- Influencers use media kits to pitch themselves to brands for sponsored content offers.
- Nanoinfluencer Tess Barclay’s media kit includes several metrics, but not her payout rates.
- He shared the exact media kit he currently uses to get deals on YouTube, Instagram, and TikTok.
Creators no longer need hundreds of thousands of followers to get paid for sponsored content. Brands are now hiring creators with just a few thousand followers to help advertise their products and services.
While presenting themselves to brands, some influencers use media kits to show their value, no matter how many followers they have.
Toronto-based creator Tess Barclay, who has 30,000 YouTube subscribers, 5,600 Instagram followers and 10,300 TikTok followers, sends out a one-page media kit to every brand she wants to work with.
Barclay began posting extensively on social media about two and a half years ago, starting on YouTube, where he would post vlogs about his work week.
At first, Barclay worked with brands like FabFitFun in exchange for free products.
Then, in February 2021, he landed his first brand deal. The deal, with CloudTax, only paid $115 ($150 CAD).
Since then, she has worked with brands such as Princess Polly and Ana Luisa.
“I always thought you needed a million followers, or a hundred thousand followers, to make money on social media,” Barclay told Insider. “But that’s really not true. There are so many ways to turn it into a business, even if it’s part-time.”
She credits her media kit, which she created in 2019, with helping her close these deals. She recommends using a free template, like one from the Canva app, to create a media kit.
Here’s what the latest version of Barclay’s media kit that helped her land dozens of brand deals looks like:
By the end of 2021, Barclay was earning from both social media and his 9 to 5 job as a content and product marketing manager, so he quit to work full time creating content and consulting brands on
Her income streams as a creator include ad revenue and brand deals. Because she lives in Canada, she can’t earn money from the TikTok Creator Fund or Instagram bonus program.
Specifically, on YouTube, it has been “whitelisted,” a popular way for creators to earn money on the platform. This means that if Barclay filmed a TikTok talking about a product, it could grant the brand permission to use that video on its own social media accounts for a fee. Barclay said it charges a monthly fee for a brand to reuse its content.
“YouTube is where I have the most followers, but I make the most money on TikTok,” he said. “The reach on TikTok is crazy right now. I can charge more for a brand deal on TikTok because my engagement rate is higher.”
These are Barclay’s starting fees as a nanoinfluencer. Insider verified these fees against the documentation you provided:
“It always charges more than you think,” Barclay said, adding that its fees change based on exclusivity and usage rights. “Ask for more because the brand will probably negotiate with you.”
She doesn’t recommend including up-front fees in a media kit, because it’s best to get an idea of the brand’s budget first, she said.
“Think of your social media platforms like a resume and your media kit like a cover letter,” he said. “You really want to give brands insight into things they can’t see, like your demographics, your target audience, the age of your followers, and your engagement rate.”