An influencer media kit is a one-to-two page document that shows a brand who your audience is, how your posts perform and what you can make for them. At Earn by Creating, we write how-to guides for people who get paid to create, so we order each section the way a brand manager reads a kit.
Most kits fail on numbers. A brand wants your typical result, so show median views or reach from your last 10 to 15 posts, pulled from the analytics screen of TikTok, Instagram or YouTube, with the date you pulled them. Add three examples, your services and one way to reach you, and you have a complete influencer media kit.
What an Influencer Media Kit Needs on Page One
Page one of an influencer media kit needs four things: who you are, who follows you, how your posts perform and how to reach you. A brand manager decides in under a minute whether to reply. If those four blocks are not visible without scrolling, the rest of the kit rarely gets read.
Think of page one as the answer to a single question from the brand: “If we pay this person, who will see our product, and how many of them?” Everything else, including your photos, past partners and service list, supports that answer.
Section-by-Section Build of an Influencer Media Kit
Each section below has one job. Write it in that order and cut anything that does not do the job.
Header and Short Bio
Put your name or channel name, your main handle and a one-line description of your niche at the top. “Budget meal prep for college students” tells a brand more than “food lover and lifestyle creator.” Add a clear photo of your face or your usual on-camera setup.
Keep the bio to two or three sentences. Say what you post, how often and for whom. If you are still narrowing that down, our guide to finding your niche helps you write a line a brand can match to a product.
Audience Snapshot
The audience block tells a brand whether your followers are its customers. Pull these from your native analytics:
- Top countries and, if useful, top cities
- Age ranges, shown as the two or three largest groups
- Gender split, if the brand’s product skews one way
- Follower or subscriber count per account
Show percentages, not raw counts, for demographics. A brand selling in the US only needs to see “64% US” fast. That example figure is illustrative. Use your own numbers.
Performance Numbers
Performance is the section brands check hardest. Show your typical post, not your best post. The cleanest method is to take your last 10 to 15 posts on each account, list the views or reach, and use the middle value (the median). One viral video can triple an average, and a brand that sees an average far above what your profile shows will assume the kit is inflated.
Include:
- Median views or reach per post, per account
- Engagement rate, with your formula stated (for example, likes plus comments plus shares divided by views)
- Average story views, if you sell Instagram stories
- Average watch time or audience retention, if you sell YouTube integrations
Add a small screenshot of the native analytics screen next to each figure. A screenshot from TikTok Studio, the Instagram Professional dashboard or YouTube Analytics removes the brand’s main doubt in one image.
Content Examples
Show three pieces of content that look like the work you want to sell. If you have done sponsored posts, use those. If you have not, use organic posts where you used, explained or reviewed a product. Link each example and add its view count.
Pick examples that match the brand you are pitching. A skincare brand wants to see a routine video, not your travel vlog. Swapping the three examples per pitch takes five minutes and makes the kit read as written for that brand.
Past Partners and Results
List brands you have worked with as plain text names or small logos. If a brand gave you results, such as clicks on your link or redemptions of your discount code, include them only with the brand’s permission. A short line like “Code used 140 times in two weeks” is stronger than a row of logos. Again, that figure is an example, so write your real result or leave the line out.
If you have no past partners, skip this block. An empty “Brands I’ve worked with” header looks worse than no header.
Services
List what a brand can buy from you. Use the same names a brand uses:
- Dedicated video (a full post about the product)
- Integration (a 30 to 90 second segment inside a regular video)
- Story set (for example, three Instagram story frames with a link)
- Usage rights for paid ads, priced by duration
- UGC-only video (user-generated content the brand posts, not you)
Rates can go here or on a separate rate card. Our influencer rates guide covers both setups.
Contact
End with one email address, your handles and your time zone. Use a business email, not a personal one. A contact form link adds a step for the brand, so give the email directly.
Example Two-Page Media Kit Layout
The layout below fits on two letter-size pages or two slides. Page one alone works as a one-page kit if you drop the second page.
| Position | Block | What goes in it | Length |
|---|---|---|---|
| Page 1, top | Header | Name, handle, niche line, photo | 1 line plus photo |
| Page 1, left | Bio | What you post, for whom, how often | 2 to 3 sentences |
| Page 1, right | Audience | Top countries, age groups, gender split | 3 to 5 short rows |
| Page 1, bottom | Performance | Median views, engagement rate, screenshot | 3 to 4 figures |
| Page 2, top | Examples | Three linked posts with view counts | 3 thumbnails |
| Page 2, middle | Partners | Past brands, results with permission | 1 to 2 lines |
| Page 2, bottom | Services and contact | Deliverables, optional starting price, email | 5 to 7 lines |
You can build this in Canva, Google Slides or any design app that exports to a portable document format (PDF) file. Our free media kit builder lays out these blocks for you, and the template in downloads follows the same order.
Where Each Platform Shows Your Media Kit Numbers
Every number in your kit should come from the app’s own analytics so a brand can ask for a screenshot and get one.
| Account | Where the numbers live | What to pull |
|---|---|---|
| TikTok | TikTok Studio, Analytics | Views per post, follower demographics, watch time |
| Professional dashboard, Insights | Reach per post, story views, audience location and age | |
| YouTube | YouTube Studio, Analytics | Views, average view duration, audience geography and age |
Note the date range for every figure. “Last 30 days” and “last 90 days” can look very different, and brands compare kits from many creators at once. If your numbers dipped recently, show the 90-day view and say so.
Should Your Media Kit List Rates
Listing rates in your influencer media kit saves time when you get many small inbound offers. It filters out brands that only offer free product. Leaving rates off works better when you mostly pitch larger brands, because each deal has different usage, exclusivity and deadlines.
A middle path works for most creators: write “Packages from $X” with your lowest real price and send a full rate card after the brand replies. That keeps the first conversation open while still setting a floor.
Media Kit Mistakes That Cost Replies
Each of these mistakes gives a brand a reason to skip your email:
- Numbers with no date or source. Add the date range and a screenshot.
- Best-case stats. Use the median of recent posts.
- Ten pages of photos. Cut to two pages.
- Wrong examples. Match examples to the brand’s product.
- No niche line. A brand cannot place you without one.
- Bought or inflated followers. The Federal Trade Commission (FTC) Consumer Reviews and Testimonials Rule, in effect since October 21, 2024, bans buying or selling fake social media indicators such as followers and views. Brands also run audits that flag sudden follower jumps.
How to Send and Update Your Media Kit
Send the kit as a link or a small PDF inside a short pitch email. Large attachments can land in spam, so keep the file small or use a view-only link from your design app. Name the file clearly, for example “YourName-MediaKit-Oct2026.pdf”, so it is easy to find later.
Update your numbers on the first of each month. Swap the three examples for each pitch so they match the brand. When you are ready to send, our guide on how to pitch brands has example emails that attach a kit without burying it.
This setup is not the right fit for creators who only sell UGC videos to brands for their ads. Those buyers want a portfolio of ad-style clips, so build a UGC portfolio instead. If you start posting sponsored content on your own account later, add an influencer media kit at that point. What would change this advice: if a brand or agency sends you its own creator form, fill in its fields with the same median figures instead of attaching a kit.
Open the media kit builder, pull your last 15 posts from your analytics and fill page one first.