Here at 66 Agency, we often get questions from our influencers about their media kits, like “Should I talk about my blog?” and “Do I need to include stats?”. We want all of you to have amazing media kits so in this article, we’ll look at mistakes we continuously see and show you how to fix them.
Don’t Pitch Yourself Too Narrow
You can’t even imagine how many influencers we’ve seen that get way too specific way too early. Your media kit should be a pitch for all brands and all types of campaigns. Going into details about your Snapchat audience isn’t great if the brand that reads it doesn’t use Snapchat. The problem is, that by not knowing what the brand is looking for, you risk showing them information that they aren’t interested in.
It’s important to think of the bigger picture when you describe your offer as an influencer. More details can always be provided later when you begin speaking with the marketing team directly. We want to see influencers provide a broader overview that includes all the facets of their online influence. And for this same reason, when showing examples of your past collaborations, choose different projects that display the range of work you can do.
Show More Stats
Hands down, stats are the most important part of any media kit. What you need to know is that brands already have access to a lot of stats using IG’s API. Nevertheless, the IG business account is a great tool that provides many stats that are not provided to the public and which are still very interesting for marketers. This is absolutely the main reason brands want your media kit.
The public information available to marketers includes information about your followers, such as their location and their age, information on the average likes and comments on your posts and data on the growth of your account.
The reach of your stories is one stat that only you have access to. Also not available to the public is your average impressions and information on the average number of interactions and number of engagements on your posts.
Don’t Forget Your Audience
Sure, it’s nice to have stats about where your followers live, their age, and interests, but you should really tell us more. Nobody knows your audience better than you do, so take the time to describe how you got started and how you grew your following.
How to provide more information on those followers? The concept of the buyer persona or in this case, the follower persona is great. For instance, a fitness influencer can have different types of followers. Some that are super athletic, some that are starting off with sports and some that might have no interest in doing sports themselves, but enjoy following athletes.
You could, for example, create three basic personas to describe the average person that follows you and for each persona:
- Start with basic information concerning the individual’s background, such as age or family status (single, couple, married, children).
- Provide some information about their personal interests, such as sports, food, and outdoor activities.
- Let us know what kind of personality they have. Are they open to change or do they prefer routine? Extroverted or Introverted?
It might look like a lot of work, but this exercise is actually way easier than it looks. Most of the characteristics of your followers closely resemble yours and when you finish, you’ll have created three profiles of your typical follower and have something that will seriously make your media kit stand out.
Please Show Us Your Personality!
Lastly, it’s still important that you show your personality in your media kit. From the title page to the last slide, the colors and style need to reflect the kind of person you are because when that personality pairs with a brand, the impact is big. What we love seeing is a slide about your values as an individual and about the kind of work that you did that resonated with you most.
Media kits need to show that you have a good business sense. Some companies are worried about the loss of control inherent in influencer marketing and to them, it’s very important to work with professional influencers. A media kit shows professionalism, so by simply having one, you’re off to a great start!