An influencer media kit is an easy way for influencers to show potential brand partners who they are. It’s a business card combined with a resume combined with a portfolio, and contains everything a brand needs to know about you in order to work with you! A well-put-together kit will show brands that you’re serious about your work, have a history of success, and will almost certainly make you stand out from the crowd.
With hundreds of influencers contacting any given company it’s no surprise that you’ll need a little extra something in order to get noticed. Influencers can be big or small, but a media kit helps show how effective you are regardless of your audience size. Here we’ll be going over some of the best practices for making your own influencer media kit, so that you can get out in front of your favorite brands! Cover photo by: Mateus Campos Felipe
What to Include in Your Influencer Media Kit
The first thing a brand should see when they open up your influencer media kit is a short bio of who you are. What should you put in your biography? Make sure you include your name, your brand name (if different), the type of content you create, and what your missions and goals are. “Getting more followers” is not as good of a goal as “empowering people to be adventurous” so give some serious thought into why you do what you do. Along with our description, include a photo of yourself. It helps to put a face to the name. Contact information is also important, so put this on the front page along with your biography.
You may want to include your location, your age, relationship status, other jobs, and other interests. These things can help companies understand you even better, and may be important depending on what the brand is. The less they need to ask you about, the better. Make it easy for them!
Short of actually looking at your profiles to see what your engagement looks like, brands will rely on you reporting your stats. Include all of the platforms that you’re active on, your follower count for each, and other data points like views or engagement rates if applicable. Numbers aren’t everything but they are certainly a good starting point. Put extra focus on your primary platforms as well. Don’t worry if you think that your follower count is low, because micro-influencers and nano-influencers are more popular than ever for brands. Your level of engagement is even more important!
If you run a blog, your blog stats are super-important. You will also have access to a lot of stats through your site analytics. Website traffic, traffic sources, best-performing content, traffic demographics, and bounce rate will be valuable for potential partners.
If you’ve done influencer work in the past, it should be included in your influencer media kit. Brands will appreciate knowing up-front if you’ve worked with a competitor. And they can easily see that you have a catalog of previous brand deals that went over well. Proving that you have a positive track record can remove a lot of the concerns that a marketing team might have about you. Include engagement rates for the sponsored posts, link clicks, and conversion rates if applicable. This is also where you should put any testimonials that were given by previous partners.
Social media platforms are fairly detailed about follower demographics and brands want to know. The brands need to know that your audience is a good fit for their products. You may think so but the brand may believe differently. Gender, age, and location are all important to know and will impact a decision to work with you. For example, a female-oriented makeup brand likely won’t want to work with an influencer who streams Call of Duty gameplay and has a mostly male audience.
Interestingly enough, studies have shown that 93% of influencer campaigns on social media are conducted on Instagram, so you should try to include Instagram stats if possible. And maybe make sure that you’re active on Instagram depending on what brand you’re trying to work with.
Graphs and Charts
Bigger brands will want to see screenshots of your Instagram or Google Analytics in order to confirm your claims. Smaller brands might be okay with a more informal presentation of your stats. You can really get creative and on-brand with it. But again, a larger company is more interested in screenshots so they can directly compare between different influencers.
How to Create an Influencer Media Kit
Before you put anything into your media kit, you’ll need to decide on a look. This includes colors, fonts, and the style of imagery used. If you already have a clearly-defined brand then this won’t be hard. It should represent your personality and your brand, and show a company what kind of style you have. Are you a travel vlogger that uses pastel colors? Or are you a gamer that deals in dark tones with neon accents? This is going to matter when the company you want to work with is deciding which influencers they should work with. A good-looking presentation should also be expected from an influencer, especially if you’re an influencer on Instagram or another visual platform.
If you have any sort of graphic design skills (or the resources to pay for a designer), you can create your own media kit layout. Or, you can choose from a template. Canva has thousands of media kit templates to choose from which will offer great starting points for you. We’ve covered Canva in the past and it’s a fantastic website and tool to speed up your graphic design process. Play around with various templates in Canva and you’ll soon have your very own media kit!
View related products: Canva Templates
Notes on Looks
Experiment with different sets of fonts. Canva has some preset font collections so you can guarantee you’re using a good-looking combination. Serif fonts look a bit more elegent and traditional while sans serif fonts are more clean and modern. Pick a selection of fonts that fit your brand and are easy enough to read.
When selecting portfolio examples to use, make sure they look good on the page. They should match with the colors that you’ve picked for your kit. Unless you’re just using screenshots, data should be presented in ways that match your aesthetic. This includes colors but also the overall style. Get creative with data graphics and make sure that they make sense with your design. There are plenty of creative ways to show your stats and it should feel like a natural extension of the rest of your influencer media kit.
Influencer marketing is alive and well with no signs of slowing down. Having an up-to-date influencer media kit is essential because a brand may reach out to you at any point! Be ready for any great opportunity that falls into your lap, and impress the world’s best brands. Good luck out there!