An influencer media kit is a short document that tells a brand who you are, who your audience is, what you make, how you work and how to book you, with every audience figure traceable to a dated screenshot from the platform's own analytics. Fill in the template below section by section, from positioning and audience through proof, services and terms to contact details, then test the result against the checks a brand can run before replying.
What a media kit has to do
A media kit answers a brand's first questions without a call: is this audience the one we need, is the work good, are the numbers current, and will this person be straightforward and compliant to work with? A kit that answers those quickly gets a reply; one that makes the reader hunt or doubt the figures usually does not.
It is not a rate negotiation. Some creators print a starting price, others send prices on request, but either way your pricing logic belongs in a separate rate card, because usage rights and whitelisting change the number. Our UGC rate card worksheet walks through building one. The media kit only needs to say what you offer and how to ask for a quote.
Everything in it should survive checking. Positioning and style can be subjective, but audience figures, past partnerships and disclosure practice are all things a brand can verify against your public profile, so write those sections as if someone will.
The template, section by section
Work through the sections in this order. Keep each one short; the evidence column is what you keep on file to back the section up, not necessarily what goes in the document.
| Section | What to include | Evidence to keep | Common mistake |
|---|---|---|---|
| Header and positioning | Name or handle, a line on what you make and for whom, location or time zone, languages | Links to each profile | Adjectives about yourself instead of a clear niche |
| Platforms | Every active account with its link and account type | Profile URLs | Listing dormant accounts a brand will click and find empty |
| Audience snapshot | Followers or subscribers, reach or views for a stated period, top locations, age ranges | Dated analytics screenshots | Undated totals, or figures from different date ranges added together |
| Content proof | Representative posts with links and per-post results | Post-level insights screenshots | Showing a single outlier as if it were typical |
| Formats and style | What you produce, how it is shot and edited, your usual turnaround | Sample links | Offering formats you have never actually delivered |
| Partnership history | Brands you have worked with and what you delivered | Permission to name them and links to public posts | Naming brands under confidentiality or implying an endorsement |
| Services | The deliverables you offer, grouped into packages if you use them | Your rate card | A single price that hides what usage it includes |
| Usage and whitelisting | Your default licence and how ads under your handle are handled | Contract template | Saying nothing, so the brand assumes unlimited use |
| Disclosure practice | How you label paid content on each platform | Example disclosed posts | Leaving it out, which makes careful brands nervous |
| Boundaries | Categories you will not promote and topics you avoid | A feed that matches what you say | Discovering a mismatch halfway through a campaign |
| Contact and booking | Business email, how bookings work, who handles contracts | A dedicated business inbox | Personal phone numbers or a home address |
For the positioning line and visual style, consistency with your profiles matters more than polish; the personal brand guide covers how to keep voice and visuals aligned across platforms.
Sourcing every number from platform analytics
Most media kit problems are number problems. Pull each figure from the platform's own analytics, note the date range and the date you captured it, keep the screenshot, and use the platform's own metric name so a brand knows exactly what it is reading.
On Instagram, Meta's About Instagram insights page says public accounts can view insights for a preset or custom timeframe within the past 90 days. It defines views as the number of times your content was played or displayed, and viewers as the unique accounts that saw it at least once. The same insights overview says audience demographics need a preset timeframe and more than 100 accounts reached or engaged, that follower trends such as growth, top locations, age range and most active times appear once you have at least 100 followers, and that some of these metrics are labelled as estimated and in development.
Two Instagram details affect your evidence trail. The post insights page says post insights stay available for up to two years and lists views, interactions and profile activity as the per-post measures. The account insights page warns that switching to a private account removes access to insights, recoverable only if you switch back to public within 90 days, so capture your screenshots before changing privacy settings.
On YouTube, the Understand your YouTube audience help page defines monthly audience as the unique viewers who watched your content in the last 28 days, recalculated daily, and lists Audience tab reports for age and gender, top geographies, device type and watch time from subscribers. Its companion page on limited data in YouTube Analytics explains that demographic data can be withheld when there is not enough of it, is never shown for private or unlisted videos, and may appear if you extend the period beyond 30 days.
| Metric in your kit | Where to pull it | State alongside it |
|---|---|---|
| Followers or subscribers | Your profile or the platform's analytics | The capture date |
| Views | Instagram insights; YouTube Analytics; TikTok analytics | The date range and the platform's own definition |
| Unique audience | Instagram viewers; YouTube unique viewers or monthly audience | The date range, and that platforms describe these as estimates |
| Locations and age ranges | Instagram follower or viewer demographics; YouTube Audience tab | The date range, plus a note when the platform withholds small samples |
| Per-post results | Post or video analytics on each platform | The post date and the capture date |
| Creator program earnings or RPM | Leave them out | Program terms may treat them as confidential |
That last row is easy to overlook. TikTok's US Creator Rewards Program terms say reporting metrics and other non-public information from the program must be kept confidential and shared only with legal or professional advisers, so a screenshot of your rewards dashboard does not belong in a pitch. Our Creator Rewards eligibility checklist covers the program itself. If you want a routine for capturing these numbers every week rather than scrambling before a pitch, the metrics tracking guide sets one out.
What brands can check before they reply
You cannot control how a brand vets you, but you can predict the obvious checks, because most of them use information that is publicly visible or that you supplied. Build the kit so each check confirms what you wrote.
| Brand question | How it can be checked | What your kit should show |
|---|---|---|
| Is the audience where our customers are? | Location and age breakdowns | Dated demographic screenshots for the platforms in the brief |
| Are these figures current? | Comparing the kit with your public profile | Capture dates and a last-updated line on the cover |
| Is the audience real and engaged? | Comment quality, follower growth, views across many posts | A growth trend from your follower insights and results across several posts, not one |
| Has this creator handled paid work properly? | Reviewing earlier sponsored posts | Links to clearly disclosed partnership posts and your disclosure line |
| Is the content safe for our brand? | Scrolling your recent posts | A boundaries section that matches what is actually on your feed |
| What exactly are we buying? | Reading services, usage and timelines | Deliverables and usage terms that match your rate card |
| Will this person deliver? | The professionalism of the kit and any references | A realistic turnaround and a named contact for contracts |
Disclosure deserves its own line because it protects the brand as well as you. The FTC's Disclosures 101 for Social Media Influencers says disclosures should be hard to miss and placed with the endorsement, that terms such as ad, advertisement or sponsored are often enough, and that a disclosure in a video should be in the video itself rather than only in the description. A brand that sees you already work this way has one less risk to manage.
Copy blocks you can adapt
Replace each bracketed field with your own facts. If you cannot fill a field from evidence you hold, leave the sentence out rather than estimating.
- Positioning: I make [format] about [topic] for [who your audience is], mainly on [platform].
- Audience: Between [start date] and [end date], my [platform] content reached [viewer figure from insights]. Insights show my audience is concentrated in [top locations] and mostly aged [top age ranges], captured on [capture date].
- Proof caption: [Post title], posted [date]: [views] views and [interactions] interactions as of [capture date].
- Disclosure: Every paid partnership uses the platform's paid-partnership label where one exists, plus a clear ad or sponsored disclosure in the content itself.
- Usage: Standard usage covers organic posting on your owned channels for [term]. Paid usage and ads under my handle are quoted separately.
- Boundaries: I do not promote [categories], and I review every brief against my own content standards before accepting.
- Booking: Send briefs to [business email]. I reply with availability and a quote that itemises deliverables and usage.
The covering email matters as much as the kit. A short pitch that names the brand's audience, proposes one concrete idea and links the kit tends to read better than an attachment with no context; the structure in our guest pitch template adapts well to brand outreach.
Format, length and upkeep
- Keep it short enough to read in one sitting; brands skim, so lead each section with its most important line.
- Export a PDF and keep a web version, so you can send whichever the brand prefers and update the link without re-sending files.
- Use real text rather than text baked into images, so the kit is searchable, can be copied into a brand's system and works with screen readers.
- Name the file with your handle and the month it was updated, and repeat that date on the cover.
- Refresh the figures whenever they change materially, whenever you add a platform and before any pitch you care about.
- Check every link before sending, since a broken profile link undermines everything else in the document.
- If a brand asks for live analytics access, use the platform's official sharing or partner tools and never hand over your login details.
Mistakes that make a brand stop reading
- Figures with no date range, capture date or definition.
- Metrics from different platforms or periods added into one impressive-looking total.
- Screenshots cropped so the time period is hidden.
- Brand logos used without permission, or past partners presented as current ones.
- Claims about results you cannot evidence, or language that promises results to a new brand.
- Creator program dashboards or earnings that the program terms treat as confidential.
- No word on disclosure, usage or boundaries, which leaves the brand to assume the worst.
Limitations of this template
Platforms change their analytics definitions, thresholds and labels, and several of the metrics above are described by the platforms themselves as estimates. Smaller audiences may not see demographics at all because of minimum thresholds, so a kit for a newer account will lean more on content proof than on audience data, and that is fine.
A media kit also has limits as evidence. It cannot prove audience quality by itself, and a brand may still ask for direct analytics access, references or a test brief. Disclosure law differs by country: the FTC guidance applies in the United States, and other places, including Australia and the UK, have their own regulators and rules, so check the requirements where you and your audience are based and get legal advice for anything contractual.