Macy Mariano
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- Travel and style influencer Macy Mariano has 102,000 followers on Instagram, allowing her to earn a living making sponsored content for brands on social media and her travel blog, WanderwithMacy.com.
- She works with brands like Lululemon, Champs Sports, and the hotel company Four Seasons Hotels and Resorts, earning thousands of dollars from posts on Instagram.
- Mariano said she sends a media kit to every advertiser she pitches.
- She shared the most up-to-date version of this document with Business Insider.
- Click here for more BI Prime stories.
Travel influencer Macy Mariano taught herself how to pitch to brands after her Instagram account began taking off two years ago.
Now with 102,000 followers on the platform, Mariano works with companies like Lululemon, Champs Sports, the direct-to-consumer brand SmileDirectClub, and the hotel company Four Seasons Hotels and Resorts.
While she adjusts her sponsored content prices based on the brand and the type of advertising opportunity, her base rate for an Instagram post is $1,200, she said. She said she charges $1,800 for an Instagram video and $2,000 for a monthly partnership that includes one Instagram post and one post on her blog, WanderwithMacy.com.
One of the first things advertisers ask from her during a pitch is to see her media kit, she told Business Insider.
“I think it’s super important if you want to take this seriously,” she said. “I send them now to everyone I get in touch with. It’s just a good way to express who you are and what you’ve done so they can see your past and current work.”
Including performance metrics in a media kit is as important as highlighting content, said Alessandro Bogliari, cofounder and CEO of The Influencer Marketing Factory.
“When I say metrics, I don’t talk only about vanity metrics (likes, comments, views) but also about conversions,” he told Business Insider in an email. “A lot of brands are looking not only anymore for brand awareness but for real conversions (sign-ups, e-commerce sales, use of promo codes, etc). If we see any reference to actual important numbers and metrics in an influencer kit we know that we are talking with a professional that cares about giving real value to our client.”
Mariano’s media kit highlights the brands she’s worked with, her audience size and demographics, interaction metrics from her Instagram profile, and some of her past work. She said she updates the document every few months to make sure her data is current.
Here’s what the latest version of Mariano’s media kit looks like:
Mariano starts with an attention-grabbing cover page.
Macy Mariano
Her media kit begins with a full-page portrait and her website domain.
Then she includes a high-level summary of her work and following as an influencer.
Macy Mariano
Mariano shares a top-level summary of her work as a travel and style influencer. She also provides data on her social-media following, highlighting her average monthly unique visitors, monthly page views, follower count, and the percentage of her followers that the platform IG Audit estimates are real.
She said she averages 150,000+ monthly unique visitors and 350,000+ monthly page views. 73% of her 102,000 followers are real, according to the follower analysis platform IG Audit.
She then dives into specific demographic and engagement data for her audience.
Macy Mariano
She includes data on her Instagram account’s reach, including the top locations and age breakdown of her followers. She also shares data on interactions for a specific post, including likes, comments, and shares.
Between September 10th and 16th, she reached:
- 51,835 accounts and served 337,753 impressions.
Age breakdown of her audience:
- 13-17: 5%
- 18-24: 30%
- 24-34: 35%
- 35-44: 18%
- 45-54: 8%
- 55-64: 3%
- 65+: 1%
Her top cities are Miami, New York, Rio de Janeiro, and Sydney.
On one post that she highlights, she received:
- 2,200 likes
- 13 comments
- 289 shares
- 338 saves
Then she highlights recent work with brands.
Macy Mariano
And here is a rundown of brands she has worked with.
Macy Mariano
She then gives a full-page example of her brand work.
Macy Mariano
Mariano ends her media kit with contact information and another attention-grabbing full-page photograph.
Macy Mariano
Mariano said she’s built a full-time business as an influencer through experimentation and learning by doing.
“I’ve learned how to do brand outreach and how to form partnerships,” she said. “Everything has been self-taught for me. I would have never thought I would be doing this. It’s definitely been a trial-and-error learning curve.”
For more on how to build a business as an Instagram influencer, check out these other Business Insider Prime stories:
- The best ways to make money on Instagram, according to 4 influencers: We spoke with four Instagram influencers: Caitlin Patton, Jehava Brown, Katy Bellotte, and Julia Engel — about their digital businesses.
- How to edit Instagram photos according to ‘Tezza,’ the professional influencer and creator of a photo app with over 3 million downloads: Tezza created the app as a way to share her photo-editing tips and the photo filters she uses with her followers.
- How Instagram influencers can get free products from brands like Disney without millions of followers: The “mommy blogger” Jehava Brown said she has been sent products like a new washer and dryer from Whirlpool in exchange for promotion online.
- An Instagram influencer with 166,000 followers breaks down how much money she earns from a sponsored post: Katy Bellotte, a YouTube creator and Instagram influencer, broke down how much she earns per sponsored Instagram post.
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