What to put in a creator media kit

A media kit is the document a brand opens after your pitch to decide whether you are worth a quote. It does not need design skills. It needs current numbers from your own analytics, shown the way brands use them to price a deal. Get the numbers right before you spend a minute on layout.

What is a creator media kit for?

A creator media kit lets a brand check your audience and results in under a minute, without a call. The brand wants to know three things: who watches you, how many people see a typical post, and whether your content would work for its product. Your kit should answer those before the brand has to ask.

It also sets your price. Brands that price by CPM need your average views. Influencer Marketing Hub's 2026 cost guide calculates CPM, the price per 1,000 views, from a creator's average over the last 14 or 30 posts. If your kit shows average views clearly, the brand can do that math. If it shows only followers, the brand will guess, and guesses run low.

What should go in a media kit?

A media kit needs eight items, and all of them fit on one page.

• Name, handles, and niche. One sentence on what you make and for whom, such as "weeknight vegetarian recipes for busy parents."
• Average views per post, by platform. Say the window, such as "last 14 posts," and the date you pulled the numbers.
• Audience demographics. Age range, gender split, and top countries or cities, from native analytics.
• Engagement rate. One number per platform, with the formula you used.
• Content formats you offer. Short video, Stories, YouTube integrations, UGC files, livestreams.
• Three best examples. Links to posts that look like the work a brand would buy.
• Past brand work. Brand names, what you made, and one result each, if you have them.
• Contact details. A business email and the date of the last update.

Add screenshots of your analytics screens as a second page or a linked folder. A screenshot from the app is harder to dispute than a number you typed.

Which stats do brands ask for?

Brands ask for average views, audience demographics, and engagement rate, and each platform measures them a little differently. Use each platform's own names for its metrics so a brand can match your numbers to theirs.

Platform	Reach metric to report	Where demographics live
Instagram	Views and accounts reached	Account insights in the app
TikTok	Video views	Analytics, Followers tab
YouTube	Views and average view duration	YouTube Analytics, Audience tab

Instagram. Meta announced a change to its main distribution metric on November 14, 2024. "Plays" became "Views" for reels and videos, with the same counting method. For photos, text posts, and Stories, Views replaced impressions and counts every time the post appears on someone's screen, including repeats. Meta says a photo seen three times in a day counts as three Views. Reach still counts unique accounts. If your old kit says "impressions," update it, or a brand comparing your numbers to its own dashboard will see a mismatch.

TikTok. TikTok's help center splits analytics into Key metrics for account performance, Content for individual videos, and Followers for a demographic view of your audience. Report average views from Content and audience from Followers.

YouTube. YouTube's Audience tab has an age and gender report that "shows you which age ranges are adding most to your watch time and the gender distribution of your audience," plus a top geographies report. Add average view duration from the Engagement tab. For integrations, brands care whether viewers stay long enough to reach the sponsor segment. YouTube notes that some data, such as geography or gender, may be limited in YouTube Analytics.

How should you calculate engagement rate?

Engagement rate is total engagements divided by an audience number, times 100, and the audience number you pick changes the result a lot. State the formula next to the number. Later's June 2026 guide lists these versions:

Version	Formula	Best for
By reach	Likes + comments + saves + shares, divided by reach, times 100	Instagram posts. Later recommends this one
By views	Likes + comments + saves + shares, divided by views, times 100	Reels, TikTok, Shorts
By followers	Likes + comments + saves, divided by followers, times 100	Comparing accounts from outside, without access to analytics
By impressions	Total engagements, divided by impressions, times 100	Older reports that still use impressions

Source: Later, "Instagram engagement rate: formula, good benchmarks," June 25, 2026.

Later's 2026 pricing guide gives 1% to 5% as a typical engagement range. If yours is higher, say how you calculated it so a brand does not assume you used followers on a viral post.

What if you have no brand work yet?

A media kit with no brand work can still win a first deal, because the brand is buying your audience and your ability to make a good post. Replace the past brand work section with proof that does the same job.

• Two or three spec posts about products you bought yourself, made in the format a brand would order.
• Results from those posts: views, saves, shares, and comments asking where to buy.
• Affiliate results, such as clicks or sales from an Amazon Influencer Program or LTK link, if you can screenshot them.
• UGC samples, paid or unpaid, with a note on which brand they were for.

Label spec posts honestly. "Spec content, product bought by me" is fine. Calling them sponsored work when no brand paid is misleading, and a brand can check by asking the company.

Should rates go in your media kit?

Exact rates should stay out of your media kit, because the right price depends on deliverables, usage rights, and exclusivity that you do not know yet. A $200 rate for one TikTok means nothing if the brand also wants 90 days of Spark Ads.

Send a quote after the brand replies with a brief. Build it with how much to charge for a brand deal or the rate calculator, and price ad rights separately using usage rights, whitelisting, and Spark Ads explained. If you want to screen out tiny budgets, one line such as "Packages from $250" does the job.

What should you leave out of a media kit?

A media kit should leave out any number a brand cannot check or that would mislead it about a typical post. A brand that finds one inflated stat has reason to doubt the rest.

• Lifetime totals. "12 million total views" says nothing about your next post.
• A viral outlier in your average. If one video got 40 times your usual views, use the median or leave that post out of the average and mention it separately.
• Follower-only engagement on a viral post. It produces a rate that looks inflated next to your views.
• Stats from third-party tools that disagree with native analytics. Use the app's own numbers.
• Logos of brands you never worked with. Buying a product once is not a partnership. Listing it is misleading.
• Personal details. No home address or personal phone number.
• Old numbers. A kit with stats from last year looks abandoned.

How often should you update your media kit?

A media kit needs fresh numbers every month, and again before each pitch. Views and demographics shift as your content changes, and a brand that pulls your public numbers will notice a gap. Put the date of the last update on the kit.

Then put it to work. Link it in every pitch using the templates in how to pitch brands, and keep it current while you work the deal sources in how to get paid brand deals. Marketplaces such as Collabstr and Passionfroot ask for a creator profile that does the same job, so reuse the same numbers there.