To make a media kit, build a one to three page document that covers who you are, your niche, your audience (location, age, gender), key platform numbers, engagement, past brand collaborations, content formats you offer and how to contact you. Keep it visual, current and easy to skim, and share it as a PDF or a web page.
A media kit is your creator CV. When a brand manager has a long list of creators to review, it is the document that decides whether you make the shortlist. As someone who works in PR and marketing and also creates content, I see both sides: what creators want to show, and what brands actually need to know. This guide explains how to make a media kit around the second, because that is what gets you hired.
What is an influencer media kit?
An influencer media kit is a short document that summarises your brand, audience and performance for potential partners. It answers three questions quickly:
- Who are you? Your niche, style and story in a few lines.
- Who listens to you? Your audience profile and reach.
- What can you do for a brand? Formats, past work and how to collaborate.
Brands use it to judge fit before they ever get on a call, so it needs to be clear without you in the room.
What should you include in a media kit?
| Section | What to include | Why brands care |
|---|---|---|
| Introduction | Name, handle, city, niche, a short bio and a good portrait | Instant sense of your personality and category |
| Platform numbers | Followers, subscribers, average views or reach per platform | Scale of the opportunity |
| Engagement | Engagement rate and average likes, comments, saves and shares | Proof that people actually respond |
| Audience | Top cities and countries, age range, gender split | Whether your audience matches their customer |
| Content pillars | Three to five themes you post about | Where their product would naturally fit |
| Past collaborations | Brand logos or names, with one or two example posts | Credibility and professionalism |
| Services | Reels, Stories, static posts, YouTube videos, events, usage options | What they can actually buy |
| Contact | Email, phone or manager details | The next step should be obvious |
You can see how a lifestyle creator media kit is laid out on my own media kit page, which follows this same structure.
Which numbers do brands look at first?
Follower count gets attention, but experienced marketers look deeper. In my experience, these are the numbers that carry the most weight:
- Average views on recent Reels or videos, not your single best post.
- Engagement rate, calculated consistently. My guide to calculating Instagram engagement rate explains the common formulas.
- Audience location, because a Delhi brand needs Delhi followers.
- Saves and shares, which signal content people find useful.
- Story views, if Stories are part of what you offer.
Pull these from your platform insights and note the date range. Honest, recent numbers build more trust than inflated ones.
How do you make a media kit step by step?
If you are starting from scratch, this is how to make a media kit in an afternoon:
- Gather your data: export the last 30 to 90 days of insights from each platform.
- Write your bio: three or four lines on who you are, what you create and who it is for.
- Choose your best work: six to nine images or thumbnails that represent your current direction.
- List your collaborations: brand names and links to the posts you are proudest of.
- Define your services: the formats you offer and any add-ons such as usage rights.
- Lay it out: drop everything into a simple template and edit ruthlessly.
- Test it: ask a friend to skim it for thirty seconds and tell you what they remember.
How do you design a media kit that looks professional?
You do not need a designer. A clean template in Canva or similar tools is enough. Follow a few principles:
- Match your feed: use colours and fonts that reflect your content.
- Lead with visuals: a strong portrait and a few of your best images.
- Keep it short: one to three pages. Brands skim.
- Use big numbers: make key stats large and easy to spot.
- Stay readable: enough white space and legible font sizes on mobile.
PDF or web page?
Both work. A PDF is easy to attach to an email. A web page is easier to keep updated and to share as a link in your bio or DMs. Many creators keep both, with the web page as the master copy.
Should you put your rates in your media kit?
This is a personal choice. Including starting rates can filter out mismatched enquiries, but it also limits room to price each project on its scope. Many creators keep rates in a separate rate card that they share once a brief is clear. Either way, price based on deliverables, usage rights, exclusivity and timelines. I break this down in how much influencers should charge in India.
What are the most common media kit mistakes?
- Outdated numbers from months ago.
- No audience demographics, only follower counts.
- Walls of text instead of clear sections.
- Listing brands without showing the work.
- Missing contact details or a broken link.
- Claims you cannot back up with insights screenshots if asked.
How often should you update your media kit?
Update your numbers monthly or at least every quarter, and immediately after a milestone or a major collaboration. Add new brand work as it goes live, and remove anything that no longer represents your direction. If you have recently shifted niches, update your content pillars first, since that is what brands read to judge fit.
Once you know how to make a media kit, the next step is using it well. Send it with a short, personalised pitch rather than as a cold attachment. My guide on how to pitch brands as an influencer covers exactly that.