- Laur DeMartino is a 19-year-old content creator on YouTube, Instagram, and TikTok, and has between 3,000 and 6,000 followers on each social-media platform.
- As a full-time college student and part-time creator, DeMartino has started to make money by partnering with brands.
- DeMartino uses a media kit when pitching herself to brands to illustrate what she can deliver.
- She shared the exact 9-page document she uses to pitch brands and how much money she charges for content.
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Laur DeMartino, 19, is a lifestyle content creator and "nano" influencer on YouTube, Instagram, and TikTok who goes by Laur Yolo on social media.
Nano influencers are generally defined as having between 1,000 and 10,000 followers on social media.
While she has a larger audience on Instagram (about 5,200 followers), YouTube is her current focus and where she is posting content more regularly. As of November, she had over 3,300 subscribers, which qualifies her for the YouTube Partner Program that allows creators to earn revenue from Google-placed ads on their videos once they reach 1,000 subscribers and over 4,000 watch hours.
But DeMartino said she earns most of her money as a creator by working with several brands on sponsorships, such as Lululemon, Curology, and SeatGeek.
For a YouTube integration, she said that her starting rates are between $300 and $500, depending on the brand and what they are asking for.
Recently, she landed a partnership that has multiple deliverables across YouTube, Instagram, and TikTok that is worth a total of $4,000, including a $1,000 gift card to purchase the product. Business Insider verified the campaign with documentation provided by DeMartino.
DeMartino started her YouTube channel in 2013, and since, has kept up with creating content and pursuing a career as a creator. Now, as a full-time college student at Fordham University, DeMartino balances her classes and content by blocking off days for school and days for YouTube.
While school comes first, she said, she treats her YouTube as a part-time job or "mini-internship" and spends about 25 to 30 hours per week on her content, which also includes Instagram, TikTok, and a podcast she's started. She sets aside time to pitch brands throughout the week.
DeMartino uses a media kit and an elevator pitch when reaching out to brands, and updates her kit a few times a month.
Her media kit is nine pages long and she includes the document in any outreach she's doing, or if a brand contacts her.
Outside of emailing brands and responding to incoming offers, DeMartino often cold DMs brands on Instagram and reaches out to brands' influencer managers on LinkedIn to start up a conversation about potentially working together.
Here's what the latest version of DeMartino's media kit looks like:
DeMartino starts off her media kit with a cover page.
DeMartino begins her media kit with a recent picture of herself and outlines the four main areas of her career: content creator, social-media influencer, entrepreneur, and actress.
She is based in New York City and launched her YouTube in 2013, but it started picking up when she was in high school.
Then she includes a bio about herself and lists out her contact information.
In her second slide, she includes a quick introduction about herself as a creator, and attaches her contact information (which is hyperlinked in the PDF). Usually, she also keeps her phone number included, but for privacy purposes, this was removed from the current copy.
DeMartino also includes a "mission statement" as a creator in this slide.
"Companies have a mission and I think content creators should also have a mission, so that [the company] can see if it aligns with them," she said.
Next, DeMartino breaks down her following size across the three main platforms she uses.
Then, DeMartino breaks down her social statistics with a more general overview of her followers across platforms.
As of November, here is her following breakdown:
- Instagram: 5,200 followers.
- YouTube: 3,300 subscribers.
- TikTok: 4,200 followers.
"So if [a brand is] looking for a specific influencer that has a certain number, they can see right off the bat from there," she said. "And if they're more interested, then they can go to my breakdown."
She has over 3,000 subscribers on YouTube. Her audience demographics are primarily between the ages of 18 and 24, and mostly female.
For her YouTube statistics, DeMartino shares her monthly traffic, audience demographics, and links to example videos.
Her monthly statistics and demographics show:
- 162,000 unique viewers.
- 382,000 channel views.
- 72% female and between the ages of 18 and 24.
- 51% of her viewers are from the United States. Canada and India follow behind.
DeMartino then breaks down her Instagram statistics and demographics, as well as examples of branded content.
She then breaks down her core audience demographics and statistics on Instagram.
Her audience stats show:
- She currently has 5,200 Instagram followers.
- Her average engagement rate per-post is 38%.
- 59% female and primarily reaching a demographic of 18- to 24-year-olds.
She also includes two previous brand sponsorship posts with Lululemon and SeatGeek, including details about the deliverables and her performance. For the Lululemon collaboration, she adds that she promoted a new line of leggings and drove over 14,000 impressions.
On TikTok, DeMartino has over 4,000 followers and shares her top-performing TikToks.
DeMartino also breaks down her core audience demographics and statistics on TikTok.
Her audience stats show:
- She currently has 4,200 followers on TikTok and 1.7 million views.
- Her audience is 86% female and 73% are from the US.
She also includes two of her top-performing TikTok's, including one with over two million views.
Here she shares a summary of past brand partnerships she's done.
DeMartino shares a few more examples of her previous brand partnerships, which include Amazon, Curology, Life is Good, and Function of Beauty.
The four partnerships are from 2019 and were posted on both YouTube and Instagram.
DeMartino includes a testimonial from Lululemon, a brand she's worked with on several partnerships.
She wraps up her examples of branded content by listing out the brands she's worked with and includes a testimonial from her Lululemon partnership, which has been a long-term and paying collaboration for her.
"Since partnering with Laur, we have developed a real connection with someone over social media who authentically speaks to our brand and how our gear performs for her in her life. Her enthusiasm shows in everything she does, and it has been an absolute pleasure working with her on our campaigns," the quote reads.
DeMartino said that she had asked one of the people she'd worked with at Lululemon to provide the testimonial.
She closes her media kit with one last image and includes her contact information again.
She concludes her media kit with a picture of herself in New York City and says "let's work together," with her contact information included one last time.
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