What Goes in a Media Kit?

What Goes in a Media Kit?

While having a media kit is not necessarily required for securing partnerships, it does provide a handy way to share relevant statistics with your potential partners!
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by Kelly Stone
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Oct 21, 2021
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A media kit functions as a resume for creators looking to partner with brands. While having a media kit is not necessarily required for securing partnerships, it does provide a handy way to share relevant statistics with your potential partners!
💡 Willa Tip: Keep your media kit brief, highlighting your best metrics and what potential partners will want to know!

Information about you

You should include a brief section introducing yourself and what you do in your media kit. This should include information such as where you are located, your niche/primary content areas, and what your audience follows you for.

Audience demographics

Your audience demographics should highlight your insights from your primary platforms. Below is an example from Instagram insights.You will need a business or creator account to gain access to this information on Instagram. This helps the brand determine if your audience aligns with its target audience. Important information to highlight is the age range of your following, location information, and gender.

Stats for your most popular platforms

A holistic overview of your following across platforms is great, but be sure to include a breakdown of specific stats for your most popular platforms.
At a minimum, you’ll want to include:
  • Your following
  • Average reach (calculate this by adding up the reach of your last 14 posts and dividing by 14)
  • Your top-performing content types (what gets the highest engagement? Best reach?)
  • Monthly impressions
  • Monthly accounts reached
💡 Willa Tip: Offer as much data to prove the value you provide as possible! Tracking the ROI on influencer marketing is still a struggle, so help make your contacts' job easier when sharing your work with their team.

Content Examples

Another primary area of concern for brands when working with influencers is making sure content is in line with their brand. Sharing a few examples of content you have created in the past should help the brand get a feel for your style.
💡 Willa Tip: Cater your content examples to the brand you are reaching out to. For example, if you are pitching a fashion brand, make sure all your content examples are fashion!

Past partnerships

Including past partnerships is a great way to offer social proof of your work. Simply include the logo of the brand and link to the campaign itself or a post-campaign report. If you don’t have any to feature yet, don’t worry!
💡 Willa Tip: You can also include any relevant press mentions that highlight your work in an “as seen in” section.

Additional services you offer

Be sure to include a section that shows off any additional services you may offer, such as event hosting, public speaking, or even social media management.

How to put it all together

Knowing what to put in your media kit is the first step, but now you'll need to put it all together! We suggest working in Canva to put everything together. Just search media kit and you will get dozens of different templates to make your own. 
💡 Willa Tip: Be sure to match the branding on your media kit to your social channels/blog by using the same fonts and colors!

Your Action Plan

Ready to turn that new knowledge into action?
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  1. Compile all relevant statistics and data on your account
  1. Select the images that most embody your brand to put into your media kit
  1. Create your media kit in Canva (it's free!)
  1. Get pitching 🎉