A media kit is what separates creators who pitch brands successfully from creators who get ignored. It’s a 1-3 page document that tells brands everything they need to decide whether to work with you.
Here’s how to build one that gets responses.
What Is a Media Kit?
A media kit (also called a press kit or rate card) is a professional document that summarizes:
- Who you are
- What content you create
- Who your audience is
- What results you deliver
- What you charge
Think of it as your creator resume. Brands receive dozens of pitches daily — a polished media kit makes you stand out.
What to Include in Your Media Kit
Page 1: Introduction
| Section | What to Include |
|---|---|
| Name/Brand | Your creator name, logo, or headshot |
| Bio | 2-3 sentences about you and your content (niche, style, mission) |
| Platforms | List all platforms with handles/links |
| At-a-glance stats | Total followers, average views, email subscribers |
Example bio: “I’m [Name], a [niche] creator helping [audience] with [topic]. I share [content type] on [platforms], reaching [X] people monthly.”
Page 2: Audience & Stats
| Section | What to Include |
|---|---|
| Audience demographics | Age range, gender split, location (top 3 countries), interests |
| Platform stats | Followers, avg views/impressions, engagement rate, growth trend |
| Email list | Subscriber count, open rate, click rate |
| Website | Monthly visitors, page views (if applicable) |
Where to find your stats:
- YouTube: YouTube Studio → Analytics
- Instagram: Insights → Audience
- TikTok: Analytics → Followers
- Newsletter: Your email platform dashboard (Kit, Beehiiv, etc.)
Page 3: Work Samples & Pricing
| Section | What to Include |
|---|---|
| Past brand work | Logos of brands you’ve worked with, or screenshots of sponsored content |
| Testimonials | 1-2 quotes from past brand partners |
| Content examples | 3-4 thumbnails or screenshots of your best content |
| Rate card | Your pricing for different deliverables |
How to Set Your Rates
Rate Card Template
| Deliverable | Starting Price |
|---|---|
| Instagram Story (1 frame) | $100-250 |
| Instagram Reel | $250-1,000 |
| TikTok Video | $200-800 |
| YouTube Integration (30-60 sec) | $500-2,000 |
| YouTube Dedicated Video | $1,000-5,000+ |
| Blog Post / Article | $300-1,500 |
| Newsletter Mention | $200-800 |
| Newsletter Dedicated Send | $500-2,000 |
| Bundle (Multi-platform) | Custom pricing |
Pricing Factors
- Audience size — More followers = higher rates
- Engagement rate — High engagement justifies premium pricing
- Content type — Video > static image (more production effort)
- Usage rights — Charge 25-50% extra if brands want to reuse content in ads
- Exclusivity — Charge 50-100% extra for competitor exclusivity periods
- Niche — Finance, tech, and B2B niches command higher rates than lifestyle
Pricing Rule of Thumb
| Platform | Rough CPM (cost per 1,000 followers) |
|---|---|
| $10-25 per 1K followers | |
| TikTok | $10-20 per 1K followers |
| YouTube | $20-50 per 1K subscribers |
| Newsletter | $30-60 per 1K subscribers |
Example: 10K Instagram followers × $15 CPM = $150 per Reel as a starting point.
How to Design Your Media Kit
Best Tools
| Tool | Price | Why Use It |
|---|---|---|
| Canva | Free (Pro $12/mo) | Best templates, easiest to use |
| Adobe Express | Free | Good templates, Adobe fonts |
| Google Slides | Free | Simple, export to PDF |
| Figma | Free | Most design control |
Design Tips
- Keep it to 1-3 pages — Brands don’t read 10-page media kits
- Use your brand colors and fonts — It should look like your content
- Include high-quality photos — Headshots and content screenshots
- Make stats big and visual — Use large numbers, charts, or icons
- White space matters — Don’t cram everything together
- Export as PDF — Universal format, looks the same on every device
- Name the file professionally — “YourName_MediaKit_2026.pdf”
How to Use Your Media Kit
Where to Host It
- Link-in-bio page — Add a “Work With Me” button linking to your media kit PDF
- Your website — Dedicated /sponsors or /work-with-me page
- Email — Attach to brand pitch emails
- Google Drive — Shareable link for easy access
How to Pitch Brands
- Find the right contact — Look for “Influencer Marketing,” “Partnerships,” or “PR” on LinkedIn
- Personalize the email — Don’t send a generic template. Reference specific campaigns or products
- Attach your media kit — It does the selling for you
- Follow up — Send a polite follow-up after 5-7 business days
Pitch Email Template
Subject: Partnership Opportunity — [Your Name] × [Brand Name]
Hi [Name],
I’m [Your Name], a [niche] creator with [audience size] on [platform]. I’ve been using [Brand’s product] for [time] and would love to create content highlighting [specific angle].
Attached is my media kit with audience demographics, past brand work, and pricing.
Would you be open to a conversation about a potential collaboration?
Best, [Your Name]
Mistakes to Avoid
| Mistake | Why It Hurts |
|---|---|
| No rate card | Brands assume you’ll work for free products |
| Outdated stats | Brands check — keep stats current |
| Too text-heavy | Nobody reads paragraphs. Use visuals |
| Generic pitch | “Dear brand” emails get deleted immediately |
| Inflated numbers | Brands will ask for screenshots. Be honest |
| Missing demographics | Brands need to know if your audience matches their customer |
The Bottom Line
- Create a 1-3 page PDF with bio, stats, audience demographics, work samples, and pricing
- Design in Canva using a media kit template
- Include a rate card — Brands need to know your pricing upfront
- Host it on your link-in-bio and website for easy access
- Update quarterly — Refresh stats as your audience grows
You don’t need a massive following to land brand deals. You need a professional presentation of the audience you do have.
