Instagram media kit: the stats to include (and skip)

Instagram hands you more numbers than any brand wants to read. Your job is curation: show the metrics that predict campaign performance and drop the vanity ones.

Include these

• Reach and accounts engaged for the last 30 days — the honest picture of how many people you actually touch.
• Average reel views and average story views, not your single best post.
• Saves and shares — the strongest signals of intent and the ones media buyers respect most.
• Story link clicks and profile visits — proof your audience takes action off-platform.
• Follower demographics: age, gender and country split.
• Your engagement rate with the formula stated (how to calculate it).

Skip these

Impressions without reach, follower-growth charts with no context, "best month ever" outliers, and blurry screenshots that need zooming. They read as padding, and padding makes a brand doubt the rest of the page.

Show, then prove

Pair the stat tiles with a gallery of three to six of your best-performing posts, then a single case study with a result. Numbers plus proof is what unlocks higher rates.

Update monthly

Instagram metrics move fast, and a stale kit undersells you. Publishing on a link instead of a PDF means the numbers a brand sees are today's — one of the reasons a digital media kit converts better than an attachment.

Keep going: see how to build an influencer media kit or start from a ready-made media kit template.