- Influencers use media kits to pitch themselves to brands for sponsored content deals.
- 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 land deals on YouTube, Instagram, and TikTok.
Creators no longer need hundreds of thousands of followers to get paid for sponsored content. Brands are now hiring creators with only a few thousand followers to help advertise their products and services.
While pitching themselves to brands, some influencers use media kits to showcase their value — no matter how many followers they have.
Toronto-based creator Tess Barclay — who has 30,000 subscribers on YouTube, 5,600 followers on Instagram, and 10,300 followers on TikTok — sends a one-page media kit to every brand she wants to work with.
Barclay started posting consistently on social media about two and a half years ago, starting on YouTube, where she’d vlog about her work week.
At first, Barclay worked with brands like FabFitFun in exchange for free product.
Then, in February 2021, she landed her first brand deal. The deal, with CloudTax, only paid $115 ($150 CAD).
Since then, she’s worked with brands like Princess Polly and Ana Luisa.
“I always thought you needed a million followers, or a hundred thousand followers, to make money on social media,” Barclay told Insider. “But that’s really not true. There are so many ways that you can make it a business, even if it’s part-time.”
She credits her media kit, which she created in 2019, with helping her seal these deals. She recommends using a free template, like one from the Canva app, to create a media kit.
Here’s what the latest version of Barclay’s media kit looks like that’s helped her land dozens of brand deals:
At the end of 2021, Barclay was making 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 creating content and consulting brands on
Her streams of income as a creator include ad revenue and brand deals. Because she is based in Canada, she cannot earn money from TikTok’s Creator Fund or Instagram’s Bonus program.
Specifically, on YouTube, she has been “whitelisting,” a popular way for creators to make money on the platform. This means if Barclay filmed a TikTok talking about a product, she could grant the brand permission to use that video on their own social media accounts for a fee. Barclay said she charges a monthly fee for a brand to reuse her content.
“YouTube is where I have the biggest following, 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 documentation she provided:
“Always charge more than you think,” Barclay said, adding that her 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 better 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, target audience, the age of your followers, and your engagement rate.”