11 Things to Include in Your Influencer Media Kit – and How to Create One for Yourself

If you have been building your online presence for long enough, chances are that you have quite a following. People love your content, have fun sharing it with other people, and take your suggestions seriously. Now, brands are asking you about sponsored social posts and other collaborations. One of the best ways to answer their questions is having an influencer media kit.

In my work as a Fractional CMO and influencer marketing educator, a media kit is one of the first assets I tell aspiring influencers to build. It is the difference between sounding like a hobbyist and looking like a professional that brands can actually hire.

What is an Influencer Media Kit?

An influencer media kit is an information sheet or short packet you hand to potential brand partners and media organizations. Also called a press kit, it is the influencer version of a resume, CV, or portfolio: a virtual handshake that introduces you, shows what you have accomplished as a creator, and gives examples of your work.

Done well, it lets brands quickly decide whether you are the right fit for the collaboration they have in mind. That speed matters, because the easier you are to evaluate, the more likely you are to make a shortlist.

Why Do You Need an Influencer Media Kit?

Like any business owner, influencers need to advertise their services. Your influencer media kit is one of the most practical advertisements, because you can email them to marketing professionals and influencer marketing agencies. The information you include is important, but so is the design: people like to see your sense of style before interviewing.

Having a media kit also makes you more professional. It indicates that you know how many followers you have, an approximate engagement rate, and much more. This little document will show that you are much more than a hobbyist who just likes to create. You are demonstrating a commitment to promoting yourself and their products in a professional manner. Influencer marketing keeps growing, and the latest influencer marketing statistics show why brands keep increasing their budgets, so a polished kit puts you in front of that spend.

How to Create Your Influencer Media Kit in 5 Easy Steps

An influencer media kit can be as simple or as detailed as you want it to be. The rest of this article walks through the specifics, but before we get into them, here is the overview of what you need to do, and then we will cover each step in detail below:

• Step 1: Pick a Tool to Help Create
• Step 2: Decide on Your Design
• Step 3: Gather Data You Will Need for Your Influencer Media Kit
• Step 4: What to Include in Your Influencer Media Kit
• Step 5: Create It!

Let’s now jump into each of these in more detail below.

Step 1: Pick a Tool to Help Create Your Rockstar Influencer Media Kit

Luckily, you do not need to start from scratch if you know which tools to use. A good design tool, a ready-made template, or a freelancer can all get you to a finished kit fast. My go-to recommendation is Adobe Express, but let’s look at the main options so you can pick what fits your budget and skill level.

Tool option	Best for	Rough cost
Adobe Express	Most influencers who want on-brand design fast	Freemium; premium is inexpensive for one user
Adobe Photoshop	Creators already doing heavy photo editing	Subscription; overkill for occasional use
Etsy template	A polished starting point you customize yourself	$5 to $15 one-time
Fiverr freelancer	Anyone who would rather hand it off	$10 to $35 per kit

Use Graphics tools

No matter your niche, you will want a graphics tool to craft the kit. Adobe Express is the one I point most influencers to first: it is a freemium design tool, and even the premium plan is inexpensive for a single user. If you do heavy photo editing, Adobe Photoshop is the original professional-grade option, though the cost is overkill for the occasional use that fits most bloggers and creators. Here are some example influencer media kits you can “remix” into your own.

Try influencer media kit templates

One of the hidden gems I found while writing is a free template put out by Later. Later is an Instagram-only account management tool that can be invaluable for Instagram influencers. For the price of your email address, you can use their Photoshop-based influencer media kit template. Did I say Photoshop was expensive? It is, but they offer a one-week free trial. You might get that just to use the template.

You can also purchase an inexpensive template on Etsy for as little as $5 to $15, plug it into Adobe Express, Canva, Photoshop, or even PowerPoint, and off you go. There were almost 1,000 results for my Etsy search, so you are bound to find the right file format and visual design to do your brand justice.

Hire someone

If you want to be smart with your time and you’re not the best with visual design, why not hire an expert to create an influencer media kit on your behalf rather than fiddling around with a tool? These search results on Fiverr show that you can purchase a customized kit for anywhere from $10 to $35. Of course, the quality will depend on the provider, but this might be the easiest solution for those less visually inclined.

Step 2: Nail Your Design and Visual Branding

Like any other business, all influencers should have a personal brand. Part of this is the sense of style reflected in your content, especially for visual content types. If your Instagram style is a little quirky, then it’s fine for your influencer media kit to be slightly quirky so long as it’s still professional.

The style should also reflect your niche. Influencers in business-related niches should make their influencer kit in a businesslike style. This doesn’t mean it should lack personality, it just needs to be professional. On the other hand, a skateboarding influencer might infuse skateboarding-related elements into the design. Why is this important? Brands are looking for influencers who are suitable for their intended collaboration type and brand image. Your kit should promote your services while helping businesses know if you are the right person to use.

From a visual designing perspective, make sure you have thought through and are consistent with the following design elements. If you already have implemented your branding in your website, simply extend that to your influencer media kit, but if not, make sure you decide on these critical elements:

• What the overall layout should look like: Take a look at the templates mentioned above or search for the kits of your own fave influencers for some inspiration
• Your choice of font
• Your branded color scheme
• Your logo
• Your overall visual and textual tone or brand voice
• Photos and videos from previous collaborations. Learn more about this in Step 4 below.

Step 3: Use Tools to Help You Gather Data for Your Influencer Media Kit

There are a number of influencer marketing tools that can help aggregate your engagement data to make finding the details of what to put into your media kit easier. While these tools are made for brands to find influencers, some offer free capabilities for influencers to analyze their own data.

One such tool is TrendHERO. This is a nifty SaaS service that helps you analyze any Instagram account. While brands are the major customers, you need to be aware of TrendHERO because they might use it to check your account before engaging. With that said, they offer a free tool for influencers. Use the one-account-free feature to check on your own Instagram account. They’ll give you the basic analytics information, in addition to an assessment of how good your account is overall. Download the information, and you can incorporate it into your influencer media kit. A bonus: they’ll tell you if they think you have a fake follower problem. Get that alert, and you’ll have a chance to address it before getting embarrassed.

Below is a sample of the kind of data you can get for your own Instagram account.

Step 4: 11 Things to Include in Your Influencer Media Kit:

If you’ve never assembled an influencer media kit, don’t worry. Making one isn’t much harder than assembling your resume or CV if you know what to put in it. While beginning influencers might not need all of these items, they can be added as experience increases.

Element	Why brands want to see it
Short bio with photo	Puts a face and a personality to your brand
Active social channels	Shows reach and lets brands vet your whole presence
Follower count	The quick audience-size signal brands screen on
Audience demographics	Proves your followers match their buyer persona
Engagement rates	Shows your audience actually responds, not just watches
Website or blog	Adds credibility and a permanent home for proof
Past collaborations	Acts as your work experience section
Testimonials	Third-party proof you deliver results
Services	Tells brands exactly what they can hire you for
Price list	Sets expectations and filters serious inquiries
Contact info	Removes friction so brands can actually reach you

1. Short Bio with Photo

Think about the first question in many job interviews: “tell me about yourself.” When you are an influencer, your product is essentially your personality, creativity, and wisdom. For that reason, you will want to be creative with the short biography. This is not as hard as you think. One thing I talk about is my love of Japanese language and culture, which matters because of the large number of Japanese clients I have. If you are a fashion influencer, consider mentioning what sparked your interest in the subject. Ideally, you will use this answer to help potential clients feel a connection with you.

Likewise, your photo should be both professional and an invitation to connect. Head shots are appropriate in some situations, but not in others. When choosing a head shot, make sure you’re sporting a nice smile and relaxed demeanor. If showing yourself having fun is more appropriate, such as with a travel blogger, pick a non-sponsored shot that features you pursuing that hobby.

2. Your Active Social Media Channels

Naturally, the most important social media channel to showcase is the one where you produce sponsored content. If you are an excellent Instagrammer, then you should be sure and include an indication that this is what you do best. Along with that, give your Instagram handle.

However, don’t stop there. Even though you don’t expect to get hired on the other social media channels, brands can build a connection with you by looking them over. Are you an overall fun-loving person? This online personality will typically spill over into other social platforms. Exercising your influence in a professional niche? Your LinkedIn profile, even if it isn’t being used for your influencer business, can really help establish your credibility.

There is one more reason to include all of your active social channels: corporate culture issues. As I have often told brands, it is important that the influencers they work with do not reflect badly on their corporate image. Standards and expectations vary widely here, but one of the best ways to gauge an influencer’s suitability is to evaluate their overall online presence. By including those links, you make that review easy.

3. Follower Count

Unlike some other statistics, follower numbers are easy to both find and report on your influencer media kit. This is a good thing, because follower numbers are one of the most important pieces of information about any influencer. Many brands pay you based on the audience size you have on the social platform where you do your work, and they might be looking for a specific audience range for any given campaign. Most platforms will give the number of followers on your profile or front page, and you should simply update this number occasionally. With blogs, you can use the number of unique visitors you have every month, found in your account dashboard.

4. Audience Demographics

All brands, whether large or small, have a buyer persona in mind. For some brands this is a relatively fixed demographic, while for others the buyer audience persona changes between marketing campaigns. This is important for your influencer media kit because you want brands to know immediately how well your followers fit that buyer persona. For example, if the brand wants to market their line of organic cotton shirts to millennial male businessmen, then they will look for an influencer who can reach this group. By giving your follower demographics you’re making this easier for the brand.

Need to find those demographics? Some of the information can be gathered using standard analytics tools within your social media account. Instagram Analytics and similar services give a close approximation of who’s listening. More information can also be gathered by looking at the profiles of some followers.

5. Engagement Rates

Within the influencer marketing industry, audience engagement rates are often the elephant in the room. It’s wonderful to have a bunch of eyeballs, but if they don’t interact with your contact then it doesn’t matter as much for marketing purposes. Engagement is another one of the metrics used to decide if you are an effective influencer, and to set your rates. Listing your engagement rates helps brands know if you are suitable. Finally, don’t buy engagement just to pump up those numbers. Many of us have learned to detect this (along with fake Instagram followers), and it will backfire big time.

6. Your Website or Blog

Brands hire you for your social media influence and ability to reach their target audience, but the lifespan of a piece of content on any given social network is often short. That’s where having a blog can work to your benefit, because blog posts live on in search engines forever. Blog posts also allow you to provide a backlink back to your potential band partner, and the more influence your website has in terms of domain rating, the more they will value this.

At a minimum, even if brands are reaching out to you as a social media influencer, a website gives you extra credibility and social proof. It also lets you fully brand your presence beyond social media. And it gives you a convenient place to publish your previous collabs and testimonials, whether you are a mega influencer or a nano influencer.

In other words, think of your website as your digital business card to attract a potential brand partner.

7. Past Collaborations

Think of listing your past collaborations with previous brands as a content creator like the experience section on your resume. Just as you would list past and present positions on this document, your influencer media kit should mention past collaborations. An experienced social media influencer might have too many collaborations to talk about in a one-page document. If this is your situation, choose a selection between your best work, favorites, and top results. Putting your best foot forward is the name of the game. For rookie influencers, the list might be exhaustive. Consider talking a bit about your dream collaborations if you haven’t done anything for pay yet.

8. Testimonials

Brands don’t just like to know what you have done in the past. They like to know what you achieved for past clients. To that end, consider asking some clients to write testimonials. Testimonials do not have to be long; they just have to show appreciation for your work. Ideally, you should choose recurring or high-paying clients to encourage more of same from future gigs. Combined with your list of past collaborations, these short reviews help you stand out from the crowd.

9. Services Your Offer

Don’t let brands wonder what you are willing to do. Tell them! When brands look for new influencers to collaborate with, they typically have a good idea of what they want in terms of services. Some brands will even take that influencer press kit and extract the information, storing it for later. As the need arises for an influencer who offers certain services, they might look for this information in the database. By providing it, you have made yourself more “visible” in the system. Be sure to include both what you’re willing to do and what you do best.

10. Price List

While beginning influencers haven’t necessarily “set” their prices, more established ones often have. By putting a price list on your influencer media kit, you help brands know what your expectations are as well as the collaboration option for each type of content that you can provide that best meets the needs of their target market. Depending on your business strategy you might negotiate with brands for services. At the same time, you’ll give brands a signal whether or not your services are affordable as well as what the potential collaborations options are available from your list of services.

11. Contact Info

Don’t leave brands “guessing” on how to contact you. The whole purpose of an influencer media kit is to advertise your services, and at the heart of this effort is generating sales leads. If a brand has to track you down, then chances are that they won’t bother. They’ll just move on to someone who has included this information. When listing contact info, give your preferred contact method. You might also include alternative methods as you are comfortable.

Frequently Asked Questions About Influencer Media Kits

Step 5: Are You Ready to Create Your Influencer Media Kit Now?

Most people do not think about a media kit until a brand asks for one, and by then they are scrambling. Don’t be that person. Treat your influencer media kit like a resume you keep current: build it once, refresh the numbers every couple of months, and have it ready the moment an opportunity lands in your inbox.

If you are still building the audience to fill that kit, start with how to become an influencer. And if you want the strategy behind how brands and creators actually work together, grab a free preview of The Age of Influence, my book on building an influencer marketing program that delivers.