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There’s a lot of money on the table for content creators who can secure a partnership with a company looking to advertise to their established audience. The best way to enter these partnerships is to develop a social media kit.

Marketers have more avenues for advertising than ever before. Companies are turning to social media marketing to meet their advertising goals, and one of the chief ways they do that is through partnerships with an influencer.

Think of all the great products you learn about through your social media. Maybe you see a shout-out on Twitter or get intrigued by an Instagram post. When customers see a great social media post, it boosts sales and increases brand recognition.

If you are a content creator, blogger, or influencer, you can substantially increase your income through the power of a media kit. Once you understand what a social media kit is and why you need one, you can start crafting the perfect package to display your unique brand.

What Is A Social Media Kit?

At the most basic level, a social media kit is a digital portfolio that showcases what you have to offer. It acts as both an introduction to potential clients and a resume. It’s called many names—brand kit, influencer media kit, even blogger media kit, but it all boils down to the same concept.

A media kit does much more than that, though. A well-crafted kit should leave a potential partner with a good idea of your brand identity. It should tell them what you can offer them. When a marketer looks over your kit, they should know how your social media management strategy can serve them.

Your social media kit should include all the information and metrics a company would want. It should also be visually appealing—companies would pay you to represent their products, so they should like what they see. Finally, your kit should highlight the best of your work.

A brand kit can do what its name suggests—build your brand. Wherever you do your influencing—Twitter, Instagram, YouTube, or anywhere else, your brand can grow exponentially with a social media kit.

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Why You Need A Social Media Kit

A social media personality without a media kit is like a job applicant without a resume or a salesperson without a business card. How can a brand partner with you if they don’t know you exist?

A simple way to demonstrate why a social media kit is vital for building your brand is to look at inbound and outbound sales.

Inbound sales occur when people who already follow you decide they want to work with you. Typically, they’d reach out to you through Twitter, Facebook, LinkedIn, or wherever else they can reach you. There would be a lot of back and forth before you could settle on a deal.

However, if your media kit is available to download, that inbound customer can simply peruse it at their leisure. Then, when they know what they want and are willing to pay the price, they contact you, ready to go.

Outbound sales are similar, but these are sales you pursue. When you connect with a company you’d like to work with, you’d typically start a sales pitch.

A media kit is your sales pitch. When you put your social media kit in the hands of a marketer, they can decide if you’re a good fit. Marketers want to see that you’re speaking to their target audience. This is why it’s crucial to keep the data in your social media kit current.

A social media kit can be an early touchpoint for affiliate partners, influencer interest, or other types of social media advertisements.

Your social media kit acts to build your personal brand, sell your services, and shorten your sales cycle. So how do you create a social media kit?

How To Create A Social Media Kit

It may be tempting to look at your media kit to bring in as many new opportunities as possible. A good media kit can do that, but it’s not about quantity. You want to make the right connections.

In fact, 61 percent of marketers say they struggle to find the right influencer for their advertising needs. That struggle bloats the process of forging beneficial partnerships for all parties. You should create a complete brand portrait to appeal to the companies right for you.

So what information should you include to accomplish this?

Start with the basics

Your kit should include the following:

  • An introduction of yourself and your own brand
  • An overview of your reach and audience stats
  • What you have to offer in terms of content creation and advertising
  • How much everything costs

When it comes to selling themselves, people tend to exaggerate. This isn’t exclusive to professional settings—people build themselves up when trying to win a date, for example—but this can be detrimental to your social media kit.

Make the information you present as transparent and accurate as you can. If your audience is on the smaller side, don’t feel discouraged. Marketers are increasingly focused on audience demographics. If you speak to the right people, it won’t matter if your audience is smaller.

It will matter if you lie about your stats. If you promise something and can’t deliver, not only do you sever your current relationship, but it could prevent brands from looking at you in the future.

Once you have this information covered, you can move on to customization.

Make your media kit unique

Companies receive hundreds, sometimes thousands, of social media marketing pitches. Your best chance of being noticed is having a stellar media kit showcasing who you are and what you have to offer.

There are two places to start. First, you’ll want to customize your kit to whatever social media platform you work with. For example, if you create a killer Instagram story, your media kit should reflect that. Include stats relevant to Instagram, like followers, engagement rates, story engagement, and click-throughs.

The second way to make your social media kit is to create something as high-quality as possible—something that would impress a marketer. You’re trying to sell your ability to advertise for them—you want them to notice the graphic design, fonts, color palette, and social media branding. 

Try our free media kit template if you’re stuck trying to figure out where to start. 

Build Your Social Media Kit Today

Once you understand what a social media kit is and why you need one, the next logical step is to create your own.

Getting started doesn’t have to be a colossal project you do by yourself. Check out our favorite media kit examples to get inspired, download your favorite, and get started.

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Francois Marchand
By Francois Marchand

Francois Marchand is Indie Media Club's content strategist and editor. He is passionate about helping and educating business leaders, media producers, and digital marketers grow their skill sets to stay ahead of the competition. Francois holds a BA Specialization in Communication Studies & Journalism from Concordia University (Montreal, QC) and 20+ years of experience in marketing, ecommerce, traditional and digital media, and public relations, including The Vancouver Sun, The Province, National Post, CBC/Radio-Canada, Unbounce, and Vancouver Film School.