A media kit is a sales document, not a scrapbook. The brand manager reading it has forty of them in a folder and about thirty seconds for yours. Everything below is organised around that reality.
Make it one page
Two if you have a lot of case studies. Not eight. The long, beautifully designed decks creators labour over get skimmed exactly as fast as the short ones, and they take ten times longer to update, so they go stale and quietly stop being sent.
A single page, a PDF, updated monthly, attached to the email. That is the whole format.
What goes on it, in order
1. Who you are, in one line. Not "content creator and storyteller". Something like "I test budget camera gear for people who film weddings." A brand needs to know in one sentence whether their product fits.
2. Your audience, in three facts. Not everything you know. The three things a brand needs: roughly how many people see a post, who they are, and where they are. Age band, main countries, and the split between the platforms you are pitching.
3. The numbers. Average views or reach per post, engagement rate with the benchmark for your size next to it, and follower count last. In that order. Followers last is deliberate, and it signals you understand what is being bought.
4. Proof it works. One or two past collaborations with an outcome. A link click count, a discount code redemption, a sold-out product, a comment from the brand. If you have never done a paid deal, use an organic post about a product you like and show the response.
5. What you offer and what it costs. Formats and a starting price or a range. Some creators leave pricing off to force a conversation. In practice it filters out the brands whose budget was never going to reach you, and that is time saved on both sides.
6. How to reach you. An email address that you check, on the page, not only in the file metadata.
Which numbers, and where to get them free
You do not need a subscription to fill in any of this.
- YouTube subscribers, views, average views per upload. The subscriber count checker pulls these from the official API for any channel, including your own. Average views on recent uploads is the number brands care about most, and it is the one creators most often leave out.
- Engagement rate, with context. The Instagram and YouTube calculators give you the rate and the grade for your size. Put both on the page. "3.4% engagement, above the 2.0% typical for accounts of this size" is far stronger than "3.4% engagement".
- A defensible rate. The sponsorship price calculator prices an integration from your average views, so the number on your kit has a method behind it.
- Audience demographics. These only exist in your own analytics. Instagram Insights, YouTube Studio and TikTok Analytics all show age, gender and country. Screenshot the country and age charts.
What to leave off
- Vanity totals. Lifetime views since 2019 tells a brand nothing about the post they are buying.
- A follower count with no engagement next to it. It reads as hiding something, because it usually is.
- Screenshots of a single best-ever post. Brands assume, correctly, that it is your best-ever post. Averages are more persuasive because they are repeatable.
- Rate cards you will not honour. If you discount every deal by 40%, your rate card is fiction and brands learn it fast.
- Long biography. Nobody is buying your journey.
Keep it honest
Round numbers, never inflate them. Brands increasingly check with the same public tools you used, and some have access to more. A creator whose kit claims 80,000 average views on a channel that publicly averages 30,000 does not get a follow-up email, and often does not get a second chance with that agency.
Our tools deliberately show ranges and grades rather than single flattering numbers for this reason. A kit that says "engagement 4.1%, good for this size, average views 22,000 over the last 10 uploads" is more convincing than one claiming a rounder, bigger figure, because it is checkable.
Update it monthly
Put it in your calendar. A media kit with numbers from eight months ago is worse than none, because the first thing a brand does is compare your claims with your latest posts. Ten minutes a month keeps it true.
A quick checklist
- One page, PDF, named clearly with your handle and the month.
- One-line description of who you reach.
- Average views or reach, engagement rate with benchmark, followers.
- Two or three audience facts.
- One proof point with an outcome.
- Formats and a price range.
- Email address.
- Every number dated and checkable.