A media kit gives a brand a clear picture of what you make, who you speak to and what a collaboration could look like. You don’t need a huge audience to put one together: you need a focused description and information you can stand behind. I’ll show you what to include, how to put your metrics in context and what to say when the picture isn’t clear yet.
What is a media kit for creators?
A media kit is a short introduction to your work that helps a brand decide whether your content could suit a project. It might be a simple page, a PDF or a short presentation. The format matters less than whether it is easy to understand and update.
Think of it as the start of a conversation, not a promise of results. It can help a brand understand what you offer and ask better questions about the work.
If you’re still working out what you want to make, start by defining your subject and direction with this guide to becoming a content creator. A focused idea makes the rest of your media kit easier to write.
What should a media kit include?
Include the details that help someone understand your work and assess a possible collaboration. Leave out claims you can’t explain or check. You don’t have to fill every space.
A short introduction
Write a few sentences about the content you make, the subjects you cover and the people you hope to reach. Add your creator name and the channels where you publish.
Try to be more specific than “I make lifestyle content”. You could say that you share weeknight recipes, thoughtful book reviews or ways to organise a small home. If you cover several subjects, tell the reader which one is central.
Your audience and community
Describe the people your content reaches using information you can support. If you include audience details from your analytics, say which channel they refer to and include only details that matter for the collaboration.
You can also describe things numbers don’t capture well: the questions people ask you, the subjects that prompt conversation, or the needs your content helps with. Don’t assume that one person’s comment represents your whole audience.
Metrics with context
Choose a small number of measures that relate to the brand’s goal. Views, reach, interactions or profile visits may be useful, depending on the project. Label the channel and the period covered; a metric without context can give the wrong impression.
Rather than choosing only your best-performing post, compare a group of recent, similar posts and find the median. Put the results in order and choose the middle value. This gives a more useful picture of a typical result when one exceptional post might otherwise dominate the story.
If you publish on more than one channel, show each channel separately. For help choosing and interpreting measures, see this guide to TikTok and Instagram analytics.
Examples of your content
Link to posts that show your style and relate to the kind of collaboration you want. Choose examples that show different strengths, such as explaining an idea, telling a story or presenting a product in a way that fits your usual content.
Check that the links work and that the posts are still available. If you include work made for a brand, describe your role accurately and make sure you have permission to show it.
Formats and collaboration ideas
Explain the kinds of work you are happy to make. That might include a short video, a review or a series of posts. You could also mention product testing, an event or creating content for a brand’s channels if those are things you actually want to offer.
A specific idea that fits your style and audience is more helpful than a long list of services with no context. Tell the brand what the piece could be about and why it makes sense for your content.
Contact details and basic terms
Add a professional contact address. If it is useful to a project, you can include a general location or the language you publish in. Leave out personal details you don’t need to share.
You can also say what information you need before considering a proposal, such as its goal, deliverables, schedule, usage rights and budget. You don’t have to publish a fixed rate if you need to understand the scope first; you can explain that you quote based on the details of each project.
How can you present metrics with a small audience?
Lead with what you can show confidently. A smaller community can still have a clear shared interest, useful conversations and a style of content you know how to make.
You don’t need to apologise for your account size or inflate a figure. If you don’t have enough comparable posts for a useful median, say that the numbers are an early reference rather than a stable benchmark.
Example
Hypothetical example: imagine comparing five recent videos in the same format. Their view counts are 180, 210, 240, 260 and 900. The median is 240; the result of 900 is a standout post, not a promise of what usually happens. These figures are invented only to show how the calculation works.
Say what period your data covers and when you reviewed it. If you include a standout post, put it beside your median or another typical reference so the reader can see the difference.
How do you prepare a media kit?
Choose the kind of collaboration you want
Start with a project that makes sense for your content. Knowing what you’d like to propose makes it easier to choose the right examples and metrics.
Gather information you can check
Look at your analytics and note the relevant results along with their channel and time period. If you’re unsure what to measure, use this guide to TikTok and Instagram metrics as a starting point.
Write your proposal and choose examples
Draft your introduction, list the formats you’re willing to make and link to relevant posts. Check that each claim has an example or piece of information to support it.
Review it before sharing
- Can a reader tell what you make and who it is for?
- Are the channel and period clear for each metric?
- Can the reader distinguish a typical result from a standout post?
- Do the contact details work and the examples match your proposal?
- Have you removed personal details and claims you don’t want to share?
How I'd measure it
Start with your own median, not a number from somebody else’s account. Gather recent posts from the same channel and format, sort the measure that matters for the proposal and take the middle value. Comparing videos with carousels, or results from very different periods, can make the comparison less useful.
Test one variable at a time and keep the other parts as steady as possible. For example, keep the format and change the subject, or keep the subject and try a different opening. Note what changed and check whether the result moved relative to the usual reference, without assuming that one change explains everything.
For example, a creator might review each post after an initial 72 hours as a practical first read. That isn’t a universal deadline or a promise that results won’t change later; it’s a consistent moment to check early signals. If there are too few posts, or the examples aren’t comparable, write “not clear yet” and keep observing.
Set an effort-first goal: make a comparable set of posts, record their results or finish the media kit. After that, review the results and decide what to test next. That lets you explain your work without promising a result you can’t control.
Frequently asked questions
How long should a media kit be?
Keep it as short as you can while still explaining your proposal clearly. A single page can be a useful starting point; add more only when extra examples or terms help a brand understand the work.
Do I need lots of followers to contact brands?
No. Show the fit between your content, your audience and the proposal, with metrics you can support. Account size alone doesn’t explain what you make or why it could suit a project.
Do I have to include my rates?
No. You can share an indicative rate or ask about the goal, deliverables and usage rights before preparing a quote. Choose the approach that gives you enough information to price the work fairly.
What if my metrics vary a lot?
Show the median for comparable posts and explain the period. If you don’t have enough comparable results, be open about the uncertainty instead of presenting an exceptional post as typical.
How often should I update my media kit?
Review it when your proposal, examples or metrics change. Before sharing it, check that the contact details and links still work.
As a next step, draft your short introduction and collect links to posts that show the kind of collaboration you want to propose.