Your media kit is the single most important document in your brand deal toolkit. It's the first thing a brand manager sees when you pitch them — and in most cases, it's also the last if it's not done right. A strong media kit doesn't just list your follower count. It tells a story about who you reach, why they trust you, and what happens when you recommend something. Here's exactly how to build one that opens doors.
TL;DR: A media kit needs your bio, audience demographics, platform stats (not just followers — engagement rates and impressions), past brand collaborations, and a clear explanation of what makes your audience valuable. Design it in Canva. Keep it to 1-2 pages. Update it quarterly. Most importantly: lead with results and case studies, not your follower count. Brands care about conversion, not vanity metrics.
Why Your Media Kit Matters More Than Your Follower Count
Here's a stat that should change how you think about pitching: 73% of brand marketers say they've chosen a creator with 10K followers over one with 100K followers because the smaller creator's media kit made a stronger business case.
Brands aren't buying followers. They're buying access to an audience that trusts you. Your media kit is where you prove that trust exists and quantify what it's worth.
A bad media kit says: "I have 25,000 followers on Instagram."
A good media kit says: "My audience of 25,000 has a 4.8% engagement rate, 65% are women 24-34 who spend $200+/month on skincare, and my last three brand partnerships generated an average 3.2x ROAS. Here are the case studies."
See the difference?
What Every Media Kit Must Include
1. Your Bio and Brand Identity (Top of Page 1)
Lead with who you are and what you stand for. Don't just say "I'm a lifestyle creator." Say "I help millennial women build capsule wardrobes that work for real life — not Instagram life." Specificity is your competitive advantage.
Include:
- Your name and photo
- Your niche and content pillars (2-3 sentence bio)
- Your platforms with handles
- Your contact email
2. Audience Demographics
This is where you prove you reach the people brands want to reach. Pull data from your platform analytics:
| Metric | What to Include | Where to Find It |
|---|---|---|
| Age range | Primary age bracket + top 2 | Instagram Insights, YouTube Analytics |
| Gender split | Percentage breakdown | Platform analytics |
| Location | Top 3-5 countries/cities | Platform analytics |
| Interests | What else your audience follows | YouTube Analytics, polls |
| Income/Household | If relevant to your niche | Audience surveys |
If you don't have this data, run a quick audience poll. Even 100 responses gives you credible numbers.
3. Platform Statistics
This is the section most creators get wrong. They list follower counts and stop there. Here's what brands actually want to see for each platform:
| Metric | Why Brands Care |
|---|---|
| Follower count | Baseline reach — but the least important metric |
| Average views per post | More honest than follower count |
| Engagement rate | Proof your audience actually cares |
| Impressions (30-day) | Total eyeballs you deliver |
| Link clicks / swipe-ups | Purchase intent signal |
| Audience growth trend | Are you growing or plateauing? |
Pro tip: Calculate your engagement rate correctly. It's (total engagements / impressions) × 100, not (engagements / followers). The impressions-based rate is what brands use internally, and using it shows you understand how the business works.
4. Past Brand Collaborations
This is the most valuable section of your media kit. A list of brands you've worked with is good. Case studies with results are better.
For each major collaboration, include:
- Brand name and campaign type
- Deliverables (what you posted)
- Key results (views, engagement, clicks, conversions)
- A quote from the brand if you have one
Even if you've only done a few small collaborations, frame them professionally:
Brand X Skincare — Instagram Reel + Story (March 2025)
- 1 Reel, 3 Story frames
- 42,000 views, 4.6% engagement rate
- 850+ link clicks to product page
- "One of our best-performing influencer partnerships this quarter" — Brand X Marketing Manager
5. Content Examples
Include 2-3 thumbnails or screenshots of your best-performing content. Choose posts that are:
- Relevant to the types of brands you want to work with
- High-performing (above your average engagement)
- Representative of your content style
Brands want to visualize what a partnership with you looks like. Show them.
6. Services and Deliverables (Optional Rate Card)
Some creators include pricing. Some don't. Here's the case for both:
| Include Pricing | Don't Include Pricing |
|---|---|
| Establishes you're professional | Leaves room for negotiation |
| Filters out low-budget brands | Lets you price per campaign |
| Saves back-and-forth emails | Prevents underpricing complex asks |
If you include rates, present them as packages:
Starter Package ($X): 1 Instagram Reel + 2 Story frames Standard Package ($Y): 1 Reel + 1 Carousel + 4 Story frames + usage rights Premium Package ($Z): Everything in Standard + 1 TikTok + exclusivity
7. Your Link-in-Bio and Contact
End your media kit with clear next steps: your email, your social handles, and your link-in-bio page. Your Biolinky page is especially useful here — it shows brands your entire digital footprint in one place, including previous brand features, products, and content highlights. Make it easy for a brand manager to explore your world without hunting down links.
Media Kit Design: Tools and Best Practices
You don't need a graphic designer. Here's what to use:
| Tool | Best For | Price |
|---|---|---|
| Canva | Templates, drag-and-drop, brand kit | Free / $13/mo Pro |
| Adobe Express | More design flexibility | Free / $10/mo |
| Google Slides | Simple, shareable, editable | Free |
| Pitch / Notion | Interactive, embeddable | Free / $8/mo |
Design rules that matter:
- 1-2 pages max. Nobody reads a 10-page media kit. If it doesn't fit on two pages, cut.
- Export as PDF. Universally openable, preserves formatting, looks professional.
- Use your brand colors and fonts. Consistency signals professionalism.
- Include your photo. Brands want to see the person they're partnering with.
- Make it scannable. Use headers, bullet points, and data visualizations. Assume the brand manager is reading on their phone between meetings.
When and How to Send Your Media Kit
Don't attach your media kit to a cold email without context. The media kit supports your pitch — it isn't the pitch itself.
Your outreach sequence should look like:
- Warm-up (optional): Tag the brand in organic content, engage with their posts
- Pitch email: 3-5 sentences about who you are, why you love their brand, and a specific campaign idea. Attach media kit.
- Follow-up: 5-7 days later if no response
The pitch email is where you show creativity. The media kit is where you show credibility. You need both.
Common Media Kit Mistakes
| Mistake | Fix |
|---|---|
| Leading with follower count | Lead with engagement rate and audience value |
| Using outdated stats | Update quarterly — old numbers undermine trust |
| Too much text | Data visualizations, charts, screenshots |
| No case studies | Even one small collaboration with results helps |
| Generic bio | Specific niche positioning stands out |
| Missing contact info | Email, handles, link-in-bio — make it frictionless |
| PDF over 5MB | Compress it — brand managers won't wait for downloads |
Media Kit Examples by Creator Size
Micro-creator (1K-10K followers): Lead with your engagement rate and community quality. Your advantage isn't reach — it's trust. Feature audience testimonials and comments that show genuine connection. A micro-creator with a 8% engagement rate and a loyal audience can be more valuable to brands than a macro-creator with 1% engagement.
Mid-tier creator (10K-100K): Balance reach and engagement. Include platform stats across multiple channels. Feature 2-3 case studies with specific results. This is where you start showing ROAS data if you have it.
Macro-creator (100K+): Lead with reach and brand safety. Include audience quality metrics, past brand partners (logos speak volumes), and any press features. Media kits at this level often include a rate card and availability calendar.
Keep Your Media Kit Alive
A media kit isn't a one-and-done document. Set a quarterly calendar reminder to update:
- Platform stats (monthly)
- Recent collaborations and case studies (as they happen)
- Audience demographics (quarterly)
- Content examples (swap in your newest best-performers)
An outdated media kit sends the signal that you're not actively creating or that your numbers have dropped. Brands notice.
Your media kit is a living document that grows with your career. The creators who land the best brand deals aren't always the ones with the most followers — they're the ones who can articulate their value clearly and back it up with data. Build your media kit today, even if it's just one page in Canva. You can't pitch what you can't prove.