Whenever one of my clients asks me about pitching brands and partners, I always ask “Do you have your media kit updated?” and I often get the 😬 look on Zoom.
Yo, I’m not here to judge, but the media kit is one thing that is often neglected and leaves you scrambling when someone asks for it. Plus, it can help unlock a larger scope of work (and sometimes more money, too) if done correctly!
A media kit, also known as a press kit, is a package of information related to your business. It’s used as a promo piece for reporters and producers (hence the name media), writers, brand partners, sponsors, etc. As a creator and solopreneur, a well-laid-out media kit gives you the autonomy to tell your story as a creator in a personal yet professionally curated way. You highlight your achievements and impact, right there on a platter. You can make it an easy yes to that pitch you spent so much time on, or save a collaborator or producer so much time and back and forth to get information from you.
It all starts with the layout. My favorite way to create a media kit is with Canva. They have a variety of free templates (look at media kit, presentation or ebook to get inspired), but if you’re looking for something a little more design-forward, you can always upgrade to the paid version or purchase a media kit template from a website like Creative Market. You can also hire a designer. Do not let the designer be the hold-up. You can always update and revamp your media kit along the way.
You can also make yours totally digital and have it available as a webpage on your website.
Include a headshot and a brief overview of who you are, your title, what your brand is about, and who you serve. Be sure to include a visible headshot, and make sure that you’re looking at the camera. You want to connect with whoever is reading it.
I’d also include what topics you share regularly. This can be a bullet list. Since a media kit is a snapshot, you can keep it brief.
I know, I know, this part can seem intimidating, especially if you’re a smaller creator, but follower count isn’t the end-all, be-all of your brand. Nano and micro-influencers can tend to have higher-than-average engagement. Remember, anything over 3% is considered really strong engagement these days, so if you’re consistently getting that, that’s a stat to include!
Location and demographics are other important details to include. Age demographics, for example, can be a big factor in working with brands. If a good portion of your audience is between a certain age group, then you can leverage that data to land brand deals that are relevant to their interests. Check your Google Analytics and add your monthly page views and any other metrics to note.
Have glowing reviews or testimonials from past clients and/or your community? Don’t be afraid to brag a little and show social proof that your audience appreciates your work. This could be anything from a message exchange screenshot from one of your followers to a more traditional testimonial from a past client or brand partner. You can include this as a page or as a section within your media kit depending on the layout. Depending on the length, I’d suggest keeping it at three really strong ones.
You don’t have to drop the cash on a DSLR or pay a professional photographer if that isn’t in your budget, but you should make every effort to make sure the photos you’re including in your media kit are as high quality as possible. The best way to do this is to use natural daylight. If you need a guide on taking your own photos that includes a list of tools that are worth buying, you can grab that here and sign up for my mailing list.
Pick photos from past partnerships as well as photos that really capture your brand’s essence (hello, brand shoot!). You want a brand to get a feel for the kind of content you regularly create.
Here is where you really get to show off! Similar to how you wouldn’t skip your previous work experience on a traditional resume, do not skip this step for your media kit. Show who you’ve worked with and if you’re feeling extra fancy, link to the posts so your prospective brand partner can see your past work!
SVG Export is a great extension for Google Chrome that allows you to quickly export a logo directly from a website. You can also search for a PNG version of a logo.
I hope this has inspired you to create or update your media kit.
Feeling a little overwhelmed? Set a timer for one hour and get as much done as you can. Set a date on your calendar monthly to update your stats and swap out photos if you’ve had any relevant project work that you’re proud of. I promise you’ll be glad you did when someone asks for it! Now, after you get your media kit done but before your craft that pitch, check out this list of questions to ask yourself beforehand. I promise you’ll save yourself some time and stress by doing so now!
Questions? I’m here!