Times have changed and the tables have turned.
Advertisements no longer belong to the rich and famous. Social media influencers are the ones in charge now. Their engaged audiences are every marketer’s dream and selling products through them to capture the attention of these audiences is fast becoming the norm.
Food influencers are among the most collaborated with on the internet. But how exactly do they make themselves known to brands to bring about these collaborations in the first place?
The answer? A food influencer media kit.
Media kits are digital documents that tell potential clients about your personality and work as an influencer.
Yes, things really are getting this serious in the influencer world.
For the foodies among you, we will walk you through everything your food influencer media kit should include to land the best collabs out there and some examples if this is your first time.
Reasons why you need a media kit
- Professionalism: just like having an email with your own domain name, media kits can make you look like a boss. They indicate that you are organised, experienced and eager to collaborate.
- Land better brand deals: professional media kits = professional brand deals.
- Communicate more efficiently: your food influencer media kit is a one-step hack to avoiding the constant back and forth emails and DMs.
- Set yourself apart: your media kit will showcase your unique skills, creativity and experience.
- Gain confidence: putting together a kit of everything that makes you, you is a great confidence booster and will put you in a good mental state for receiving collaboration offers.
What should your kit include?
A short bio
Arguably the most important part of your kit, this will shape the reader’s first impression of you.
In it, you should include your name, where you’re based and what you do. You should also use this space to communicate your interests, values and experience.
A list of your social media accounts
While it is better to have one consistent, quality account over ten lacklustre ones, the more accounts you are active on, the more opportunities you will receive.
Food influencers tend to curate the most success on YouTube, Instagram and Pinterest, so if you aren’t already on one of these platforms, consider expanding your presence to these too.
Remember to include links!
Your performance stats
Again, as much as we believe that quality beats quantity, stats do matter when it comes to brand collaborations.
Stats to include are:
- Number of followers
- Engagement rate (very important!)
- General audience demographics; such as gender breakdown and where they live
- Average number of likes/comments on posts
- How much content you post on average during the week
- How much your account and following has grown in a certain amount of time
(The last three bullet points are optional)
Successful brand deal case studies
Time to turn on the shameless bragging!
Be sure to include as many numbers as possible, including how long the campaign lasted, how the brand’s stats changed after partnering with you and any other concrete data you can give for the number of people you sent their way.
As a food influencer, if you have experience with other sectors of the food industry besides food brands – such as utensil brands, supermarkets, restaurants etc – be sure to include these.
Be sure to focus on mentioning the positive experiences you’ve had when partnering with brands – this section is about being upbeat and inspiring.
Be sure to include your rates at the end of your kit – this way you have already shown the reader what you are worth outside of money.
Rates are still a controversial addition to a food influencer media kit. The positive thing about them is that you are letting a brand know that you deserve to be paid for your work, but, on the other hand, they can come across as presumptuous. Phrasing your rates as ‘suggested’ or ‘estimated’ is a great way to avoid this.
A lot of influencer work is very visual. Including photos of what you are capable of is a great way of helping potential clients visualise what you are able to create for them.
Make sure these are high-quality and in-keeping with your brand/style.
This goes without saying, but make sure people know how to get in touch with you with their collaboration offers!
Food influencer media kit examples
Other food bloggers will present their media kit within their website. Ren Behan does a great job of this here.
There are endless food influencer media kit templates out there on the internet. If you are looking to elevate your influencer status, consider making one yourself to land yourself those life-changing brand deals!
What should a food influencer media kit include?
- A bio
- A list of your social media accounts
- Your performance stats
- Successful brand deal case studies
- Your rates (optional)
- Contact information
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