Even Charli D’Amelio and Jordan Howlett, aka Jordan the Stallion, didn’t just show up to their first brand deals empty-handed. At every level of the creator economy, the difference between “We’ll keep you in mind” and “Send us your rates” often comes down to one document: the influencer media kit, a clean, on-brand PDF (or webpage) that turns creative work and audience data into a clear business case.
Here’s what you need to know to create a media kit for influencers, plus a few strong examples to borrow from.
An influencer media kit (sometimes called a media kit influencer document or an influencer press kit) is a short, shareable PDF or webpage that summarizes your creator “value proposition” for brands: your niche, audience, and performance metrics, plus what it looks like to work with you. Buffer describes it as a short document or webpage showing who you are, what you create, and why a brand should collaborate—typically including a bio, audience demographics, key metrics, content examples, and contact info.
Most media kits include:
- Your positioning: niche, content pillars, tone, and what you’re known for
- Platform stats: follower/subscriber counts, reach, views, impressions, and engagement rate
- Audience breakdown: location, age range, gender split, and interests (when available)
- Content formats you offer: Reels/TikToks, Stories, long-form video, livestreams, newsletters, etc.
- Proof: past partnerships, campaign snapshots, testimonials, press features, or performance highlights
- Offer and next step: packages or starting rates (optional), plus how to contact and/or book you
A media kit should function like a professional highlight reel. As Jacquelyn White, the influencer marketing and creator senior content manager at impact.com, puts it: “Think of it as your professional highlight reel that tells potential partners exactly what it’s like to work with you.”
Why (and when) a media kit is necessary
A media kit is most useful when you’re:
- Pitching brands proactively (through email, DM, or creator marketplaces) and need a “one link” attachment
- Scaling up collaborations (such as bigger deliverables, higher budgets, and longer timelines)
- Working across multiple platforms and want one source of truth for decision-makers
- Getting inbound inquiries and want to filter for fit quickly (instead of the endless back-and-forth)
In other words, it’s not just pretty; it’s a time-saver that makes you easier to say yes to. Hootsuite emphasizes that brands care most about reach, engagement, and audience demographics because those metrics help them evaluate fit.
Media kit vs. UGC portfolio: What’s the difference?
This is where a lot of creators get tripped up, especially performers who do both influencer work (posting to their own audience) and UGC (making content for a brand to use).
A UGC portfolio is primarily a work sample library of content created as a user: best brand-style clips, product demos, hooks, and edits, often organized by niche, format, and performance outcomes. You can check out examples of these in our UGC portfolio guide.
A media kit is different. It’s less “here are my clips” and more “here’s my business case.” It usually includes some content examples, but it’s designed to help brands quickly understand your audience, positioning, and partnership options.
A simple way to remember it:
- UGC portfolio = reel + book (proof you can create the content)
- Influencer media kit = résumé + pitch deck (proof you can move product with your audience)
Creators often need both, especially if they’re applying to UGC work and influencer gigs through places like our creator opportunities and open calls page.
Use these steps as your workflow whether you’re building a one-page PDF or a scrolling webpage.
1. Decide your format (PDF, webpage, or both).
A PDF is still the default because it’s easy to attach, save, and forward. A webpage is great for auto-updating stats and sharing one clean link.
If you’re early in your influencer career, start with a PDF you can update monthly. If you’re booking consistently, consider a web version plus a downloadable PDF.
2. Write a one-sentence positioning statement.
Before design, lock your personal “logline,” a single sentence that highlights who you are and what you have to offer brands. This keeps your kit from becoming a collage of random stats. For example, a positioning statement might say:
- “Comedy + lifestyle creator making quick-hit sketches for millennial pet owners”
- “Beauty + skin care creator focused on sensitive-skin routines and product education”
3. Pull the metrics brands actually use.
Collect stats from each platform’s native analytics (or your scheduling/analytics tool). At minimum, include:
- Follower/subscriber count by platform
- Average views (video) or average reach (posts)
- Engagement rate (state the time period you’re using—daily, weekly, or monthly)
- Top audience locations and age range
- Any standout proof: saves, shares, link clicks, watch time (if strong)
Be sure to date-stamp your stats (e.g., “Updated March 2026”) so brands trust what they’re seeing.
4. Pick several content samples that match the work you want.
This is the “reel selection” step. Choose three to six examples that show:
- Your on-camera presence (or your strongest creative lane)
- Clear storytelling (hook → payoff)
- Brand-fit execution (product shown naturally, clean lighting/audio, legible captions)
Be sure to match the samples to the brand: If you’re trying to book more beauty sponsorships, don’t lead with your one viral travel vlog (no matter how impressive it may be).
5. Add partnership proof (without turning it into a logo wall).
Social proof matters, but clarity matters more. If you have brand partners:
- Show three to eight logos or highlight two to three mini case studies (deliverables and results)
If you’re newer:
- Use testimonials from clients, creators, or community comments (short and specific)
- Highlight relevant credentials (training, certifications, press mentions)
6. Clearly list your deliverables and options.
Make this section scannable. For example, you might include something like:
- Sponsored Reels/TikToks
- Story set with link
- Live shopping segment
- UGC (brand usage only)
- Event appearance
Traackr recommends naming your content pillars because it helps marketers quickly understand alignment.
7. Decide how to handle rates.
There’s no single rule, but Hootsuite advises including pricing so brands can quickly assess fit.
Here are two common approaches:
- Include starting rates (e.g., “Packages from $___”) to filter inquiries.
- Keep rates separate and provide them upon request (useful if you negotiate heavily).
Either way, make the next step obvious: “For custom bundles, email ___.”
8. Design for speed: One page is ideal, two pages is fine.
A media kit isn’t a lookbook. It’s closer to a casting breakdown: quick, specific, and made for someone skimming between meetings.
Design checklist:
- Big, readable numbers (don’t hide the metrics)
- Consistent fonts/colors (match your feed/brand)
- Plenty of whitespace
- Clickable links (portfolio, socials, email)
- Export as a lightweight PDF (so it opens fast on mobile)
Use tools such as Canva’s or Template’s media kit templates to get you started.
9. Keep a master version and a tailored version.
Save one master kit you update monthly. Then duplicate and tweak in the following ways:
- Swap in samples relevant to the brand’s niche.
- Reorder platforms based on where you’re strongest for that campaign.
- Highlight the most relevant audience data first.
This type of tailoring is equivalent to choosing the right monologue for the audition room.
1. Kreg Sterns, aka Big Box Vegan
Link: Big Box Vegan media kit 2022
Why it works: This is a great example of clarity for brand decision-makers due to a bold advertising rates section, and a prominent analytics circle (followers, engagement rate, reach, impressions, etc.), with a visible source note and date range. The bottom “past partnerships include” line functions as credibility without overwhelming the page.
2. Kerosene Deluxe media kit 2025
Link: Kerosene Deluxe media kit 2025
Why it works: This is built like a performer’s composite card: strong visuals, niche labels, and a clean split between services/rates and previous collaborations. The bottom strip of key metrics reads like a stats trailer, providing fast proof for busy brand teams.
3. Michelle Henderson’s TikTok + Instagram media kit
Link: Michelle’s media kit—TikTok and Instagram
Why it works: The first page balances personality and numbers, with a clear intro, lifestyle imagery, and immediately scannable platform stats (followers, monthly reach/views, audience breakdown, etc.). It also lists content services and platforms in a way that feels like a menu, not a maze.
