What to include in a media kit (with a checklist)

Brands skim. A strong influencer media kit answers their three questions — who do you reach, how does your content perform, what does it cost — before they have to ask. Here is exactly what to include in a media kit, in order.

1. Positioning line

One sentence: who you are, what you make, who watches. "Beauty creator making short-form tutorials for women 25–34 in the UK and US" beats three paragraphs of biography.

2. Headline stats per platform

Followers, average reach per post, engagement rate, and one platform-specific metric that matters — saves and story clicks on Instagram, average view duration on YouTube, completion rate on TikTok. Always state the window ("last 30 days") and use averages, never your best-ever spike.

3. Audience demographics

Age, gender split and top countries or cities. A brand that ships to three markets is buying geography as much as reach. See audience demographics and traffic by country.

4. Content examples

Three to six pieces that represent the work you want to be hired for — not your most viral, your most typical. Caption each so the brand knows what it is looking at.

5. Case studies with outcomes

The single most persuasive section. Brand, brief, what you made, and a result: views, click-throughs, promo-code redemptions, sell-out. Two strong ones beat six vague ones — see case studies that win brand deals.

6. Rates

Per-deliverable pricing, bundles, and usage rights as their own line. Public rates filter out low budgets; if you price per brief, publish ranges. Guidance in rate card pricing and the difference between formats in media kit vs rate card.

7. Past partnerships and press

Logos of brands you have worked with and any press features. Social proof shortens the trust conversation.

8. One obvious way to book you

An email address or booking link, above the fold and again at the end. If a brand has to search for your contact details, you have lost the deal to someone easier to reach.

The checklist

• Positioning line and portrait
• Stats per platform, with the window stated
• Audience age, gender and top countries
• 3–6 captioned content examples
• 2–3 case studies with outcomes
• Rate card with deliverables and usage rights
• Past brand partnerships and press
• Contact or booking link, twice
• Kept to one scrollable page — see how long a media kit should be
• Updated monthly — see the 10-minute update routine

Want the layout done for you? Look at media kit examples, then build yours on one live link.

Build it online instead of in a file

If you would rather use an online media kit maker than edit a document, compare the options first: media kit maker vs builder vs generator, or see what a free online media kit creator should include.