CREATORSCREATOR GUIDE
Influencer media kit: what to include, an example and how to send it
An influencer media kit is a short document (a one- or two-page PDF, or a link) that sums up who you are as a creator, who follows you and what results you deliver: your audience, your recent metrics, the formats you offer, your past collaborations and how to contact you. A brand uses it to decide, without asking for your analytics one screen at a time, whether your audience matches its customers, what it can expect from a collaboration and how to work with you. What makes it useful is not the design but data that is real, recent and easy to check.
What a media kit is and why brands want one
A creator's media kit is not a press kit: a company's press kit gathers what a journalist needs to write about it (press releases, logos, photos and a contact), whereas yours exists so that a brand can decide whether to work with you and on what terms.
You will use it at three moments: when you pitch a brand, when a brand or its agency asks for it before making you an offer, and when you negotiate, because it sets out in writing what you offer. It does not replace your analytics, it summarises them: a brand may ask for screenshots to check any figure.
On Instagram, TikTok, YouTube and Facebook, brand deals are the income route with no fixed follower minimum, because each brand decides, and the media kit is what opens that door. The other routes, with their requirements, are in each platform's guide.
How to monetise Instagram ↗How to monetise TikTok ↗How to monetise YouTube ↗How to monetise Facebook ↗
What to include in a media kit, section by section
A good media kit answers, in this order, what a brand needs to decide. These are the six sections you cannot leave out:
1. Who you are
Your name and handle on each platform, a recent photo, the city or country you create from and your niche in one sentence. Write it with the brand in mind: not “I love travelling” but what you talk about and for whom, for example “weekend getaways in Mexico for couples aged 25 to 35”.
2. Your audience
Top countries and cities, age ranges and gender split, taken from each platform's official analytics and with the period stated. It is the first thing a brand looks at: if your audience lives where the brand sells and is the age of its customers, your follower count becomes secondary.
3. Recent metrics
Your followers on each platform and, above all, what happens to your content over the last 30 to 90 days: how many people see it (reach or viewers), average views per format and interactions (likes, comments, saves and shares). If you give an engagement rate, explain how you calculate it, for example interactions divided by reach, so the brand can compare it with other creators'.
4. Formats you offer
What you make and where: reels, stories, long videos, Shorts, lives or content for the brand to post on its own channels. For each format, what it includes: number of pieces, length, rounds of changes and delivery time.
5. Past collaborations with results
Two or three cases with the brand, what you did and what it achieved, with the data from those posts: views, viewers, saves, clicks or uses of a discount code. If a brand asked for confidentiality, describe the sector without naming it. If you have not worked with brands yet, show two or three of your own posts that performed well and explain why.
6. Contact
An email address you check every day, who manages your collaborations (you or your representative) and how quickly you usually reply. If an agency represents you, give its contact details.
Example of a media kit structure
This is how a two-page media kit is laid out: the first page for who you are, your audience and your metrics; the second for what you offer, what you have done and how to contact you. If you have less to show, it all fits on one.
| Block | What to include | Where the data comes from |
|---|---|---|
| Cover | Name, handle on each platform, photo and niche in one sentence | You |
| Audience | Top countries and cities, age ranges and gender split | Each platform's analytics, with the period |
| Metrics | Followers, reach or viewers, views and interactions over the last 30 to 90 days | Each platform's analytics, with the date you took them |
| Formats | What you post on each platform and what each format includes | You |
| Collaborations | Two or three cases with the brand, the goal and the result | The analytics for those posts |
| Rates | By format or by package, with usage rights separate, or “on request” | You |
| Contact | Email, who manages your collaborations and response time | You |
How to present your rates in a media kit
There is no right rate for a given number of followers. What each creator charges depends on their audience, niche, format, production work and the moment in their career, and two profiles with similar figures can charge very differently. That is why this guide gives no figures: it explains how to present them so they are clear and open to negotiation.
If you would rather not put them in writing, write “rates on request” and send them once you know what the brand wants: a mention does not cost the same as a campaign with ads. If you accept collaborations in exchange for a product or an experience, say so too, and what you deliver in that case.
By format
A price per piece: a reel, a set of stories, a dedicated video or a mention within a video. The brand sees what each thing costs and can combine them.
By package
Combinations built around a goal, such as a reel with supporting stories or several pieces over a month. They make it easier to say yes and reward a brand that commits for longer.
Usage rights, separately
If the brand wants to use your content in its ads or on its website, for longer or in more countries, or asks for exclusivity in its sector, that is quoted separately. Always state for how long, on which channels and in which countries.
What each price includes
Rounds of changes, deadlines, whether the brand reviews the content before it goes live and who pays for shipping the product. That way there are no surprises when you close the deal.
Where to get each figure: Instagram, TikTok and YouTube
Take every figure from the platform's official analytics, which is what a brand may ask you for to check it. Use the same period on every platform, for example the last 30 or 90 days, note the date and keep the screenshots.
Not every platform measures the same thing: Instagram gives the demographics of the accounts you reach, TikTok separates your followers from the people who watch your videos and YouTube ranks age and geography by watch time. Present each platform separately and do not add up percentages from different platforms.
| Platform | Where the data is | What it gives you | Bear in mind |
|---|---|---|---|
| Your account insights: “Viewers” and “Total followers” | Top countries, cities, age ranges and gender breakdown of the accounts you reach; the locations and age range of your followers | Time frames within the past 90 days. Audience demographics appear once you reach over 100 accounts, and follower trends from 100 followers. Instagram says these metrics are estimated | |
| TikTok | TikTok Studio, under “Analytics”: the “Followers” and “Viewers” tabs | Gender, age and top locations of your followers and of the people who watch your videos; in “Overview”, views, likes, comments and shares | Date ranges of 7, 28, 60 or 365 days, or custom. TikTok says viewer data is based on predictive models |
| YouTube | YouTube Studio, under “Analytics”, “Audience” tab | The “Age and gender” and “Top geographies” reports, and your monthly audience (unique viewers over the last 28 days) | Age and geography are ranked by watch time, not by subscribers, and YouTube notes that some data may be limited |
How often to update your media kit
Review it at least every three months: the metrics brands care about are those from the last 30 to 90 days, and 90 days is also the longest period in Instagram insights. Update it as well before sending it to an important brand, after a collaboration that went well and whenever you change niche, formats or rates.
Put the date and period of the data in the document, for example “data for the last 90 days, as of 1 November 2026”. A media kit without a date looks out of date, and one with figures from a year ago suggests something has got worse.
Format: a one- or two-page PDF, or a link
The most practical option is a one- or two-page PDF: it attaches to an email, gets forwarded inside the brand and reads well on a phone. You can lay it out in Canva or Google Docs; what matters is that it can be understood at a glance, with the figures highlighted, little text and one block per section.
A link, to a web page or a shared document, has one advantage: you update it without sending it again. Check that it opens without asking for permissions or a sign-up, and keep the PDF to hand in case the brand prefers a file. Give it a clear name, with your name, “media kit” and the month, and keep it light enough to send by email.
How to send your media kit to a brand
A media kit does not win collaborations on its own: what gets a brand to reply is seeing that you have thought about it. This is how to send it:
1. Choose brands that fit
Write to brands whose customers resemble your audience and that already work with creators. Writing well to ten brands beats sending the same message to a hundred.
2. Find the right person
The person in charge of marketing, social media or creator partnerships, or the agency that handles the brand. If you can only find a general address, say in the subject line that it is a collaboration proposal.
3. Write a short email
Three or four lines: who you are, why your audience fits that brand, a specific collaboration idea and the media kit attached or linked. The specific idea is what sets you apart from a mass mailing.
4. Follow up, once
If they do not reply, one reminder after a week or two is enough. If they say no, ask whether you can write again later, with new results.
Common media kit mistakes
Inflating your metrics
Rounding up, picking only your best month or presenting the reach of a viral post as if it were your average. A brand may ask for screenshots of your analytics and, if they do not match, you lose the collaboration and its trust.
Showing bought followers
Bought followers do not watch your content or buy anything: they lower your engagement, fill your audience with countries where you do not post, and it shows in your analytics. Do not boast about that number: show your real reach and engagement.
Giving figures without a date or period
“100,000 views” means nothing if nobody knows over what period. Always state “last 30 days” or “last 90 days” and when you took the data.
Talking only about followers
It is the figure that says least. The brand wants to know where your audience lives and how old it is, how many people see your content and what happened in other collaborations.
Sending the same document to every brand
More than two pages, lots of text and cases that have nothing to do with the brand. Tailor the cases and formats to each pitch.
When it pays to have someone do it with you
If you want your media kit to work for you, VIVIO Representation prepares it with you, takes it to the brands that fit your audience and negotiates every deal on your behalf. If you first need to be clear on your data, Audience Audit uses your analytics to pull together and check the audience and metrics your media kit needs, and its Pro version adds format-based pricing, target brands and a 90-day monetisation plan. And if your community already buys what you recommend, VIVIO Creator Business builds a business of your own with you, using your audience as its sales channel.
You can also start on your own in the VIVIO Club app, with more than 3,000 verified creators: brands post their collaborations and you apply to the ones that fit you. There, brands see the metrics you connect from Meta, and collaborating is free for creators.
See Representation ↗See Audience Audit ↗See Creator Business ↗VIVIO Club for creators ↗
Frequently asked questions about media kits
What is an influencer media kit?
It is a one- or two-page document, or a link, that sums up who you are as a creator, your audience, your recent metrics, the formats you offer, your past collaborations and your contact details. Brands use it to decide whether your audience fits their customers and what they can expect from working with you.
Do I need a lot of followers to make a media kit?
No. What matters is that the data is real and that your audience fits the brand. That said, some analytics have a minimum: Instagram shows follower trends from 100 followers, and audience demographics once your content reaches over 100 accounts.
Do I have to include my rates in my media kit?
It is not compulsory. You can list them by format or by package, with usage rights and exclusivity separate, or write “rates on request” and send them once you know what the brand wants. There is no right rate per number of followers: it depends on your audience, your niche, the format and what the brand wants to do with the content.
How often should I update my media kit?
At least every three months, and always before sending it to an important brand, because the metrics that count are those from the last 30 to 90 days. State the date and period of the data in the document.
How do you send a media kit to a brand?
By email, to the person in charge of marketing or creator partnerships: three or four lines on who you are, why you fit that brand and a specific idea, with the media kit attached as a PDF or as a link that opens without asking for permissions. If they do not reply, one reminder after a week or two is enough.