Brands are always on the lookout for the right influencers to partner with. A great way to get a brand’s attention is to send them a YouTuber media kit jam-packed with your channel data, target niche, audience demographics, post-performance and how these metrics will benefit the brand in every way possible. Your media kit is pretty much like a resume, except this time you’re pitching your channel along with your own skills.
Here are 7 things brands are looking for in a media kit.
1. About section
Start your media kit with a brief 3 liner about you and your channel. Make sure you list the following elements.
- Primary profession
- Channel niche: Whether your channel is about food/fashion/travel
- Subscriber count on YouTube and other social media channels where you have a decent following
- Vision: Mention your interests and what you love. You could say “I am a travel vlogger, passionate about showcasing native culture, unravelling local history and discovering hidden wonders”.
- Goal: Outline what you want to achieve through your YouTube channel in the long run. For example, “My overall goal is to inspire young wanderlusts to break free from traditional work routines and explore the uninhibited beauty the world has to offer.”
Give advertisers a taste of your channel. Embed your best-performing YouTube videos and if you have an Instagram account or other social media channel, you can highlight a few posts here. This helps advertisers understand your branding look and feel.
Remember, your media kit must integrate the same branding as your YouTube channel and social media profiles to maintain consistency and look professional. Use the same fonts, colour palette and illustrations in your media kit’s design elements.
3. Audience demographics
If you’re wondering where you’re going to find information about your audience, just head over to your YouTube Studio < click on “analytics” from the left-hand menu < click the audience tab
- List the top cities/countries your audience are primarily from
- Gender breakdown: male/female/non-binary ratio
- Relationship status: Single/married
- Education level
- Main interests: These include leisure activities like shopping, cycling or travelling
Here’s where you need to get into the nitty-gritty. Just let the numbers do the talking. Make your media kit as visual as possible. Advertisers love engaging graphs, infographics, pie charts and bar diagrams. You can use a simple Microsoft PowerPoint tool or Google Slides to create appealing visuals.
- Total number of likes/comments per video
- Best performing videos: Outline which videos perform the best on your channel
- Engagement rate: Divide the total number of your channel subscribers/views per video with the number of video comments and likes
- Average video watch time
- If you usually promote a website or your own merchandise store on your channel, outline how many people click on the link
- Unique visitors: How many new viewers visit your channel
5. Brand integration
Mention which brands you usually partner with and mention in your videos. Mention a good cross-section of big, medium and small sized brands to let advertisers know that you have experience dealing with diverse companies.
6. Previous campaigns
This section is your main eye-popper. When it comes down to the real deal, brands want to know results. Highlight your success with previous brand partnerships, even if they’re unpaid collaborations. Outline how many viewers clicked on your ad, bought a product, or used your discount code. You can also throw in a couple of testimonials from previous brands you’ve partnered with to add some fantastic credibility to your work.
Let advertisers know what sort of collaborations you’re available for. Research how brands are collaborating with other influencers in your niche and list these options. For example, if you’re a beauty vlogger, search for the most popular influencers in your niche. Browse through their Instagram or other social media profiles to see what kind of photos they’re posting and what they’re advertising. Some may host speaking events, promote their own styling services, are open to ambassadorship programs and offer consultant-based work that opens up massive opportunities for brand partnerships. See if you can tweak these roles and offer them to advertisers in your own media kit.
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Sign off with your contact details. Don’t forget to put in links to your social media channels too. Finally, don’t be afraid to show off! Your media kit is supposed to flaunt your killer achievements and show your worth to the world. It won’t be long before brands line up to partner with you.
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