When creating an online dating profile, you probably don’t grab the last five photos from your camera roll and reveal whatever you’re currently binge-watching. The goal is to showcase your best self, so you choose flattering photos and carefully curate your favorite books and movies. While your profile may not capture the entirety of your personality, it does make you look fantastic.
An influencer media kit is much like a dating profile—it’s a carefully curated portfolio that generates buzz. Whereas your Farmers Only or Trek Passions account is to find dates within your niche, your influencer kit attracts clients that align with your brand, increasing your chances of securing partnerships with relevant prospective collaborators. Here’s how to get started.
What is an influencer media kit?
An influencer media kit is a professional document that social media influencers and content creators share with potential clients. Influencer kits typically include demographic information about your following and make it easy for potential collaborators to quickly understand your services. Think of it as a digital portfolio—your media kit showcases your work, highlights your strengths, and summarizes your personal brand.
A great influencer media kit doesn’t need to be long—it can be a one- or two-page PDF or a page on your website.
Why do you need an influencer media kit?
Partnering with brands is a popular way to get paid for creating content. Whether you’re a travel blogger or a lifestyle influencer, an influencer kit can increase your chances of attracting relevant clients. These are some potential benefits of creating an influencer media kit:
- Save time. Instead of compiling data every time a brand reaches out about a collaboration, you can send your media kit to quickly share all of your credentials.
- Set yourself apart. A well-designed influencer media kit can clearly depict your style and content creation philosophy, helping you stand out in a crowded market. It also makes it easy for business owners to understand the value of partnering with you.
- Make a professional impression. A polished influencer kit signals to brands that you’re an adept, reliable partner. It shows that you take content creation seriously and that you have a clear strategy.
Components of an influencer media kit
An influencer media kit serves as a summary of your skills, values, and personal brand. Here’s what to include in your kit to appeal to brands:
- A bio. Start with a short biography explaining your background, the type of content you create, and your expertise. A fashion influencer, for example, might mention that they attended design school, were featured on a magazine’s best-dressed list, or won a style award. Include contact details and, of course, links to your social media accounts.
- Performance data. Provide information about how your content performs. List your active social media platforms, your follower count, average likes and impressions, blog traffic, and any other useful statistics.
- Audience demographics. Include data that helps potential collaborators understand your following. Demographic metrics like gender breakdown, age range, and audience location make it easy for brands to see if your typical audience persona aligns with their target audience.
- Engagement metrics. A strong engagement rate helps prove that you’re a credible influencer and that your followers are organic (discovered and followed your account naturally, not bought or fake followers). An influencer’s engagement rate is one of the most important aspects that brands consider; for example, a nano-influencer with a niche, dedicated following may be a more appealing partner than a mega-influencer with a large and diverse following with limited engagement.
- Past collaborations. Use your influencer kit to demonstrate the success of your previous collaborations. Information about how your sponsored content performed and the value it delivered to your partner helps prospective brands understand the benefits of partnering with you. Include performance statistics like post views, link clicks, and conversions.
- Imagery. Featuring images and videos from your blog or social media posts helps potential clients understand the type of content they can expect and gives them an idea of your photography and editing skills.
- Collaboration opportunities. Include an explanation of the different services you offer. If you produce multiple types of content—such as still photos, blog posts, and videos—highlight each medium. Influencers with a specific focus, like lifestyle bloggers, might also offer additional ways to collaborate, like recipe development or product reviews.
How to make an influencer media kit
Use these steps as a guideline to create your own influencer kit:
1. Check out examples
Review influencer media kit examples from other creators for inspiration. Find a few kits that you like and see what they have in common. Looking over materials from similar influencers can give you a feel for the average length and mix of information, help you select a layout, and spark design ideas.
2. Choose a format
Media kits include a lot of information. Regardless of whether your kit is a one-page PDF or a dedicated webpage, it’s important to display facts and figures in an appealing, easy-to-read format. If graphic design isn’t your strong suit, you can download an influencer media kit template to kick-start the process.
3. Gather data
Include data about how your content performs. List your active platforms, follower counts, and engagement rates. For social media platforms, use native analytics or a social media management tool to gather your average number of likes and impressions per post; for blogs or personal websites, use Google Analytics to report your overall web traffic.
4. Collect testimonials
Consider asking previous brands you’ve worked with to provide comments about their experience working with you. The testimonials brands provide show that, in addition to creating good content, you’re also trustworthy and easy to work with.
5. Write your bio
Create a short personal bio that explains your background and establishes your credentials. Mention any awards or media pickups you’ve received, and don’t forget to include your contact information.
6. Add design flair
The design of your influencer media kit reflects your personal brand. Elements like font, color palette, and graphic style determine the overall look and feel of your kit. A well-designed kit helps convince potential collaborators that your content will meet their quality standards.
Influencer media kit FAQ
Can I use a template for my influencer media kit?
Yes. Using a media influencer kit template is a quick way to get started. You can find and download free templates online to create a PDF version of your media kit. If you want to create an online kit, use a handy WordPress plug-in to generate a wireframe for a web page.
Should I include my rates in my influencer media kit?
There’s disagreement about the best practices for including rates in your influencer kit. Proponents suggest that mentioning rates can save time by making your expectations clear upfront. Detractors say that including rates violates one of the classic rules of negotiation: Never speak first. Clearly defined rates may hinder your ability to negotiate for more money. Worse, you risk underbidding yourself.
How often should I update my influencer media kit?
Refresh your kit periodically to make sure that it reflects your current follower count and imagery. If your account experiences significant growth, or if you collaborate with a major band, update your kit to reflect your accomplishments.
How do I share my influencer media kit?
Treat your influencer kit like a business card and pass it out wherever you go. Make it easy for business owners to find your kit by linking to it on your website and social media channels and attaching it to your email signature. If you participate in an influencer marketing platform like Shopify Collabs, include a link to your kit in your profile.
What’s the difference between an influencer media kit and a press kit?
An influencer media kit is a document influencers create to showcase their work and attract potential clients. A press kit, on the other hand, is a tool businesses use to communicate information to members of the media. It typically includes a high-level overview of business offerings, information about key executives, and professional photographs.
