Creating a professional media kit

This post is written by Dominique Harmse.

After attending the SA Mom Blogs event in May this year, there were a few questions about Influencer Kits  (or Media Kits) from the guests. Heather has kindly agreed to share my thoughts on this in the hope that it will assist you in creating an impactful kit.

Why is an Influencer Kit so important? Because it helps influencer relations agencies to ‘sell’ you to a client for campaigns and allows us to make sure we are selecting the right people to work with. At HelloConversations we select influencers based on their values and match them to our client’s brand values. Influencer Kits are a very useful tool in determining if a person is a good brand match.

What is an Influencer Kit? It is a pack of documents and images, a toolkit that tells us all we need to know about you, your platforms and how we can work with you. It should always contain the following information:

1. About You
2. Your Stats
3. Your Audience
4. Your Rates

About You                                     

• Include all the relevant, up to date info about yourself – who you are, why you started blogging, info about your kiddies, your (and their) favourite things, what your platform focuses on i.e. beauty and fashion, parenting, lifestyle, food etc. Keep it short and to-the-point.
• Contact number and email address as well as where you are based. This assists us greatly when preparing guest lists for events.
• Any key things to note about working with you i.e. charging for giveaways, your availability during the week or to attend events etc.
• Something that we are always happy to receive is a features list or hints about what you are working on in the next few months.
• High res images of yourself and past work that we can include in our proposals and feature on our platforms

Your Stats

• Blog link as well as average monthly visitors/unique monthly views to your site
• All your social media platforms handles/links as well as number of followers/fans. The most important stat is your engagement rate. Please share this with your social media profile links.
• Including case studies with images and results always excite client.

Your Audience

Tell us about you and your readers, fans and followers.

Paint the picture of your targets: are they male or female? Where do they live? What do they comment on? What do they want to see on your blog? What was your most-read article/post with the highest engagement?

This helps us to suggest brand content that resonates with your audience.

Your Rates

• Blog posts (how many words?)
• Social media posts – cost per platform and package deals if we use all your platforms
• YouTube/video creation (cost per video, including editing)

A good influencer relations agency will connect with you first before presenting any content or collaboration ideas to their clients. Depending on the campaign and budget available, there will be a mixture of paid and ‘editorial’ opportunities. So don’t just send a rate card as this doesn’t form the basis of a successful collaboration.

With an increasing number of influencers in the industry, the creation of a detailed Influencer Kit will set you apart from the competition and improve your chances of working with great brands to create relevant and exciting content.  

Dominique Harmse was a Managing Partner at HelloConversations, an Influencer Relations agency based in Johannesburg. She has since relocated to the UK. She is PR at Novakid. Follow her on Instagram here.