Whether you're a blogger, Youtuber, photographer, writer, social media star or content creator, you will have no doubt received an email or message from a brand that wants to work with you. When you get this point (whether on purpose or by accident) and your platform is receiving lots of attention from advertisers, it's time to start putting your media kit together!
There are a number of ways that brands and work with influencers, so you are bound to see a number of different, unique and creative (and some not so much) opportunities land in your inbox, from contra strategies (product in exchange for mention) and affiliate programs to paid collaborations and sponsored ambassador programs. But before any of these things go ahead, marketers will request a media kit. If you're wondering what a media kit is, think of it as your digital resume that highlights your platform and brand, and why markets should work with you.
Before sending your media kit off, ensure you include these 7 things:
Social Media Following
Include all your social media accounts, such as Instagram, Twitter and Facebook and your followings on each platform. If you're on Pinterest, Youtube, Tumblr or SnapChat, include them too! This will give marketers a quick idea of your social media reach with your readers (the people that are likely in their target market) and ensure you are a right fit for their KPI's.
Your website traffic demonstrates how many views your website gets and is a great way to show brands just how successful and trusted your opinions are, and how engaged your audience is. When talking about your website traffic, be sure to include the bounce rate, session duration, unique users and monthly pageviews. You can find all of this information and more through Google Analytics (if you don't have it connected then now is the perfect time to), and use it to support your personal brand and show marketers how popular your blog is. Your website traffic is also great for demonstrating your value and worth, especially when negotiating payments.
Your audience demographics can also be found on Google Analytics and they are an insight for you and marketers to determine who you are actually talking to. You can also learn more about your social media audience via a number of tools such as Iconosquare for Instagram. Understanding your audience demographics is not only beneficial to you, but it is also beneficial to companies as their marketing campaigns are targeted to a particular audience segment based on the gender, age and location of their target market. There is no point collaborating with a brand that targets 20-30-year-old women when your main audience is parents in the 35+ demographic. However, if your audience aligns with the brand and their target market, it is likely the collaboration will be a good fit for you both.
It's a good idea to include your rates in your media kit if you no longer work on a contra or gifting basis. Middle and top tier influencers generally have a rate card for their services, and prices range from $50 to $10,000 (and sometimes more!) depending on their level of influence and the project requirements. By giving a marketer your rates at the start of the conversation, you can determine whether they have budget and a genuine desire to collaborate on something that is mutually beneficial. It also helps marketers understand that you charge a rate for your time, effort and creativity and can then work your rates into their budget now, and for future opportunities.
How You Can Collaborate
Include your collaboration options in your media kit so marketers know how they can work with you and your skills. Your options could include reviewing, product inclusions in a blog post, an interview opportunity, a styled photo shoot, vlog, giveaway or a piece of editorial content - the options are limitless and depend solely on your skills, niche and what you prefer to create. It is good to note down your capabilities and what you are willing to do for a brand to give marketers all of their potential options.
Make it super easy for brands to be able to reach you and start the conversation about working together. Some influencers make it really hard to get into contact with them and that often impacts the number of opportunities that come their way. So, include your important contact details, such as your email address, phone number and your best postal address for deliveries in your media kit. Make it easy for brands to reach you and communicate an opportunity.
Finally, write a short paragraph about yourself. Marketers love to get to know an influencer on a personal and find out more about the person they are working with, what they value and what their experience is. This is a great place to discuss what you do and why you do it! Are you blogging about fashion simply because you are passionate about it or because you have a specialized fashion degree and love documenting the latest trends. Do you share recipes because you love to experiment in the kitchen, or because your children have allergies and you want to share information about family-friendly, allergy-free food to help others? Give marketers an insight into who you are and why you are a good fit for their campaign. Help them get to know the person behind the screen!