What is a Media Kit for Instagram – How to Create One + What To Include

I’m back with another post in my blogging series! Today, I’m answering all your questions about media kits! What is a media kit for Instagram? Why do you need one, how do you create one, what should you include in yours and more!

Disclosure: This post may contain affiliate links which means I receive a small commission if you make a purchase from one of my links. Thank you for supporting Sunday Mimosas Blog 🙂

If you’re new to blogging, I know how overwhelming everything can feel. That’s exactly why I decided to create this series. I want to teach you everything I’ve learned the past few years: how to start a blog, pitching to brands, making money, driving traffic to your blog, creating a consistent posting schedule, social media marketing strategies and more.

This is the third post in the series, so stay tuned for many more. If you have specific blogging questions you’d like me to answer, feel free to reach out on Instagram or leave me a comment below. I’d be happy to help!

With that, let’s dive into today’s topic!

What is a Media Kit for Instagram

A media kit, also known as a press kit, is basically a resume for your brand! It’s generally a one to two page document that includes key information on your mission and goals as a brand, the services you offer, your social media accounts + analytics and demographics, your contact info, examples of your work and previous brand collaborations.

Media Kits are used by bloggers and influencers to showcase their best work to brands that they want to work with. Not all brands will ask to see your media kit, but it’s always a good idea to have one created, just in case!

Later in this blog post, I’ll talk about when you should and shouldn’t send your professional media kit to a brand!

Why do you need a media kit?

For bloggers and influencers, your media kit is your online resume or digital portfolio. This is the document you’ll show to brands who want to learn more about your personal brand and social channels. Like I said before, not all brands will ask to see your media kit, but there are a lot that will.

So, why do brands ask bloggers to send over a media kit? Because they want to know if you’ll be a good match for their brand! Just seeing your Instagram account usually doesn’t give them enough information about you, so they’ll request additional info – your media kit! A lot of times brands will also have you send over screenshots of your insights as well.

The brand will use all the relevant information you provided them with to determine if they want to work with you. This is why it’s important to have an amazing media kit. Your initial outreach email to the brand will get the brands’ interest, but your media kit will seal the deal!

Note: If your goal is to work with brands on a paid basis, expect to send over your media kit. Before a brand agrees to pay you, they usually like to see your social media statistics and audience demographics. Also, if your rates are higher than industry standard, brands will want to make sure you have the analytics to back it up.

How to Create a Media Kit

The best way to create a media kit for Instagram is by using a graphic design platform like Canva. Canva is completely free and has tons of free media kit templates for you to choose from!

When you login to your account, simply click the templates tab at the top of the page and search Media Kits. Tons of templates will pop up and you just have to choose the one you think will work best for your own brand! Insert your own photos and play around with the formatting, colors, fonts and text blocks to create an original and unique media kit. Once you’ve created it, download and save it as a pdf format document, and it’s ready to send to brands!

Personally, I didn’t love any of the Canva templates, so I designed my own media kit. I wanted something that was cute and would make my brand stand out among the sea of influencers.

If you want to use the template I designed, you can grab it here!

Two page media kit template designed for bloggers and influencers, for just $11!

10 Things You Need to Include

Now, let’s go over the top ten sections that you’ll want to include in your blogger media kit.

1. Your Name + Blog Name

First thing you’ll want to include is your own name or your blog’s name! Make sure it’s clear, readable and in large font so the brand can easily see whose media kit they are looking at. Personally, I have my blog’s name, Sunday Mimosas, at the top of my media kit and then I introduce myself and include my name in the About Me section.

If your blog’s name is your name, then just include your own name at the top!

2. A Professional Photo of You

This is important! Brands want to get to know you and see who you are since you will be representing their brand and helping promote their products. I recommend using a professional head shot for your photo! Remember to use high-resolution images that are clear, show your face, and represent YOU!

3. About Me Section

This is the section where you’ll introduce yourself, your blog and everything you want a brand to know about you!! Make it personal. Brands want to form a genuine connection with their influencers so make sure you share a few sentences detailing your mission, vision and values as a content creator. This is the section that will make you stand out and differentiate you from the other bloggers.

In your About Me section make sure you include basic information about your brand including:

• Your name and blog name
• Your location
• The types of content you share
• Target audience
• Mission statement + vision statement for your brand
• Goals of your brand

4. List of Services You Offer

Including your rates in your media kit is completely optional, but listing out the services you offer is necessary! Think about what services you could possibly provide a brand and list them out. Here are some examples of collaboration options!

You don’t need to include every service on your media kit, just a few simple examples.

• Instagram In-Feed Posts
• Instagram Story Posts
• Reels/Tik Toks
• Blog Feature
• Product Photography
• Giveaways
• Product Reviews
• Press Trips
• Pinterest Posts

5. Samples of Your Work

Along with having a professional photo of yourself, you’ll want to include some photos of your previous work. That way the brand can get an idea of the work you can do for them! This is where you can display your BEST photos or Instagram posts. Make the brand want to work with you!

In terms of the number of photos you want to include, it honestly doesn’t matter. Just include enough so the brand has a good idea of your work!

6. Previous Collaborations

If you’ve previously worked with other brands, make sure you list them out on your media kit. This is a great way to show potential brand partners that you have experience collaborating with brands in your niche. Choose a few of your top brand partnerships to highlight!

For those of you who haven’t worked with any brands yet, it’s okay! Just leave this section off your digital media kit for now. From personal experience, when I first started working with brands on a gifted basis, I wasn’t asked to send over a media kit. Typically, if your partnership with a brand is a product-exchange only, you won’t have to send yours over.

7. Audience Demographics

When pitching to brands, nine times out of ten, they’ll respond and ask you to send over insights on your audience. I recommend just adding these insights to your media kit. It’s a quick and easy way to showcase this info to brands if they ask. Here’s what you’ll want to include:

• Male to female follower ratio
• Age range of your audience
• Top locations (by country and city)

For your blog, you can find this info on Google Analytics and for your social media platforms, go into your insights tab on the platform or app!

8. Social Media Analytics

This is arguably the most important section. The analytics are huge to a brand when deciding whether or not they want to work with you. If a brand is going to pay you, they want to make sure that it’s mutually beneficial! They want to ensure that your post will reach the right audience, generate sales and build brand awareness and trust.

For this section, you’ll want to highlight your top social media stats for each platform. List out your social media handles and your top statistics for each one. If you have a high engagement rate and reach on Instagram, include that. If you have a large number of followers on Tik Tok, add it to your media kit.

Here is additional information you should think about including:

• Audience size (follower count for each platform)
• Engagement Rate
• Average post reach + impressions
• Blog monthly page views
• Blog monthly unique viewers
• Number of email subscribers

9. Contact Information

Here’s where you will include all your contact details! Your email address, phone number, possibly a home address (I include this on mine for shipping info), etc. You can have a separate section of your media kit labeled Contact Information or just include your information at the bottom of each page, that’s what I do!

10. Rates

Adding your rates to your digital press kit is completely optional! Personally, I have two media kits, one where I include my rates and one where I don’t. This is personal preference, so you can decide whether you want to include your starting rates or leave them off.

It is true that sharing your rates too early in the negotiation process with a brand can take away your negotiating power. And you don’t want to do that! So, in the next section of this post I’ll explain when exactly I share my media kit (with rates) with a brand.

If a brand is just asking to see your insights and audience demographic information and doesn’t give you campaign deliverables, I recommend leaving your rates off.

When to send your media kit to a brand?

There are so many mixed messages on when to send a brand your media kit. I’m going to tell you what I do because it’s worked very well for me so far! Let me first say, that I never attach my media kit to my initial pitch email. It’s not necessary.

First, you want to gauge the interest of the brand. See if they are open to partnering with you first before you give away all your valuable information and statistics! If they respond and want to collaborate, ask them follow up questions, “what does your budget look like for this campaign? What are the goals, deliverables, timeline, etc?”

If the brand simply asks you to share additional analytics with them, I’d recommend sending over your media kit without your rates on there. If they ask you to share your rates, I recommend flipping the question back on them and asking what their budget looks like. Try to get the brand to share their rate first before you share yours!

I typically only share my media kit with my rates included after a brand shares their budget first and it’s lower than my normal rate.

Conclusion

We covered a lot in this post and I hope you learned everything you need to know about media kits and why you need one as an Instagram influencer (or any influencer)! If you have any questions feel free to reach out to me on Instagram or leave a comment below.

To summarize, here’s what we covered:

• What is a media kit for Instagram and why do you need one?
• How to create a free template using Canva + beautiful pre-designed media kit templates
• 10 Things You Need to Include in your kit
• When to send your media kit to brands

For those of you wanting to learn more about becoming a blogger, making money blogging and working with brands, check out my other blog posts below! I’m spilling all my best blogging tips and tricks that I’ve learned over the past few years that have been essential to growing my brand.

Want More Blogging Tips and Tricks!? Check out these posts:

• How to Start a Blog for Beginners: Simple Step By Step Guide
• Best Ways to Find Brands to Work With on Instagram as a Micro Influencer
• How I Started Blogging and Why You Should Too!

This post shared What is a media kit for Instagram and everything you need to include in your kit to land your dream brand deals.