Influencer Media Kit: What to Include and What to Cut

Brands look at a lot of media kits, quickly. Most are skimmed for under a minute, by someone comparing you against a dozen other creators for the same budget. So a kit is not a portfolio. It's a short, checkable answer to the questions that person has.

#What a brand is checking

1. Who watches you. Are these the brand's customers, in its age range and the cities it ships to?
2. How many see a post. Not your follower count. The number of people a post of yours actually reaches.
3. Whether you have done this before. Past brand work, how it performed, and whether you seem easy to work with.

Everything in the kit should help answer one of those. Anything that doesn't can come out.

#What goes in, in order

Swipe

1. Who you are. Name, handle, niche, city and one sentence about what you make. A photo, so they recognise you.
2. Each platform, on its own. Followers, views and interactions over the platform's own window (Instagram reports the last 30 days, YouTube the last 28), and your engagement rate. If you add one more number, make it the median views of your last ten reels or videos, which is the figure your rate is built on.
3. Your audience. Top age ranges, the gender split and top cities or countries, for each platform you list.
4. Past collabs. The brand, what you made and one result: views, saves, link clicks or code uses. Link the post.
5. How to reach you. Email or phone, the formats you offer, your usual turnaround, and rates or a note that rates are on request.

#Show the numbers so they can be checked

Say how you worked out engagement rate. Tools calculate it differently: interactions divided by views, by reach or by followers. Interactions divided by views is the most useful for a brand, but whichever you use, write it down. Otherwise the brand is comparing your 7% with someone else's 7% that means something different.

Don't add platforms together. Each app counts a view in its own way, and someone who follows you on two apps would be counted twice. "250K total audience" is the first number a brand discounts, and it makes them doubt the rest. Show each platform separately and let the brand add up whatever it wants to.

Use a recent window, not lifetime numbers. "4.2M views" across your whole account says nothing about what your next post will do. The last 30 days does.

Keep the screenshots ready. More and more brands ask for insights screenshots, or a short screen recording, before they book. The numbers in your kit should match them exactly.

#Should your rates go in it?

There are two schools of thought, and both work.

Putting a "starting from" rate in the kit filters out brands with no budget before they take up your time. Leaving rates out lets you price each brief properly, because a reel with 90 days of ad rights is a different job from a reel without.

A middle path works well: give a "starting from" figure for your main format, and quote each brief separately.

#Mistakes that get a kit skipped

• Eight pages of design. One page, two at most.
• Follower count as the biggest number on the page.
• Numbers from your best month last year.
• A one-off viral video presented as typical. The brand will check your recent posts.
• Logos of brands you haven't actually worked with.
• A 40 MB PDF that won't open on a phone.
• No date and no contact details.

#Keep it current

Update it once a month, or before any pitch you care about, and put the date on it. If your numbers dipped, update it anyway. The brand will see your real insights before it pays you, and a kit that matches them earns more trust than a flattering one that doesn't.

With a small following, you still need one. Keep it simple, and if you have no past collabs yet, show your three best pieces of work in their place.

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The short version: one page, each platform on its own, a recent window, and nothing a brand couldn't check in your insights.

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