Media Kits: The Breakdown

As you may already know, media kits are the CV or resume of your brand. But do you know what goes in them? Do you know how to find the information you need in your media kit? In this post, I’ll tell you how to gather all of the information I need to create a stunning and impressive custom media kit just for you!

Basic Information

Brand Biography: Including a “biography” of your brand is a great way to inform future collaborators (brands, bloggers, etc.) about what your brand represents! This can be your list of values, what you’re committed to doing, or what you hope to achieve with your brand.

Personal Biography: Don’t forget to tell brands about yourself, as well! They don’t just want to know the brand; they want to know the person behind it. Show them why you’re their ideal client or collaborator. Focus on aspects of you that relate to them. If you’re a parent and you want to work with a brand that offers items for babies, talk about your kids and your life as a parent! It doesn’t need to be an essay; just a short paragraph highlighting aspects of your life outside of your brand.

Site Statistics and Insights

The following information is going to be a bit technical and is based on where I can find the information for my brand. I rely on Google Analytics (GA) for my insights, so this will be specific to that platform. I have limited knowledge of Google Analytics, so if you have a better way to gather the data below, let me know in the comments! Also, if I find any other information for any other platforms, I’ll be sure to list it here. Grab a calculator and let’s get started!

Unique visitors:

How to get there: The GA Home page or Audience -> Overview

This is the number of new visitors to your site and does not include repeat readers. This information is great to show how much attention your site is getting outside of your regular audience.

To calculate the number of average monthly users, select a range of when your site was first launched to the current day. Doing this will show how many users your site has seen in that range. Divide that number by the number of months you’ve selected and then you’ll see your average monthly unique visitors. I know this is wordy, so here’s an example!

A site was launched February 25th of this year. To date, the site has had 368 users. To make this easier, we’re going to round the start date up to March 1st, but only to calculate the months. The formula we’re going to use is Users / Date Range = Monthly Unique Visitors

March to October = 7 months (this is the date range)

368 (users) / 7 (months) = 52.57 (users)

The site in this example has seen an average of 52.57 unique visitors (or users) per month.


Page Views:

How to get there: The GA Home page or Audience -> Overview

In GA, page views are called “sessions.” A session is a time when any page on your site was viewed. This includes new and repeat users. If you want to list your site’s average monthly sessions, you can follow this formula, which is similar to the one above: Sessions / Date Range = Average Monthly Sessions

Sessions don’t need to be listed in the average monthly format. Choose whatever makes your site look the most impressive at a glance!

Average Time on Site:

How to get there: Audience -> Overview (you might have to scroll a smidge)

GA calls this Average Session Duration. It’s how long users (both new and repeat) spend looking at your site on average. No calculations needed for this number. Just select the date range you want to look at (last week, last 90 days, last 12 months, etc.) and the number’s there for you! A higher number is great for bloggers because it shows that their people are reading a lot of their content!

Demographics by Age/Gender:

How to get there: Audience -> Demographics -> Overview

GA will break down your average users by age ranges or by gender (they only use male and female at this point). No calculation needed for this one. Just make sure you select your date range!

Demographics by Geographical Location:

How to get there: Audience -> Geo -> Location

This will help you and the brand you want to collaborate with see what areas of the world you’re reaching. For the most part, you probably want to focus on countries, but there are cases where drilling down to cities will be the way to go. Use your best judgement. And yes, select your date range!

Social Media Audiences

When it comes to presenting your social media marketing potential, numbers matter (and they don’t lie)! Be sure to show case how many followers you have on all platforms where you have a consistent presence. If you’ve featured a brand’s product or service in a post, how much engagement did it get? How many people saw it? Be sure to list that as well!

Instagram (business account)

In the app – Go to your profile (not your feed), tap the 3-lined menu at the top-right of the screen, and tap insight. If you’re looking to find information about likes and other engagement related information, tap “Content” in the middle of the screen and “See all” to the right of the “Feed Posts” heading. The blue words at the top of the screen are filters and sorting options. Tap one and change it to see different information on the page!

Facebook (business account)

On the website – Click “Insights” at the top of the page. That’s it! You can select which information you want to view from the left-hand side of the page.

In the app – In the Facebook Page app (not the regular Facebook app), tap the Chart icon at the bottom of the screen (second from the left, between the Flag and Inbox icons). It’s pretty easy to read but doesn’t offer as much detail as the website.

Twitter (business account)

On the website – Click your profile picture in the top-right of the screen and click “Analytics.” At the top of the new page, you can view analytics/insights from tweets, your audience, events, and more.

Pinterest (business account)

On the website – You can view your analytics from the button of the same name at the top-left of the screen and then clicking overview. This takes you to a much different page than your feed but gives you some valuable information!  

Optional Information

Previous work and testimonials: If you’ve collaborated with a brand or two in the past, be sure to tell about it! How did it help you? How did your help benefit your collaborator? Spill those impressive details! Be sure to include brand names (or logos if possible) in your media kit. The name may not be immediately recognizable but the logo sure is! If someone bragged about you and your work, don’t be afraid to put that in here as well.

Collaborations: Let your potential collaborator know what you offer in terms of working with you. List what you can do to help; this can be things like guest posts, sidebar ads, sponsored posts, giveaways, social media promotion, or product reviews. One important thing to remember is that you can position collaboration as a paid service. I’ve seen media kits that list the prices for these services, but if your prices are case-dependent, you can keep them off.

Super Important!

Contact information: They’ve read all about you and they can’t wait to work with you! How can they get started? Be sure to let them know the best way to contact you. If you need to, create a separate email address just for this and be sure to connect it to all your devices. You don’t want to miss this opportunity!


Where to get a Media Kit

In case you didn’t know I offer custom media kits(they are also included in my silver, gold, and platinum Blogger Branding Kit)! I just need the information from this page that you want displayed on your media kit and to connect with you in terms of layout, colors, your logo, and any other personal images you want on the kit. Let me know how I can help you!

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