An influencer’s media package is without doubt one of the most impactful impressions that creators could make when
pitching manufacturers or expressing curiosity in social media collaborations. Influencer entrepreneurs wish to join with creators who usually are not solely expert storytellers and neighborhood builders, however can even exhibit sharp professionalism and eager enterprise acumen. One technique to separate your self from the pack? Create a strong media package that:
- Consists of up to date and related details about you
- Supplies a glimpse into the kind of content material you create
- Shares priceless insights explaining why it could be helpful for manufacturers to companion with you.
Beneath, I’ll provide you with some tips about tips on how to execute these parts effectively in your influencer media package. Or, in the event you’re brief on time here’s a helpful influencer media kit template to get you began.
6 Suggestions for a Good Influencer Media Package
Influencer Media Package Tip #1: Title Your Content material Pillars
Content material pillars are key themes that usually seem in your content material, they usually function a fast approach of expressing your pursuits to potential model companions. Together with content material pillars in your influencer media package is without doubt one of the greatest methods to speak alignment to manufacturers at a high-level! Influencer entrepreneurs and social media groups are sometimes brief on time, so any time shortcuts you possibly can present them for determining model alignment or figuring out your strengths and pursuits is a win-win. Most creators additionally listing content material pillars and pursuits of their bio — this, by the best way, is nice as a result of many entrepreneurs use instruments like Traackr to seek for potential companions based mostly on bio key phrases.
Examples of generic content material pillars:
- Well being & health
- Journey
- Skincare
- Make-up/Cosmetics
- Style
Whereas generic content material pillars are nice, you possibly can emphasize your speciality or area of interest much more by placing qualifying key phrases or getting somewhat inventive.
Examples of content material pillars that may talk potential alignment:
- Vegan health & life-style
- Issues to do in [insert location]
- Cruelty-free skincare
- Inclusive MUA
- Physique optimistic style
In your media package, not solely do you have to clearly title these content material pillars, however you also needs to briefly clarify why these themes are vital to you as a creator. You too can share your motivations for creating content material in these areas whereas showcasing earlier social media content material that aligns with these pillars and has carried out effectively.
Influencer Media Package Tip #2: Present Your Stuff
Along with telling manufacturers what you might be specialised/fascinated about, it’s additionally vital to make use of your influencer media package to present them what you are able to do. Embrace prime quality social media belongings, hyperlinks to dwell posts, and even mock-ups of content material you’d wish to create for his or her model. Consider this a part of your influencer media package as your “creator portfolio”. This part is all about highlighting your greatest and related work on numerous social channels and offers a have a look at what manufacturers can anticipate from you.
Professional Tip: Divide your content material into two teams: greatest performing natural content material (per channel), and your previous sponsored posts. This showcases content material produced in partnership with different manufacturers and your private content material creation model.
Use engagement, video views, and remark sentiment out of your social neighborhood to exhibit why your content material has labored and the worth it brings to those that have interaction with it. Bonus factors in case you have any efficiency metrics to incorporate that transcend the highest of the funnel (e.g. Did your content material drive web site visits? In that case, what number of? Did your content material embody low cost codes? In that case, what number of redemptions did you see?).
Influencer Media Package Tip #3: Be Open In regards to the Sorts of Collaborations You are Trying For
Transparency is essential for creator-brand partnerships, and it goes each methods.
On one hand, manufacturers must be open and trustworthy with creators about what sort of partnerships they’ll provide. Are they paid? Gifted? One-off or ongoing? All these particulars matter within the choice making course of you, as a creator, goes by way of when figuring out whether or not you wish to signal a model deal.
Equally, it’s vital to be open and trustworthy concerning the forms of partnerships that you really want with manufacturers. All of it begins with understanding what your objectives are, and what you might be prepared vs not prepared to compromise on. Don’t fear – this reply varies amongst creators, and sometimes relies on a number of elements like:
- How established are you as a creator?
- How aligned are you with the model you’re pitching? (e.g. do you like the model a lot that you’re excited to work with them in any capability? Or is that this model seen as a extra transactional companion?)
- What are your objectives as a creator? (e.g. are you serious about short-term monetary positive factors, or are you pondering of working in the direction of long-term partnerships?)
- What are your circumstances? (e.g. do you will have a number of content material streams already? And/or do you will have a workforce to help you?)
Sponsored content material and gifted collaborations are commonplace, and as you create higher content material and study to leverage your worth as a collaborator, different forms of model collaborations could higher align along with your objectives. As you sharpen your model and voice as a creator, your media package permits you to clearly talk these objectives and the forms of partnerships you’d wish to be thought of for, in addition to place you as a stand-out creator within the influencer panorama.
Whereas being hyper clear about this side would possibly get you some “rejections”, it’s vital to do not forget that your time and work are priceless and worthy of standing up for. Apart from, generally you possibly can even flip a “rejection” right into a dialog.
“If a model comes again with a proposal that’s decrease than anticipated, it’s not a foul factor! It means a dialog is opening as much as talk about and discover a center floor. Bear in mind, it’s a partnership which implies there are two folks concerned.” – Katie Beth Miedaner (@cappybears), Influencer and Particular Wants Pet Advocate
If you wish to dive deeper into particular methods for navigating model offers, take a look at this text “ 5 Rules for Influencer Negotiations”, which is filled with useful ideas for each manufacturers and creators.
Influencer Media Package Tip #4: Embrace Normal Efficiency Metrics and Viewers Demographics
As you construct your influencer media package, sustaining up-to-date efficiency metrics in your content material on every channel is essential. It retains you conscious of how your content material performs and helps talk to manufacturers how your worth and contribution interprets within the digital house. Present your strategic facet by selecting metrics which are each customary in apply and those who have the best impression for every content material format.
Some efficiency metrics which are good to share:
- For static posts: common attain and/or impressions, and engagement charge are good. Additionally, common remark charge, and remark sentiment.
- For movies: longest watch time (this indicators viewers retention) and common video view charge. Common remark charge and remark sentiment can be good to share right here.
- Viewers demographic information like location, age, curiosity, gender, and extra.
Professional Tip: Together with viewers demographic information showcases the potential market that manufacturers can activate and attain by way of your content material. Bear in mind: these metrics are a part of the presentation that influences manufacturers to ascertain new or refreshed collaborations with you. Maintaining these metrics updated empowers you to speak your worth proposition with confidence.
Influencer Media Package Tip #5: Spotlight Previous Companions
Creators perceive the ability of referrals and social proof higher than anybody. That’s an enormous a part of what “affect” is, in any case.
Identical to another type of job, references matter within the creator world. Manufacturers are eager to know who you’ve labored with, and the way it went. In fact, in contrast to different job sorts, you will have some restrictions about what you possibly can share (e.g. you in all probability received’t have the ability to share how a lot you made for a selected model deal), however attempt to share as a lot as you possibly can!
Some potential issues to incorporate in your influencer media package that gives some social proof/referral energy:
- Names of previous model companions
- Testimonials or quotes out of your model point-of-contacts, detailing how nice it was to work with you
- Samples of previous model campaigns that you just produced or had been aside of
In case you’re discovering that you just’re somewhat too restricted on what you possibly can share, attributable to NDAs or guidelines of propriety, you may get somewhat inventive and as a substitute share:
- Sorts of manufacturers you’ve labored with up to now (then the advertising and marketing workforce you’re pitching can go piece it collectively)
- Manufacturers you will have affinity in the direction of (to offer them a way of what your audiences are used to seeing/participating with)
Professional Tip: Take into account highlighting previous partnerships with manufacturers which are outdoors your outlined business. Many manufacturers wish to work with creators who’ve feeds that aren’t as saturated with competitor content material. To do that they usually search for creators which are outdoors their business. For instance, magnificence manufacturers partnering with athletes or style creators; skincare manufacturers partnering with comedians; beverage manufacturers partnering with road interviewers or dancers; and so forth.
Influencer Media Package Tip #6: Have Extra Than One Media Package
Much like how job seekers leverage custom-made resumes, creators profit from having a number of influencer media kits. Chances are you’ll contemplate creating an influencer media package for every business that you’re fascinated about (magnificence, style, meals and bev, and many others.), and for various model sizes (small/indie model vs international enterprise).
Sustaining a library of those kits permits for constant updates and focused tailoring to particular model collaborations. This proactive strategy ensures you are all the time ready, whether or not pursuing new partnerships or refreshing present ones. Bells, whistles and non-essential design decisions apart, utilizing a versatile, but customary influencer media kit template that permits you to make updates as needed helps you streamline this course of.
