How to Create a Compelling Media Kit
Media kits. They aren’t just for brands and publishers-- they’re for influencers too. Remember, your social presence is a brand, and you need to constantly market yourself to your audience and to the companies you want to work with. But before we get into the nitty gritty of creating your own kit, let’s answer some basic questions.
What is a Media Kit?
A media kit is like a creative freelancer’s resume. Use it to demonstrate your experience and what you bring to the table. Highlight your personal brand, your audience, and your offerings to potential clients, collaborators, and brand partners. A tasteful media kit will make you look polished and professional, which can lead to exciting partnerships with brands you love.
So… what do I do with it?
Share your media kit with brands that have reached out to you, email it to brands you’re proactively pitching to, or print them out as 1 pagers and bring them with you to conferences and networking events (just make sure to hand them out sparingly, you should be selective about who you work with.)
What do I need to include?
Lead off with a logo or header, and then provide a brief but punchy description of who you are, what you love, and what sort of content you create. Use a first-person narrative to make yourself more personable and easier to connect with. Link to press coverage where relevant.
Share the relevant statistics for each social platform on which you are active. Go beyond just follower counts and likes, and highlight metrics like engagement rates (comments, shares, etc.), unique site visits, and click through rates.
If possible, give an idea of your audience makeup using demographics like age, gender, whether or not they’re parents, income levels, interest in certain types of products, hobbies, and geographic regions. You can glean some of this info from Google analytics, but to deepen your knowledge of your audience, consider conducting a survey (incentivize your followers to participate with discounts or exclusive content).
Clearly list out all of the ways that brands can work with you. Do you do sponsored posts? Reviews? Ads? Giveaways? Branded content? Host Twitter parties? Do Snapchat or Instagram takeovers? Facebook Live Q&As? If you do custom campaigns, include that as an option as well.
This not 100% necessary. If you do not have set rates, then don't include rates because they could box you in. If you create custom packages for each brand you work with, then just say that rates depend on a variety of factors like number of posts, complexity of execution, brand exclusivity, etc. Whatever you choose to factor into your calculation, be transparent about it here.
Past work & current partnerships
Share some of your popular posts and shining examples of branded content. Be sure to list the brands you are currently working with to lend you credibility and reduce the odds of conflicting partnerships.
Include a few testimonials from clients, brands, and followers to amp up your credibility. Stifle your humility for a hot second and highlight the glowing feedback you’ve received.
Wrap up your kit with the best ways to contact you.
Easy enough, right?
Make sure your kit is on brand and visually stunning (after all, you’re using it to score visual content jobs…). And if you aren’t well versed in the Adobe suite, consider using Canva to bring your media kit to life.
Created a dope media kit but don't know how to pitch yourself to brands? Check out our course How To Land Brand Partnerships.
Creative Community Developer at Snapfluence.
I'm the Oxford comma's biggest fan.