August 7, 2025 • 9 mins
This document is literally what makes or breaks your chances of getting paid brand deals.
This document SPEAKS for YOU. It’s no longer just a list of stats. It’s not just a portfolio of your best content. It’s your sales tool. Your first impression.
The thing that gets brands to say yes (or not reply at all). And yet... so many creators are still getting it wrong. Whether you’re just starting out or ready to level up your partnerships, this episode will change the way you see your media kit, and show you how to build one that actually CONVERTS. 💰
Your media kit shouldn’t just look pretty. It should get you paid.
💻 Free Brand Deals Training: https://sidewalkerdaily.com/brand-deals-training/
🤩 Ready To Level Up? Speak with Our Success Manager: https://calendly.com/sidewalkerdailyteam/discovery
👉 Book A Call: https://sidewalkerdaily.com/coaching-influencers-creators/
🌟 Best-Selling Pitching to Brands Mastercourse: https://sidewalkerdaily.com/ptbm/
🎁 Free Gift For Influencers & Creators: https://sidewalkerdaily.com/influencer-business-resources/
🛒 Shop our Amazon Store 🛒: https://www.amazon.com/shop/sidewalkerdaily
This episode can also been seen on YouTube: https://youtu.be/NT9Kxi2NrTs
This document SPEAKS for YOU. It’s no longer just a list of stats. It’s not just a portfolio of your best content. It’s your sales tool. Your first impression.
The thing that gets brands to say yes (or not reply at all). And yet... so many creators are still getting it wrong. Whether you’re just starting out or ready to level up your partnerships, this episode will change the way you see your media kit, and show you how to build one that actually CONVERTS. 💰
Your media kit shouldn’t just look pretty. It should get you paid.
💻 Free Brand Deals Training: https://sidewalkerdaily.com/brand-deals-training/
🤩 Ready To Level Up? Speak with Our Success Manager: https://calendly.com/sidewalkerdailyteam/discovery
👉 Book A Call: https://sidewalkerdaily.com/coaching-influencers-creators/
🌟 Best-Selling Pitching to Brands Mastercourse: https://sidewalkerdaily.com/ptbm/
🎁 Free Gift For Influencers & Creators: https://sidewalkerdaily.com/influencer-business-resources/
🛒 Shop our Amazon Store 🛒: https://www.amazon.com/shop/sidewalkerdaily
This episode can also been seen on YouTube: https://youtu.be/NT9Kxi2NrTs
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to Influencer Confidential by Sidewalker Daily. My name is
Nina Zeta and I will be your host. I love
working with brands and influencers on all things business strategy.
Are you ready to learn what it takes to work
in this influencer industry and see behind the currentin Well,
let's jump in. As someone who's both on the brand
(00:23):
side and the creator side, I have seen my fair
share of media kits, and let me tell you, media
kits aren't changing. The same style of media kits that
I used to see in twenty sixteen twenty seventeen look
completely different than the ones that I'm seeing nowadays. Creators
using It's almost like media kits have gone on steroids.
They are no longer just resumes. They are selling tools.
(00:44):
They are assets that are getting creators paid. They are
assets that are showing brands the creators worth. But unfortunately,
some creators are still missing the mark. And as someone
who just this year has probably reviewed over fifty media kits,
I've probably seen thousands in in my lifetime. Here are
the main things that creators keep missing the mark on
and basically stop the brands from saying yes to a
(01:06):
potential partnership. Now, I do want to just quickly state
that before I share some of the biggest key areas
that people are missing, that this document is, as I've
said again and again and again, vital to a creator's success.
It is the first thing a brand sees in a
cold outreach. When you're hitting up that brand partner that
you want to reach out to. They don't know you exist.
(01:26):
Your media kit speaks for you. No one cares about
your little email and size twelve font That doesn't cut it.
It's the media kit, it's the portfolio, it's your work.
That's what gets the brands excited. So without this document,
if you're listening in and you're entering the creator world
and you don't have one, you need one that goes
without saying, without a media k I stand by this,
(01:47):
and this is something that we're very proud of here
at Sidewalker. Without this document, the result is just so
much harder. One of the biggest shifts I have seen
in media kits from when I first started in this
industry to now is that creators are becoming way more
clearer on their value proposition. What do I mean by that?
It's no longer just about followers and the content that
they make. It really leans into the why the brand
(02:11):
should work with you. These kits are becoming more and
more sales driven because think about it, the person that
sees your media kit, it's not your follower, it's not
your friend, it's not your uncle. It is people that
are going to pay you. So I'm seeing creators shift
in tone and copy how they're presenting themselves to their brand,
and they're really leaning into the why. So for example,
(02:32):
really strong titles that say things like I help brands
reach millennial moms through family friendly content, high converting Instagram
content that is like very boldly saying what your mission is.
I've even seen media kits now that include missions. You know,
my mission is to help you bring the most results
doing xyz or reach a community of These people are
(02:55):
leaning into the sale. I could scream this from the
top of the Rooftopsdia kits are no longer little resumes.
They are sales tools and the copy is being followed.
So outlining your why why should a brand work with you?
This could be done in the headlines of your media kit.
This could be done in the about page, through the
copy obviously throughout all the content that you're posting, But
(03:17):
don't be shy. Use this as an opportunity to brag
on yourself, because if you don't advocate for yourself and
you don't brag in yourself on your media kit, no
one's going to do it for you. Now, the media
kit is where you're showing examples of your past work.
Let me tell you, even if you've gotten a gifted
collab from a brand, or even if you've gotten something
you know on trade, it doesn't mean you can't include it.
(03:39):
Media kits are not only for paid partnerships. They should include,
you know, any style partnership that you've had. Another interesting thing,
I had this creator. She had a previous work or
previous job, and she had a lot of press on herself,
but it didn't have to do with her content. She
was like, well, can I include this press in my
media kit? I'm like, yes, absolutely, it's ethical to say
(04:02):
I have been featured on this, this, and this this
if you've actually been featured. Right, So not only showing
your past work, even gifted jobs, but also including press
from other areas of your life. This is absolutely ethical
if you can stand by it. Now, something that is
still missing and the majority of media kits out there,
and that's why creators in the Sidewalker Daily cohort and program,
(04:23):
they're the ones getting those twenty thousand dollars brand deals
because they know the importance of leaning into their case studies.
They know the importance of including a case study in
their media kit, showing past results, showing what they're able
to do, conversions, clicks, really letting the brand again feel
confident in working with them and using this as a
sales tool. So case studies, case studies, case studies. Now,
(04:44):
if you're a creator and you want to look into
a media kit or get examples of what something would
look like, I actually have a free training you could
watch it right away, So you guys could go ahead
and click on the link below to access our free
training on how to land paid brand deals. I'll go
over an example role play. I'll also show you a
media kit before and after, and you'll kind of get
a little bit more of the lay of the land.
(05:04):
So that's something you're interested in, go ahead and watch that. One.
Another area creators really miss the mark on still is
the right analytics. Oftentimes, you know, creators are just focusing
on things like followers and engagements. Find the numbers that
work for you. I recently had a creator I was
working with. She had like a crazy number of profile visits.
This other creator had a crazy number of story clicks,
(05:28):
you know, on a recent story. Go into your analytics
and dig think strategically, think cumulatively. You know, don't just
use things like followers because the brand has access to that, right,
Show them things like shares or saves or data they
don't have access to. This is the type of information
that you're going to want to load up your media
kit with because it's what is showing them behind the
(05:50):
curtain of your business, and you're really showing them the
analytics that matter now. Time and time again. Being on
the brand side, I remember I worked with the Tourism
Board and we would get media kits and I can't
tell you the amount of times I saw creators who
would use content that match the pitch. It was always
very impressive, but also very rare. People were just using
(06:10):
one media kit, you know, and using random images and
hoping that it works for everything. Media kits need to
be customized. So if you're pitching a Swimmer brand, have
Swimmer examples. You don't need to show food or like
wedding photography, think strategically, y'all. It is no longer one
size fits all. We're talking multiple media kits. We're talking
multiple styles of portfolios. Have the content in the media
(06:34):
kit match the pitch. This is something that is still lacking.
We're not seeing enough of creators. Need to really ramp
this up and step this up. Because again, when the
brand gets this media kit and it matches with theirs,
and you have like the shore Fire, Oh, this creator
would be a good fit for us, you know, you
want them to have that moment and to have that realization. Now,
a lot of creators have these simple contact me page
(06:55):
right contact me with their email. And while that's great
and all creators that are getting really clever are even
including links to their calendlies inside their contact us so
that the brand can book a call right away if
they want to go over it. We're seeing more creators
get on calls with brands. This is very important. This
is something I really drill into the sidewalker community. Get
(07:16):
on a call, Get on a call, Get on a call.
But including this in your media kit as an action item,
as a call to action, you know, really laying it
out so that the brand can click book that call
with you and learn a little bit more. Now, one
of the things I always tell creators when they are
reflecting on the quality of their media kits is to
give yourself a grade on a scale from one to ten.
(07:36):
Ten being like you want to send this out, You're obsessed,
one being like you're shamed, you don't want to send
it to anyone. The creators that pitch the most are
the creators that get the most yeses. It's just a
numbers game, so you do want to make sure your
media kit has that high design element that looks good.
If you guys, think your media kit is ready to
roll and is good, definitely sign up for my creator Database.
(07:58):
It's a space where I connect the creators, my community
to the brand. So I'm going to leave a link
to my creator database and we're accepting creators of all
levels and sizes. Of course, if your media kit is amazing,
I strongly suggest you sign up because you'll get more
probability of getting an opportunity that rolls your way. And
if you are a creator that needs help with your
media kit and you need some more support, I'm going
(08:19):
to leave a link to our success manager. We have
a whole section in our company that designs media kits.
We have a designed studio. We create these sales decks
for you. They are a big investment, but the investment
pays itself back with one brand deal. So that's how
we see it. I'll go ahead and leave that link
to get on a call with our success manager below.
One of the biggest things I'm also seeing creators not
(08:40):
include and miss out on is their affiliate revenue stats.
So I have so many creators that kill it on Amazon,
that kill it on Like to Know It. They have
really strong affiliate stats, but that information is not in
the media kit. You need to include that if you
can sell off the shelf, it shows brands that you're trustworthy,
that you're able to and this is data that you
(09:01):
absolutely want to include in your media kit. And I
don't see enough of this data at all. I always
see creators send their media kit. They look at it
too much as a portfolio, but they don't include that
affiliate data that's going to help the brand lean to
wanting to work with them. Our team is going to
go ahead and give you guys a freebie because we
know you love those. It's our media kit checklist. It's
(09:22):
a document PDF that we've put together for you all
so that you feel confident in designing your media kits
if you decide to do it on your own, So
go ahead and download that checklist here. I'll include the
link below so that you guys can print this PDF
off or use it as a resource when you're designing
your deck. I hope you enjoyed today's episode. If you did,
make sure to rate, review, and subscribe to our show
(09:44):
and visit Sidewalkerdaily dot com for more resources on all
things influencer marketing and social media. Until next time,
Welcome to Influencer Confidential by Sidewalker Daily. My name is
Nina Zeta and I will be your host. I love
working with brands and influencers on all things business strategy.
Are you ready to learn what it takes to work
in this influencer industry and see behind the currentin Well,
let's jump in. As someone who's both on the brand
(00:23):
side and the creator side, I have seen my fair
share of media kits, and let me tell you, media
kits aren't changing. The same style of media kits that
I used to see in twenty sixteen twenty seventeen look
completely different than the ones that I'm seeing nowadays. Creators
using It's almost like media kits have gone on steroids.
They are no longer just resumes. They are selling tools.
(00:44):
They are assets that are getting creators paid. They are
assets that are showing brands the creators worth. But unfortunately,
some creators are still missing the mark. And as someone
who just this year has probably reviewed over fifty media kits,
I've probably seen thousands in in my lifetime. Here are
the main things that creators keep missing the mark on
and basically stop the brands from saying yes to a
(01:06):
potential partnership. Now, I do want to just quickly state
that before I share some of the biggest key areas
that people are missing, that this document is, as I've
said again and again and again, vital to a creator's success.
It is the first thing a brand sees in a
cold outreach. When you're hitting up that brand partner that
you want to reach out to. They don't know you exist.
(01:26):
Your media kit speaks for you. No one cares about
your little email and size twelve font That doesn't cut it.
It's the media kit, it's the portfolio, it's your work.
That's what gets the brands excited. So without this document,
if you're listening in and you're entering the creator world
and you don't have one, you need one that goes
without saying, without a media k I stand by this,
(01:47):
and this is something that we're very proud of here
at Sidewalker. Without this document, the result is just so
much harder. One of the biggest shifts I have seen
in media kits from when I first started in this
industry to now is that creators are becoming way more
clearer on their value proposition. What do I mean by that?
It's no longer just about followers and the content that
they make. It really leans into the why the brand
(02:11):
should work with you. These kits are becoming more and
more sales driven because think about it, the person that
sees your media kit, it's not your follower, it's not
your friend, it's not your uncle. It is people that
are going to pay you. So I'm seeing creators shift
in tone and copy how they're presenting themselves to their brand,
and they're really leaning into the why. So for example,
(02:32):
really strong titles that say things like I help brands
reach millennial moms through family friendly content, high converting Instagram
content that is like very boldly saying what your mission is.
I've even seen media kits now that include missions. You know,
my mission is to help you bring the most results
doing xyz or reach a community of These people are
(02:55):
leaning into the sale. I could scream this from the
top of the Rooftopsdia kits are no longer little resumes.
They are sales tools and the copy is being followed.
So outlining your why why should a brand work with you?
This could be done in the headlines of your media kit.
This could be done in the about page, through the
copy obviously throughout all the content that you're posting, But
(03:17):
don't be shy. Use this as an opportunity to brag
on yourself, because if you don't advocate for yourself and
you don't brag in yourself on your media kit, no
one's going to do it for you. Now, the media
kit is where you're showing examples of your past work.
Let me tell you, even if you've gotten a gifted
collab from a brand, or even if you've gotten something
you know on trade, it doesn't mean you can't include it.
(03:39):
Media kits are not only for paid partnerships. They should include,
you know, any style partnership that you've had. Another interesting thing,
I had this creator. She had a previous work or
previous job, and she had a lot of press on herself,
but it didn't have to do with her content. She
was like, well, can I include this press in my
media kit? I'm like, yes, absolutely, it's ethical to say
(04:02):
I have been featured on this, this, and this this
if you've actually been featured. Right, So not only showing
your past work, even gifted jobs, but also including press
from other areas of your life. This is absolutely ethical
if you can stand by it. Now, something that is
still missing and the majority of media kits out there,
and that's why creators in the Sidewalker Daily cohort and program,
(04:23):
they're the ones getting those twenty thousand dollars brand deals
because they know the importance of leaning into their case studies.
They know the importance of including a case study in
their media kit, showing past results, showing what they're able
to do, conversions, clicks, really letting the brand again feel
confident in working with them and using this as a
sales tool. So case studies, case studies, case studies. Now,
(04:44):
if you're a creator and you want to look into
a media kit or get examples of what something would
look like, I actually have a free training you could
watch it right away, So you guys could go ahead
and click on the link below to access our free
training on how to land paid brand deals. I'll go
over an example role play. I'll also show you a
media kit before and after, and you'll kind of get
a little bit more of the lay of the land.
(05:04):
So that's something you're interested in, go ahead and watch that. One.
Another area creators really miss the mark on still is
the right analytics. Oftentimes, you know, creators are just focusing
on things like followers and engagements. Find the numbers that
work for you. I recently had a creator I was
working with. She had like a crazy number of profile visits.
This other creator had a crazy number of story clicks,
(05:28):
you know, on a recent story. Go into your analytics
and dig think strategically, think cumulatively. You know, don't just
use things like followers because the brand has access to that, right,
Show them things like shares or saves or data they
don't have access to. This is the type of information
that you're going to want to load up your media
kit with because it's what is showing them behind the
(05:50):
curtain of your business, and you're really showing them the
analytics that matter now. Time and time again. Being on
the brand side, I remember I worked with the Tourism
Board and we would get media kits and I can't
tell you the amount of times I saw creators who
would use content that match the pitch. It was always
very impressive, but also very rare. People were just using
(06:10):
one media kit, you know, and using random images and
hoping that it works for everything. Media kits need to
be customized. So if you're pitching a Swimmer brand, have
Swimmer examples. You don't need to show food or like
wedding photography, think strategically, y'all. It is no longer one
size fits all. We're talking multiple media kits. We're talking
multiple styles of portfolios. Have the content in the media
(06:34):
kit match the pitch. This is something that is still lacking.
We're not seeing enough of creators. Need to really ramp
this up and step this up. Because again, when the
brand gets this media kit and it matches with theirs,
and you have like the shore Fire, Oh, this creator
would be a good fit for us, you know, you
want them to have that moment and to have that realization. Now,
a lot of creators have these simple contact me page
(06:55):
right contact me with their email. And while that's great
and all creators that are getting really clever are even
including links to their calendlies inside their contact us so
that the brand can book a call right away if
they want to go over it. We're seeing more creators
get on calls with brands. This is very important. This
is something I really drill into the sidewalker community. Get
(07:16):
on a call, Get on a call, Get on a call.
But including this in your media kit as an action item,
as a call to action, you know, really laying it
out so that the brand can click book that call
with you and learn a little bit more. Now, one
of the things I always tell creators when they are
reflecting on the quality of their media kits is to
give yourself a grade on a scale from one to ten.
(07:36):
Ten being like you want to send this out, You're obsessed,
one being like you're shamed, you don't want to send
it to anyone. The creators that pitch the most are
the creators that get the most yeses. It's just a
numbers game, so you do want to make sure your
media kit has that high design element that looks good.
If you guys, think your media kit is ready to
roll and is good, definitely sign up for my creator Database.
(07:58):
It's a space where I connect the creators, my community
to the brand. So I'm going to leave a link
to my creator database and we're accepting creators of all
levels and sizes. Of course, if your media kit is amazing,
I strongly suggest you sign up because you'll get more
probability of getting an opportunity that rolls your way. And
if you are a creator that needs help with your
media kit and you need some more support, I'm going
(08:19):
to leave a link to our success manager. We have
a whole section in our company that designs media kits.
We have a designed studio. We create these sales decks
for you. They are a big investment, but the investment
pays itself back with one brand deal. So that's how
we see it. I'll go ahead and leave that link
to get on a call with our success manager below.
One of the biggest things I'm also seeing creators not
(08:40):
include and miss out on is their affiliate revenue stats.
So I have so many creators that kill it on Amazon,
that kill it on Like to Know It. They have
really strong affiliate stats, but that information is not in
the media kit. You need to include that if you
can sell off the shelf, it shows brands that you're trustworthy,
that you're able to and this is data that you
(09:01):
absolutely want to include in your media kit. And I
don't see enough of this data at all. I always
see creators send their media kit. They look at it
too much as a portfolio, but they don't include that
affiliate data that's going to help the brand lean to
wanting to work with them. Our team is going to
go ahead and give you guys a freebie because we
know you love those. It's our media kit checklist. It's
(09:22):
a document PDF that we've put together for you all
so that you feel confident in designing your media kits
if you decide to do it on your own, So
go ahead and download that checklist here. I'll include the
link below so that you guys can print this PDF
off or use it as a resource when you're designing
your deck. I hope you enjoyed today's episode. If you did,
make sure to rate, review, and subscribe to our show
(09:44):
and visit Sidewalkerdaily dot com for more resources on all
things influencer marketing and social media. Until next time,
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!