The Do’s and Don’ts of Creating a Media Kit

The Do's and Don'ts of Creating a Media Kit

Influencer Marketing is a rapidly growing industry, with opportunities opening up for Freelance Content Creators that never would have been dreamed of a few years ago. Brands are becoming more savvy when they work with Influencers about what makes a successful campaign and how to make the most out of the content available. Taking a professional approach to your business and learning how to sell your personal brand is what is going to set you apart from the competition. Creating a Media Kit could make the difference between winning a job and just missing out.

Above anything, of course, the most important thing is the quality of content that you are creating. As you’ve seen with the rise of your Influence, people will ultimately always engage best with authentic content in line with a consistent aesthetic. Your key selling point to brands is your content, above everything else. Your Influence will naturally follow good content wherever it goes.

Whether your Media Kit is a beautifully created, professional PDF that you e-mail to agencies and brands or if it’s available via a link in your blog, it’s up to you. We’d recommend that you keep your Media Kit updated regularly and reach out to the brand/agency to let them know when it’s updated. It’s a good touch point to keep yourself front of mind.

What is a Media Kit?

A Media Kit is a document containing information about your business, outlining the service you offer.

Why do I need one?

Creating a strong Media Kit to present to agencies like Vamp and brands that you work with can set you apart from the competition.

Who do I send this to?

You would send this to brands and agencies interested in working with you. Or if you would like to reach out to a brand or agency you would like to start a working relationship with, introducing yourself with a professionally presented Media Kit will give a great first impression and help you to stand out in their minds.

Play to your strengths

Update your Media Kit regularly

Share key demographics on your social channels: e.g. traffic, impressions, etc.

Showcase your best work

Outline the work you are open to doing, e.g. video, Snapchat, IG stories, blog posts, etc.

Include a summary of what your brand is all about and brands you’ve previously worked with, etc.

Reflect your aesthetic and brand in your Media Kit

Try to become a jack of all trades – if it’s not your strength, don’t include it

Bombard the brand with too much information – 2-3 pages is suffice

Include unprofessional contact information – get yourself set up with a professional e-mail address

Lie or present incorrect information – your stats set a benchmark that brands will expect to see

Play to your strengths

In the short space of 2-3 pages that you have to present your brand in your Media Kit, less is more. If Instagram is your highest strength focus on presenting key points of interest from your Instagram account. Include screenshots of your latest Instagram analytics, focusing on number of impressions, the age, gender and locations of your audience. To see your analytics, you will need to set up a business account on Instagram.

This will provide you with interesting insights into your peak posting times, the number of click-throughs you get to your website/blog and an overview of the posts your followers most engaged with. If it’s a blog you want insight into, set up Google Analytics to track your traffic and audience behaviour.

There are also other analytics tools that you can use for your social media accounts, here is a useful article about the 5 best free Instagram Analytics tools. 

Capture everything

Show examples of your work being included in sponsored posts, or EDM, on a website, or in print, etc. If you have any data on the success of your content being utilised in different media channels, share these in your Media Kit too. Brands might not always be willing to share specific data on the success of a post but if you don’t ask, you don’t get so it’s always worth trying to get stats wherever possible to back up the strength of your content with tangible figures. Then, when it’s time to update your Media Kit you’ll have a whole range of examples you can select from to show the added value you can provide for brands.

Stick to featuring what you are best at. Avoid becoming a jack of all trades and mention your YouTube or your blog, for example, unless they are a true value add to your existing strengths from the perspective of a brand. That doesn’t mean, of course, that you can’t branch out into other channels. Just bide your time before presenting these to a brand so that you can blow them away when you have an established audience and an impressive portfolio of content.

Put your best foot forward

Including visuals in your Media Kit is definitely a good idea but you should be very selective about which images you choose to include as you want to leave a lasting impression. You might want to show the diverse scope of your work to illustrate your skill as a Content Creator, for example a fashion look and a flatlay. Or you might want to tailor-fit the images you include in the Media Kit to the brand and present images that you think they would specifically like to engage with. For example, if you’ve worked with a similar brand to the one you are presenting the Media Kit to, or if you’ve got a piece of content that you think they’d like to see you re-create, these are the images you want to showcase.

The advantage of having a web-based Media Kit over a PDF is that you can also include moving images to showcase your skills there. Otherwise, include a link in the PDF to your YouTube channel, or a Dropbox folder of your video content with screenshots of the video frames to entice the brand.

Rate card & contact details

It can be a good idea to include your rate card in the Media Kit as this is information that the brand will want to take into consideration when deciding to work with you. It can, however, be tricky to judge how much to charge a brand or agency for your work as you won’t have clarity on how your rates compare to others and the brand will have a whole lot of marketing budget considerations to take into account. It can also be beneficial to leave the option for negotiation open rather than potentially losing out on the opportunity to someone with lower rates.

We all have those cringy “” e-mail addresses from our teen years so if you haven’t already, get yourself a professional e-mail address to better represent your brand and then ensure that you check it regularly and be quick to respond.

Let your brand shine through

As a physical touch point with a brand, a Media Kit can be an excellent opportunity to reflect your personal brand and demonstrate your professionalism. Decide on your personal brand style guide – fonts, colours, logos, visuals – and keep it clean and consistent. Bearing in mind that recruiters usually spend about 6 seconds reading a resumé, the same applies to a Media Kit in that you have a short timeframe to capture the brand’s attention and sell your personal brand. Make the best use of the space but don’t overkill with so much content that the brand is overwhelmed.

The strength of your personal brand is in all of the time you’ve invested in tweaking the fine details, whether that be your posting time, or adjusting the angle of the camera, finding a spot with better lighting, moving the props in an image a millimetre to the right to get it in just the right spot, or taking the time to get to know your followers.


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