audience and the potential return on investment.
So now that you understand where the concept comes from, we can continue talking about Media kits under the influencer lens!
Back to Media kits for Influencers:
Your Media kit should function as a summary of your social media presence and the services you can provide. It can also include case studies, examples of your past work and testimonials. Treat this document as a sales tool or think of it as your CV/Resume to get brand deals!
Would you like to see my Media kit? Click the link below to download it!
- I've covered my rates for now as I'm not mentally ready to share that information with the world, but everything else is there!
- My Media kit doesn't cover all of the points listed below, but I'm constantly updating it with new sections. I'm currently working on adding a case study 🙂
Alright, now that you can basically visualise what a Media kit is, let's talk about what you should have in there:
What you should include in your Media kit
1. Information about your blog and mission
Why are you doing what you are doing? Who are you serving and what's the purpose behind your blog/social media presence? It's important to communicate that information to potential advertisers, as this might help them understand whether your values (and content strategies) align.
2. Numbers, numbers, numbers!
Include information about your audience on the different platforms you're creating content for. It's good to include total reach, engagement rates, audience demographics and any other important metrics in your niche. This is your opportunity to show the brand who they can reach when advertising with you.
It goes without saying, but be honest about your numbers, you don't want to create false expectations!
3. Services and Rates
This is your place to list the services you provide (e.g. In-feed Instagram posts, stories, blog posts, YouTube videos, etc.) and how much you charge for them. You don't have to list everything, you can leave some items up for negotiation and create custom packages of content for interested clients.
You can also create expectations in terms of the minimum deals or discounts that you can offer. I've found that I had to increase my minimum rates during the crazy October-November Black Friday build up. The email back and forth was taking up so much time and it wasn't worth it for deals under a certain amount.
4. Policies and Values
Again, it's a great way to communicate and create expectations about what it will be like to work with you. For example, let the potential partners know if don't accept certain types of payment (why do some companies still send checks??).
I think it's always great to include testimonials. They communicate qualitative information about what it's like to work with you and add a nice touch, humanising this potential relationship.
6. Brands you've worked with
That logo section will give you so much more credibility - especially in the eyes of a brand that hasn't worked with influencers too much. It will demonstrate to them that you know what you're doing and there are big brands out there that recognise that.
I like to ask brands whether I can showcase this relationship before I put their logo on my Media kit or my website - and I'd advise for you to do the same.
7. Case Studies and Sample work
Actions speak louder than words and this is a great way to create expectations around what it will be like to work with you! However, it might be harder to showcase this as most of the advertisers might not want you to share the numbers from their campaigns. So proceed with caution and ask before you use the information on your Media kit.
If you're doing some pro-bono campaigns, this might be something that you can negotiate with the organisations you work with! You're giving them free content and promotion - and they allow you to use the stats for your purposes. Win-win!
8. Pictures and Aesthetics
Your Media kit should be an extension of your visual brand. Make sure you use the same colour scheme, fonts, graphics and some of your best pictures on it.
9. Use spell-check
I'll say this again, treat your Media kit as your CV/Resume. Use spell-check to ensure there are no grammatical errors - typos will make you look unprofessional. You can also read it out loud and get feedback from others.
10. Contact information
Yes, you will probably send this document via email most of the time, but this is still good to have. Contact information may include things like your email, website and social media handles.
Congratulations, you are ready to create the next iteration of your Media kit!
If you have any questions, please ask them below in the comments 🙂