A YouTube and Instagram nano influencer shares the simple 3-page media kit that helped land her first brand deal — and how much she gets paid

Jen Lauren
Jen Lauren
  • Jen Lauren is a 24-year-old nano lifestyle influencer on YouTube and Instagram, and she has between 1,000 and 2,000 followers on each social-media platform.
  • As a part-time influencer, Lauren has started to make money by partnering with brands on sponsorships. 
  • She uses a media kit when pitching herself to brands to showcase her audience and content value. 
  • She shared the exact 3-page document she uses to pitch brands and how much money she charges.
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Jen Lauren is a part-time social-media influencer who lives in New York City and films videos for YouTube after she logs off her full-time job in public relations. 

Lauren, 24, started her YouTube channel as a hobby two years ago, and she now has 1,500 subscribers and 2,900 followers on Instagram.

Lauren is considered a "nano" influencer on YouTube and Instagram. Nano influencers often specialize in a specific niche, with a small and engaged community that feels like they know the influencer on a personal level. They generally have fewer than 5,000 subscribers on YouTube and between 2,500 and 10,000 followers on Instagram. 

She earns money from her social-media pages by partnering with brands, through Amazon's affiliate program, and from YouTube ad revenue through its Partner Program. 

When pitching brands, she uses a 3-page media kit that she updates a few times a month. 

Lauren said she will email the brands she wants to work with directly, direct message smaller brands on Instagram, and sometimes find an influencer marketing contact for a brand on LinkedIn and then message the person directly.

Lauren charges around $350 for an Instagram sponsorship (one in-feed post) or YouTube sponsorship (brand mention), and that price will vary depending on the scope of work, she said. Business Insider verified her rates with documentation provided by Lauren.

Since Lauren is still starting out, most companies will offer her free products first, and will ask her to share insights on her content to determine a potential partnership. 

When she launched her YouTube channel, she decided to start filming videos reviewing different workout classes around NYC. She emailed the studios, first asking if it was okay to film, and found that some of them were happy to offer her free classes in exchange for her making a dedicated video about them. She said one studio even sent her a discount code for her viewers to use if they wanted to sign up. 

"I had such a passion for trying out workout classes in NYC," she told Business Insider. "I was the person all my friends would come to, to ask what workout classes they should try. When I wanted to try a new class I would search them on YouTube, but I found that no one was really reviewing all these classes in NYC."

Lauren's YouTube channel has dozens of workout class reviews and some of her most popular videos include a review of SoildCore classes (11,000 views), Rumble Boxing (9,000 views), and Barre3 (9,000 views). 

Her most recent brand partnership was with the food delivery service Epicured. She promoted the brand in her YouTube video, "What I Eat In A Week with IBS."

"It's important to build a relationship with brands and to work with brands that you already love, especially when you're starting out, to build subscriber loyalty," she said. "I will only partner with a brand if it will also benefit my community and organically fit in with my content." 

Here's what the latest version of Lauren's media kit looks like: 

Lauren starts her media kit with a cover page detailing her background in PR and that she has a degree in communications.

Jen Lauren
Jen Lauren

Lauren begins her media kit with a brief bio. She considers herself a part-time lifestyle YouTuber and she is passionate about fitness and health.

She creates content on YouTube and Instagram about self care, productivity, health, and wellness in NYC. 

  • Her Instagram handle is @Jen_Laurenn and she has 2,980 followers. 
  • Her YouTube channel is Jen Lauren and she has 1,490 subscribers. 

Next, Lauren dives into her specific YouTube channel demographics. 80.5% of her audience on YouTube is female.

Jen Lauren
Jen Lauren

Lauren breaks down her core audience demographics on YouTube, which is an important metric for brands and a way to know what audience the campaign will reach.

Her core audience stats show:

  • Her audience is between the ages of 18- and 34-years-old. 18-24 (40.3%) and 25-34 (44.8%).
  • 80.5% female viewers, 19.5% male.
  • The top country her viewers watch from is the United States (55.6%), and Canada follows behind.

Lauren then breaks down similar stats for her Instagram page, where 76% of the people who follow her are female.

Jen Lauren
Jen Lauren

Lauren ends her media kit by breaking down her core audience demographics on her Instagram page.

Her core audience stats show:

  • Her audience is between the ages of 25- and 44-years-old. 25-34 (36%) and 35-44 (24%).
  • 76% female viewers, 24% male.
  • The top location her viewers watch from is New Orleans (22%), then New York (13%), Los Angeles (1.8%), Baton Rouge (1.3%), and Houston (1.3%). 
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