- Influencers use media kits to introduce themselves to brands for sponsored content offers.
- Nano influencer Tess Barclay’s media kit includes various metrics, but not her pay rates.
- She shared the exact media kit she currently uses to close deals on YouTube, Instagram and TikTok.
Creators no longer need hundreds of thousands of subscribers to get paid for sponsored content. Brands are now hiring creators who only have a few thousand subscribers to help advertise their products and services.
While introducing themselves to brands, some influencers use media kits to showcase their value, regardless of their follower count.
Toronto-based designer 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 started posting regularly on social media about two and a half years ago, starting on YouTube, where she talked about her working week.
At first, Barclay worked with brands like FabFitFun in exchange for free products.
Then, in February 2021, she landed her first brand deal. The deal, with CloudTax, paid just $115 ($150 CAD).
Since then, she has worked with brands like Princess Polly and Ana Luisa.
“I always thought it took a million subscribers, or a hundred thousand subscribers, to make money on social media,” Barclay told Insider. “But that’s really not true. There are so many ways to make it a business, even if it’s part-time.”
She credits her media kit, which she created in 2019, with helping her secure those deals. She recommends using a free template, like the one in the Canva app, to create a media kit.
Here’s what the latest iteration of Barclay’s media kit that has helped it land dozens of brand deals looks like:
By the end of 2021, Barclay was earning as much from social media as she was from her 9-to-5 job as a product and content marketing manager, so she quit to work full-time in content creation and consulting. marks on
Her revenue streams as a creator include ad revenue and branding deals. Because she’s based in Canada, she can’t make money from TikTok’s Creator Fund or Instagram’s bonus program.
Specifically, on TikTok she was “whitelisted”, a popular way for creators to make money on the platform. This means that if Barclay filmed a TikTok talking about a product, it could allow the brand to use that video on its own social media accounts for a fee. Barclay said it charges a brand a monthly fee to reuse its content.
“YouTube is where I have the most subscribers, but I make more money on TikTok,” she said. “The reach on TikTok is insane right now. I can charge more for a brand deal on TikTok because my engagement rate is higher.”
Here are Barclay’s starting rates as a nano influencer. Insider verified these rates with the documentation it provided:
“Always charge more than you think,” Barclay said, adding that its rates change based on exclusivity and usage rights. “Ask for more because the brand will probably negotiate with you.”
She doesn’t recommend including starting rates 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 as a resume and your media kit as a cover letter,” she 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.”