PR AGENCY DIARIES: HOW TO CREATE AN INFLUENCER MEDIA KIT
The tools of the trade are different for every business, but one thing stays the same: people need to know what they’re buying. If you’re wheeling and dealing in physical objects, this is a much easier task – but what about when your product is you and your ability to influence the thoughts and buying behaviour of a captive audience?
So, where do you begin?
You’ve amassed a good following. You’ve figured out your personal brand and what you like to create content about (we hope…if you haven’t reached this stage yet you’re probably not ready for a media kit). You’re getting on those elusive PR lists and exclusive event invite lists.
But if you’re ready to take your business one step further – it’s time for a media kit.
Why are media kits important?
Think of your media kit as being like a CV for content creators. The best way to communicate your personal brand, your style of content and your interests and skills to help you land the collabs and projects that actually interest you and your audience. Your kit shows agencies and comms pros alike that you’re serious and professional – you’ll often be asked to provide one, so it pays to be prepared.
What do you need to include in your media kit?
1. A bio
If your media kit is an elevator pitch, your bio is the “hi, how are you”. It’s the first thing that gets read (and it will probably be skim-read, so be concise) and it’s the first time you’ll introduce your personal brand and your tone of voice. You have an opportunity here that you won’t get anywhere else to be impactful and make sure people want to keep reading. Show off your personality – and at the very least, make sure it includes the basics. Your name, where you’re located, your main passions/interests. Make sure you include a photo so the reader knows who they’re talking to and include hyperlinks to your pages so they can check you out themselves.
2. Your stats
There are some things you can’t fake – like good content – but when the ocean of influencers is growing thicker by the day, you need to be able to back it up with cold, hard data. If brands are using your voice to speak to your audience, they’ll need to know who that is. Make sure you include up-to-date screenshots of your audience insights (the age and location of your audience is super important) and the reach of your account – try to check in every month or couple of weeks to make sure the stats haven’t shifted (more often if your account is experiencing mega-growth). Side note – don’t try to fudge the numbers, there are programs out there that will quickly expose any discrepancies and you don’t want to dirty your name with dishonesty.
3. Contact info
You’d be surprised how often this gets left out. You may assume that if you are emailing it to someone, they already have your contact info – or they can just get it from your Instagram bio. But being easy to work with pays off – remove the extra step for the agency or brand you’re looking to work with and stop them from having to ask by simply including your social handles, mobile number, email address, and postal address. A tiny step for you, a big lump of admin removed for the person reading it and often the difference between being selected for a list and not.
4. The type of content you create
Do you take dreamy flatlays with soft, natural light? Are you into vibrant #ootd posts with heaps of textures and colours? Do you have a knack for video content? Include examples and links – a picture is worth a thousand words, and is a hell of a lot more convincing.
5. Your results
If you’ve had collabs before, what came of them? How many swipes did your swipe-up get? How many times was your discount code used? Make a habit of asking for these stats at the end of a campaign so you’re in the know about how effective you are. Bonus points if you can get testimonials from the brands.
So, there you have it – your guide to creating a kick-ass media kit. Still stuck? Get in touch with us and let’s see how we can help.
