The Media Kit Brands Actually Want to See

A brand manager receives dozens of creator pitches every week. In most cases, they spend under two minutes deciding whether to reply. Your media kit is what they're scanning during those two minutes. For inspiration on what effective kits look like, see our influencer media kit examples.

The problem isn't that most creators don't have a media kit — it's that most media kits don't include the information brands actually use to make decisions. They're full of aesthetic screenshots and vague audience statements, but missing the specific data points that help a brand manager say "yes, let's move forward."

This guide breaks down exactly what belongs in a modern influencer media kit — and more importantly, why each element matters to the person reading it.

What Is a Media Kit for Influencers?

An influencer media kit is a document (usually a PDF) that presents your creator profile to potential brand partners. It covers who you are, who your audience is, what kind of content you create, and what you charge for it.

Think of it as your professional portfolio combined with a sales deck. It should answer every question a brand might ask before deciding to reach out — so the only question left is "when can we start?"

What to Include in a Media Kit

1. A Strong Opening: Who You Are and What You Stand For

Lead with 2–3 sentences that describe your niche, your content style, and your audience relationship. Skip the generic "lifestyle creator based in NYC" opener. Be specific: "I create practical meal-prep content for time-poor parents of toddlers. My audience is 80% women aged 28–38 in the US and Australia, and they trust my product recommendations because I only feature things I use at home."

That's three sentences. A brand manager immediately knows if you're a fit.

2. Platform Stats — The Ones That Actually Matter

Don't just list follower counts. Include:

• Engagement rate — not just likes, but comments and saves. A 4–8% engagement rate on Instagram is exceptional for under 50K.
• Average Reel/TikTok views — especially if your reach exceeds your follower count
• Story views & link clicks — if you have a strong conversion history, show it
• Monthly reach — total unique accounts reached, not impressions

3. Audience Demographics

This is where brand managers spend the most time. Include:

• Age split (top 3 ranges)
• Gender split
• Top 3–5 countries/cities
• Language(s) your audience engages in — critical for brands running region-specific campaigns

Use screenshots from your native analytics for credibility. Don't round up or estimate — brands can tell when numbers are inflated.

4. Content Examples

Show 4–6 of your best pieces of sponsored or high-performing organic content. For each one, include the content type, the brand (if applicable), and the key metric — views, engagement rate, or link clicks.

Don't fill this section with your most aesthetic posts. Fill it with your most effective ones. There's a difference.

5. Services & Rates

Include a clear overview of what you offer and what you charge. Keep it at a high level — a single rate card page or table covering your main deliverables. You don't need to itemise every add-on; that's what your full rate card is for.

Media Kit Mistakes That Cost You Deals

• Too long. A media kit should be 3–5 pages maximum. Anything longer loses attention.
• No engagement data. Follower count without engagement rate is meaningless to a brand. They've been burned by bought followers before.
• Inconsistent fonts and colours. A polished media kit signals that you produce polished content. An inconsistent one does the opposite.
• No rate information. Not including any pricing information forces the brand to ask, adding a friction step that causes many to simply move on.
• Outdated stats. Update your media kit at least every quarter. Stale numbers undermine trust.

Nano Influencer Media Kits: You Need One Too

A common misconception is that media kits are only for larger accounts. In fact, nano influencers (1K–10K followers) benefit the most from a professional media kit — because brand managers often have lower expectations, and a polished document immediately sets you apart from every other nano creator in their inbox.

If you have under 10K followers, lead with your engagement rate and niche depth. A 9% engagement rate in a tight niche (e.g., vegan runners, homesteaders, indie game fans) is more valuable to the right brand than 50K followers in a saturated general lifestyle vertical.

Build the media kit once, update it quarterly, and attach it to every brand outreach. It's the single highest-leverage asset in your creator business — especially when you're learning how to pitch brands and get replies.