How to create a media kit to secure brand deals
What you’ll learn
- Why a media kit is an essential part of your brand collaboration pitch.
- How to create your media kit and what information to include.
- When to expand from a single general media kit to multiple and niche media kits.
The creator and influencer sphere is growing, which means the competition is higher. To stand out from the crowd and attract brands, you’ll need to be professional and polished. A great way to do this is by creating a media kit.
A media kit is the creator version of a resume. It’s part of the package you’ll send to brands when pitching collaborations. Some brands will even ask for one as they explore potential partnerships. Your media kit should show them what you, your content and personal brand are all about.
Choose your creation tool
You can use anything from Photoshop to Google Docs to Canva, whatever you’re comfortable with to create your media kit. When finished, your media kit should be an easy to read PDF that includes clickable links. Sharing your media kit as a PDF guarantees it will look the same to everyone.
Start with a photo and short paragraph that introduces who you are and what you’re about. This is not the time to be bashful or modest, so talk yourself up! Let them know who you are, the type of content you deliver, and any key values or characteristics of your brand.
Impress them with numbers
Once you’ve passed the vibe check, you’ll need to show your business chops. Include concrete numbers that show you know your platforms and audience. These statistics and insights make you look professional and how you align with the brand.
Platform statistics are the numbers behind where you create, and you’ll want to lead with your strongest. For example, if Instagram is your main platform for creation, you’ll want to put it first. Include important information like your follower count, a 30-day average of your in-feed impressions, your story views, and IG Reels/TV views. You can also consider adding other statistics that make you stand out, like number of comments, likes and swipe-ups. , likes and swipe-ups. If you have a really good conversion rate, where your audience buys the products you recommend, include that too.
You should also include key insights from other relevant platforms. This might be your blog traffic, Pinterest interactions or TikTok views - anything you want potential partners to consider. However, the key here is relevant platforms. Leave out anything that isn’t so great. For example, if you have a Twitter but don’t have a lot of followers or use it often, don’t include it. Or if you have a Facebook but only use it for personal reasons, leave it out of your kit.
Brands will want to see your account on each platform you do highlight, so make sure you link to them.
Brands will want to know if your audience lines up with theirs, so include your fan demographics. Things like their age, identifying gender and where they live. This is great for all creators, but especially for those who have a small channel or are just starting out. Size doesn’t always matter. Brands are often looking for key audience alignment instead of casting a wide but irrelevant net. The more information you can share about who follows you, the easier brands will be able to see that alignment.
Highlight previous partnerships or polished content
Show brands what you’ve done in the past by including previous work. Show them what it looks like to work with you using pictures, video, or other content from previous campaigns. If you don’t have any partnerships to show off yet, don’t worry! Instead highlight some content you are extra proud of.
Propose content ideas
Bring your own campaign ideas to the table. Don't target them to the brand, but instead align them with the types of content you create, such as makeup tutorials or stop motion animation. You can list them as bullet points to keep them organized.
Create a call to action
Finish up your media kit with a call to action for the brand to reach out to you for more information and rates. Ensure your contact info is easy to find and easy to read, so you don’t miss out on potential deals.
Update and expand your media kit
When you grow as a content creator, you should always be thinking about and updating your media kit. It’s a great way to keep tabs on yourself and your personal brand, as well as keeping your pitching muscles in shape.If you’re a multifaceted or experienced creator, you don’t have to limit yourself to a single or general media kit. What this looks like depends on your interests and niche.