Unpopular opinion: why I DON’T use a media kit

Let’s talk about media kits… This can be a controversial subject, but I’ll admit I don’t use a media kit.

I’ve created them in the past and tried using various ones over the years but I always end up getting rid of them. Personally, they don’t resonate with me, nor do I recommend them to content creators that I’ve worked with. If you’ve ever done a social media consulting call with me, you would have heard me say this.

media kit for influencers

First off, what is a media kit anyway?

A media kit or digital resume is essentially a package of information to send to brands of your analytics and what you can offer them. Media kits are great as you can showcase what your brand is, and pitch yourself to a client. You can be creative with it and design it in your brand colours and photos to make it come to life. In terms of the messaging, information typically included is your number of followers, audience demographics, statistics, testimonials, pricing, and outlining ways how to work with you.

This all sounds great, right?! So what’s the problem?

All these things are beneficial but the issue is the pricing aspect. I compare a media kit to a cover letter. When you’re applying for a job, you submit a cover letter to build yourself up and explain why you’re the ideal candidate for the job. But you’re not going to send the SAME cover letter to every job you apply for. You need to tailor the cover letter to who you’re applying for.

The same principle applies for media kits. I will tailor my pitching email to a brand depending on who I’m talking to. I also have a sliding scale when it comes to my rates. If I am talking to a big brand, I will send them my regular premium rates. If I’m talking to a small start up company that is owned by one person, chances are I will reduce my rates. The media kit I would send to a large corporate company isn’t the same media kit I would send to Pam who makes jewelry down the street. That just doesn’t make sense!

Another important aspect is determining if you are doing a paid partnership or working with the brand on a gifting basis/in-kind. You don’t want to limit yourself to gifting with a brand. You also need to determine what the asks are or what is required of you, and therefore adjust your rate.

Lastly, your analytics may be changing all the time, which means you’ll have to be constantly updating your media kit. You don’t want to send them your old follower count or information that isn’t relevant. You want it to be a current and accurate representation of who you are.

But media kits have seem to become the industry standard, so what do I do when a brand requests for one?

Good question. I explain to the brand that I customize each partnership to fit that brand’s needs.

Brands LOVE to hear the word customize. They feel special and you’re being honest. I have said this to brands multiple times over the years and there has never been an issue. That being said, be prepared for them to come back asking for specific questions, which you DO need to answer. If they ask questions, perhaps about your analytics, you will want to to send it over to them.

In conclusion, I don’t use a media kit because you’re limiting yourself to a fixed price. I like to cater to the each individual brand and customize partnerships so I’m not limiting myself, but also ensuring I am giving the brand what they need. That being said, there is absolutely nothing wrong with using a media kit – they’re great! I just implement mine in my own way. And for you, I encourage you to do what is best for you.

Have any other questions? Send me a message!

-Jenna xoxo

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