Updated October 28, 2026.
Short answer: A media kit that wins brand deals fits on one to three pages and answers a brand manager’s questions in under a minute: who your audience is (location, age, interests), how they engage (recent average views and engagement, not just follower count), what you have done for other brands (results, not logos alone), what you offer, and how to contact you. Update the numbers every month and keep screenshots ready as proof.
What to include, in order
| Section | What to show | Common mistake |
|---|---|---|
| Intro | One line on your niche and who you serve | A long personal bio |
| Audience | Top countries, age range, gender split, interests | Followers only |
| Performance | Average reach or views per post over the last 30–90 days, engagement rate, story views | One viral post presented as typical |
| Past work | 2–4 partnerships with a result each (clicks, codes used, sales, saves) | A wall of logos with no outcome |
| Offers | Packages: e.g. one Reel plus three stories, usage rights, whitelisting | Prices with no scope |
| Contact | Business email and response time | DM-only contact |
Numbers brands actually look at
- Average views or reach per post over a recent period. This predicts what a sponsored post will deliver better than follower count.
- Engagement rate calculated the same way every time (state your formula).
- Audience location. A brand shipping only in the US needs to see your US share.
- Proof of conversion: link clicks, discount code uses or affiliate sales from past work.
Pull the figures from native analytics and keep dated screenshots. Brands increasingly ask for them, and they protect you from disputes.
Should you put rates in the media kit?
Two common approaches: list starting prices to filter out low budgets, or keep a separate rate card you send after the first reply. The second lets you price by usage rights and exclusivity, which often matter more than the post itself. See brand collaboration email templates for the outreach side.
Design tips
- Use your own photography, not stock images.
- Keep your brand colors and fonts consistent with your profiles.
- Export as a PDF under about 5 MB, and keep a link version for quick sharing.
- Canva and Adobe Express both have templates; replace every placeholder so it does not look generic.
Bottom line: Update your media kit every month with fresh numbers and recent results. A current media kit shows brands you take the partnership seriously.
Frequently asked questions
Do small creators need a media kit?
Yes. Micro creators often win deals on niche focus and engagement; a clear kit makes that visible.
How often should I update it?
Monthly for numbers, and after every partnership with a result worth showing.
What is the difference between a media kit and a rate card?
The media kit shows who you reach and what you have achieved; the rate card lists packages and prices.
Related: measuring influencer marketing ROI
