Use Your Influence: Making a Media Pack


As a newly emerging influencer, chances are you will have gathered yourself some pretty impressive readership stats, and social followings to boot. You will also have a clear idea about what you can offer a brand looking to partner with you, as well as which brands and core values you feel resonate with your audience.

However organised you’ve been though, you’ll soon discover that brands and agencies keen to collaborate with you will be demanding this information at a rate that can be hard to keep up with. As an in-demand influencer, nothing is more helpful when presenting yourself for potential work than having all of your vital statistics in one place, easily accessible and unquestionably clear.

So what is the best way to do so? Well, many influencers are circumventing this issue by using a ‘media pack’. Loosely speaking, a media pack is a short presentation that can live on your site and easily be attached to emails, that outlines all of the information a brand will need to know before working with you. Having a media pack not only makes collaborative projects infinitely easier, it shows brands that you know your worth, and that you really mean business. Luckily, we’re here to tell you exactly how to make one.

What goes in a media pack?

This is a matter of personal taste and opinion, but the following elements are fairly crucial to a good, comprehensive media pack:

  • Your vital statistics:
    • Your name and contact details.
    • Your influencer name – either the name of your blog or social identity.
    • Your blog URL and/or social account handles.
    • Your blog and/or social logo.
    • Your site’s unique users (usually monthly).
    • Your audience composition – this can include their geographical location, gender, age, occupation, household income etc. As in-depth as this information seems, brands will be interested in it to ensure your audience aligns with theirs.
    • Your page views per month.
    • Your social stats – Obviously this should be more prominent if you are primarily a social based influencer. Pay attention to which channels are your strongest and most engaged, and promote these as such.
  • Your personal statement:
    • This should be a concise and authentic paragraph about you as an influencer, as well as your site and/or social channels.
    • This section should make brands instantly aware of your core values as an influencer, so that they can quickly assess whether you and your audience are likely to value what they offer.
  • Media coverage of your blog and/or social channels:
    • If you have examples of this, it can really add gravitas and value to your status as an influencer.
    • Don’t go overboard – include the pieces you feel really showcase your work and its reach, don’t cram every media mention you’ve ever had into one section.
  • Your previous brand partnerships:
    • If you have already partnered with brands, others looking to work with you will be interested to see how you have handled them and the results you saw.
    • Include a few of these with measurable results if possible, but keep them brief, text-light and easy to digest.
  • The types of brand partnerships that you offer:
    • Some influencers offer only social media content sharing, some favour sponsored posts, and some do it all.
    • Think carefully about what you can and want to offer brands. It is not necessarily an advantage to have every possible collaboration on your portfolio. Think about what kinds of brands you are looking to work with, and what types of partnerships are likely to work for them.
  • Your rates:
    • This is not essential, and there is something to be said for keeping your rates under wraps until it comes to negotiating.
    • However, if you want to give brands a rough idea of what to expect in terms of the financial compensation you require, including pricing for different types of collaborative projects is a good start.

How should a media pack be laid out?

Again, there are endless ways to lay out your media pack and all are based on personal requirements and taste. Here’s some things to bear in mind to keep you on the right track:

  • Branding:
    • Your blog and/or social identity should have a strong aesthetic that reflects everything you’re about.
    • Make sure you bring this to your media pack, through things like colour scheme, typefaces, featuring your logo etc etc.
  • Length:
    • The ideal length for a media pack is about 2-3 pages. More important than this however is that it is concise and as easy to read as possible.
    • Don’t include any information that isn’t necessary and useful, but make sure you still showcase your personality.

What tools make a good media pack?

  • Canva -This is a great tool for those short on time (and graphic design skills), with loads of slick templates and layouts to customise and make your own.
  • Brand Magnet – A relatively new product, Brand Magnet allows you to create a clean, contemporary media pack for a small fee.
  • Pic Monkey – Mainly a photo editing tool, this is a super easy way to arrange information in a professional looking, collage format.

Final thoughts…

At the end of the day, a media pack should sell your influencer identity to a brand or agency. Imagine if you were to have a face-to-face business meeting with a potential brand collaborator. What would you want them to know in order to make the partnership work for you? Whatever the answer – put it in your media pack!