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How To Create a Media Kit or Rate Card

Whether you're a blogger, YouTuber, freelance writer, or even a photographer, you will no doubt receive emails or messages from brands or individuals that want to work with you. When you get to this point and your blog, channel, or platform is getting a lot of attention it's time to start putting together your Media Kit.

A Media What?

A Media Kit, or rate card, is an essential marketing tool for any influencers or freelancer. It is used as a promotional tool to help raise awareness, showcase your previous work and explain your services. It's like a menu for the work you do. It should be both creative and informative, as well as easy to interpret.

In essence, your Media Kit should be everything an outside needs to know about you all packed neatly into a single document.

There are a number of ways that brands work with influencers and for this reason there are a lot of creative variations of a Media Kit. Regardless of what they look like, here are a few things that you should include in your Media Kit.

Your Social Media Following

Include all of your social media accounts, such as Facebook, Instagram, YouTube, and Twitter and your following on each platform. If your on other platforms such as Pinterest and Tumblr make sure to include them too. This will give potential brands and individuals an understanding of your social reach on each platform to ensure that you are the right fit for their KPIs.

Website Traffic

Sharing your website traffic stats in your media kit is a great way to showcase the audience that you have access to. I would recommend that you use Google analytics to gather the below important stats:

  • Your websites bounce rate
  • Page visits and views
  • The duration of visitors on your site

Audience Demographics

This can also be retrieved from Google analytics and it gives brands and individuals a great understanding of who you are talking to. The information that you gather for your Media Kit is not only important for potential brands, but this information is also valuable to you. It allows you to answer the question, 'am I targeting the right audience?' Your audience demographics includes stats such as their gender, age, and geographical location and brands use this to find out if you target the same audience as their campaign. You also have every right to turn away a brand if they do not line up with your brand. There is no point collaborating with a brand if their target audience is 35+ and your audience is 20-30 years of age.

Your Rates

This is the part that you are probably most interested in. It's a good idea to include your rates in your media kit if you no longer work on a contra or gifting basis. Giving brands an idea of your rates at the beginning of the conversation can help them determine whether or not they have budget and a desire to collaborate on a campaign that is mutually beneficial.

But how to determine your rates? While there are many factors that can help you determine your rate for collaborations, Hootsuite said it best with this formula. Remember that this is an example to assist in determining your rate. You are free to charge what you think fits best with your stats, engagement and creativity.

$100 x 10 000 followers + extras = your total rate

Collaboration Options

Include the options that brands have to collaborate with you in your Media Kit. Based on your creativity, the options to collaborate with brands are endless. Your options depend on your skills, niche and what you prefer to create. Here are a few collaboration options that are most popular:

  • Reviewing products or services
  • Product inclusions in a blog post
  • Interview opportunity
  • Account takeover (most popular is Instagram Live and Snapchat)
  • A vlog
  • A giveaway
  • A discount code for your audience

Contact Information

This is probably the most important thing to include in your Media Kit. There is no point in sending a brand your Media Kit if you haven't made it easy for them to contact you. Make sure your details are always correct and up to date before sending your Media Kit, and double check or any typos. Make sure to include an email address, website link, and your social media handles.

What about you?

Write a short paragraph about yourself. Brands love to get to know the influencer on a personal level to see if their personality and experience fits with their brand or campaign. Discuss who you are, what you've done, and what you do. This section is open to for you to freely express yourself, but keep it short, sweet, and to the point.

Add a little more

If you have got it then why not flaunt it. Photos? Include these. Samples and great testimonials, add them. Creative? Add your personal touch to your Media Kit. Your Media Kit needs to set you aside from others, so make it stand out.


Try Fohr Card

A great platform that I make use of is Fohr. Fohr builds an online media kit for you by connecting to your social media accounts. One of the reason that I love using Fohr is that the stats needed for your Media Kit are ever-changing and Fohr updates these changes automatically. Saying that though, I still make use of both a Media Kit that I create and my Fohr profile. My Media Kit allows me to add a personal touch to it and add services that Fohr might not allow.

Visit my Fohr profile here.

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