- Lauren Lim is a part-time influencer with about 138,000 followers on TikTok and about 26,000 on Instagram.
- The 19-year-old creator doubles as a full-time college student and juggles making several TikToks a week and working with brands, all while still taking classes.
- Lim shared the 9-page media kit she uses to secure brand deals on TikTok and Instagram.
- Subscribe to Business Insider's influencer newsletter: Insider Influencers.
For years, Lauren Soyung Lim, a 19-year-old college student from California, had been watching influencers post on social media and collaborate with brands.
"I always wanted to do something like that," Lim told Business Insider.
This year, that became a reality. At the beginning of 2020, she created a TikTok account and started to consistently post videos in April. Now, Lim has amassed about 138,000 followers on the app and has worked with a variety of brands.
Lim creates fashion, beauty, and lifestyle TikToks (as well as some dancing videos here and there). Some of her styling videos have gone viral, such as a TikTok about dressing like Paris Hilton, which was viewed by over 3 million users. She works with brands on sponsored content on both TikTok and Instagram.
"TikTok kind of paved the way for me to start working with brands on Instagram," Lim said.
But Lim is still a full-time student and splits her time between making TikToks a few days a week and taking classes. She sets aside three to four days where she'll dedicate time to TikTok, which will provide her with enough content to post once or twice a day, she said.
"I'm not going to lie, it was pretty difficult and I was very clueless," Lim said about starting out on TikTok and balancing her part-time influencer career.
"I found out that I was being way underpaid," she added.
At first, a lot of the sponsorship opportunities she got were "paid" in free products, she said. And while she still occasionally creates content for brands on a "gifting" basis, she said she now has set rates for content that she uses when negotiating brand sponsorships.
Brands typically reach out to Lim via email or DM, and when they do, she'll always respond with her 9-page media kit, which outlines her engagement and previous work with brands. Then, if the brand is interested, she'll also share her rates (which are not included in her media kit).
Figuring out what her starting rates should look like was also a learning process, Lim said.
"I really learned from my friends who also do this that have managers," she said. Lim and some of her friends who are also content creators openly discuss their rates together, and will share feedback about some of the offers they receive (like if the asking price is too low for the deliverables).
"In the beginning, you're always underpaid," Lim said. "But after a while, you learn and set firm rates for yourself."
Here's what the latest version of Lim's media kit looks like:
Her media kit starts out with a cover page, where Lim includes a brief bio and summarizes her audience sizes.
Lim's cover page includes a brief bio and she outlines her overall audience sizes and contact information, including her TikTok and Instagram handles.
Her bio reads:
"Lauren is a 19 year old fashion based content creator and full time college student. She loves creating content about fashion, beauty, dance, and comedy. Mainly known for making fashion inspired videos, she is known for providing her followers with fashion tips and trends. Started in April 2020, she has rapidly grown in a few months on all platforms. She is also a freelance model based in LA and had her first billboard with Live Tinted, as well as been a featured model for Elle magazine."
Here are her following sizes:
- TikTok: 138,000 followers
- Instagram: 26,000 followers
She then highlights a few TikToks that have been featured on other popular accounts, including publications and brands.
Lim's TikToks have been reposted by the digital publisher Bustle and Style, a blog with over 7 million followers on TikTok. Fashion brands like Shein and Dolls Kill have also reposted her content.
Lim also works as a model and lists recent campaigns.
In addition to being a content creator, Lim also works as a part-time model. She highlights past campaigns on this page.
She breaks down her TikTok and Instagram analytics in one slide.
Lim has a much larger audience on TikTok and lists this first. She then breaks down her audience demographics and metrics for her TikTok and Instagram.
Her TikTok stats:
- 138,000 followers
- 60% engagement rate
- 10 years-old to a 45-years-old age range
- 87% female, 13% male
- 41% in the US
Her Instagram stats:
- 26,000 followers
- 70% engagement rate
- 51% age range between 18-24
- 72% female, 28% male
- 46% in the US
She lists nine of her top-performing TikToks, some of which have million of views.
Lim's top-performing TikTok is a video of her styling a Halloween costume to look like Paris Hilton, which has over 3 million views.
"I wanted to make it very visual," Lim said about her media kit.
Then she highlights a few collaborations she's done with brands on Instagram, including the performance metrics.
She's worked with several brands on partnerships on Instagram, including fashion brands MNML and Romwe, and others such as phone-case brand Casely.
The Instagram metrics shown include likes, comments, shares, saves, and the number of profile views and accounts reached.
She also includes a page showcasing six recent TikTok sponsorships.
Lim has worked with fashion brands like Princess Polly and Urban Outfitters on TikTok. She's also worked with brands like The Coldest Water (a water bottle company) and Mementum (a jewelry brand).
Here she lists a few other brands she's collaborated with.
Lim outlines a few other brands she's worked with, including haircare and jewelry brands, and Octi App, a social augmented reality app.
Lim concludes her media kit with a page about pricing and shares her contact information again.
Lim writes that she "only works with companies she loves" and doesn't include a breakdown of her rates in her kit. Instead, she tells brands that she has set fixed rates that they can inquire about by contacting her email.
"I don't really like to like put my flat rates on my media kit because I think it's better that the brand sees what I've done with other brands and how much engagement I've gotten," she told Business Insider.
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