The ultimate guide to evaluating influencer media kits

For brands, combing through influencer media kits can be stressful. Sure, the influencer marketing boom means there’s no shortage of creators to partner with.

But that also means it’s more important than ever to put potential influencers under the microscope.

Doing so is key to earning top-tier content and engaging your unique audience. Finding the right fit means auditing influencer content, profiles and engagement with care.

An influencer media kit can clue you in on all of the above, granted you know how to audit one. In this post, we’ll dig into what to look for in a media kit to ensure better creator partnerships.

What is an influencer media kit, anyway?

An influencer media kit is a presentation that showcases an influencer’s past partnerships, content creation experience and performance metrics. 

Media kits can be presented as slideshow decks, one-pagers or portfolio websites. Through these presentations, creators essentially pitch themselves for potential collaborations with brands.

Many creators will link directly to their media kits on their social landing page(s). Among creators, these kits are typically referred to as “UGC portfolios” or “influencer portfolios.”

Think of an influencer media kit as a content creator’s digital resume. These presentations are a snapshot of a creator’s personal brand and track record.

How to find influencers for your brand

There’s no one “right” place to find influencers to partner with.

But some places are better than others depending on your industry and audience.

For example, influencers have pretty much taken over TikTok and Instagram. However, YouTube is more of a hub for digital creators. You can check out our post breaking down the difference between an influencer and a digital creator for more context. Below is a quick breakdown of potential places to find influencers for your brand.

Hashtags

A quick hashtag search on TikTok or IG can help uncover influencers with experience working with brands. Hashtags such as #gifted or #brandambassador are solid starting points. You can find industry-specific creators with niche, product-focused hashtags like #CleanTokReview or #ConcealerReview.

Social media

No surprises here! Consider browsing your “Following” list or likewise your own followers for potential partnerships. Influencers that regularly tag your brand or engage with your content could be a good fit.

Search

As noted earlier, many influencer media kits are hosted on portfolio websites. You can use search operators to find creators in specific niches. For example, you might Google “TikTok” and “k-beauty influencer” (or “k-beauty influencer” and “UGC portfolio”).

Influencer platform

For brands looking to work with influencers long-term, a dedicated platform makes sense. There are a variety of influencer marketing tools out there including CRMs and discovery platforms like Sprout Social Influencer Marketing (formerly Tagger).

What should be included in an influencer media kit?

Again, influencer media kits come in all shapes and sizes. Not all of them contain the exact same information or follow a specific format. That said, the most comprehensive kits do share many of the same details. Below is a brief breakdown of what to look for when auditing an influencer media kit.

A short bio

Most influencers will kick things off with a brief introduction to themselves and their content. Think of this almost as a sort of cover letter. This first impression can give you a sense of the influencers’ vibe, tone and areas of expertise.

A list of social media accounts

Are you laser-focused on Instagram influencer marketing? What about TikTok and YouTube?

Either way, you need to take note of where your potential influencer is active. This should be front and center in an influencer media kit.

Just note that not all platforms are equal among creators. In fact, many will have a priority platform where their following is the largest and most established.

Performance stats

This is a big one. Influencer metrics like engagement rate, follower count and affiliate link performance are common to see in kits. These data points let you know by the numbers the sort of results a creator has had with other brands.

Keep in mind that how much these metrics matter to your brand depends on your audience and goals. For example, if you’re laser-focused on authentic UGC then performance data might not be make-or-break.

Successful brand deal case studies

By looking at past collaborations, you can get a sense of what results and content a creator can produce on behalf of your brand. Take note of any notable names and competitors.

Rates

Influencer rates will ultimately vary based on factors like industry and experience level. Understand what your brand is willing to spend and compensate influencers accordingly.

Content

An influencer’s content really speaks for itself. Seeing real-world examples of posts is perhaps the best indicator as to whether a creator is a good fit.

Contact information

Take note of where and how an influencer wants to be contacted. Many will have dedicated business email addresses while others might prefer DMs on TikTok or Instagram.

How to evaluate an influencer media kit

Now, onto the good stuff!

Done right, a media kit can sell the skills and potential of an influencer at a glance.

That said, there are some key details and red flags to watch out for.

Chances are you probably feel confident in knowing how to spot fake influencers. While you shouldn’t assume the worst of an influencer, you have to think about what you want to get out of a partnership. Brands should be mindful when browsing media kits as a result.

Also, consider that the influencer and consumer relationship is changing. Audiences are becoming more sophisticated and what you think is a “good” influencer might be different from what your audience thinks. Just some food for thought!

With that out of the way, let’s dive into the details of how to audit an influencer media kit.

Audience and niche

The clearer a creator is in terms of their content specialization, the better.

With the rise of nano-influencer and micro-influencer marketing, brands are moving away from one-size-fits-all influencers. The more granular you can get as a brand, the better. Some influencers will be upfront about which specific niches they’ve created content for.

An influencer that primarily publishes makeup reviews and how-tos will know by default what to say and which types of content resonate with beauty buyers. That said, there’s a difference between someone marketing themselves as a generalist “beauty influencer” versus a “K-beauty skincare creator.”

Follower demographics

It’s important to dig into the actual followers of any given influencer you want to hire. Some tools can automate this process for you. However, you should at the very least look at how creators speak to their followers and how those followers respond.

For example, do their followers’ questions, concerns and language resemble that of your brand’s audience? If “yes,” that’s a great sign.

Follower growth

Inconsistent posting doesn’t do influencers any favors when it comes to follower growth. Most creators experience a sort of snowball effect over time by posting regularly. Consistency can signal an authentic follower count while sudden spikes unrelated to viral content are a red flag.

On that note, follower count is definitely not the be-all, end-all of an influencer’s value to your brand. This is especially true given the rise of micro-influencers with smaller, more engaged followings.

Engagement metrics

Engagement rate is the measuring stick for many brands when it comes to influencers. That said, measuring engagement in a vacuum rarely tells an influencer’s whole story. This is often the case for macro-influencers who can earn massive engagement which isn’t reflected by their interactions-to-follower ratio. Context matters when auditing an influencer’s content.

Beyond engagement rate and interaction metrics, note the volume of content they publish and whether they’ve had any posts go viral.

Content formats and platforms 

Influencer content can vary wildly from platform to platform.

For example, running TikTok campaigns requires someone with ample experience creating short-form videos. On the flip side, that same creator might thrive on Reels but struggle to create more polished Carousel-style content on Instagram.

As you browse influencer media kits, ask the following of the creator in question:

• Do they primarily post content on Instagram or TikTok? YouTube? Anywhere else?
• Is there content more off-the-cuff or professional and polished?
• Are they posting reviews, how-tos and day-in-the-life content about brands? What else are they posting?

Brand alignment 

Influencers are essentially an extension of your brand. As a result, having requirements and standards is important for the creators that you decide to hire. From their voice to their values, you should have a strong sense of what a creator is about and whether they’ll resonate with your audience.

Influencer media kit examples

To wrap things up, let’s look at some real-world examples of influencer media kits in the wild. These examples highlight just how diverse media kits can be in terms of format and niche. For starters, this is a comprehensive influencer portfolio site that reflects a creator’s experience well. Their content is front and center, as are their requirements when working with brands.

Here’s another example of a UGC creator portfolio highlighting a variety of video types including ads.

And for our last example, note how this creator prominently displays their engagement metrics with a case study.

Ready to rate some influencer media kits for yourself?

Partnering with influencers can be equal parts daunting and exciting for brands. That said, being able to effectively assess an influencer media kit is a crucial skill for marketers. This is especially important if you want to work with a high volume of creators long-term. If you’re looking to learn more about working with creators for your brand, check out one of Sprout’s influencer marketing campaigns for inspiration.