I read media kits for a living — the ones our creators send, and the ones that arrive when brands ask us to vet talent. The pattern is brutal and simple: the kits that close are one page, current, and specific. The kits that die are four pages of brand-speak wrapped around numbers from last spring. Here's the structure that works.
Block 1: Who you are, in one line
Name, niche, location, one sentence of positioning. "Fitness creator making strength training feel doable for beginners" tells a brand exactly which campaigns you fit. If your positioning line could describe a thousand creators, sharpen it.
Block 2: The audience numbers that matter
Demographics first: age bands, gender split, top countries or cities. Then engagement rate and recent average views — recent being the operative word, because buyers increasingly care about your last 90 days, not your lifetime peak. Screenshot from your actual analytics; polished graphics of unverifiable numbers read worse than raw platform screenshots.
Block 3: The work
Three to five pieces, chosen for relevance to the brands you're pitching, each with one performance line. If you're early and the numbers are modest, choose the pieces that best show your craft — hooks, storytelling, product handling. A brand can work with "small but clearly skilled"; it can't work with "unclear."
Block 4: Past partnerships — with outcomes
Logos alone are decoration. "Drove X saves / sold out the gifted colorway / content licensed for paid" is evidence. One outcome line per partnership beats a wall of logos. No paid work yet? Use your best self-initiated product content and label it as such — honesty here reads as professionalism, and it's exactly how UGC careers start.
Block 5: Contact and next step
Email, management contact if you have one, and nothing else. The kit's job is to get the reply; the conversation does the rest.
What to cut
- Rates. Price the brief, not the kit — configurations beat rate cards (here's why).
- Life story. Two sentences of bio, maximum. The buyer is shopping for an audience and a skill, not a memoir.
- Every platform you've ever touched. Lead with the one or two where you're genuinely strong.
- Design maximalism. It gets forwarded, compressed, and read on phones. Legibility is the aesthetic.
Kit in hand, the next step is aiming it: the full brand-deals playbook covers targeting, and the pitch guide covers the email it rides in on.
Frequently asked questions
- What stats do brands look at first in a media kit?
- Audience demographics and engagement rate, in that order — a brand needs to know your audience is their customer before your size matters. Follower count comes third, and recent performance (average views over the last 30–90 days) increasingly beats lifetime totals.
- Should a media kit include rates?
- Usually no. Rates depend on deliverables, usage, and exclusivity, so a fixed rate card either underprices you or scares off negotiable budgets. State that pricing is scoped per brief — then quote in configurations once you know what the brand wants.
- How often should you update a media kit?
- Refresh numbers monthly if you're actively pitching, and always before a big outreach push. Brands notice stale screenshots — a kit dated last year with old follower counts signals inactivity even when the account is thriving.
- What format should a media kit be?
- A single PDF page or a clean web link, readable on a phone. It gets forwarded internally, so it must survive email compression and small screens. Multi-page decks get skimmed; interactive links that require logins get skipped.
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