An influencer’s media equipment is among the most impactful impressions that creators could make when
pitching manufacturers or expressing curiosity in social media collaborations. Influencer entrepreneurs wish to join with creators who are usually not solely expert storytellers and group builders, however also can reveal sharp professionalism and eager enterprise acumen. One strategy to separate your self from the pack? Create a strong media equipment that:
- Consists of up to date and related details about you
- Gives a glimpse into the kind of content material you create
- Shares useful insights explaining why it will be useful for manufacturers to accomplice with you.
Under, I’ll offer you some recommendations on methods to execute these parts effectively in your influencer media equipment. Or, in case you’re brief on time here’s a useful influencer media equipment template to get you began.
6 Suggestions for a Good Influencer Media Package
Influencer Media Package Tip #1: Title Your Content material Pillars
Content material pillars are key themes that usually seem in your content material, and so they function a fast manner of expressing your pursuits to potential model companions. Together with content material pillars in your influencer media equipment is among the greatest methods to speak alignment to manufacturers at a high-level! Influencer entrepreneurs and social media groups are sometimes brief on time, so any time shortcuts you’ll be able to present them for determining model alignment or figuring out your strengths and pursuits is a win-win. Most creators additionally record content material pillars and pursuits of their bio — this, by the best way, is nice as a result of many entrepreneurs use instruments like Traackr to seek for potential companions primarily based on bio key phrases.
Examples of generic content material pillars:
- Well being & health
- Journey
- Skincare
- Make-up/Cosmetics
- Trend
Whereas generic content material pillars are nice, you’ll be able to emphasize your speciality or area of interest much more by placing qualifying key phrases or getting a bit of artistic.
Examples of content material pillars that may talk potential alignment:
- Vegan health & life-style
- Issues to do in [insert location]
- Cruelty-free skincare
- Inclusive MUA
- Physique constructive vogue
In your media equipment, not solely do you have to clearly identify these content material pillars, however you also needs to briefly clarify why these themes are vital to you as a creator. You may also share your motivations for creating content material in these areas whereas showcasing earlier social media content material that aligns with these pillars and has carried out effectively.
Influencer Media Package Tip #2: Present Your Stuff
Along with telling manufacturers what you might be specialised/taken with, it’s additionally vital to make use of your influencer media equipment to present them what you are able to do. Embrace prime quality social media belongings, hyperlinks to reside posts, and even mock-ups of content material you’d wish to create for his or her model. Consider this a part of your influencer media equipment as your “creator portfolio”. This part is all about highlighting your greatest and related work on varied social channels and gives a take a look at what manufacturers can anticipate from you.
Professional Tip: Divide your content material into two teams: greatest performing natural content material (per channel), and your previous sponsored posts. This showcases content material produced in partnership with different manufacturers and your private content material creation type.
Use engagement, video views, and remark sentiment out of your social group to reveal why your content material has labored and the worth it brings to those that have interaction with it. Bonus factors you probably have any efficiency metrics to incorporate that transcend the highest of the funnel (e.g. Did your content material drive web site visits? If that’s the case, what number of? Did your content material embody low cost codes? If that’s the case, what number of redemptions did you see?).
Influencer Media Package Tip #3: Be Open In regards to the Kinds of Collaborations You are Trying For
Transparency is vital for creator-brand partnerships, and it goes each methods.
On one hand, manufacturers needs to be open and sincere with creators about what kind of partnerships they will supply. Are they paid? Gifted? One-off or ongoing? All these particulars matter within the choice making course of you, as a creator, goes by means of when figuring out whether or not you wish to signal a model deal.
Equally, it’s vital to be open and sincere in regards to the forms of partnerships that you really want with manufacturers. All of it begins with understanding what your targets are, and what you might be prepared vs not prepared to compromise on. Don’t fear – this reply varies amongst creators, and infrequently depends upon a number of components like:
- How established are you as a creator?
- How aligned are you with the model you’re pitching? (e.g. do you’re keen on the model a lot that you’re excited to work with them in any capability? Or is that this model seen as a extra transactional accomplice?)
- What are your targets as a creator? (e.g. are you serious about short-term monetary beneficial properties, or are you considering of working in direction of long-term partnerships?)
- What are your circumstances? (e.g. do you have got a number of content material streams already? And/or do you have got a crew to help you?)
Sponsored content material and gifted collaborations are commonplace, and as you create higher content material and be taught to leverage your worth as a collaborator, different forms of model collaborations might higher align together with your targets. As you sharpen your type and voice as a creator, your media equipment permits you to clearly talk these targets and the forms of partnerships you’d wish to be thought of for, in addition to place you as a stand-out creator within the influencer panorama.
Whereas being hyper clear about this side may get you some “rejections”, it’s vital to keep in mind that your time and work are useful and worthy of standing up for. Apart from, typically you’ll be able to even flip a “rejection” right into a dialog.
“If a model comes again with a proposal that’s decrease than anticipated, it’s not a nasty factor! It means a dialog is opening as much as focus on and discover a center floor. Keep in mind, it’s a partnership which suggests there are two folks concerned.” – Katie Beth Miedaner (@cappybears), Influencer and Particular Wants Pet Advocate
If you wish to dive deeper into particular methods for navigating model offers, try this text “ 5 Guidelines for Influencer Negotiations”, which is stuffed with useful suggestions for each manufacturers and creators.
Influencer Media Package Tip #4: Embrace Basic Efficiency Metrics and Viewers Demographics
As you construct your influencer media equipment, sustaining up-to-date efficiency metrics to your content material on every channel is vital. It retains you conscious of how your content material performs and helps talk to manufacturers how your worth and contribution interprets within the digital area. Present your strategic aspect by selecting metrics which can be each customary in follow and those who have the best impression for every content material format.
Some efficiency metrics which can be good to share:
- For static posts: common attain and/or impressions, and engagement price are good. Additionally, common remark price, and remark sentiment.
- For movies: longest watch time (this alerts viewers retention) and common video view price. Common remark price and remark sentiment can also be good to share right here.
- Viewers demographic information like location, age, curiosity, gender, and extra.
Professional Tip: Together with viewers demographic information showcases the potential market that manufacturers can activate and attain by means of your content material. Keep in mind: these metrics are a part of the presentation that influences manufacturers to determine new or refreshed collaborations with you. Preserving these metrics updated empowers you to speak your worth proposition with confidence.
Influencer Media Package Tip #5: Spotlight Previous Companions
Creators perceive the facility of referrals and social proof higher than anybody. That’s a giant a part of what “affect” is, in any case.
Identical to every other sort of job, references matter within the creator world. Manufacturers are eager to know who you’ve labored with, and the way it went. In fact, not like different job sorts, you could have some restrictions about what you’ll be able to share (e.g. you most likely gained’t be capable of share how a lot you made for a selected model deal), however attempt to share as a lot as you’ll be able to!
Some potential issues to incorporate in your influencer media equipment that gives some social proof/referral energy:
- Names of previous model companions
- Testimonials or quotes out of your model point-of-contacts, detailing how nice it was to work with you
- Samples of previous model campaigns that you just produced or have been aside of
For those who’re discovering that you just’re a bit of too restricted on what you’ll be able to share, as a consequence of NDAs or guidelines of propriety, you may get a bit of artistic and as a substitute share:
- Kinds of manufacturers you’ve labored with prior to now (then the advertising crew you’re pitching can go piece it collectively)
- Manufacturers you have got affinity in direction of (to offer them a way of what your audiences are used to seeing/partaking with)
Professional Tip: Contemplate highlighting previous partnerships with manufacturers which can be exterior your outlined trade. Many manufacturers want to work with creators who’ve feeds that aren’t as saturated with competitor content material. To do that they typically search for creators which can be exterior their trade. For instance, magnificence manufacturers partnering with athletes or vogue creators; skincare manufacturers partnering with comedians; beverage manufacturers partnering with road interviewers or dancers; and so forth.
Influencer Media Package Tip #6: Have Extra Than One Media Package
Just like how job seekers leverage custom-made resumes, creators profit from having a number of influencer media kits. It’s possible you’ll contemplate creating an influencer media equipment for every trade that you’re taken with (magnificence, vogue, meals and bev, and so forth.), and for various model sizes (small/indie model vs world enterprise).
Sustaining a library of those kits permits for constant updates and focused tailoring to particular model collaborations. This proactive method ensures you are all the time ready, whether or not pursuing new partnerships or refreshing current ones. Bells, whistles and non-essential design decisions apart, utilizing a versatile, but customary influencer media equipment template that permits you to make updates as essential helps you streamline this course of.
