Working with Influencers — What we look for in a great media kit! | by VERB Interactive | re:VERB | Apr, 2023

By Yasmine Hussain

VERB Interactive is proud to offer expert influencer marketing services for our clients. This includes everything from outreach and influencer vetting to planning and orchestrating a full brand partnership. When an influencer reaches out to any of our clients regarding a potential partnership, one of the first things we will ask for is your media kit!

What’s a Media Kit in Influencer Marketing?

A media kit is a document that influencers and content creators compile to share with brands when inquiring about potential partnerships. Think of it as a resume or portfolio for influencers. Your media kit will act as your official pitch when offering to collaborate with a particular brand as well as serving as an asset in getting you that brand partnership.

A well-done media kit will include an introduction section explaining who the content creator is and what their personal brand brings to the table. It should display an array of the creator’s social media statistics such as; following, reach, impressions, and engagement. You should also highlight consumer demographics such as age, gender, and location. You can pull these statistics from the analytics on your social accounts. Make sure to use a credible platform when gathering these numbers, as a brand will always do their own background checks to confirm the numbers they’re presented with.e as transparent and credible as possible. Some media kits may even include information, results, and testimonials from past partnerships with other credible brands.

When creating your media kit, make sure your format is clean and consistent throughout. This goes a long way in leaving a good first impression for whichever influencer strategist is in charge of reviewing your media kit. This is important as brands get multiple inquiries about partnerships per day, so you want to make sure that yours is clear, concise and stands out.

Why is it Important to Know These Details About an Influencer’s Demographic?

You may be wondering ‘Why is a content creator’s consumer demographic important? Isn’t it more about the number of people who will see it?’ Well, for example; someone with a lot of teens as their primary demographic may not exactly be a prime target market for a partnership about something such as homeowner insurance. For something like homeowner insurance or investment accounts, you will ideally want your influencer’s audience demographic to be age 25 and up. An influencer with a large teenage following would be a better fit for a partnership for something along the lines of video games, fashion or entertainment

This is why a brand might prefer to partner with micro-influencers on a specific demographic rather than a macro influencer with a broader demographic! Quality over quantity is important when it comes to most partnerships in the influencer marketing world. At VERB Interactive we use an array of influencer marketing tools and platforms that help us carefully go through the vetting process of each and every influencer we work with.

As a brand or marketing agency, regardless of the follower count of the influencer you are partnering with; you will want to make sure that the creator who you’re going to be working with has an audience that aligns with your expected target reach. This counts in terms of age, gender and location.

When the influencer authentically aligns with your brand and desired client, you are increasing the chances of a successful and effective partnership.

Common Errors in Media Kits:

Spelling mistakes and grammatical errors are the most common mistakes made in a media kit. Small mistakes can affect your overall credibility when content creator recruiters are looking through potential candidates for a partnership. Brands don’t want the person doing their advertising to make spelling or grammatical errors, so make sure to always proofread your media kit before sending it off!

Another common mistake is not including your audience demographics or social media channel handles on your media kit. Make sure to include all pertinent information for a quick and smooth review of what you’re capable of when it comes to content creation on social media. When a brand is looking for an influencer they don’t want to have to find information about you online because it’s not in your media kit. Last but not least, the look of a “busy” or hard-to-read media kit is a common error found in influencer marketing as well. Make your media kit something that is easy to follow and digest while still being informative.

How to Reach Out to a Brand as an Influencer:

The best way to reach out to a brand is to send them a DM on Instagram or visit their website to see if they have an influencer marketing or media press form. When doing so make sure to introduce yourself, include your social handles, and contact information, and express the similarities between you, your audience and the brand. Explain why you would be a good fit for a partnership and of course, attach your media kit.

As mentioned earlier, VERB Interactive is thrilled to offer our expert influencer marketing services to our clients. If influencer services are something that you are looking to incorporate into your brand’s strategy to enhance your performance, contact us for more information today!