How to make a media kit as a creator
A creator media kit is one or two pages for brands: your topic, audience, usual views and ad formats. What to include, a full example and common mistakes.
A creator media kit is one or two pages for brands: what your account is about, who watches it, how many views your posts usually get and what kind of sponsored content you make. A brand reads it in a minute and decides whether to reply. So a media kit needs numbers and examples, not three screens about you.
Below are the sections a media kit needs, an example built on a made-up account, and the mistakes that make brands skip one.
Why a creator needs a media kit
A brand picks from dozens of accounts, and a marketing manager spends a couple of minutes on each. If your first message links to a media kit, they don't have to ask for your stats and wait. Replies come faster and the back-and-forth gets shorter.
Small accounts need one too. For a local café or a gym, 3,000 followers in their city are worth more than 300,000 spread across the country. A media kit is where you show that.
What to put in a media kit
| Section | What to write | Example |
|---|---|---|
| Who you are | One or two lines with your topic and platforms | Home workouts with no equipment. Reels on Instagram and Shorts on YouTube |
| Audience | Gender, age, cities and countries from platform stats | 25-34: 48%, top cities London and Manchester |
| Views | Median views per format for the last 1 to 2 months | Reels 9,000, stories 2,500, Shorts 4,100 |
| Followers | Count per platform and growth last month | Instagram 14,200 (+600 in October) |
| Best posts | 2 or 3 posts with links and numbers | Desk warm-up reel: 64,000 views |
| Ad formats | What you do and what you don't | Sponsored reel, story set, UGC. No gambling ads |
| Past work | Brands you've worked with and results | Sports store promo code: 140 uses in a week |
| Rates | A rate card or "rates on request" | Link to rate card |
| Contact | Email or messenger for brand deals |
The account and numbers in the table are made up. Take gender and age from the platform's built-in stats for the last 30 days. Add screenshots of your stats at the end: brands often ask for them.
Views
This is the section brands read first. Write the median views for each format, not the average and not your best post. The median is the middle number when you sort your posts by views, and one viral video doesn't move it.
Put the period next to it, for example "median for September to October 2026", so the brand sees the numbers are fresh.
Best posts
Pick two or three posts that did better than usual, with links. Choose topics close to the brand's product. A sports nutrition brand cares more about a workout reel than a travel reel, even if the travel one got more views.
Ad formats
List what you make with a short description. It saves a round of questions:
- Sponsored reel. The product inside a regular video, 15 to 30 seconds about it.
- Story set. 3 to 5 frames with a link or tag.
- Long video mention. A 30 to 60 second segment inside a YouTube video.
- UGC. A video for the brand's own pages, not posted on your account.
Add one line on what you don't advertise. Brands from those categories filter themselves out.
A one-page media kit example
Here's the text of a media kit for a made-up account. Copy it and swap in your numbers, or download the laid-out media kit template PDF with the same blocks.
Sam Reed, home workouts
Short home workouts with no equipment, warm-ups for people who work at a desk, and answers to questions about form.
Platforms. Instagram 14,200 followers, YouTube 3,100 subscribers.
Views, median for September to October 2026. Instagram reels 9,000, stories 2,500, YouTube Shorts 4,100.
Audience. 56% men and 44% women, 25-34: 48%, 18-24: 27%. UK, US, Canada.
Best posts. Three-minute desk warm-up: 64,000 views. Back workout without a pull-up bar: 38,000.
Formats. Sponsored reel, story set, UGC. No gambling or supplements without proof.
Past work. Sports store: promo code for a yoga mat, 140 uses in a week.
Contact. Email for brand deals.
The name and numbers are made up. The example is short on purpose: whatever doesn't fit on one page, brands usually don't read.
If you don't have many numbers yet
A new or small account has little to show, but the media kit still works. Other facts carry it instead of big numbers:
- Engagement. How many comments and saves a typical post gets. Real questions under your videos are easy for a brand to see.
- A city or a narrow niche. "Half the audience lives in Leeds" matters more to a local business than total reach.
- Growth. Follower growth over the last three months shows the account is moving.
- A sample integration. One video about something you actually use, in the style of your regular posts, so the brand sees what an ad would look like.
After two or three months of regular posting you'll have more numbers, and you can rewrite the kit along the full table above.
Where to make it
- A doc or PDF. Google Docs or Pages. Quick to build, easy to update, opens fine on a phone.
- A design template. Canva or Figma make it look polished. Updating numbers takes longer, so keep them in one block.
- A public note or Notion page. The link always shows the latest version, so there's no file to resend.
Pick the format by how often you'll update the numbers. If opening a design file every month feels like a chore, a plain doc with fresh numbers is better.
Common mistakes
| Mistake | What to do instead |
|---|---|
| Reach from your best post | Median per format for 1 to 2 months |
| Numbers from six months ago | Update monthly and write the period |
| Five pages about yourself | One page, two lines about you |
| No formats or rates | A list of formats and a rate card or "rates on request" |
| Screenshots with no date | Stats screenshots that show the period |
| Followers only | Followers plus views and audience |
How to send it
Put the media kit link in your bio or a pinned post marked "for brands". In a pitch email, the link goes after two or three lines about why your account fits that brand.
Rates can live in the kit or in a separate file. How to work out a rate from your views is covered in the guide on how much to charge for a sponsored post.
FAQ
What is a media kit for creators?
It's a short presentation of your account for brands. It covers your topic, audience, views, ad formats, example posts and contact details, usually on one or two pages.
Do small creators need a media kit?
Yes, if you want brand deals. For a small account the kit shows what follower count hides: an engaged audience, a city, strong story views or a narrow niche.
What stats should a media kit include?
Median views per format for the last 1 to 2 months, followers per platform with monthly growth, and your audience's gender, age and location. Stats screenshots that show the period go at the end.
Should I put my rates in the media kit?
It's up to you. Rates in the kit save messages, and "rates on request" lets you adjust for each brand. Many creators keep a separate rate card and send it after the brand replies.
How often should I update my media kit?
Monthly, or after your views grow noticeably. An outdated kit looks worse than a fresh one with smaller numbers.
Where to start
Open your stats for the last two months and write down the median views for each format. That's the first section of your media kit, and the rest fits around it in an evening.
Read next: how much to charge for a sponsored post, how to track brand deals and where to keep content ideas. Planning regular posts that grow those numbers starts with a weekly content plan.
