No one had ever thought of this, so someone had to take control of an influencer marketing world that’s falling apart. After months of intense work—and an amazing testing phase involving our Telegram community—we’re excited to announce the Beta version of the creator media kit.
Look how cute it is! 🥰
But it’s not just cute – it’s also innovative and revolutionary. It’s exactly what we need to shake up how creators and brands have collaborated so far. The media kit is a dynamic webpage that uses real-time data through official social media platform APIs, offering an unprecedented level of transparency and reliability.
In addition to Instagram, our flagship platform, we’ve also added key metrics for YouTube and TikTok!
“No room for fluff”
The problems with influencer marketing
Up until now, there were two ways brands could collaborate with creators:
- as a brand, you trust the numbers I say I get or show you.
- I give you access to my account, sharing my personal info which isn’t exactly recommended in the “Boy Scout Handbook” – obviously an option chosen by no one.
These two limited options have led to the growing distrust hovering over influencer marketing. From conversations with brands, agencies, and creators, here’s the picture of the issues we’ve uncovered:
Lack of transparency: Collaborations worth hundreds of thousands of euros have been completed without the influencer’s data ever being shared with the brand. Let’s be clear: mistakes happen on both sides. There are influencers who refuse to show their data, but there are also brands that don’t even bother to ask for them. Yet influencer marketing is largely based on buying into the traffic of a profile.
Lack of reliability: When data is shared, there’s always suspicion that it’s been manipulated or even faked. Very often, data is shared via PDF media kits, Instagram app screenshots, or even just written in an email. This has led to two major problems. First, sharing only the data that “looks good,” carefully selecting content that performed far above the profile’s average, even if it’s months old. Second, manipulating the data using apps or software to alter numbers in the screenshots. We won’t even get into bought followers or interactions through shady means to make things look rosier than they are. We’ve seen things you wouldn’t believe!
Lack of meritocracy: It may sound like we’re blaming the influencers, but we’re not. Brands bear a significant part of the responsibility. Because there are influencers and creators who are doing things right – plenty of them honestly! Yet they often get rejected by brands for “not having enough followers.” Too often, the only metric that matters is the follower count, which determines whether a profile is worthy of collaboration.
All this led to a situation of little transparency and shady collaborations that quickly go south when things get serious, resulting in side-eye glares and a general distrust of the influencer marketing industry.
What’s the point of the media kit?
What we’ve done is flipped the old system on its head, giving all creators, influencers, and more the chance to prove their reliability. 😎
During the Alpha phase, the media kit was hailed as the “Holy Grail,” because:
- ✅ It offers maximum transparency. All the profile data you see – such as post reach, story views, and reel plays – is automatically updated via Meta’s official APIs. No one can modify, edit, or delete them. Everything is out in the open, making you a transparent creator and offering brands complete trust.
- 🔎 It clearly and attractively displays the demographic data of your community.
- 🎨 It’s customizable to include all the crucial information you need to stand out or to convey your unique personality.
- 🫰 Oh, and it’s free. Because having control over NJL’s destiny allows us to do things like this: launching projects that reflect our values without answering to anyone. It’s an investment where the return isn’t financial but contributing to a meaningful change.
Are you cringing at the idea that the data can’t be altered? Sure, in the ancien régime of influencer marketing, this might have seemed like a drawback—but only for those with something to hide. Now, full transparency will work in your favor!
We’ll say it plainly: our goal is that anyone who doesn’t share their data transparently shouldn’t get hired or should be turned down. Harsh but necessary. Otherwise, we’re going nowhere.
Today, NJL offers the media kit for free; tomorrow, there might be other tools or features that will push in this direction. Bring it on: the goal is bigger than the tool!
How does the technology work?
Great question! As you’ve probably figured out, the heart of the media kit is the APIs –Application Programming Interface – of Meta. These tools allow developers and platforms like NJL to access Facebook and Instagram data securely, consistently, and according to regulations.
Think of the APIs as a bridge connecting the data from these social networks to your media kit, without compromising your profile’s security or your privacy.
The same goes for all the social networks available within the media kit – current ones (TikTok, YouTube) and future ones (LinkedIn and Telegram).
It sounds simple, but implementing that data and shaping it into the media kit you see today wasn’t a walk in the park.
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On one hand, we faced resistance from those who didn’t follow the rules, but for our development team, the challenge was of a completely different nature. What are we talking about? Let Andrea and Niccolò share some stories with you – We know that Italian can be challenging, but we’re confident that you’ll be able to catch our enthusiasm.
How to activate it
We want everyone to be able to use the media kit to communicate with brands and create a safe zone of understanding in complete security.
That’s why the creator media kit is available to everyone. Just create a free account on Not Just Analytics and, if you prefer, link it to Facebook to speed up the process of importing the profiles you manage.
Here’s the step-by-step process:
- In your dashboard, look for the 🔥 Beta option in the sidebar
- Select media kit
- Tap the “Create new media kit” button
- Select the previously linked account or add it manually
- Show off your transparency
Our thoughts
The media kit represents a turning point for anyone who wants to work professionally in influencer marketing. And if there’s one thing that drives us crazy, it’s that this kind of reassurance should have existed years ago.
Now, we hope to lend a hand to those who want to do influencer marketing by the book – whether they’re creators or brands.
No more excuses: welcome to the age of #IAmTransparent