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  • By Lauren Hough

    Decoding Influencer Media Kits

    March 04, 2022 | About a 2 min read

    Social Media

    Decoding Influencer Media Kits

    By Lauren Hough
    March 04, 2022
    About a 2 MIN read

    Media kits are how influencers convey their unique value to you, the brand. They serve as a portfolio or resume of sorts that gives an influencer an opportunity to tell a brand everything they can bring to the table. You may have had influencers reach out to your brand with their media kit. Or maybe you’ve asked to see one. Or maybe you have no idea what a media kit is. Either way, we’re going to break down what to look for (and what to look out for) when reviewing an influencer’s media kit.

    What to look for

    1. Audience data
      • It’s extremely important to pay special attention to demographics like age, gender, and location of the influencer to ensure it aligns with the demographic you’re trying to reach
    2. Engagement rate
      • This metric is vital in determining if their audience is actually going to engage with the post
      • One of my biggest tips is to calculate a sponsored post engagement rate from the past 90 days to gauge how well their sponsored posts do as opposed to taking their engagement rate at face value
    3. Reach/Impressions
      • This is a telling way to determine how many people see their content and can help determine if their pricing will be worth it
    4. Past partnerships
      • A lot of times influencers will insert logos of brands they’ve partnered with
      • It’s an easy way to see if any of your competitors have worked with this influencer, and if so, it might not come off as an authentic partnership for you
    5. Rates
      • Rates are typically included in Media Kits, and some may provide bundle prices for you to reference
      • You will still want to confirm additional rates they may charge for exclusivity, perpetuity and usage rights
    6. Their social platforms
      • All of the influencer’s social platforms will be listed, and a lot of the time will include these specific metrics per platform
      • This is a great way to see if this influencer can be activated across their platforms

    What to look out for

    1. Inaccurate metrics or audience data (whether it’s old, exaggerated, or calculated differently)
    2. Relationships with direct competitors (especially if recent)
    3. Visually appealing media kit, but with no data or metrics to back them up

    Media kits are a great tool for both the influencer and the brand. The influencer gets to share about themselves, their audience data and metrics, past brand partnerships, what kind of content they like to create – and the brand gets to see if it aligns with them.

    All media kits are a little different, and some may contain information that others don’t. The main point I want to get across is this:

    • don’t take the information at face value
    • Double-check metrics and audience data with influencer management software
    • Ask for information that isn’t provided
    • Do your own calculations

    If you’re more of a visual person, download our Influencer Media Kit – DecodedPDF for a media kit example and quick-tip guide that you can keep on you at all times.

    Lauren Hough

    A native Floridian (and current Californian), Lauren has a passion for how digital storytellers can bring a brand to life. Early on in her career, she recognized the importance of bridging the gap between company and consumer through authentic online voices and has never looked back. Her favorite thing about influencer marketing? That it has the power to completely revolutionize a brand, no matter the size.

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