As an influencer, getting your first brand partnership is a big deal. And with new protections in place, even more creators, athletes and influencers can seek out partnerships with brands. Initiating that partnership effectively can be a challenge for influencers new to the scene.
For collegiate athletes, and any creator looking to partner with brands, creating a professional influencer media kit can help you set the tone for the relationship and ensure the partnership is mutually beneficial.
Traditionally, a media kit contains contact information, a brief description of your personal brand and a few work samples. For influencers, ambassadors, and creators, a media kit will bridge the gap between your hard-earned community and marketers at brands. But going beyond the basics can create better results, improve your response ratio, and ultimately, boost your professionalism.
Key Components of a Media Kit for Influencers
Building a compelling media kit should go beyond the basics. But which details feel superfluous? Casey Smith, Senior Social Media Manager at Kroger shares some of the core components influencers should include in their media kit.
“Share your passions – tell me something about yourself beyond just numbers. In terms of numbers it’s important to include audience demographics. The potential ambassador’s audience may be a really important one to us.”
A high-level overview of your audience demographics indicates a deeper understanding of how your content will resonate if you partner with the brand. But going one step further to customize the media kit for each potential brand partner can take your pitch to the next level, Casey explained.
“We like to see examples of sponsored content, if available. If that’s not available, then include some social posts that showcase the kind of content we could expect if partnering together.”
Giving an example of your quality of work can help ensure your style will align with the brand’s style. It’s best to determine fit before the scope of work is agreed upon – by showcasing sample work, you’re able to front load a lot of the evaluation process.
Other metrics can also be helpful during the evaluation process. Adam Ornelas, former Social Media & Influencer Strategist at Chipotle Mexican Grill shared some of the top data points influencers should include on their media kit.
“Sharing your audience size can be helpful, but you should also include the channels you’re active on in addition to engagement rate can be helpful for brands.”
In a space that can be tricky to quantify, showing brands important data points can go a long way for influencers.
Should Influencers Make the First Move?
Even though a lot of influencer marketing is driven by brand outreach, some of the most successful collabs originate from influencer pitches. In fact, influencer managers source somewhere between 10-40% of their influencer partnerships from influencer pitches. Adrienne Young, Former Social Media Manager for FENTY Beauty shared that pitches can be a great ‘in’ for influencers looking to get started.
“In my experience, I’ve found that inbound inquiries are a great way [for brands] to find more micro to mid-tier influencers who are already big fans of the brand. I usually find that brands need to take initiative and make the first connection when it comes to macro to mega-influencers, however.”
Perfecting the Pitch
Having your top stats and key content samples bundled together in one document can be helpful, but crafting an authentic and relevant pitch to brands can set your first impression apart from the rest, according to Adam.
“Consistency and genuine love for the brand is key. Organically showing interest and affinity on social media goes a long way. Marketing teams take note of brand love and it helps create and build a relationship between you and the brand. Pursue a genuine relationship with the company and the money will come.”
In terms of delivering the pitch, it’s important to consider where your audience is most likely to receive it. Fortune often favors the bold, Adam shared.
“Focus on your authentic affinity and passion for what they’re doing. If you don’t, it’ll come across in the content you create and will fall flat with your audience. Sometimes it’s better to pursue startups and mid-sized hyper growth companies because it gives you a chance to grow with them both as a partner and financially.”
The Authenticity Imperative
The content that resonates best with any audience is authentic. Letting that authenticity shine through in your media kit and pitch is critical, according to Greg Meade, CEO of CROSSNET.
“Being authentic can go a long way with how a brand can onboard an influencer. I know from experience, if someone really wants to work and even sends follow up messages, we will be more inclined to act on that deal as they’d probably end up creating the most genuine content.One of our best partnerships to date is working with Sam Pedlow. He’s just a genuine person that sees the benefits of working with us (and vice versa.) Partnerships like this are the best!”
Authenticity in the media kit and in the pitch itself are equally important. Letting that authentic and genuine interest shine through can also set your pitch above the rest. Adrienne Young shared some key ways influencers can separate themselves from the crowd.
“A cold influencer pitch stands out when I can tell that the influencer is genuinely interested in working with our brand specifically, rather than sending a generic cut and paste email that I can tell that they’re sending to other brands. An influencer can also stand out by demonstrating how well they know the brand, by pointing to specific brand ideals or launches that they resonated with, which shows initiative.”
Bridging Professionalism with Authentic Passion
Being an influencer means you’re equally invested in your chosen passion, community, and being a professional partner with your chosen brands. With a strong media kit, your community and content will shine through and generate powerful collabs with the brands in your space – and in the long run, could result in lasting brand partnerships.
Media Advisory: Ministers Stoodley and Davis to Attend Run for Women in Support of Stella's Circle – News Releases – Government of Newfoundland and Labrador
On Sunday, June 26 the Honourable Sarah Stoodley, Minister of Digital Government and Service NL and the Honourable Bernard Davis, Minister of Environment and Climate Change, will attend the LOVE YOU’ by Shoppers Drug Mart Run for Women, in support of women’s mental health programs at Stella’s Circle.
The event is set to begin at 8:45 a.m. at Quidi Vidi Lake, 115 The Boulevard, St. John’s.
The Run for Women is held in 18 cities throughout Canada and focuses on Women’s Mental Health. Funds raised go to this year’s charity partner, Stella’s Circle, to specifically support programming at Naomi House and the Just Us Women’s Centre. The event also promotes physical movement as a means to creating better positive mental health outcomes.
Digital Government and Service NL
Environment and Climate Change
Newly appointed Toronto councillor resigns after controversial social media posts resurfaced – CTV News Toronto
A newly installed Toronto councillor has resigned after her old social media posts, which appear to show homophobic content, were unearthed hours following her appointment.
Rosemarie Bryan was appointed by city council as the new councillor for Ward 1 – Etobicoke North during a special meeting on Friday, filling the vacancy left by Michael Ford, who ran in June’s provincial election and won.
After she was appointed, however, Bryan’s alleged past social media activities, which appears to show her sharing anti-LGBTQ content, were brought to light.
Friday was the start of the Pride Toronto’s Festival Weekend, which features the return of the Pride Parade to downtown streets on Sunday following a two-year hiatus.
Several councillors posted to social media that had they known about Bryan’s posts, they would not have voted for her to fill the seat.
“A majority of councillors would have never this (way) had this information been brought forward. We relied too heavily on the recommendation being made by former councillor,” Coun. Mike Layton tweeted.
“We need to reopen this debate.”
Of the 23 councillors who cast their ballots, 21 voted for Bryan, including Mayor John Tory.
Coun. Josh Matlow, one of the two councillors who did not vote for Bryan, called for her resignation, tweeting that he does not believe “anyone who supports hate and bigotry should be a Toronto city councillor, or hold any public office for that matter. This is disgraceful.”
On Friday night, Bryan released a statement announcing that she is resigning, saying it’s the best way to continue serving those who love and support her in Etobicoke North.
Bryan said she is devastated that her past online posts are being “thrown against my decades of commitment to the community.”
“I recognize councillors were not aware of those posts before today’s discussion and now that they are, I recognize many would not have cast their vote for me. I don’t want to hurt all those who supported me and I remain committed to helping my community in any and every way I can,” she said.
In a statement, Tory said while Bryan made a “strong case” to council for her appointment, her past social media posts are “not acceptable.”
“I totally disagree with any homophobic or transphobic views. I absolutely support our 2SLGBTQ+ residents. City Councillors are expected to set an example when it comes to consistency with our shared values,” Tory said.
“I would not have voted for this appointment had I been aware of these posts and I know that is the sentiment of the vast majority of council who also voted today.”
He said it was appropriate for Bryan to resign.
“The upset this has caused everyone involved is extremely unfortunate. This is especially unfortunate on the very weekend when we are celebrating the progress we have made together,” Tory said, adding that he has asked staff to review the overall appointment process.
S.Korean leader's informal media events are a break with tradition – SaltWire Halifax powered by The Chronicle Herald
By Soo-hyang Choi
SEOUL (Reuters) – South Korean leader Yoon Suk-yeol has departed from years of tradition by holding informal daily media events to field questions on topics ranging from inflation and ties with neighbouring North Korea to the first lady and even boyband BTS.
Such wide-ranging access to the president was previously unheard of. It stems from Yoon’s decision to move his office out of the official Blue House, whose previous occupants largely steered clear of such interactions over more than seven decades.
“It’s apparently helping Yoon dispel worries about his lack of political experience and giving him a sense of where public opinion is at,” said Eom Kyeong-young, a political commentator based in the capital, Seoul.
Yoon, a former prosecutor-general, entered politics just a year ago, before winning the presidency in March by a margin of just 0.7%, the narrowest in South Korea’s history.
Upon his inauguration in May, Yoon moved the presidential office to the compound of South Korea’s defence ministry, describing the official residence as the symbol of an “imperial presidency”, and vowing not to “hide behind” his aides.
His liberal predecessor, Moon Jae-in, had rarely held news conferences, and almost always filtered his communication with the media, and the public, through layers of secretaries.
Analysts see Yoon’s daily freewheeling sessions as part of a broader communications strategy that lets him drive policy initiatives and present himself as a confident, approachable leader.
The campaign has also allayed public suspicions about the newcomer to politics, they say.
Polls show the new strategy helping to win support and much-needed political capital for Yoon in his effort to hasten recovery from the COVID-19 pandemic, in a parliament dominated by the opposition Democratic Party.
Although Yoon’s approval rating dipped to 47.6% in a recent survey, slightly lower than the disapproval figure of 47.9%, another June poll showed communication was the reason most frequently cited by those who favoured him.
“The sweeping victory of Yoon’s conservative party in June local elections shows the public is not so much against the new administration,” said Eom.
Incumbents from Yoon’s People Power Party (PPP) defeated challengers for the posts of mayor in the two biggest cities of Seoul and the port city of Busan in that contest, while its candidates won five of seven parliamentary seats.
Eom attributed Yoon’s low approval rating from the beginning of his term to inflation risks that threaten to undermine an economic recovery and his lack of a support base as a new politician.
But some critics say Yoon’s sessions raise the chances that he could make mistakes.
“He could make one mistake a day,” Yun Kun-young of the opposition party wrote on Facebook last week, saying the new practice could be “the biggest risk factor” for the government.
The presidential office could not immediately be reached for comment.
Yoon has already faced criticism for controversial remarks made during the morning briefings, such as one in defence of his nominee for education minister, who has a record of driving under the influence of alcohol years ago.
But the daily meetings and public reaction would ultimately help the government to shape policy better, said Shin Yul, a professor of political science at Myongji University in Seoul.
“It might be burdensome for his aides for now, but will be an advantage in the long term,” Shin said. “A slip of the tongue cannot be a bigger problem than a policy failure.”
(Reporting by Soo-hyang Choi; Editing by Clarence Fernandez)
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