Brands want to see your numbers before they commit. Here's exactly what to include — and what to leave out.
A media kit is the single most important document in your sponsorship toolkit. It is the creator equivalent of a resume, a portfolio, and a sales pitch rolled into one. When a brand is evaluating whether to work with you, your media kit is often the deciding factor.
Yet most creators either do not have one, have one that is outdated, or have one that is full of the wrong information. The result is missed opportunities: brands that might have said yes pass because the creator could not present their value clearly and professionally.
Building a media kit that actually lands deals is not about flashy design or inflated numbers. It is about presenting the right information in the right order, making it easy for a brand manager to understand your value, and giving them the confidence to bring you into their next campaign.
Open with a brief, compelling bio that positions you in your niche. This is not your life story. It is a two- to three-sentence summary that answers three questions: who are you, what do you create, and why does your audience trust you?
Good example: "Sarah Chen is a home cooking creator who helps busy professionals make restaurant-quality meals in under 30 minutes. With a community of 85K engaged followers, Sarah's content focuses on accessible recipes, honest product reviews, and kitchen efficiency tips."
Notice what this does not include: when she started creating content, her personal background, or superlatives like "top" or "best." It is specific, credible, and immediately tells the brand what audience they would reach.
This is the section brands care about most. Include your audience breakdown by age, gender, location (top five countries or cities), and interests. Pull this data directly from your platform analytics, not from your assumptions about who follows you.
Present the data in a clean, visual format. A simple bar chart or pie chart is more digestible than a paragraph of percentages. Make sure the data is current — update your demographics at least quarterly.
If your audience demographics align with a specific brand's target market, that alignment is your strongest selling point. A beauty brand wants to see that 70% of your audience is women aged 18 to 34. A fintech startup wants to see an audience of professionals aged 25 to 44. The numbers tell the story better than any sales pitch.
Include your key performance metrics across each platform where you are active. At minimum, include follower count, average reach per post, engagement rate, and average views for video content.
Present 90-day averages rather than all-time numbers or cherry-picked best performers. Brands are sophisticated enough to know that a single viral post does not represent your typical performance. Honest, consistent metrics build trust.
If you have specific sponsored content metrics, include those too. Brands love seeing data from past partnerships because it reduces their risk. Something like "Sponsored Reels average 35K reach and 5.8% engagement, with an average link click rate of 3.2%" is extremely compelling.
Include four to six examples of your best work. Choose pieces that represent the range and quality of what you produce. If you are pitching to a specific brand, tailor these examples to content that is most relevant to their category.
For each example, include the format (Reel, Story, carousel, etc.), the key metrics (reach, engagement rate, saves), and a one-line description of the content. If any examples are sponsored content, note the brand and highlight the results.
If you have video content, include thumbnails with links rather than embedding the videos. This keeps your media kit file size manageable and ensures the brand can watch the content in its native platform environment.
This section is where many creators hesitate, but including your rates is a professional move that saves time on both sides. You do not need to list every possible configuration. Instead, present two to three standard packages that give the brand clear options.
A simple structure might include a Starter package (one Reel or TikTok), a Growth package (one Reel plus Stories plus a feed post), and a Premium package (multiple content pieces, usage rights, and exclusivity). For each, list what is included and the price.
Adding a note that custom packages are available signals flexibility without undermining your standard pricing. Include a line like "Rates are based on current metrics and are subject to quarterly adjustment."
If you have worked with brands before, list them. Even two or three past partnerships add credibility. Include the brand name, a brief description of the campaign, and any notable results.
If you are brand new and have no past collaborations, skip this section entirely. Do not fill it with fake partnerships or personal product recommendations. An absent section is better than a dishonest one. Instead, let your content examples and metrics speak for your capabilities.
Your media kit is a professional document. Do not include your home address, phone number, or personal social media accounts unrelated to your creator work. An email address and your creator social handles are sufficient contact information.
Avoid listing metrics that sound impressive but do not translate to brand value. Total lifetime views across all platforms, your growth rate from three years ago, or your best single post performance are misleading data points. Stick to current averages that represent what a brand can realistically expect.
Remove any language that signals desperation or inexperience. Phrases like "open to free collaborations," "willing to negotiate," or "excited for any opportunity" undermine your positioning. You are a professional offering a valuable service, and your media kit should reflect that confidence.
Keep your media kit to two pages maximum. Brand managers review dozens of kits and will not read a ten-page document. Lead with the most important information (bio and demographics) and close with rates and contact information.
Use consistent branding that matches your social media presence. If your Instagram uses a specific color palette and aesthetic, your media kit should feel like a natural extension of that identity.
Export your media kit as a PDF. Do not send it as a Google Slides link, a Canva share link, or a series of Instagram screenshots. A clean PDF is universally accessible, easy to forward internally at the brand, and looks professional.
Update your media kit every quarter. Set a calendar reminder. Outdated metrics are worse than no metrics because they suggest you are not paying attention to your own performance.
The most successful creators do not send the same media kit to every brand. They maintain a master template and customize it for each pitch. This means swapping out content examples to match the brand's category, highlighting the most relevant demographic data, and adjusting the intro to reference the specific brand or campaign.
Customization takes an extra ten to fifteen minutes per pitch. That investment pays for itself many times over. A brand manager who opens a media kit and immediately sees content relevant to their product category is far more likely to respond than one who receives a generic document.
Your media kit is not a static document. It is a living sales tool that evolves with your creator business. Build it well, keep it current, customize it for each opportunity, and it will become the engine that drives your sponsorship revenue.