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Media kit | EVERYTHING you NEED to INCLUDE! - YouTube
Channel: Sidewalker Daily
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(upbeat music)
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- Hey, everyone.
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I'm Nina Zadeh,
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director of partnerships
at Sidewalker Daily.
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And today we're gonna be
talking about media kits,
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how to create it,
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what goes in it.
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This is like a super hot topic,
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I think in our industry.
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And if you're new to our channel,
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I'm just gonna give you the
quick, quick, quick rundown.
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So our agency,
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the agency my business
partner and I co-founded,
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Sidewalker Daily,
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we work with mostly travel brands.
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So that could include PR agencies
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or tourism boards or hotels
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on their influencer
marketing, really initiatives.
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So they hire us to like run
their campaigns for them
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but we also work with
influencers and content creators
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and different creatives on
building a sustainable business.
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So media kits are things
that I receive all the time.
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Like when I'm working for a brand
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and I'm trying to like fill
a campaign or a press trip,
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you know, I'm asking for media kits.
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I'm also helping people create media kits
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with my private coaching.
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And I also have our own media kit
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that we use to get clients.
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So it goes without saying,
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that media kits are pretty important
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for your success
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in this industry.
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So imagine you were
going in for an interview
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to a job posting or a new job,
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you probably would have
updated your resume, right?
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You're not gonna go with a resume
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that's like three years old,
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that doesn't have like all
your relevant work experience
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or old outdated references.
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Well, your media kit needs to.
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You have to be in the same mindset.
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You know, influencers
and content creators,
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at the end of the day, you
guys are entrepreneurs.
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You're your own business owner
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and your media kit is a reflection
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of like all your constant
work that you're doing,
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that you're putting out
there into the world.
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So you have to update it as follows.
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And in today's video,
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I just wanna like really
dive into media kits,
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into everything I really know
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about them.
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So I always like to kind of start off,
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you know, elementary and for people
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who may not even know what a media kit is,
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a media kit is a presentation
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or a set of like presentation materials
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that gives a broad understanding
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of your business, right?
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So it's gonna include like a bird's eye
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look into it.
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It's not linearly gonna be super specific
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with every campaign and
everything that you've ever done,
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but it's meant to be more
like an all-encompassing
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piece of work.
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So I kinda think of it
as like a visual resume.
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So why is the media kit important?
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Well, for one, it shows that
you take yourself seriously
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and that you view yourself
as a professional.
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You know, if you take the time
to build out a nice media kit
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that you know,
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has a representation of all
your work in the last few years,
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it's showing the brands
that you're pitching to,
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that you're professional,
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that you take time in
delivering like something
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that is aesthetically pleasing.
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And it makes brands also feel like, "wow,
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"I've heard media kit is,
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"you know, really attractive
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"and good looking and has effort,
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"took effort to make."
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She or he is gonna take that same energy
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and put it into future work.
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Just as a sidebar,
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like our media kit tends
to always get us work
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because people are so
drawn to our branding
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and they just feel
really excited about it.
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So it's a really good way
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to stand out
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especially if you take time
in creating a media kit
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that's like aesthetically pleasing.
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A media kit's also really important
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because you know what you've done, right?
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You know all the things you've
like done in this industry.
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But imagine you're meeting
someone for the first time.
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They're not gonna have the
time to click every photo.
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Watch every video you've
shot, see every campaign.
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No one has time for that.
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So your media kit is like that,
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like visual 32nd,
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quick look at to who you
are, what your stats are,
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who you speak to, who're
your target audiences,
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and then let someone on
the brand side like me
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know quite quickly,
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if we're looking to take that
conversation a little bit,
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you know, to the next level.
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So let's break down what
goes inside a media kit.
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Let's start with your about.
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Now of course, you need an about.
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This portion of your media kit,
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like I've seen about through people,
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I go on and on and on about
them and where they were raised
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and where they came from.
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Again, no disrespect,
I'm on the brand side.
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I'm here to help you guys.
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I see your about, I don't wanna know that,
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you know, your interpersonal story.
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The reason I don't wanna know it,
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it's not that I don't want to know it.
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I need to know like really quickly,
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how you position yourself.
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What's your mission statement?
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So for example, a strong about
would include really like,
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you know, target keywords.
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So for example, I'm an adventure blogger.
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I know that you speak to adventure travel
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or I focus on culinary
or I focus on, you know,
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couples travel,
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you know and trigger.
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Those trigger words are
what's gonna help me
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identify if you're a
good fit with my client.
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So your about needs to
be less really about you
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but more about how you want
the client to you know,
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perceive you or understand.
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So don't spend too much time on your about
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making it like as personal backstory.
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Make it more about, you
know, who you are as a brand,
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if you could sum it up in a few words.
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What's also really important,
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to include a page or section
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is your stats and your demographics.
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What brand people, like what
people on the brand side,
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what we care about is your audience.
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Who are you speaking to and
is your audience, you know,
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the audience that we wanna speak to too?
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So make sure you include,
you know, the geography,
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the locations where your audience is from.
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And it doesn't just have to
be your web traffic location,
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you know, if you're a blogger.
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Also include your Instagram statistics
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or whatever social media platform you know
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you have a lot of viewership on
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because people wanna see, okay,
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maybe you have like tons of, I don't know,
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North American
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site visits to your blog,
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but on your YouTube, you know,
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you get tons of traffic from Canada.
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You know, again,
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it's telling the story of
where your audience is.
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We as on the brand side,
we wanna know all that.
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So make sure you include those statistics
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and not just geography, you know.
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We wanna know gender,
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like who is your audience?
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Is it mostly male or female?
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Now think about it, if I
have like a swimsuit company,
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but you know, and your
audience is 60% male,
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that may not make a right fit to me.
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And this is kind of where it fits.
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This is kind of where
being a micro-influencer
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has its advantages.
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So when you're adding your stats,
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don't worry about numbers so to speak.
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Like, "Oh, I don't have
big enough numbers,"
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because people like me on the brand side,
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we don't necessarily need numbers.
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What we need to know is that
your audience makes sense
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for our product offering.
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So I'll explain.
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Okay, let's just say we
have a blogger in Bali
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who has like two million followers, okay?
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On Instagram and she has
like so many followers
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and everyone's really
impressed by her followers.
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But let's just say the
majority of her followers
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are in Europe and Southeast
Asia and North America.
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But my client is North American
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and only does shipping in the US.
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Then it doesn't matter if you
have a bajillion followers
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across the pond because
what I need is followers
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that are local and that can
be even drilled down even more
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if you're a micro-influencer
or you have smaller numbers.
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So when you're putting on your stats,
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don't be insecure necessarily
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if your numbers aren't
where you want them to be.
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It needs to be more like focused
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on things that are important
to the brand such as, you know,
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geography/location and demographics
of who your audience is.
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And in your stats,
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you can also show different
sorts of conversions, right?
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So you can show the things like
impressions and engagements.
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But you can also include
print screens of swipe-ups,
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like how many people are swiping up
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on an Instagram story of yours?
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Or in a blog post,
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how many people are
clicking a certain link?
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Those little pieces of the pie
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are super important to
include in your stats-like
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section of your media kit.
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Now we do not recommend
putting stats or you know,
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information just to do so.
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If it's not relevant and
it doesn't make sense,
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just ignore it.
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So for example, if you have
like 50 Twitter followers
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and you're never on Twitter
and you're adding it there,
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just don't add it.
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Only add the things that are important.
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Less is more.
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I'd rather have you focus on two platforms
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and do them well and strongly
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than listing like every
platform that you have,
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but ones that you ignore and don't really,
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you know, put that much effort into.
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Another thing I personally
like to see in media kits,
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is kind of like a services page.
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Now rather than just
bullet-pointing all the things
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that you could do, right?
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Like copywriting and photos
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and whatever it is
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that you're putting on your
services-like section, show me.
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Show me examples.
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For example, if you do
social media photo shoots,
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don't just put social media
photo shoots, you know,
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have a little collage
next to the media kit
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of like some recent like
types of photography
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that you've done.
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If you do copywriting, you know,
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maybe you can include some
links of some recent blog posts
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that you've written for different clients.
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This is this portion where you
don't just want bullet points
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because it could be glazed over
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versus if you actually
show what you can do.
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I think brands, you know,
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we're more receptive
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to reading them
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and to like being interested in it
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because at the end of the day,
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if it's like just bullet points,
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we may just like gloss over it.
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Whereas if you take that
time to really break it out,
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like let's just say your
services page is one page
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and you broke it up into four sections
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and you kinda showed visually
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what you could do in each section,
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I think that makes it more appealing.
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You'll absolutely wanna
show examples of your work,
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even if it's let's just say
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you're a content creator photographer
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and you just want one slide
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that's like a collage of
all the top type of images
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that you've ever done,
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go for it, but take it a step further.
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Label the images maybe
on the bottom corner,
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just breaking them up into niche.
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Like you know, you can shoot hospitality,
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you can shoot nature,
you can shoot portrait.
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Like, you know, showcasing a
little bit what you can do.
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You definitely wanna
include your past work.
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Now again, remember I was
saying like the bullet points
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with your services.
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This goes the same for
working with brands.
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You don't wanna list the brands,
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put their logos on there,
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you know, make up really
beautiful presentation
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in terms of like getting those logos.
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And if you're not graphic design-friendly,
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there are so many free tools now
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that are like catered to you.
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I mean,
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just Canva on itself,
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I'll have to do a video
just on like templates
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because there's so many premade templates
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for presentations and media kits
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that you can just drag and drop.
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You know, take the extra mile
and really put in that effort
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when you're making sure that
your media kit is visually,
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you know, appealing.
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As for rates,
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I personally would not put
the rates in your media kit.
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This is something that I
would like have like a slide
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and then on certain jobs
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or certain, you know, pitching decks,
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you can include like a
deck that has your rates
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and a deck that doesn't.
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And I would only send that
deck that has the rates
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if it was asked because if not for me,
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I'd rather just like do proposals
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based on the brand's budget.
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And I also think this is something
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that I wanna share with you guys,
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I don't know, I don't see
people doing this enough
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and it's like super important,
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is customizing your media kit
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based on who you're pitching to.
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Now I know that sounds like a lot of work,
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but the bare bones in the
framework is the same.
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So for example,
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if you're pitching to a tourism board
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and you're pitching to
let's just say Costa Rica,
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if you put photos from
maybe of your Hawaii trip
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or your Bahamas trip
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or something that has
like a similar landscape,
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they'll be able to, the
person on the brand side
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or that's doing those trips
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is gonna be able to see
their destination like,
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"Oh," like they can see it.
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Whereas if you have photos
of like, I don't know,
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Finland or a snowy destination,
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maybe it doesn't really like,
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it may not click.
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Again, this doesn't have
to be a entire media kit
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that you have to customize.
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It could just be one slide.
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It could be your like work slide
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so that you can
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put photos
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or content that makes sense to the brand
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that you're pitching to.
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If you're pitching to a fashion company,
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include fashiony photos.
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If you're pitching to a hotel,
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do not put the fashiony photos
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because they don't want
that type of content.
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So you know, think critically
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and maybe have like one
slide in your media kit
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that you can constantly like swap out.
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One thing I noticed too is don't forget
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to include your contact information
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you know, usually towards
the end of the media kit.
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But make sure you have your
name, your phone number,
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your email, all your social
handles, your website linkable.
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That way, people can,
you know, at the end,
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let's just say they
forward this presentation
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if I get a media kit and I'm like,
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"Oh, I'm not the right fit
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"but I'm gonna forward it to someone else
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"at a different department,"
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then the information is,
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your contact info is
already on the media kit.
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Something that you also wanna consider
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is the length of your media kit.
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So if you're pitching in person,
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no one wants to receive like a 10-pager.
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It's just way too big and way too much.
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So you're gonna wanna focus
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on like a one-pager, back and front,
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printed on like a really
thick sort of paper polished
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and those sorts of presentations
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or media kits do really well,
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like at blogging conferences
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or if you're meeting someone for coffee,
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you just wanna leave that
one-pager again, a visual resume.
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That's what you're gonna be doing.
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Whereas if it's an email pitch
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and you wanna send over like
your media kit, you know,
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I think anywhere up to 10 pages is fine.
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And lastly, I don't know why
I didn't mention this before,
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but I was just like thinking about it.
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So make sure you include testimonials.
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I know we talked about
putting like your logos
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for your brand.
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Put a testimonial and ask the person
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that you're getting your testimonial from
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if you know, you can include
their LinkedIn photo.
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Again, it makes it human.
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Like if I'm saying Nina
or Sidewalker Daily
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organized a wonderful trip
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and I just put the person's name,
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it's really different than
if I have like a photo
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of the person giving me my testimonial.
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And again, using a testimonial
is a really great way
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to validate the type of work that you do.
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So I hope this video gave you guys
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like a good overview on like
media kits from a high level.
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I'm gonna make more videos
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that kind of show you media kit mistakes
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and actually show you some
of my favorite media kits.
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So you'll definitely wanna stay tuned
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and subscribed to our channel,
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so you can always be in the loop
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when I do release those type of videos.
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If you liked this video, let me know.
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Let me know on the comments
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and I will be sure to see
you in the next video.
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(upbeat music)
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