Ah media kits, another absolute fucking minefield! If you’ve been part of the blogging world for a more than 3 seconds then you will have almost definitely heard bloggers talking about media kits. You’re probably left slightly confused and at a loss of what and how the actual fuck to make one. You’re also probably left contemplating whether you even need one at all but if you want to work with brands then it’s probably a good idea to have some sort of media kit.
When I first heard that media kits existed I had next to no cue what the hell one was so I’ve written this post in the hope it’ll reach someone like me, who was once completely clueless! I’m not expert (can you even be a media kit expert?) but I hope it helps!
So, WTF is a media kit?
A media kit is basically an attachment, sent along with an email which includes a bit of a”fact file”, if you will, for your blog. It is designed to give PRs and brands a quick but detailed glimpse into what your blog is about and what your stats are looking like.
How do I make one?
There are various programs you can use to create your media kit, I personally use Photoshop and Canva. I tend to make up my background and layout on PS and then use Canva for the text.
What should I include?
01. Your blog name and link – This ones a no brainer really.
02. Social links and follow count – Include your best social links with the most followers, if you have one or 2 that have a good follow count and then some super small ones then you can maybe consider leaving them out, I know some bloggers who do this. I tend to leave my Facebook page out because I generally don’t really use it and it is the account with my lowest follow count. If you are quite new to the blogging scene and haven’t quite built up much of a following yet then maybe mention how much x,y or z platform has grown this month instead to show the brand your blog is pulling in more readers and your stats are growing. Some brands focus on follow counts and DA, others look at engagement, some don’t seem to give much of a toss about either. It really depends so don’t think that because you don’t have a bajillion followers that brands won’t want to work with you because that’s not true at all.
03. Your DA – Most brands want to know this before working with you, especially for product reviews and SEO things, anything that is going primarily on your blog really. There are a lot who don’t ask, and obviously ones who only want social shares or whatever, but I always include it in my media kit to cater for all. I wrote a post with tips for increasing your DA, if you fancy a look.
04. What services you offer – are you interested in product reviews, sponsored posts, guest posts, etc? What are you willing to do for them? I generally don’t include this because I’ve normally outlined what I can and cannot do in the emails at some point or it’s on my rate card.
05. Brands you’ve worked with – You don’t need to include every single brand you’ve ever worked with, just the most impressive or your faves. If you have multiple niches then having a couple of media kits, one with brands you’ve worked with relevant to each niche can work really well, especially if you’ve worked with a lot of brands before. You can list them or display their logos for easy reading. This is a good way to use up any negative space you may have.
06. Monthly page views & unique visitors – this is another one worth adding, some PRs are more interested in unique visitors but adding both can be beneficial. You can find out these stats by looking at your Google Analytics.
07. Social reach – if your DA is a bit lack lustre but you have an amazing social reach then adding in the number of impressions you get can work in your favour. You can find this out by checking your Twitter Analyics or Insights for Instagram. You need to have a business account to find out your insights on Instagram and Pinterest though.
08. Demographics – these tell the PR about your readers, such as their age range, gender, location etc. it’s a good idea to include these in your media kit, I’m rarely asked for them but they’re always worth including just in case.
This is one of my older ones to give you an idea –
Tips for make a media kit…
01. Keep text to a minimum – you don’t need to tell them your life story. Just give a brief explanation of who you are and what you blog about. That’ll be more than enough. You want the PR to be able to glance quickly at it and get all the information they need quickly because chances are, they have about 50 million others to look at too. Anything particularly interesting and relevant about yourself pop down too to make your media kit stand out.
02. Include photos and graphics but don’t make it look too busy – A photo of you is a good start, it’s a nice personal touch and gives the company put a face to the name and maybe one or two images of your best photography if there is space.
03. Make it look aesthetic – you want the brand to look and think “ooo, this looks FAB”. Think of it as an extension of your blog; everyone wants their blog theme, layout, etc to look great to give off a decent first impression and a media kit is sometimes the first thing a PR will look at, so you want it to look as nice as your blog.
04. Fill out the white space – You want it to look like a magazine page, no random empty gaps. Spacing is fine, in fact it’s preferable to make it easy to read but a huge chunk of white space will make it look unfinished.
05. Use social media button graphics – I just much prefer having stats or links next to an obvious social button. I think it makes the page easier to navigate and the PR can quickly find it without having to look through chunks of text.
06. Coordinate it with your blog – This is a personal preference but I always coordinate my fonts and colours with my media kit. I just think it looks more professional that way.
07. Make sure it isn’t too big – I mean this in regards to both the image size and the file size. Image size, I’d say no more than A4 but no less than and iPad screen size. Save it as a JPEG to reduce the file size, no one wants to wait 67 years for your image to load. Send it to yourself or a friend if you fancy doing a test run if you’re worried about these things! A good test run never hurt anyone.
So that’s my two pence on the world of media kits! Do you have any tips?