- Influencers use media kits to promote themselves to brands for trading sponsored content.
- Nano-influencer Tess Barclay’s media kit includes a variety of metrics, but not salaries.
- She shared the exact media kit she currently uses to start trading on YouTube, Instagram, and TikTok.
Creators no longer need hundreds of thousands of followers to get paid for their sponsored content. Brands are now hiring creators with thousands of followers to help advertise their products and services.
While promoting themselves to brands, some influencers use media kits to show their value, regardless of how many followers they have.
Toronto-based creator Tess Barclay, with 30,000 YouTube subscribers, 5,600 Instagram followers and 10,300 TikTok followers, sends a one-page media kit to every brand she wants to work with.
Barclay started posting consistently on social media, starting with YouTube about two and a half years ago. There she left her vlogs of her working week.
Initially, Barclay worked with brands like FabFitFun in exchange for free products.
Then, in February 2021, she signed her first brand deal. The transaction with CloudTax paid only $115 ($150 CAD).
Since then, she has worked with brands such as Princess Polly and Ana Luisa.
“I’ve always thought it would take a million or 100,000 followers to make money on social media,” Barclay told Insider. “But that’s not true. Even if you work part-time, there are many ways to turn it into a business.”
She says a media kit she created in 2019 helped her close the deal. She recommends creating media kits using free templates like the Canva app.
Here is the latest version of the media kit that has helped Barclay close dozens of brand deals.
By the end of 2021, Barclay was making a lot of money on social media as he worked 9-5 as Product and Content Marketing Manager.
As a producer, her sources of income include advertising revenue and brand trading. Because she lives in Canada, she cannot earn money from TikTok’s Creator Fund or Instagram’s bonus program.
Especially on YouTube, she was “whitelisted”, a popular way for creators to make money on the platform. This means that if you film a TikTok where Barclay talks about a product, you can give your brand permission to use that video on their own social media accounts for a fee. Barclay says brands charge a monthly fee to reuse their content.
“YouTube is where I have the most followers, but I’m making more money on TikTok,” she said. “Right now, TikTok’s reach is crazy. Because of the higher engagement rate, TikTok can charge you more for your branded deals.”
Here are Barclay’s starting rates as a nano-influencer. An insider confirmed this charge through documents she provided.
“You always charge more than you think,” Barclay said, adding that rates change based on exclusivity and usage rights. “Ask for more because the brand will probably negotiate with you.”
She said she doesn’t recommend including a starting fee in your media kit because it’s a good idea to figure out your brand’s budget first.
“Think of a social media platform as a resume and a media kit as a cover letter,” she said. “You want to give your brand insight into things you can’t see, like demographics, target audience, age of followers, and engagement rates.”