A media kit is a short document that tells a brand who your audience is, how your content performs and what you charge. Keep it to one or two pages. Lead with the numbers brands filter on in their own tools: follower count, audience country, age and gender, median views and engagement rate.
That list is not a guess. TikTok One, the brand marketplace run by TikTok, lets advertisers filter creators on exactly those fields as of June 2026. If your kit answers them on page one, a brand can say yes without opening your analytics.
What goes in a creator media kit?
A media kit needs eight parts, in this order. Everything else is decoration.
- A header with your name, handles, niche in one line and a contact email.
- A two or three sentence bio covering what you make and who watches it.
- Reach by platform, with follower counts and median views per post for each format.
- Audience demographics, with top countries, age ranges and gender split.
- Engagement rate, with the formula and time period you used.
- Past brand work, with what you made and what it achieved.
- Deliverables and starting prices.
- A clear next step, such as “reply with your brief and dates.”
Put the date on the kit, as in “data as of October 2026.” A date tells the brand how fresh the numbers are and reminds you when the kit is stale.
Which metrics do brands ask for?
Brands ask for reach, audience demographics and engagement, and the big platforms’ own tools show which ones matter. TikTok One’s creator search filters on follower count, follower gender ratio and language, audience country, age range and gender ratio, median video views and engagement rate.
Instagram gives similar advice from the creator side. Its branded content guide tells creators to give brands their follower count and average likes, views, comments and shares, from both regular posts and past branded deals, because that data supports your rate.
| Metric | Where to find it | Why brands check it |
|---|---|---|
| Followers per platform | Each app’s profile and analytics | A first filter in TikTok One |
| Median views per post | Your post analytics, calculated yourself | TikTok One filters on median video views |
| Audience country | YouTube Analytics Audience tab, Instagram Insights, TikTok analytics | Shows whether viewers live where the brand sells |
| Age range and gender | The same analytics screens | Product fit |
| Engagement rate | Calculated from interactions and views | TikTok One lets brands filter and sort by it |
| Past branded results | Your own records and post analytics | Instagram suggests sharing them to back your rate |
YouTube’s Audience tab shows which age ranges and geographies add the most watch time, along with gender distribution. YouTube notes that some data, such as geography or gender, may be limited, for example when a channel has too little traffic in the selected period. If a figure is missing, say so rather than estimating it.
How do you calculate engagement rate for a media kit?
Divide interactions by views and multiply by 100. TikTok One’s campaign reporting defines engagement rate as likes, comments and shares divided by total video views.
Other tools divide by followers instead, and the two give very different numbers. As arithmetic with example figures, a post with 600 interactions and 20,000 views has a 3% engagement rate by views. The same 600 interactions on an account with 50,000 followers is 1.2% by followers.
Neither formula is wrong, but mixing them is. Pick one, write it next to the number, and use the same time period across platforms. We prefer views as the denominator because it matches how TikTok One reports campaigns.
How do you show past brand work in a media kit?
Show each past deal as the brand, what you made and what it achieved. Instagram’s guidance for creators says data from past branded content, alongside your regular posts, helps justify your rate.
Pick the results you can prove from your own analytics or the brand’s report, such as views, link clicks, saves, discount code uses or sales. One line per deal is enough, for example “Two Reels for a skincare brand, 48,000 combined views, 1,100 link clicks,” where the numbers are made up to show the format. Ask the brand before you name it or show its logo, and leave out any figure the contract keeps confidential.
If you have no past deals yet, show two or three posts in the style a brand would buy, with their real views and engagement. A product you bought and reviewed yourself shows the format without implying a sponsorship.
How should you show rates in a media kit?
Show starting-at prices for your main deliverables and quote add-ons separately. That gives brands a budget anchor without locking you into a price for work you have not scoped.
| Approach | What it looks like | Our take |
|---|---|---|
| Full rate card | Fixed prices for every deliverable | Fast for brands, but you lose room when a brief adds usage rights or exclusivity |
| Starting-at prices | “Instagram Reel from $X” for each core format | Our pick. It filters out tiny budgets and leaves room to price add-ons |
| Rates on request | No prices at all | Fine for large creators, but it adds a round of email before any budget talk |
List the add-ons you charge for by name. Usage rights, whitelisting or Spark Ads, exclusivity, rush delivery and extra revisions all change the price. Later’s July 2026 pricing guide says usage rights typically add 30% to 50% to a base rate. Our guide on how to price sponsored posts shows how to build the base number.
What should you leave out of a media kit?
Leave out anything you cannot back with your own analytics. A brand that checks and finds a mismatch is unlikely to book you.
- Leave out bought followers or views. Since October 21, 2024, the FTC’s Consumer Reviews and Testimonials Rule has banned buying fake indicators of social media influence when the buyer knew or should have known they were fake and uses them to misrepresent influence for a commercial purpose.
- Leave out averages inflated by one viral post. Use medians.
- Leave out old screenshots. Rebuild the numbers each time you update.
- Leave out brand names from deals with confidentiality terms. Check your contract before you list a past client.
- Leave out claims you cannot prove, such as “top creator in my niche.”
How often should you update a media kit?
Update it monthly, and refresh the numbers before every pitch. That is our editorial view. Views and audience mix change as you post, and brands can compare your kit with your live profile.
Update it straight away after a big change, such as a viral post that brings in a new audience, a new platform or a new format. YouTube describes its monthly audience metric as a way to measure how your audience develops over time, which is a good monthly check.
What format should a media kit use?
Send a PDF and keep the same content on a web page you can link. A PDF survives email attachments and brand approval chains, while a link lets you update numbers without resending files.
Keep the layout plain and the numbers large. Use the same metrics for every platform so a brand can compare them side by side. Once your kit is ready, read how brand deals work for the contract stage, and how creators make money for where brand deals fit in your income. Our Instagram, TikTok and YouTube reviews cover each platform’s brand tools, and how to become an influencer covers growing the numbers in the first place.