How to create an influencer media kit to get brand deals

Marina Mogilko
  • Social-media influencers use media kits to pitch themselves to brands.
  • These documents often provide metrics and some kits also include pay rates.
  • We spoke with a dozen creators who shared the exact media kits they use.
  • See more stories on Insider’s business page.

Many social-media creators rely on brand deals as their main source of income.

Influencers can offer advertisers a range of content types – like in-feed posts on Instagram, a 30-second TikTok, or a mention on YouTube.

Brands are hiring creators with nano (fewer than 10,000 followers) to mega audiences across a wide range of categories.

To land these deals, some influencers will use a media kit to showcase their value to a company.

Many media kits include:

  • A cover page
  • Audience metrics, like core follower demographics
  • A list of advertisers the influencer has worked with
  • Past campaign case studies
  • Pay rates
  • And contact information

Some influencers will send a media kit to every advertiser they work with. They keep this document up-to-date by adding new metrics and collaborations every few months.

Marina Mogilko
Mogilko uses a 24-page media kit. Marina Mogilko

Here are 12 examples of real media kits that influencers use to land brand deals

YouTube:

Roberto Blake

Instagram:

Alexa Collins - Instagram influencer
Alexa Collins Alexa Collins.

TikTok:

“I think it’s super important if you want to take this seriously,” Macy Mariano said of media kits. “I send them now to everyone I get in touch with. It’s just a good way to express who you are and what you’ve done so they can see your past and current work.”