Creator assets
Media kit
A media kit is a short document or page a creator sends to brands that summarises who their audience is, how their content performs, which brands they have worked with, and what they charge.
Also called press kit, creator media kit, rate sheet.
A media kit is a sales document, so it should be scannable in under a minute. The pieces a brand actually looks for are audience size and demographics per platform, engagement rate, a few examples of past branded work with results, the creator's niche, and rates or at least a starting range.
The most common failure is staleness. Screenshots taken six months ago undermine the pitch more than they help it, because the first thing a brand does is compare the numbers in the kit to the live profile.
Common questions
- What should a creator media kit include?
- Name and niche, a short bio, follower counts and engagement rate for each platform, audience demographics such as age, gender split, and top locations, two or three examples of past brand work with real results, the services offered, and rates or a starting range. One page is usually enough.
- Should a media kit show rates?
- Showing a starting rate filters out brands with no budget before either side spends time on a call. Many creators show a range or a from price rather than a fixed list, which keeps room to price by scope.
Related terms
- Rate card
- A rate card is a creator's published list of prices by deliverable, for example a set fee for a feed post, a story series, or a long-form video.
- Link in bio
- A link in bio is a single landing page a creator puts in their social profile, holding the several links they want to send followers to, because most platforms allow only one clickable link in a profile.
- Engagement rate
- Engagement rate is the share of an audience that interacts with a post, calculated as total engagements divided by a chosen denominator, most often followers or reach, expressed as a percentage.
- Content pillar
- A content pillar is one of the few recurring themes a creator's content returns to, which together define what their audience expects and what a brand is buying access to.
Distinct is the workspace where brands and creators run the work behind these terms. For brands, for creators, or back to the full glossary.