How to build a media kit

A media kit is a sales document, not a portfolio. The person reading it is deciding in under a minute whether to put you on a shortlist, and they are looking for specific facts in a predictable order. Give them those facts and nothing else.

1. 1. Lead with who you are and who watches you

   Two lines at the top: what you make, and who it is for. A brand needs to place you in a category immediately, and a vague opener costs you the read.

   Name your content pillars explicitly. A creator described as weeknight cooking on a budget, kitchen kit, and meal planning is easy to match to a product. One described as a lifestyle creator is not.

2. 2. Give per-platform numbers, not a total

   List each platform separately with follower count and engagement rate. A combined audience figure across five platforms is read as padding, because a brand buying an Instagram post does not care about your YouTube subscribers.

   State how you calculated engagement rate. Rate by reach and rate by followers produce very different numbers, and quoting the higher one without saying which it is reads as a trick when the brand checks.

   Common mistake: Screenshots of your analytics from months ago. The first thing a brand does is compare your kit to your live profile, and stale numbers cost you more credibility than low numbers do.

3. 3. Include audience demographics

   Age split, gender split, and top three to five locations, taken from your platform analytics. This is often the single most decisive section, because a brand that ships only to two countries will drop an otherwise perfect creator whose audience is elsewhere.

   If your audience is strongly concentrated somewhere useful, say so prominently. It is a selling point, not a limitation.

4. 4. Show two or three pieces of past brand work with results

   Pick examples close to the kind of work you want more of, and attach real outcomes: reach, engagement rate, clicks, code redemptions, or sales where you know them. A number from a previous campaign is worth more than any adjective.

   If you have no paid work yet, use your best-performing organic posts about products you actually use, and label them honestly as organic. Brands understand starting out; they do not forgive dressing organic posts up as campaigns.

5. 5. State what you offer

   A short list of deliverables you actually want to sell: feed post, story set, short-form video, long-form video, UGC for the brand's own channels, event attendance. This tells a brand what to ask for and stops enquiries for things you do not do.

   Flag anything that needs negotiating separately, particularly usage rights and exclusivity, so the conversation starts in the right place.

6. 6. Put a rate or a starting range on it

   Showing a from price filters out brands with no budget before either side spends time on a call, which is the main thing a media kit is for. A range or a starting figure keeps room to price by scope.

   If you would rather not publish rates, say rates on request and make sure the contact route is one line away. Ambiguity about how to reach you loses more deals than a high rate does.

7. 7. Make it a link, not an attachment

   A hosted page opens on a phone, can be forwarded internally without a download, and can be updated after you have sent it. A PDF attachment is stale the moment it leaves your outbox and is frequently never opened.

   Put the link in your bio and in your email signature. Most media kits are read by someone who found you, not someone you pitched.