INFLUENCER PRESS KITS—the one document everyone talks about, but almost no one knows how to actually make one worth looking at. Yeah, you heard me. Just like everything else in the influencer industry, figuring out how to make an influencer media kit is confusing AF.
When I started out in this space, I left Google more confused than ever on what the f*ck should and should not be on my media kit.
I’m about to clarify that based on my personal experience and my Instagram influencer course students’ experiences.
This post is going to answer the almighty question every new influencer asks, rightfully so, “What is a media kit for influencers?” Like, how do you make one? Why TF do you need it? I got you, boo. AND, we’ll be discussing what NOT to include in your media kit.
Plus, you’ll get to snag my secret weapon: my 6-page media kit template that’s helped me land paid deals with American Express, Adobe, Mazda, and more brands!
Ready? Let’s dive in!
by Influencer Coach Dani The Explorer—and disclaimer, this blog contains affiliate links!
What is a Media Kit for Influencers?
A media kit for influencers is a professional document that influencers send to potential clients and brand sponsors.
A media kit will describe more about who the influencer is, their social media stats, and what previous clients they’ve worked with.
Simple, right? Yes! It actually is.
The problem with an influencer media kit is that people almost make it too simple. Sure, a media kit should highlight everything great about you, but who is an influencer media kit REALLY for?
Did you read that first line? “A media kit for influencers is a professional document that influencers send to potential clients and brand sponsors.”
You’re sending this document to BRANDS. Brands see thousands of influencer media kits all day! They don’t care about you and how great you are.
They care about what YOU can DO for THEM. Boom. That’s where people miss the mark, all. The. Time. It’s easy to go on and on about ourselves.
What’s not easy is selling our services as beneficial to others.
I guess now I should use this as a segway to discuss what a media kit is NOT.
So,if you’re looking to become an Instagram influencer, this next section is important!
Freebie: Enroll in my Free Viral Reels Course—learn how to make Reels people want to watch in 5 short videos.
What it is NOT
An influencer media kit is not quite a bit. Let’s discuss.
“Four score and seven years ago—” no. Stop right there. This is not the time for epic speeches or an autobiography.
Your media kit is not the place to spill your beans and tell potential clients useless information about you that would better serve your Tinder profile.
Yes, you should include stats in your media kit, but not every single one is important. Your Instagram influencer media kit is not a spreadsheet with formula SUM=(. No no. Don’t do brands dirty like that.
PHEW. Okay. Can you tell I’m very passionate about this stuff? Haha!
A Rate Card
GAH. This one really gets me. Your content creator media kit is NOT a rate card! BAHHHHHHH.
Stop putting your rates on your media kit, please. We can discuss a better way to do this later, but I need you to understand that you are seriously diminishing your negotiating power when you put your rates on your media kit.
A better way to show off your rates is with an influencer rate card—these can help you upsell brands too!
If you want an easy way to put one together, you’ll want to snag my influencer rate card template here!
What Should Be in Your Influencer Media Kit?
- About Me Section
- Stats Section
- Clients Section
- Audience Section
- Photos and Work Examples
It doesn’t matter whether you’re making an influencer media kit, a TikTok media kit, a micro influencer media kit, or some other content creator media kit. What should be included in your media kit is all relatively the same, give or take.
And hey! If you want an easy way to put all these together, click here to get my fill-in-the-blank influencer media kit template!
I’ll break that list of elements elements down now!
#1 The About Me Section
Of course, we want you to tell potential brand sponsors a little bit about who you are! We just don’t wanna turn this into a 60 Minutes segment, k?
Here’s what to include in your about me section.
- Your Name—Duh! What’s your name? Do you or your brand go by something different? For example, I’m Dani, but my brand name is Dani The Explorer.
- Your Home Base—This is more important than you might think—include where you’re based! Just let the brands know what city, state, or country you’re in.
- Your Contact Info—Include your primary social handle or email address—or both!
#2 Stats Section
Ahhhh, the coveted social media statistics section of the influencer media kit. Let’s dive in.
- Number of Followers—Include the number of followers you have on Instagram, Twitter, Facebook, etc. Don’t include it if you don’t use a specific social media channel!
- Reach/ Views—Reach is the number of unique accounts that have seen your content at least once. If you do a lot of videos or create viral Instagram Reels, I’d put views in there too! Same with Instagram Story views!
- Engagement Rate—I know this is a concern with the Instagram algorithm, but engagement still matters! What percentage of your followers actually interact with your content? Calculate this as a percentage and put that in there too!
- The Engagement Rate Formula I Use: (Post Likes + Comments + Saves + Shares) / Number of Followers
#3 Clients Section
I like to also provide a list of paid Instagram sponsorships in my influencer media kit.
- List of Clients—Who have you worked with in the past? Brands love to know!
- Services You Offer—What can you do for the brand?
#4 Audience Section
As an influencer, brands will pay you for access to your audience. That means your audience should be their ideal customer. AKA, their target audience.
- Gender—Include the percentage of male and female followers.
- Age—How old are most of your audience? Age can play an essential role in buying power.
- Locations—Where is your audience located? Do they even have access to the brand’s products?
#5 Photos & Work Examples
Now I will cover some “beyond the basics” items that should be included in your influencer media kit.
- Photos—We want our media kit to look good, DUH. Therefore, you should include photos throughout your media kit!
- A Headshot—This is primarily for the bio section! What better way to introduce yourself than with a biiigggg smiling face?
How to Make an Influencer Media Kit
A popular way for folks to make a media kit is to use an app like Photoshop or Canva. Essentially, you would want to decide on a design and plug in all of the above information.
So how in the heck are we supposed to take allllllll of this information and put it together?
At this point, our press kit will be an autobiography—HA.
JK. I got you.
Read Next: How to Get a Paid Instagram Sponsorship
Create a Canva Account
If you’re like me, you ain’t got TIME to sit there and learn how to make fancy documents in Photoshop. NOPE. NEXT.
That’s why I love Canva. It’s like an online version of Photoshop but BETTER because it’s super user friendly, drag and drop style, customizable to your brand, FREE, AND has some amazing templates you can use to create professional graphics.
I personally have a premium Canva membership because I created a whole Dani The Explorer brand kit that has my graphics, colors, logo, hehehehe – all the cute stuff. FONTS. It’s $12.95 a month, which is worth it to me!
The Problem with Canva
Ahhh. Too good to be true, right. Now here is the thing: I would not recommend using one of Canva’s influencer media kit templates.
They’re okay as a starting point if you’re completely lost, but honestly, they don’t cover nearly half of what we discussed in this blog.
In other words, a template on there won’t really cut it these days, especially when there are more and more influencers out there.
Plus, 90% of the time your media kit will end up looking like the thousands of other influencers who used the same 5 free templates—ew!
Also, the templates are also very “you” focused, which we just discussed is what we don’t really want to have.
Read Next: How Much to Charge for an Instagram Post
The Influencer Media Kit Template That Works
So if you want a done-for-you media kit made the right way, grab my 6-page media kit template (click here to buy).
It’s the same template me and my students use to land paid brand deals with companies like Toyota, Mazda, REI, Marriott, American Express, and more!
It includes EVERYTHING we just discussed, is entirely customizable on Canva (so you get easy drag and drop edit features), AND includes fill-in-the-blank copy too!
PS: It pairs really well with the influencer rate card template you should’ve grabbed ;)!
But now, I want to get into some more media kit tips.
Nano & Micro Influencer Media Kit
Where are my nano and micro influencers at? There you are! I see you!
K, so I know sometimes small creators maybe don’t have a ton of brand experience or don’t feel like they have the “numbers” to show off to brands, but here is the thing:
You deserve to get paid for your work, and you CAN. Micro and nano influencers are in such high demand right now.
Therefore, nothing should really be THAT different when it comes to your media kit. It’s just as important for you to include all the elements we just went over.
Because you have a smaller following, you essentially have to persuade brands that you bring value to the table. So a killer media kit template should be on your priority list.
DO NOT. I REPEAT. DO NOT DO THIS. So as I already mentioned before, your media kit is not your rate card. Think of your media kit like your influencer resume.
When you send a resume to a company, do you include your ideal salary? Of course not! What if the company gives you a higher number than what you had in mind. Same goes for influencers!
I save my rate cards for when I’m deep in negotiations; as in, a brand is interested in working with me and wants to see my rates for some deliverables. Trust me, just leave your pricing off your influencer media kit!
PS: If you’re not sure how to price your services, then you NEED to click here to access my free Influencer Rate Calculator!
Media Kit FAQ
Let’s cover some lingering questions you might have on your media kit.
How Long Should It Be?
I think public relations folks and influencer marketers have very conflicting thoughts on this.
Honestly, my best brand deals have come from sending a multi-page media kit template.
If I was at an event and needed a printout of my media kit, I could totally just use a one-page media kit. Truthfully, it all just depends on who you’re sending it to and your needs.
What Should The File Format Be?
PLEASE, for the love of whatever divine being you do or do not believe, save your media kit as a PDF. NOT A JPEG. NOT A PNG. A PDF.
That’s just standard and much more shareable between folks. Because yes, your media kit is likely to get passed around to multiple people after you send it.
How to Send It
I actually have an entire blog on how to get paid Instagram sponsorships that goes into pitching brands and all that fun stuff. You can read it in there for my tips on when to shoot your media kit out.
When Should You Make One?
Like now! Yesterday! Every influencer needs a media kit.
How Often Should You Update It?
I like to update mine every month. Now, if I have brands reaching out to me every week, I’ll go ahead and glance over my media kit to see if anything needs to be updated. From there, I’ll make the necessary changes.
Final Kit Tips
I think I’ve talked plenty about media kits by now! So let’s round this blog out with some final parting tips.
Think Like a Storyteller
When writing in your media kit, think like a storyteller! Think about the story your unique brand tells and how it can benefit the brand you’re sending it to!
Keep the Brand in Mind
Remember, media kits are really for brands. Therefore, you want to decipher what information a brand would find useful and include that in your media kit! Keep the extra stuff out.
Please check your influencer media kit for typos. Check it twice if you have to. There is no better way to tell a brand, “I’m not detail-oriented,” than a whole bunch of typos on your media kit.
Compress Your Media Kit
This isn’t really a must, but I like to compress my media kit before sending it. The quality stays the same, but the compression helps reduce the file size.
I think it’s so annoying when a file won’t load because it’s too big, so I figured I’d help potential clients out and do the compression myself!
I hope you enjoyed this guide on what is a media kit for influencers and how to make a successful media kit! I love writing about this stuff, and I love helping all of you!
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