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4 real media kit examples that influencers on YouTube, Instagram, and TikTok use to get brand sponsorships

Macy Mariano, an Instagram influencer
  • For many influencers, especially those primarily working on Instagram, brand sponsorships are their main source of income.
  • One of the first things advertisers ask for during a pitch is to see a creator's media kit. 
  • Influencers use their media kits as a tool to showcase their value to a brand or company, which often includes past examples and rates for a partnership.
  • Business Insider spoke to creators on YouTube, Instagram, and TikTok who shared the exact documents they use to land brand sponsorships. 
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Many influencers, especially those primarily working on Instagram, say brand sponsorships are their main source of income — with brands set spend up to $15 billion on influencer marketing by 2022, according to Business Insider Intelligence.
Influencers use their media kits as a tool to showcase their value to a brand or company. Including performance metrics in a media kit is as important as highlighting content, Alessandro Bogliari, cofounder and CEO of The Influencer Marketing Factory, told Business Insider in February.
"When I say metrics, I don't talk only about vanity metrics (likes, comments, views) but also about conversions," he said in an email. "A lot of brands are looking not only anymore for brand awareness but for real conversions (sign-ups, e-commerce sales, use of promo codes, etc). If we see any reference to actual important numbers and metrics in an influencer kit we know that we are talking with a professional that cares about giving real value to our client."
Media kits often highlight the previous brands a creator has worked with, their audience demographics, and some of their past work.
Here are 4 examples of real influencer media kits from YouTube, Instagram, and TikTok stars:

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Macy Mariano: 105,000 Instagram followers

Travel and style influencer Macy Mariano is an Instagram creator who has worked with brands like Lululemon, Champs Sports, and the hotel company Four Seasons Hotels and Resorts.
Mariano said many advertisers will ask to see her media kit when negotiating terms for a sponsored content deal.
"I think it's super important if you want to take this seriously," Mariano told Business Insider in February. "I send them now to everyone I get in touch with. It's just a good way to express who you are and what you've done so they can see your past and current work."
Check out the full media kit here (obtained in February 2020): An Instagram influencer with 100,000 followers shares the 9-page media kit she uses to pitch brands, which includes how much money she charges

Roberto Blake: 445,000 YouTube subscribers

Business and tech influencer Roberto Blake runs a YouTube channel with 445,000 subscribers.
He earns money through brand sponsorships, affiliate marketing, ads in his videos, and business coaching.
Blake said he sends a media kit to every company he pitches, and he has previously worked with brands like Samsung, PayPal, and HP. He said that having a media kit can cut down on creating materials to send over to a brand every time you want to pitch yourself.
"It puts your content, demographic, and data in context, and shows a brand why you are a good spokesperson for their product," he said. "It also lets you give them enough information to decide how to best utilize you as an influencer."
Blake's audience skews older, between the ages of 24 and 44. They are working professionals or small business owners who tend to travel and use a variety of hardware and software brands in their careers.
Check out the full media kit here (obtained in February 2020): A YouTube creator with 430,000 subscribers shares the exact 11-page document he sends to brands to land sponsorship deals

Marina Mogilko: 2 million YouTube subscribers

Entrepreneur and YouTube creator Marina Mogilko runs three successful YouTube channels, a 343,000-subscriber business channel, "Silicon Valley Girl"; a 1.1 million subscriber main channel under her name; and a language channel with 2.3 million subscribers, "linguamarina."
Mogilko has worked with brands like Audible and Skillshare on sponsored videos. She told Business Insider that she sends a media kit to the brands who reach out and the ones she pitches, which includes case studies of past campaigns and her audience analytics.
She lives in San Francisco and is the cofounder of a travel agency, LinguaTrip.
Mogilko's business earns money through her promoting brands within videos on YouTube, promoting them on Instagram, and from the Google-placed ads that play in her YouTube channel.
Her media kit begins with her channel categories: business, education, languages, life in Silicon Valley, and personal development.
She lists the audience demographics for her 2-million-subscriber language channel. Her audience is between the ages of 18 and 44 years old, 52% male viewers and 48% female. The top countries her viewership is from are the US, UK, Canada, Russia, and India.
Check out the full media kit here (obtained in May 2020): A YouTube creator with 2 million subscribers shares the exact 24-page media kit she uses to get brand sponsorships

Girls in the Valley: 10 million+ followers on TikTok

Girls in the Valley is a Los Angeles-based TikTok content house set up by the talent-management firm Influences.
The house is the brainchild of Ariadna Jacob, Influences' founder and CEO. Jacob said she cast the Girls in the Valley members by scouting the "For You" page on TikTok, a landing page that highlights popular content on the app.
"I'm older, but I also grew up and lived in social media, so I ended up being able to get the top girls that I wanted for it," Jacob told Business Insider in April. "Everybody's just very different. They each have their own individual brand. I wanted to make the Spice Girls. All different, but all part of the same group."
Because Jacob is renting the Girls in the Valley house from one of her other clients, the former Disney star Bella Thorne, she said its residents will have free rein to paint rooms in the house (a feature that may draw in brand sponsors who can have their logo displayed in rooms in the house).
Influences recently put together a media kit pitching the "Girls in the Valley" concept to brands.
Check out the full media kit here (obtained in April 2020): A TikTok influencer group shares the exact 8-page media kit it's using to pitch brand sponsorships of a new collab house

* This article was originally published here
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