7 real media kit examples that influencers on YouTube, Instagram, and TikTok use to get brand sponsorships

  • For many influencers, especially those primarily working on Instagram, brand sponsorships are their main source of income.
  • One of the first things advertisers ask for during a pitch is to see a creator's media kit. 
  • Influencers use their media kits as a tool to showcase their value to a brand or company, which often includes past examples and pay rates for a partnership.
  • Business Insider spoke with creators on YouTube, Instagram, and TikTok who shared the exact documents they use to land brand sponsorships. 
  • Subscribe to Business Insider's influencer newsletter.

Many influencers, especially those primarily working on Instagram, say brand sponsorships are their main source of income.

In fact, brands are set spend up to $15 billion on influencer marketing by 2022, according to Business Insider Intelligence.

To get brand deals, influencers often use media kits as a tool to showcase their value to a company. Including performance metrics in a media kit is as important as highlighting content, Alessandro Bogliari, cofounder and CEO of The Influencer Marketing Factory, told Business Insider in February.

"When I say metrics, I don't talk only about vanity metrics (likes, comments, views) but also about conversions," he said. "A lot of brands are looking not only anymore for brand awareness but for real conversions (sign-ups, e-commerce sales, use of promo codes, etc). If we see any reference to actual important numbers and metrics in an influencer kit we know that we are talking with a professional that cares about giving real value to our client."

Media kits also often include the previous brands a creator has worked with and their audience demographics.

Here are 7 examples of real influencer media kits from YouTube, Instagram, and TikTok stars:

Jen Lauren: about 1,500 YouTube subscribers

Jen Lauren is a 24-year-old nano lifestyle influencer on YouTube and Instagram, and she has between 1,000 and 2,000 followers on each social-media platform.

As a part-time influencer, Lauren has started to make money by partnering with brands on sponsorships, she told Business Insider in November. 

Lauren is considered a "nano" influencer on YouTube and Instagram. Nano influencers often specialize in a specific niche, with a small and engaged community that feels like they know the influencer on a personal level. They generally have fewer than 5,000 subscribers on YouTube and between 2,500 and 10,000 followers on Instagram. 

Her core audience stats show that her audience is between the ages of 18- and 34-years-old. 18-24 (40.3%) and 25-34 (44.8%).

Check out the full media kit here (obtained in November):

A YouTube and Instagram nano influencer shares the simple 3-page media kit that helped land her first brand deal — and how much she gets paid

 

Laur DeMartino: about 3,300 YouTube subscribers and about 5,200 Instagram followers

Laur DeMartino, 19, is a part-time lifestyle content creator and full-time college student. She told Business Insider in November that she treats her content as a "mini-internship." 

DeMartino is a "nano" influencer and while she has a larger audience on her Instagram (5,200 followers) and TikTok (4,200 followers), YouTube is her primary focus as a creator, where she has about 3,300 subscribers as of November. 

She told Business Insider in November that her starting rates for YouTube integrations are between $300 and $500, depending on the brand and the deliverables. 

So far, she's worked with brands like Lululemon and SeatGeek, which she highlights in her media kit. 

Check out the full media kit here (obtained in November):

Here's the exact 9-page media kit a YouTube and Instagram nano influencer uses to get brand sponsorships

Macy Mariano: about 111,000 Instagram followers

Travel and style influencer Macy Mariano is an Instagram creator who has worked with brands like Lululemon, Champs Sports, and the hotel company Four Seasons Hotels and Resorts.

Mariano said many advertisers will ask to see her media kit when negotiating terms for a sponsored content deal.

"I think it's super important if you want to take this seriously," Mariano told Business Insider in February. "I send them now to everyone I get in touch with. It's just a good way to express who you are and what you've done so they can see your past and current work." 

Mariano had 105,000 Instagram followers when Business Insider obtained the media kit in February. Today she has 111,000 followers.

Check out the full media kit here (obtained in February 2020):

An Instagram influencer with 100,000 followers shares the 9-page media kit she uses to pitch brands, which includes how much money she charges

 

Jade Darmawangsa: about 380,000 YouTube subscribers

Jade Darmawangsa has about 380,000 YouTube subscribers and has expanded her channel into a full-time business by working with brands on sponsorships and collaborations.

On average, she charges between $2,000 and $5,000 for a YouTube brand sponsorship, and between $500 and $2,000 for a sponsored Instagram post, she told Business Insider in October. 

On YouTube, her monthly earnings vary, and the most she's made from a single video is around $5,000, according to a screenshot of her dashboard viewed by Business Insider.

Darmawangsa highlights at the top of her cover page that she was named as a "Creator on the Rise" by YouTube in 2018. This is a feature built into the trending page on YouTube that highlights three emerging creators each week.

She is based in Los Angeles and launched her YouTube channel in 2015. 

Check out the full media kit here (obtained in October):

A YouTube creator with about 380,000 subscribers shares the exact 4-page media kit she uses to land brand deals and how much money she charges

 

Roberto Blake: about 488,000 YouTube subscribers

Business and tech influencer Roberto Blake runs a YouTube channel with 488,000 subscribers.

He earns money through brand sponsorships, affiliate marketing, ads in his videos, and business coaching.

Blake said he sends a media kit to every company he pitches, and he has previously worked with brands like Samsung, PayPal, and HP. He said that having a media kit can cut down on creating materials to send over to a brand every time you want to pitch yourself. 

"It puts your content, demographic, and data in context, and shows a brand why you are a good spokesperson for their product," he told Business Insider in February. "It also lets you give them enough information to decide how to best utilize you as an influencer."

Blake's audience skews older, between the ages of 24 and 44. They are working professionals or small business owners who tend to travel and use a variety of hardware and software brands in their careers. 

Blake's YouTube channel had 436,000 subscribers when Business Insider obtained the media kit in February. Today he has 488,000 subscribers on that channel. 

Check out the full media kit here (obtained in February 2020):

A YouTube creator with 436,000 subscribers shares the exact 11-page document he sends to brands to land sponsorship deals

HoneyHouse: about 700,000 TikTok followers

HoneyHouse is an influencer collab house currently based in Los Angeles and made up of content creators (who are also couples) between the ages of 26 and 32.

The self-proclaimed "oldest house on TikTok" had about 700,000 followers on TikTok as of November. 

HoneyHouse launched in August 2020 and was founded by J.T. Barnett, a fitness influencer and former professional hockey player, and Nick Dio, a brand strategist and talent manager.

The two work together on pitching the house to brands for sponsorships by marketing the house as a brand-safe, family-friendly collab house that can integrate products (such as beverages or apparel) into their content. 

"We have a seasonal development model, so we're only in the actual house for 30 days at a time," Dio told Business Insider in November. "And that creates about two months worth of content."

Between seasons, HoneyHouse rotates new members and locations. The house also plans on launching a YouTube and podcast series during its second season. 

Check out the full media kit here (obtained in November):

The founders of a TikTok influencer house share the exact 17-page media kit they use to get brand sponsorships

Marina Mogilko: about 2.8 million YouTube subscribers

Entrepreneur and YouTube creator Marina Mogilko runs three successful YouTube channels, a 391,000-subscriber business channel, "Silicon Valley Girl"; a 1.2 million subscriber main channel under her name; and a language channel with 2.8 million subscribers, "linguamarina."

Mogilko has worked with brands like Audible and Skillshare on sponsored videos. She told Business Insider that she sends a media kit to the brands who reach out and the ones she pitches, which includes case studies of past campaigns and her audience analytics. 

She lives in San Francisco and is the cofounder of a travel agency, LinguaTrip. 

Mogilko's business earns money through her promoting brands within videos on YouTube, promoting them on Instagram, and from the Google-placed ads that play in her YouTube channel.

Her media kit begins with her channel categories: business, education, languages, life in Silicon Valley, and personal development.

She lists the audience demographics for her language channel. Her audience is between the ages of 18 and 44 years old, 52% male viewers and 48% female. The top countries her viewership is from are the US, UK, Canada, Russia, and India.

Mogilko's language channel had 2.3 million subscribers when Business Insider obtained the media kit in May. Today, she has 2.8 million subscribers on that channel. 

Check out the full media kit here (obtained in May 2020):

A YouTube creator with 2 million subscribers shares the exact 24-page media kit she uses to get brand sponsorships
 

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