Key takeaways
- A media kit is a one-to-two page snapshot that tells a brand who you are, who follows you, and how to work with you.
- Include your niche and bio, audience size and demographics, real engagement numbers, example content, past partnerships, and your services.
- Lead with concrete numbers — engagement rate and audience demographics matter more to brands than raw follower count.
- Keep it visual, current, and easy to scan; a brand manager should grasp your value in under a minute.
- Update it regularly and tailor a short intro to each brand you pitch.
A media kit is your creator résumé — a concise, professional document that gives a brand everything they need to decide whether to work with you. It signals that you take partnerships seriously and saves everyone the back-and-forth of “how big is your audience?” and “what do you charge?” Here's what to put in it and how to lay it out.
What to include
A strong media kit covers six things. You don't need more, and leaving any of them out makes a brand chase you for answers:
- Who you are: a short bio, your niche, and a photo so the brand can put a face to the account.
- Your audience: total reach across platforms, plus demographics — age, gender, top locations, interests.
- Engagement: your real engagement rate and typical performance (views, likes, comments, saves).
- Your best work: two to four content examples that show the quality a brand would be paying for.
- Social proof: past brand partnerships, testimonials, or notable results if you have them.
- How to work with you: the types of collaborations you offer and how to get in touch.
Lead with numbers brands care about
Brands invest in outcomes, so quantify everything you can. Follower count alone is weak; pair it with engagement rate and audience demographics that prove you reach the right people. “24,000 followers, 5.8% average engagement, 71% aged 25–34 in the US and UK” tells a brand far more than “large, engaged audience.”
Be accurate — don't inflate
Brands verify. Padding your numbers or claiming engagement you don't have gets caught quickly and kills the relationship. Real, modest numbers presented clearly beat impressive-sounding numbers that don't hold up.
Keep the layout clean and scannable
A media kit is a design artifact as much as a data one — it's often the brand's first impression of your production quality. Aim for one to two pages, on-brand visuals, and a layout a busy brand manager can absorb in under a minute.
- Use consistent fonts, colors, and your own branding so it feels like you.
- Break content into clear sections with headers, not dense paragraphs.
- Use your actual content as visual examples rather than stock imagery.
- Export as a PDF (and/or a shareable link) so formatting stays intact.
Keep it current and tailor the pitch
Numbers change, so refresh your media kit regularly — stale stats undercut your credibility. When you send it, add a short, tailored intro explaining why you specifically fit that brand. The kit is the standard package; the personalized note is what makes a brand open it. If you list on a creator marketplace like Afflio, keeping your profile numbers current does similar work by helping brands discover and evaluate you.
What is a media kit for creators?
A media kit is a concise one-to-two page document that presents who you are, your audience size and demographics, your engagement numbers, example content, past partnerships, and the ways brands can work with you. It's essentially a creator's résumé for landing brand deals.
What should a media kit include?
Six essentials: a short bio and niche, your audience reach and demographics, real engagement numbers, two to four content examples, social proof like past partnerships or testimonials, and a clear list of collaboration types plus contact details.
Do I need a media kit if I have a small following?
Yes — arguably more so. A small but engaged, well-targeted audience is attractive to niche brands, and a professional media kit lets you present your engagement rate and demographics, which matter more than raw follower count. It makes you look serious and easy to work with.
What numbers should I put in my media kit?
Total reach across platforms, your engagement rate, typical content performance (views, likes, comments, saves), and audience demographics such as age, gender, and top locations. Always be accurate — brands verify, and inflated numbers destroy credibility.
How often should I update my media kit?
Regularly — at minimum every quarter, or whenever your numbers change meaningfully. Outdated stats undercut your credibility. Keeping a marketplace profile current does similar work by helping brands discover and evaluate you with fresh data.