How to Make a Media Kit: What to Include, Rates and Examples

What a Media Kit Is and When Brands Ask for It

Shopify's guide describes an influencer media kit as a document that highlights a creator's brand identity, audience demographics, engagement metrics and past collaborations, usually with key statistics and contact information. It also notes that a good one does not need to be long: a one or two page PDF, or a page on your website, is enough.

That short definition hides the real job of the kit. A brand manager reading it is trying to answer three questions quickly:

• Does this person fit our product? Your niche, tone and the kind of people who watch you.
• Are the numbers real and recent? Figures that match what your analytics show, with the month they were taken.
• What exactly can we buy, and how do we start? Formats you actually make, and a contact that gets answered.

A kit is different from the link in your social bio. Followers use the bio to find your latest video or a show date; they should not have to scroll past audience tables to get there. The kit is for the brand conversation. You can still connect the two, which the last section of this guide covers.

What to Include When You Make a Media Kit

Most kits share the same building blocks. The table shows each one, what to write and where the information comes from.

Two of these sections deserve more care than they usually get. The bio is where the reader decides whether to keep going, so lead with the subject and the audience, not with adjectives about yourself. And the past collaborations list should hold only work you actually delivered: a brand can check. Shopify suggests asking previous partners for a short testimonial, and one real quote says more than a long logo wall.

What to leave out matters as much. A kit is not a second link-in-bio page with every channel you have ever opened. If a platform is inactive or a number cannot be checked, it does not belong there.

Where to Find Audience Data You Can Defend

Every number in a media kit should come from a screen you can show. Brands can ask for screenshots of your analytics, so copy the figures exactly as the platform reports them and note the period they cover.

YouTube is a good example of how much is already available. In YouTube Studio, under Analytics and then the Audience tab, YouTube shows your monthly audience (unique viewers over the last 28 days), an age and gender report, and your top geographies by watch time. YouTube also warns that some data, such as geography or gender, may be limited: when values do not meet a certain threshold, reports can show dashes, zeros or "Not enough demographic data". If that happens, leave the line out instead of guessing.

Instagram, TikTok and other platforms have their own built-in analytics for creator and business profiles. The menus change often, so the safest rule is the same everywhere: open the platform's audience report, copy the figure as shown, and write down the date. A few habits keep the numbers honest:

• Keep platforms separate. Do not add followers from three apps and call the total your audience. The same person can follow you in several places.
• Prefer averages over peaks. Average views on recent posts tell a brand more than the one video that went viral.
• Say how you calculated engagement. There are several formulas (by followers or by views, with or without saves and shares). Our free engagement rate calculator shows the rate both by followers and by views or reach, so you can say which one you used.
• Date the kit. Numbers age. A month and year on the page tells the next reader when they were true.

How to Work Out and Show Your Rates

Search for influencer rates and you will find tables of prices per follower count. Those tables are third-party estimates built on different samples, platforms and years, and none of them knows your audience. We do not publish one here. A better starting point is your own numbers and your own costs.

A simple way to build a first price for one format:

1. Start from what you deliver. Count the hours for scripting, filming, editing and revisions, and put a value on that time.
2. Check it against your reach. Take your average views for that format and decide what you want to charge per 1,000 views. For example, if your Reels average 20,000 views and you test $20 per 1,000 views, that is 20 × $20 = $400. Both numbers are made up for the arithmetic; they are not a market rate.
3. Keep the higher of the two. If the per-view price does not cover your time, the time is your floor.
4. Price the extras separately. The brand reusing your video in its own ads, exclusivity in your category, raw footage or a rush deadline all add value, so list them as add-ons instead of hiding them in the base price.

The free influencer rate calculator works out a per-view price from your own average views and the rate per 1,000 views you choose, then turns your rates into a rate card image and a quote. It has no built-in benchmark, so the price stays yours.

Whether the price goes on the kit is a choice. Some creators show "starting at" prices to filter out brands that cannot afford them. Others list services without prices and send a quote after the first reply, which leaves room to adjust for usage rights and timing. One middle ground is to keep a version without prices for cold outreach and send the priced version once a brand shows interest.

How to Make a Media Kit Step by Step

With the content ready, putting the page together takes minutes. Here is the order that works, using the free media kit generator as the example:

1. Write who you are. Name, handle, niche and a bio of up to 280 characters. A photo is optional; in the VISU generator it is drawn in your browser and never uploaded.
2. Add your numbers. The first three labels are followers, average views and engagement rate, and there is room for one more. The fields start empty: the tool fetches nothing from any network and prints each number exactly as you typed it.
3. Add the audience split. Up to five lines with a share, such as women, an age range or a top country.
4. List collaborations and services. Brands separated by commas, and each service with or without a rate.
5. Add contact and your link page. An email and the page where a brand can see your work, printed at the bottom of the kit.
6. Pick a look and export. Choose a theme and color, then download a 4:5 image (1080 x 1350) for direct messages or an A4 page you can save as PDF for email.

The generator prints the month the kit was made at the bottom of the page, so an old copy is easy to spot. Because the numbers are self-reported, send your analytics screenshots along with it.

Media Kit Examples for Creators and Small Businesses

The same structure stretches from a first-time creator to a local shop. These are outlines, not real accounts, to show what changes from one case to the next.

First Media Kit for a Small Creator

Keep only what a brand needs to say yes or no: who you are in two sentences, the three numbers that describe your reach and the formats you can deliver this month. Cut any platform you are not active on and leave prices for later. One 4:5 image is enough for a direct message, and with a small but engaged audience, the audience split and the niche do more work than the follower count.

Full Kit for an Agency or Bigger Brand

Bigger buyers compare several creators side by side, so give them the same fields in the same order: numbers per main platform, a five-line audience split, past collaborations with one short quote, and services with "starting at" prices plus add-ons for usage rights. An A4 PDF travels well inside a company; put the analytics screenshots in the same email.

Media Kit for a Small Business or Local Venue

A café that runs events, a gym with a newsletter or a bookshop with a podcast can sell sponsorships the same way. The numbers change: newsletter subscribers, monthly event attendance or customers counted in your own records, always with the period. The services change too: a sponsored event, a mention in the newsletter, a product placed on the counter for a month. The rules do not change: real numbers, a date and a clear contact.

Media Kit for a Podcast or Newsletter

Lead with the topic and the listener or reader, then downloads or subscribers from your hosting or email platform's own reports, the formats you sell (a read in the intro, a dedicated episode, a newsletter slot) and the next available dates.

What Brands Expect After the Kit: Disclosure

Once a deal happens, the post has to be labeled as advertising. Brands care about this because the rules apply to them as well, so it helps to show in the kit or the first reply that you know how it works.

• United States. The FTC's guide for influencers says to disclose any "material connection" to a brand, which includes being paid or getting free or discounted products. Plain words such as "ad", "advertisement" or "sponsored" work; vague tags such as "sp", "spon" or "collab" do not.
• Brazil. CONAR's 2026 guide for digital influencers asks for the platform's paid-content label or terms such as "#publicidade" or "#publi", preferably on the first screen, without the viewer having to tap "more".
• Spain. Autocontrol, the advertising self-regulation body, runs an online certification for influencers that covers how to identify advertising and the extra obligations of the "usuarios de especial relevancia" category. Check its guidance before a Spanish campaign.

Wherever you or your audience are, check the current rules of each country you work in. A line in your services section such as "all sponsored content is clearly labeled" answers the question before the brand asks it.

Where Your Media Kit Should Live

A PDF attachment has one weakness: old copies keep circulating after your numbers change. One fix is to keep the current kit behind a link you control. When the numbers move, you point that link to the new kit, and the visu.to link already sent to brands stays the same.

A VISU Link page works well for this. You can keep your everyday links for followers at the top and add a clearly labeled "Work with me" or "Partnerships" button that opens the current kit and your contact, at a short visu.to address you can print on the kit itself. To be clear about what does what: VISU Link does not build the kit, read your social analytics or certify your numbers. The free generator makes the kit, your platforms supply the figures, and the VISU Link page is where brands find the latest version.

For a step-by-step setup of the page itself, our guide to VISU Link for bio shows how creators arrange links, offers and contact in one place.