A media kit is your creator resume — a one-to-two-page document that tells brands who you are, who follows you, and what a partnership costs. You don’t need 100K followers to need one; brands ask for media kits from creators as small as 1,000 followers when the niche fit is right.
Below is the exact structure to follow, section by section, so you can build yours today in Canva or Google Slides.
What Goes in a Media Kit (The 8 Essential Sections)
1. Cover: Name, Niche, Tagline
Your name (or brand), your niche in five words, and one line on what you do. Add a high-quality photo. This page has one job: make the brand manager keep reading.
2. About You (3–4 Lines)
Not your life story. Write: who you are, what content you make, and who it’s for. Example: “I’m a skincare creator helping women over 40 build simple routines. 120K followers across Instagram and TikTok.”
3. Audience Snapshot
Brands buy your audience, not your follower count. Include:
- Total followers per platform
- Audience demographics (age range, gender split, top countries — pull from analytics)
- Average engagement rate (calculate: (likes + comments) / followers × 100)
4. Content Stats
Your last 30–90 days: average views per video, average likes, best-performing post examples with screenshots. Screenshots of real numbers beat claims every time.
5. Services & Rates
List what you offer with starting prices: sponsored post, Story set, Reel, UGC package, whitelisting/usage rights. Always mark rates as “starting at” — it leaves room to negotiate up for usage rights and exclusivity.
6. Past Collaborations
Logos or names of brands you’ve worked with, even gifted collaborations count when you’re starting. No past deals? Say “open to first partnerships” and lead with strong stats instead.
7. Testimonials (Optional but Powerful)
One or two short quotes from past brand contacts. Even a “great to work with, delivered early” line builds trust.
8. Contact Info
Email (a dedicated business email, not your personal one), location/timezone, and typical response time. Make it frictionless to say yes.
How to Design It (Free Tools)
- Canva has free media kit templates — search “influencer media kit” and customize. Keep it to your brand colors.
- Google Slides works fine and exports to PDF easily.
- Keep it to 1–2 pages. Brand managers skim; a 10-page deck gets closed.
- Export as PDF named `YourName-Media-Kit-2026.pdf`.
Design rule: clean beats flashy. White space, one accent color, readable fonts. Your content screenshots should be the visual stars.
Pricing: What to Charge
The honest framework most small creators use:
- Nano (1K–10K): $50–$250 per post, or product + small fee
- Micro (10K–100K): $250–$1,500 per post depending on niche and engagement
- Engagement matters more than followers. A 10K account with 8% engagement often outperforms a 100K account with 1%.
Always price usage rights and exclusivity separately — a brand wanting to run your content as ads for 6 months should pay 2–3x the base post rate. When in doubt, quote higher; brands negotiate down, never up.
Pair your media kit with outreach skills — our guide on how to build a brand on Instagram helps you grow the audience that makes the kit impressive.
When a brand asks for your rates and you have none published, quote within 24 hours — slow pricing kills momentum. Have three package tiers ready (single post, 1-month package, 3-month ambassadorship) so you can answer immediately with options instead of scrambling.
Mistakes That Cost Brand Deals
- Inflated numbers. Brands check. One caught lie ends the relationship permanently.
- No rates listed. “DM for rates” adds friction; “starting at $X” starts conversations.
- Outdated stats. Refresh quarterly. A kit with last year’s numbers signals a dead account.
- No niche clarity. “Lifestyle creator” means nothing. “Budget travel creator for Southeast Asia” gets booked.
- Unprofessional email. yourname.collabs@gmail.com beats xoxo_gamer_99@hotmail.com.
Sending Your Media Kit
Attach the PDF to your pitch email (never just a Canva link — links get ignored, attachments get opened). In the email body, include the 3 most impressive stats as text so the manager doesn’t even need to open the file to be interested. Follow up once after 5–7 days; then move on. Personalize every pitch — mass-blasted generic emails get deleted unread.
Frequently Asked Questions
Do I need a media kit with under 5,000 followers?
Yes — arguably more than big creators do, because you can’t coast on follower count. A sharp kit with strong engagement stats and a clear niche wins deals for nano creators regularly.
How often should I update my media kit?
Quarterly at minimum, and immediately after any big win (viral post, major brand deal, milestone). Stale stats are worse than no stats.
Should my media kit be a PDF or a website?
PDF for pitching — it’s portable, printable, and works in every inbox. A Notion or portfolio site is a nice supplement for your link-in-bio, but always lead with the PDF.
What if I have no past brand deals to list?
Lead with audience data and content performance instead. Offer a first collaboration at an introductory rate in exchange for a testimonial. Everyone starts at zero — brands know this.
Can I use the same media kit for every platform?
One kit covering all platforms is standard — just break stats out per platform (Instagram: X followers, Y% engagement; TikTok: …). Only split into separate kits if one platform massively dominates.