Social Media Kit: What It Is & How to Make It (+Templates)

Learn what is a social media kit, how to build and use a social media media kit, and get effective media kit templates to create your own right away.

What is a social media kit

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Short answer

What to include in a social media kit?

  1. Brand guidelines: This includes your brand’s color scheme, fonts, and logo usage, ensuring everything you post is unmistakably you.

  2. Profile descriptions: Tailored descriptions for different platforms that reflect your brand’s tone and style.

  3. Audience demographics: Insight into who your followers are, which can help tailor your content to the right crowd.

  4. Performance metrics: A summary of key statistics like follower growth, engagement rates, and top-performing content.

  5. Visual assets: High-quality images, templates, and graphics that keep your posts looking professional and cohesive.

  6. Content calendar: A schedule of what to post and when, helping you plan out your posts efficiently and effectively.

  7. Sample posts: Examples of past posts that have performed well, serving as inspiration for future content.

  8. Contact information: Where and how potential partners or advertisers can reach out to collaborate with your brand.

What is a social media kit?

A social media kit is a set of tools and materials that outlines a brand's identity and key metrics. It helps maintain a consistent and professional presence across digital platforms, which is crucial for effective branding and partnerships.

Influencer media kit vs. social media kit

An influencer media kit is designed for content creators looking to promote their personal brand and secure partnerships or sponsorships. It usually includes a biography, audience demographics, examples of past collaborations, and rate cards for promotional work.

A social media kit is broader in scope and often used by businesses to maintain a cohesive brand image across different social media platforms. This kit might contain brand guidelines, content calendars, and key metrics to help enhance social media strategy.

How to make an effective social media kit?

Let’s face it, social media marketing isn't just about throwing content at the wall whenever you remember to do so and seeing what sticks—it’s about having a clear plan and a consistent style.

Here’s how you can create a social media kit that keeps your brand looking sharp and strategically aligned, because posting on the fly just isn’t going to cut it.

1) Define your brand identity

First things first, figure out how you want your brand to be seen online. It might seem a bit basic, or even unnecessary, but honestly, it can massively amp up your social media presence.

Just think about it: every day, we scroll through an ocean of content on our feeds. And honestly, no matter how hard we try, we just can’t engage with everything we see.

The truth is, we scroll past most of it. But here’s the kicker—some brands have nailed their identity so well, they stand out immediately.

Take Duolingo, for example. They rock their signature green color across all their channels and have even introduced Duo the Mascot, which really brings their whole vibe together.

This famous green owl is such a star; he’s even got his own TikTok account, featuring in every video.

So whenever you spot that distinct green or see the mascot, you instantly know it’s Duolingo. And when it’s one of your favourite brands, it just naturally makes you stop and take notice.

2) Select your key platforms

Ideally, you’d be everywhere on social media to maximize your chances of being seen. But let’s get real, not every platform is going to suit your brand.

Say you’re in the business of selling sales prospecting software—TikTok might not be your go-to for reaching your target market.

And if you're running a fashion brand, it’s pretty unlikely your ideal customers are scrolling through LinkedIn looking for the latest styles.

You’ve probably heard the phrase, "quality over quantity," right? Well, it definitely applies here. It's way better to focus on a few key platforms that really resonate with your audience rather than trying to juggle them all.

So, take some time to research where your audience is most active, and put your efforts into those platforms. This way, you can connect with them through content they're actually interested in and more likely to engage with.

3) Develop content templates

Set up some templates for different types of posts. This could be a standard layout for Instagram photos, a format for your tweets, or a guide for Facebook posts.

Having these templates saves you time and keeps all your content looking sharp and consistent. It's a smart move because it streamlines your process and helps maintain a cohesive brand voice.

4) Adjust your content for different platforms

Each social platform has its quirks and preferred content style, so it's key to tailor your approach to match:

  • Instagram is all about the visuals—eye-catching product shots, behind-the-scenes videos, or any visually appealing narrative about your brand. It’s ideal for visually-driven industries like fashion, food, and design.

  • X (Twitter) moves fast and is great for snappy updates, witty comments, or news. It’s a hub for conversations, making it ideal for brands that want to engage directly with their audience in real-time.

  • LinkedIn is the professional’s corner. Here, you'll want to share industry insights, company news, and professional content that speaks to business audiences. It’s where you put your best suit on and talk shop.

  • TikTok is where you let your hair down. It’s driven by trends, music, and humor, making it perfect for brands aiming to reach a younger crowd with fun and creative short videos.

  • Facebook offers a mix of everything but thrives on community and interaction. It’s great for longer posts, hosting discussions, and sharing news where you can engage deeply with your audience.

Simply recycling the same content everywhere can make your brand seem out of touch, and you might miss out on engaging your audience in ways that really resonate with them on their favorite platforms.

5) Monitor your social media performance

When it comes to social media marketing, one of the worst things you can possibly do is spray and pray. Make it a habit to keep tabs on how your posts are performing. Pay attention to the likes, shares, comments, and other engagement metrics.

This data is gold—it tells you what's working and what's not, so you can tweak your strategy and improve your content. Understanding these patterns is key to growing your following and making sure your content hits the mark.

6) Create a media library

Honestly, I wish I could say this scenario was totally made up or exaggerated for added effect, but I've seen it happen way too often on social media.

A lot of brands don't really stick to a regular posting schedule and just throw something together whenever they get a chance.

It's not always a bad thing, but it often sends social media specialists into a bit of a frenzy: "Where do I find an infographic at the last minute?"

Then, usually one of two things happens: they either post some random image they find online, or they dig up something really old from their files.

A good fix is to create a media library filled with images, videos, and other stuff you might want to use for your posts. This makes it super easy to put together new posts that look great and really speak your brand's language.

7) Develop a content calendar

A content calendar is your playbook for what to post and when. It helps you keep a steady flow of content and ensures you’re hitting all the key dates and events relevant to your brand.

But it's more than just a tool for staying organized— a content calendar helps you maintain a consistent presence, so your audience knows they can regularly expect great content from you.

This way, they may develop a habit of automatically checking your social media profiles on the days you normally post content, increasing engagement.

Great video on how to create a social media calendar:

How to create a social media calendar

8) Focus on entertainment

People love content that entertains them. According to Hootsuite's latest social media trends report, brands that focus on fun, engaging content can see big gains in attention and loyalty.

So lighten up your feed with some humor, heartwarming stories, or fascinating facts. If you’re having fun with your posts, chances are your audience will too.

9) Incorporate User-Generated Content (UGC)

User-generated content (UGC) refers to any content—photos, videos, reviews, etc.—created by people, rather than brands, that is shared on social networks.

Encouraging your fans to get involved can add authenticity and variety to your feed. Plus, people love seeing their own content featured by brands—it makes them feel part of your community.

However, establishing guidelines for UGC in your social media kit is necessary to ensure that the content aligns with your brand’s standards and messaging.

Here's a short video on how to use UGC:

What is UGC and how to use it

10) Establish a social media policy

Make sure everyone’s on the same page. A clear social media policy helps guide your team on how to interact online, including how to address any negative feedback or respond to crisis situations.

This way, you keep your brand’s voice consistent, no matter who’s doing the posting.

11) Update your kit regularly

Keep your kit fresh. Social media evolves fast, and keeping your kit updated means you’re always ready to put your best foot forward with the latest tools and strategies.

This includes updating your visuals, refining your target audience description, and keeping your metrics current.

12) Use analytics for insight

Stay on top of your game by regularly checking your analytics. This lets you see not just how many people you’re reaching, but how they interact with your content.

Armed with this information, you can keep tweaking and improving, making sure your social media efforts are as effective as possible.

Here's how to get started with Storydoc analytics:

Storydoc analytics panel


If you have more questions about a social media kit, I’ve put together the answers to some frequently asked ones:

What is a social media kit used for?

  1. Enhancing brand consistency: The kit includes your brand’s visual and text guidelines, ensuring everything you post reinforces your identity.

  2. Streamlining content creation: With templates and ready-to-go assets in your kit, you can whip up consistent, eye-catching content in no time.

  3. Boosting engagement: Quality, cohesive content from your kit can draw more followers and spark more interactions on your posts.

  4. Easing team collaboration: When your whole team uses the same kit, it keeps your brand's look unified across all channels and makes working together smoother.

  5. Attracting partnerships: A slick, professional social media presence can catch the eye of potential business partners and sponsors.

  6. Tracking performance: Kits often come with tools to track engagement and analyze content effectiveness, helping you tweak your strategy for better results.

Brand media kit vs. social media kit

A brand media kit is a collection of materials that provides an overview of a business, individual, or event, mainly for the press and potential advertisers. It typically includes press releases, biographies, fact sheets, and high-resolution images.

A social media kit, on the other hand, is tailored for online engagement. It focuses on ensuring brand consistency across social platforms and includes elements like engagement metrics and content calendars to boost social media marketing efforts.

Where to find good-looking social media kit templates?

Creating a social media kit from scratch takes time. You have to nail the branding and ensure everything looks just right on every device.

Interactive social media kit templates handle the hard work, freeing you up to focus on more important tasks. They’re all built based on insights from over 100K presentation sessions, so they really know what clicks and what misses the mark.

Just grab one.

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Dominika Krukowska

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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