Influencer Media Kit: What to Include (With Examples)
An influencer media kit is the short profile you send brands so they can decide quickly: who you are, who your audience is, what you’ve made and how to work with you. Fill it with your niche and handles, dated numbers from each platform’s own analytics, your best posts, real past partnerships, the formats you offer and a contact.
Brands read kits when they shortlist creators for an influencer marketing strategy. To skip the design work, fill in our free influencer media kit template; this guide covers what each section should say and where every number comes from.
Table of Contents
- What should be in an influencer media kit?
- What do media kit examples look like?
- Where do you find the numbers?
- What do brands look for in a media kit?
- How do you make a media kit with no brand deals yet?
- Should your rates go in your media kit?
- How often should you update a media kit?
- Influencer media kit FAQ
What should be in an influencer media kit?
Eight short sections, in the order a brand reads them: who you are, where you post, how big your audience is, how it engages, who it is, your best work, past partnerships, and services and contact. One or two pages, or one phone screen for a link page, is plenty.
| Section | What to put in it | What the brand is checking |
|---|---|---|
| About | Name, photo, a one-line niche, your location if your content depends on it | Fit with its product and customers |
| Platforms | Each handle, linked | Where the content would run |
| Audience size | Followers or subscribers per platform, with the date you read them | Scale at a glance |
| Engagement | Views or viewers for a stated period, and an engagement rate with its formula | Whether people watch and respond |
| Audience | Top countries, age ranges and gender, as each platform reports them | Whether your audience is its customer |
| Best work | Three to six posts, linked, across the formats you make | Quality, and how you’d show its product |
| Partnerships | Brand, deliverable and outcome, for deals you actually did | Reliability and relevant experience |
| Services and contact | Formats you offer, usage rights you’ll discuss, a business email | How to start the conversation |
Two sections need care. For engagement, name your formula: Instagram counts likes, comments, saves and shares as Interactions Checked against Instagram Help Center: About Instagram insights, and a rate divided by followers reads very differently from one divided by reach. Pick one and keep it every time you update. How to calculate engagement rate compares the formulas, and the engagement rate calculator does the arithmetic. For partnerships, list only real deals, and quote a brand only with its agreement.
What do media kit examples look like?
Pick one of three layouts: a one-page PDF, a two-page deck or a single link page. The creators below are made up, so every name and niche is fictional; brackets mark where your own dated numbers go.
Example 1 (fictional): a one-page PDF
Sana cooks weeknight dinners on Instagram and TikTok. Top to bottom: photo, name and the line “Weeknight dinners in 20 minutes”; both handles; an audience strip per platform; three post thumbnails with one-line captions; her formats (Reels, carousels, TikTok videos); and an email. Rates: “on request”.
Example 2 (fictional): a two-page deck
Leo reviews budget tech on YouTube. Page one: who he is, his subscribers, his monthly audience split into new, casual and regular viewers, and his viewers’ age, gender and countries. Page two: past sponsorships (brand type, deliverable, result) beside his three most relevant videos.
Example 3 (fictional): a link page
Priya posts home workouts on four platforms and keeps her kit as one web page: a short bio, a block per platform with dated numbers and a screenshot of the analytics behind them, a “work with me” list and a PDF download.
The audience block earns the most trust. A filled-in sample:
Audience: Instagram · Last 30 days, read [date] from Insights
[Viewers] viewers · [Accounts engaged] accounts engaged · [Followers] followers
Top countries: [1], [2], [3] · Top age range: [range] · Viewers and accounts engaged are Instagram’s estimates
Where do you find the numbers?
In each platform’s own analytics: Insights in Instagram’s professional dashboard, Analytics in TikTok Studio and Analytics in YouTube Studio. Write the period beside every figure, screenshot the screen you read it from, and call estimates estimates.
Instagram offers free insights to any public account; a professional account opens them from the Professional dashboard.
In the Instagram app:
- Make sure your account is public. If you have a personal account, set it to public to access Your dashboard. If you want access to Professional dashboard, switch to a professional (business or creator) account if you haven't already.
- Tap Profile or your profile picture in the bottom right to go to your profile.
- If you have a professional account, tap Professional dashboard. If you have a personal account, tap Your dashboard.
- If you don't see your dashboard in your profile, tap More to go to your Settings and activity.
- If you have a professional account, tap Insights below For professionals. If you have a personal account, tap Your dashboard below Your insights and tools.
Checked against Instagram Help Center: About Instagram dashboards.
Instagram shows the top countries, cities, age ranges and gender of the accounts you reached or engaged, but only on a preset timeframe and once over 100 accounts are reached or engaged; follower trends need at least 100 followers. It labels Viewers and Accounts engaged “estimated and in-development”. Checked against Instagram Help Center: About Instagram insights (Viewers, Accounts engaged, Total followers) Every date range must fall within the past 90 days. Checked against Instagram Help Center: View account and content insights on Instagram Our Instagram Insights guide explains each metric.
TikTok
Open Analytics in TikTok Studio, where you can pick 7, 28, 60 or 365 days or a custom range:
In the app:
- Go to your profile, tap the menu bars, select TikTok Studio, find Analytics and click View all.
On a computer:
- In TikTok Studio on the web, head to the Analytics tab on the left side of your screen.
Checked against TikTok Creator Academy: Understanding your analytics.
The Viewers page shows your viewers’ inferred gender, age and locations, which TikTok says come from predictive models rather than confirmed user data, and the Followers tab shows your followers’ gender, age and top locations. Checked against TikTok Creator Academy: Analytics introduction Present those as TikTok’s estimates. Analytics can take 1 to 2 days to update and only cover videos posted after you turned the feature on. Checked against TikTok Help Center: My videos aren't getting views
YouTube
On a computer: Channel level:
- Sign in to YouTube Studio.
- From the left menu, click Analytics.
On a computer: Video level:
- Sign in to YouTube Studio.
- From the left menu, select Content.
- Point to your video and select Analytics.
Checked against YouTube Help: Get started with YouTube Analytics (Computer).
The Audience tab splits your monthly audience, the unique viewers of the last 28 days, into new, casual and regular viewers; regular viewers have watched at least once a month for more than six months in the past year. Checked against YouTube Help: Understand your YouTube audience On a phone, the YouTube app’s analytics include your audience’s age, gender and geography. Checked against YouTube Help: Get started with YouTube Analytics (Android phone & tablet) YouTube Analytics goes through it tab by tab.
What do brands look for in a media kit?
Fit first, then proof. A brand wants an audience that matches its customers, posts it would be happy to see its product in, and numbers that hold up when it checks them, which it can do inside some platforms.
- Numbers that match the platforms. In TikTok One, advertisers search for creators and open profiles showing performance analytics, audience insights such as age range, gender ratio and country or region, and a content portfolio. Checked against TikTok Business Help Center: How to find creators who work with TikTok One (last updated June 2026) Creators who join Meta’s creator marketplace make information about themselves and their insights visible to brands. Checked against Instagram Help Center: Get started as a creator on Meta Creator Marketplace If you’re on either, keep your kit consistent with it.
- Results the brand saw itself. On Instagram and Facebook, a brand tagged as the partner on branded content can see that post’s organic insights, such as reach and engagement for feed posts. Checked against Meta Business Help Center: View Branded Content Insights Report past results the same way.
- Nothing padded. In the US, buying fake followers, views or likes that you knew or should have known were fake, to misrepresent your influence for a commercial purpose, is unlawful under the FTC’s rule on consumer reviews and testimonials. Checked against eCFR: 16 CFR Part 465 — Rule on the Use of Consumer Reviews and Testimonials, § 465.8 That’s a summary of a federal rule, not legal advice.
The brand side of the search is covered in how to find influencers for your brand.
How do you make a media kit with no brand deals yet?
Lead with what a brand can judge without a track record: your niche, your best posts, your audience and what you can make. Leave out the partnerships section rather than padding it.
- Link the posts that best show how you’d feature a product, presented as your own content, not as partnerships.
- List the formats you already make well, so a brand can picture the deliverable.
- Offer a small first project, such as a single post, so a brand can try you at low risk.
- Join the platforms’ own marketplaces once you qualify. Instagram’s creator marketplace needs a public professional account with at least 1,000 followers, an age of 18 or over and agreement to Meta’s partner monetization policies, in the countries where Meta advertising operates apart from a few Meta lists, and it may not be available to you yet. Checked against Instagram Help Center: Eligibility requirements for creators on Meta Creator Marketplace TikTok One projects need at least 1,000 followers plus whatever each brand adds, an age of 18 or over (or the local age of majority) and a supported region. Checked against TikTok Creator Academy: How to set up TikTok One so brands want to work with you (last updated Aug 18, 2026)
Should your rates go in your media kit?
That’s your call. Rates in the kit save an email, while a separate influencer rate card lets you price each brand’s deliverables, usage rights and timing.
One thing to watch: if you fill in a TikTok One profile, TikTok’s Creator Academy says your email, languages and expected rate are public to advertisers and partners such as agencies. Checked against TikTok Creator Academy: How to set up TikTok One so brands want to work with you (last updated Aug 18, 2026) Make sure the two match.
How often should you update a media kit?
Before every pitch, and at least every 90 days. Instagram’s insights only let you pick date ranges within the past 90 days, so an older period can’t be pulled up again there. Checked against Instagram Help Center: View account and content insights on Instagram
Update sooner after a campaign with results you can share, a new platform, a change of niche or a jump in audience, and retake your screenshots: YouTube is gradually rolling out an updated YouTube Studio from July 2026, so its Analytics page may not match older screenshots. Checked against YouTube Help: Get started with YouTube Analytics
Influencer media kit FAQ
What should be in an influencer media kit?
Who you are and your niche, your handles, audience numbers from each platform’s own analytics with the period and the date you read them, your audience’s top countries, age ranges and gender, your best posts, real past partnerships, the formats you offer and a business contact. Rates are optional.
How do I make a media kit with no brand deals yet?
Lead with what a brand can judge without a track record: your niche, your best posts, your audience numbers from your own analytics and the formats you make. Leave out the partnerships section rather than padding it, and never list a brand you haven’t worked with.
Should I put my rates in my media kit?
Your choice. Rates in the kit save an email, while a separate rate card lets you price each brand’s deliverables and usage rights. If you complete a TikTok One profile, TikTok says your expected rate is public to advertisers and partners such as agencies, so keep the figures consistent.
How often should I update my media kit?
Before every pitch, and at least every 90 days, because Instagram’s insights only let you pick date ranges within the past 90 days. Date every number, and update sooner after a campaign with results you can share, a new platform or a change of niche.
What is the difference between a media kit and a rate card?
A media kit shows who you are, who your audience is and what you’ve made. A rate card lists what you charge for each deliverable, such as a post, a video or usage rights. They can be one document or two, and our influencer rate card template builds the pricing side.