An influencer media kit is a one or two page summary of who you are, who watches you and how brands can work with you. Build yours with the free builder above: fill in what you have, then download a PDF or copy a plain text version for a pitch email. Nothing you type leaves your browser.
The rest of this guide covers what goes in each section, where to find every number, three example layouts, the mistakes that cost replies, and what to settle when a brand writes back.
What is an influencer media kit?
A media kit is the document a brand reads when it's deciding whether to work with you. In a page or two it answers three questions: who you are, who your audience is, and what you can make for them.
It isn't a portfolio. A portfolio is your full body of work, for someone who wants to browse. A media kit is a summary for someone deciding fast, with links out to the work if they want more. It isn't a rate card either. A rate card is prices only, and plenty of creators keep it separate and send it once a brand is interested.
If you searched for "media kit" and came from PR, one line for you: a press kit gives journalists a company's background, logos and facts. An influencer media kit sells a creator to brands. Same name, different reader.
Build your media kit (free, in your browser)
The builder at the top of this page makes a clean kit in four steps:
- About you. Your name, a one-line bio, up to four content pillars and how to reach you.
- Platforms, with dates. Followers, typical views and engagement rate for each account, plus the date the numbers are from and where you got them.
- Audience and past work. Where your viewers are, how old they are, and what you've made for brands. A brand stays unnamed unless you tick that you're allowed to name it.
- Export. Download a PDF (choose Save as PDF in the print window) or copy the kit as text to paste into an email.
It runs entirely on this page. It doesn't look up your handle, connect to any platform or keep what you type, so refreshing clears it. Use Save a copy to edit later to download a file you can open again next time your numbers change.
What to include in a media kit
A kit has seven parts. You don't need all of them on day one, but you need the first two.
Name, one-line bio and contact
Lead with your name and one sentence a brand could repeat to its boss: who you make content for, and about what. "Weeknight dinners for people who hate washing up" does more work than "food and lifestyle creator".
Put an email you actually check right under it. A kit that's hard to reply to doesn't get replies.
Your platforms and the numbers that matter
List each platform with your handle, your followers or subscribers, and your typical views per post. Typical views often tell a brand more than followers do, because they're closer to what a sponsored post will reach.
Add an engagement rate only if you can say how you worked it out (more on that below). Every number gets a date and a source. The builder puts a caption under each platform, like "As of Oct 26, 2026, from Instagram Insights, last 30 days."
Who your audience is
Brands are buying an audience, so show them who's in yours: top countries or cities, age ranges and gender split, each as a percentage, with the source and the time range.
You don't need every breakdown. Show the ones your platform's own analytics give you, and leave the rest out rather than guessing.
Content pillars
Pillars are the three or four topics you keep coming back to. They show a brand where its product would sit in your feed. Keep them specific: "one-pan meals" says more than "food".
Past work and results
Show what you've made for brands: who it was for, what you made and, if you have one, a result in plain words. "Saves on the first Reel were twice my usual" is honest and specific. Link the post if it's public.
Only name brands you're allowed to name. If a contract has a confidentiality clause, or you're not sure, describe the category instead: "a skincare brand, 2 Reels". The builder works this way by default, and a brand stays unnamed until you tick the box. Check your contract if you're unsure; this isn't legal advice.
If some of the work was gifted rather than paid, don't present it as paid. The builder can show the deal type next to each project, or leave it out entirely.
Ways to work together
Say what you offer: Reels, Story sets, TikTok videos, YouTube integrations, or UGC that the brand posts itself. A brand that can see the menu can picture the deal.
Rates: include them or not?
Both choices are fine. "Rates on request" keeps the conversation open and lets you quote each brief on its own terms. Offering a rate card on request does the same, with the numbers ready once a brand is interested. Showing your rates up front saves a round trip with brands that already have a budget.
Whichever you pick, a rate is never one number. It moves with usage rights (where the brand can run your content, and for how long), exclusivity, timing and payment terms. The builder adds one line that says so and leaves the prices to you. For how to price the usage part, read how much to charge for usage rights.
Where to find each number
Take every number from the platform's own analytics, and write down the date and the range you used.
Instagram's help page on insights says insights are available for public accounts, and that you can choose a timeframe within the past 90 days. Audience demographics appear once your reach or engagement passes 100 accounts, and follower trends need at least 100 followers. Interactions count likes, comments, saves and shares.
YouTube
In YouTube Studio, open Analytics and then the Audience tab. YouTube's help page on your audience lists what you'll find there: age and gender, top geographies by watch time, and monthly audience, which counts unique viewers over the last 28 days. It also notes that some data, such as geography and gender, can be limited.
TikTok
Check the analytics in your TikTok account, and note the date range you're looking at, the same way you would for any other platform.
Engagement rate: pick a method and say which
There are two common ways to work out an engagement rate. By followers: interactions divided by followers. By views: interactions divided by views. For the same post they can be very different numbers, because your views and your followers are different sizes.
Neither method is wrong. What makes a rate useless is not saying which one it is. Pick one method, use it for every platform, and name it next to the number. The builder won't put an engagement rate in your kit until you've picked its method.
Date-stamp everything
Numbers move, and brands know it. A follower count with no date could be from last week or last year, so a careful brand discounts it. Put an "as of" date and a source on every number, and refresh them before you send the kit.
Instagram's insights only reach back 90 days, which makes a quarter a sensible rule. The builder warns you when your numbers are more than 90 days old.
Influencer media kit examples
These three are illustrations, not real creators. Every detail in them is made up to show the layout.
Example 1: a food creator with 9,000 Instagram followers
Lead with the niche and typical views, not the follower count. Show Instagram and TikTok side by side, each with its date and source. List past work by category ("a cookware brand, 2 Reels and a Story set"), and offer Reels, Story sets, TikTok videos and UGC, with rates on request.
Leave out the long life story, every brand you've ever tagged, and gifted posts dressed up as paid. Press Try an example in the builder to see this layout filled in.
Example 2: a YouTube tech reviewer
Lead with subscribers, typical views per video and the audience's top countries from YouTube Studio's Audience tab. List integrations and dedicated videos as separate offers, since they're different asks for a brand, and give each past project one result line if you have it.
Leave out Instagram numbers if Instagram isn't where you work. A small platform you barely use makes the big one look smaller.
Example 3: a UGC creator who doesn't post
A UGC creator makes videos for the brand to post, so audience numbers matter less. Lead with the kinds of videos you make, and link examples of the work. Keep the platforms section short, or turn it off.
Make usage rights the first term you'll confirm, because what the brand does with your video is the whole deal.
A media kit for a talent manager's roster
A manager has two options: one kit per creator, or a one-page roster summary with a line per creator and a link to each full kit. Most brands will want the individual kit before they commit, so make those first.
Keep each creator's numbers dated separately, because you'll refresh them at different times. When brands start replying about more than one creator, exclusivity clauses are what stop one deal from blocking another.
Common media kit mistakes
Most kits that don't get replies make one of these:
- Undated numbers. A follower count with no date reads as old.
- An engagement rate with no method. A brand can't compare it with anything.
- Rounding up too far. 12,400 is 12.4K. It isn't 13K, and it isn't "almost 15K".
- Naming brands under an NDA. Describe the category instead.
- A wall of design and no contact line. If a brand has to hunt for your email, it won't.
- Ten pages. One page, two at most. Put the rest behind links.
- Showing gifted work as paid. Be clear about which was which.
Disclosure: what brands expect once you post
Your kit can show past sponsored work, and every sponsored post still needs its own clear disclosure. The FTC's Disclosures 101 for Social Media Influencers says to disclose any material connection to a brand, including free products, and to put the disclosure with the endorsement rather than only in your bio.
The same guide says simple words like "ad" or "sponsored" are fine, vague ones like "sp", "spon" or "collab" aren't, and you shouldn't rely only on a platform's built-in disclosure tool. That's a summary, not legal advice.
When a brand replies: turn it into a deal
A good media kit gets you a reply. The reply is where the deal is decided, so get these answered in writing before you start:
- What exactly are the deliverables, and how many rounds of revisions?
- When does each piece go live?
- What's the fee, and is it per piece or for the bundle?
- Where can they use the content, and for how long? See how to price usage rights.
- Is there an exclusivity window? See exclusivity clauses.
- When do they pay, and who do you invoice? See how to chase unpaid invoices, and when it's time to bill, use our free invoice template.
- How should the post be labeled as an ad?
That's where Kromadic comes in. Paste the brand's email or drop the contract into Kroma, the assistant inside Kromadic, and it becomes a deal card with the fee, dates and terms. You check every detail before it's saved.
When the work is done, it becomes an invoice in one click, and Money shows who owes you, how much and how late. We wrote about why we built it, and the Free plan covers 10 active deals with no card.
Questions people ask
What is a media kit for influencers?
It's a one or two page document that tells a brand who you are, who your audience is and how you can work together. It's what a brand reads when deciding whether to answer your pitch or send you an offer.
What should I include in my media kit?
Your name, a one-line bio and a contact email; your platforms with followers, typical views and engagement rate with its method; your audience breakdown; your content pillars; past work; and the ways brands can work with you. Put a date and a source on every number.
How many pages should a media kit be?
One page, two at most. A brand is deciding fast, so put the essentials up front and link to the full body of work for anyone who wants more.
Should I put my rates in my media kit?
It's your call. "Rates on request" or a rate card sent separately keeps each quote tied to the brief, while listing rates saves a round trip. Either way, say that the price depends on usage, exclusivity, timing and payment terms.
How much does a media kit cost?
It can cost nothing. You can make one with the free builder on this page, or design your own in a tool such as Canva.
How do I create an Instagram media kit?
Take your numbers from Instagram's insights, choosing a timeframe within the past 90 days as Instagram's help page describes, and note the date. Add them to the builder above with your bio, audience and past work, then download the PDF.
What's the difference between a media kit and a portfolio?
A media kit is a short summary for a brand deciding fast. A portfolio is your full body of work. Most creators link their portfolio from their media kit.
Can I list brands I've worked with if I signed an NDA?
Check your contract first. If the work is confidential, describe the category instead, such as "a skincare brand, 2 Reels", and leave the name out. This isn't legal advice.
How often should I update my media kit?
Whenever your numbers move, and before every pitch. Date every number. Instagram's insights cover a timeframe within the past 90 days (Instagram Help), so checking at least once a quarter keeps your kit inside what you can verify.
