An Instagram influencer with over 1 million followers shares the exact media kit she uses to close brand deals, which includes how much money she charges
- Alexa Collins is a full-time influencer with 1.2 million Instagram followers and over 400,000 fans on TikTok.
- The 25-year-old creator has a talent manager to help coordinate deals with brands, but also reaches out directly to advertisers to set up sponsorship deals.
- Collins shared the media kit she uses to pitch brands, including how much she charges for sponsored content on Instagram and TikTok.
- Subscribe to Business Insider's influencer newsletter: Insider Influencers.
Alexa Collins works full time as a social-media influencer and has over 1 million Instagram followers.
Since kicking off her Instagram account in March 2016, Collins' steady stream of swimsuit and dog photos, clothing (and occasionally tax accounting) promotions, and product placements have provided the 25-year-old Miami resident with a steady income.
"I started this a while ago, and it takes a really long time to build a following on an app," Collins said. "I work with a lot of clothing and swimwear and makeup and hair brands. A lot of girly stuff."
With 1.2 million followers on Instagram and over 400,000 TikTok fans, Collins now works with the talent management agency Johnson Sports Entertainment, which also represents NFL players and professional golfers, to secure deals with brands. She also regularly pitches advertisers directly using a media kit designed by a friend and fellow influencer Macy Mariano.
"I update my media kit probably monthly because it's literally your resume or your portfolio that you're sending into brands," Mariano said. She recently revamped Collins' media kit for a fee.
Having a pitch deck with her latest audience numbers saves time when negotiating with brands, Collins said.
"We don't have to go back and forth in 20 emails to discuss all my stats," she said. "It's just right there in my file."
Business Insider spoke with Collins and Mariano to understand more about the pair's strategy for crafting Collins' media kit (below) and why it's important for influencers of all audience sizes to have one.
Here's the cover page for Alexa Collins' media kit.
The front page of Collins' media kit features a full-page photo and her contact information (concealed by Business Insider to protect Collins' privacy).
Collins said having a media kit makes it easy for brands to quickly browse through an influencer's audience data.
"It's just right in front of them and they can refer to it at any time," she said.
Collins shares a brief 'About Me' section and showcases her top-level audience numbers.
On the second page of the media kit, there's an 87-word top-level description of Collins' work along with her TikTok handle and a link to her YouTube channel.
"My name is Alexa Nicole Collins and I was born and raised in sunny south Florida! When I was 16, I started modeling in Miami which led to social media where I realized that there is so much opportunity in it, and I wouldn't ever look back. The relationships that I've built with brands, other influencers, and creatives has made it all worthwhile for me. I love creating content for various brands and sharing it with my audience to enjoy. I hope this finds you well :)"
She then shares her rates for Instagram posts, Stories, Reels, and TikTok videos.
Collins then lists her rates for social posts and top-level audience information.
- Instagram post: $1,500
- Instagram "Reel": $1,000
- TikTok post: $500
- 2 Instagram post bundle: $2,200
- 3 Instagram Story post bundle with swipe up: $1,000
64% women, 36% men
- 13-17: 2.9%
- 18-24: 18%
- 25-34: 34%
- 35-44: 25%
- 45-54: 13%
- 55-65: 4.6%
- 65+: 1.9%
"Most brands now are putting together deals where they'll be like, 'Our deal will be two [Instagram] posts and one TikTok, or two [Instagram] posts and one YouTube video,'" Collins said. "They're doing bundles now because they want to take advantage of each platform."
"Those rates that you see are not set," she added. "We obviously can negotiate if it's a brand that I want to work with and I feel passionate."
Collins then provides screenshots of her Instagram data, including accounts reached and impressions.
Collins and Mariano then included screenshots from Collins' Instagram analytics, including top posts, impressions, accounts reached, and insights on a specific post.
"Obviously Instagram has a lot of detailed insights nowadays, so what [brands] ask for is pretty much everything that I put in her media kit," Mariano said.
Collins' top-level statistics on Instagram:
Accounts Reached: 1,807,509 accounts (+32.3% versus Oct 19-Oct 25)
Impressions: 8,148,970 (+21% versus Oct 19-Oct 25)
- Profile Visits: 406,106 (+23.8% versus Oct 19-Oct 25)
- Website Taps: 7,254 (+14.1% versus Oct 19-Oct 25)
- Email Button Taps: 166 (-18.7% versus Oct 19-Oct 25)
A list of "notable brands" that Collins has worked with.
Collins and Mariano then included logos for around a dozen brands that Collins has worked with.
Collins finishes her media kit with a series of full-page photos.
The last few pages of Collins' pitch deck are of the creator at a restaurant, in a kitchen (above), and modeling lingerie (one of the brands she promotes is Lounge Underwear).
"Having a media kit is really beneficial," Collins said. "It's a better way to present yourself to pitch brands."
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