Updated: Apr 10
With everyone and their construction working dad on Instagram nowadays, it's very common to see profiles of people that claim to be influencers or content creators. Whether they truly have achieved this status or not is what can be (or sometimes honestly isn’t) challenging to figure out. One way to give yourself credibility and stand out professionally is to have a creative, polished, and informational media kit.
But what is a media kit you ask?
Let’s first start with where this concept even originated. A Media Kit is what “traditional” media outlets (like print magazines, newspapers, radio shows, online publications, billboards, bus benches, etc.) use to boast their advertising data. If it’s a magazine, a potential advertiser for that magazine will want to know the readership and circulation numbers; basically, how many people supposedly pick up and flip through this magazine. An online publication will show off the number of their average monthly viewers, in order for a potential advertiser to understand the value of paying to place an ad there; and so on.
Nowadays, bloggers, influencers, and content creators have taken this term and adapted its’ meaning for our most progressive medium of advertising: Influencer Marketing.
For the purpose of this post, and for the influencer industry as a whole, this is the best definition that we’ve been able to come up with:
In 2019, an Influencer's media kit is a hybrid between a resume and a portfolio that is created to tell brands, PR agencies, and others the essentials of what they need to know about you to determine your expertise and value.
They're the perfect way to boast about previous or current achievements such as brand collaborations, or press features, and are also a way to advertise your USP (unique selling point).
We receive our fair share of media kits while we’re casting for various campaigns, and believe me, we’ve seen the good, the great, the ugly, and the “wtf?”... So in order to avoid a WTF situation, there are a few things that should ALWAYS be included in your media kit and we're here to share them with you:
1. A great "Hook" - anything that will make the reader remember you.
When creating your media kit, it’s essential to include something that makes you stand out. Brands should see your media kit, automatically be intrigued, and want to know more about you… Brands and agencies get multiple media kits (whether requested or found) and it’s *imperative* to make sure your media kit is catching their attention and that they can still remember that one thing that made you stand out in the first place, later on when they're making decisions.
2. Audience Insights
By including audience insights in your media kit, you're making it easier for those looking at it to see where and who you influence the most, and as an influencer, we think it’s safe to say how valuable that information is. Having your audience insights on your media kit helps to pinpoint what places in the world and what types of audiences you have a connection with and can reach (aka- where in the world and who, exactly, brands will be able to reach if they collab with you and where/what types of brands, agencies like us can pitch you too). These insights usually include the gender, age, and cities you get the most engagement and following from.
3. High-Resolution Imagery
QUALITY IS EVERYTHING. Have you ever visited a website that doesn’t have clear pictures, still has dummy text in some areas, and isn’t responsive? You immediately begin to doubt how “legit” the website is and probably leave the site without a second thought to go look for something better. Same goes for media kits: having high-resolution pictures and a high-quality PDF that doesn’t look pixelated, is properly designed, and flows are important to show professionalism and that you take your work and yourself seriously.
4. Statistics or numbers that show off your strongest assets
This one, similar to number two, helps to increase your credibility as an influencer and is the support you need to prove your worth and --let's cut right to the chase, your price $$$. Influencer marketing is still a somewhat new trend so there are times when you find yourself having to explain to people why they should pay you, but including this information will facilitate negotiating and avoid unpleasant surprises. Besides being good negotiation tools, stats and numbers help to highlight where you have a big influence, what you’re most known for, and what you can bring to the table.
5. Clear CTA at the bottom/last page
The most important of them all: A clear, concise call to action. By the time that you reach the end of your media kit, a lot of information has been shared and it's important to remind people why you shared it with them in the first place. Whether it’s because you want a brand to potentially hire you for a collaboration, or because you want an agency to begin managing you, it's important to include a CTA that reiterates what you want them to do once they finish going through your media kit. Without a CTA, your media kit just becomes something that's full of a bunch of information and is pretty to look at but has no real goal.
These are just a few of the essentials we believe you should have in your media kit, however, it doesn't mean it's the only thing that you should include. Individuality and originality are an influencer’s best tools, and if there are other things you can and want to include in your media kit so that you can add some brownie points to yourself, then, by all means, INCLUDE IT!
If you're too busy to bookmark this page for later, or want EVEN MORE details and information for what you should in your Media Kit, we made a handy-dandy downloadable checklist!
About the Author:
Katherine Pereda is the Founder and CEO of The Influencer Grapevine, a boutique Influencer Marketing agency based in South Florida. Her clientele list ranges from luxury houses such as Gucci, Roberto Coin, Acqua di Parma, Vacheron Constantin, Jitrois Paris, Cartier LatAm, and Jimmy Choo to beauty, home design, fashion, lifestyle, and wellness companies like Maisons Du Monde, Tampax + Always PURE, Home Made Simple by Procter & Gamble, Target, MintedLeaf CBD, and Agnes & Dora. Katherine has also worked extensively in experiential marketing for WantedDesign, New York Fashion Week, DesignMiami/, Glossier, Create & Cultivate, Miami Swim Week, Funksion Fashion Week, and Art Basel Miami. Now specializing in talent management, and brand campaigns, she helps influencers and businesses from all over the world gain exposure, connections, and collaborations to build lifelong relationships.