Key takeaways
- A media kit is a one-to-two page sales sheet with your bio, audience stats, samples, services, rates and contact details.
- Use the same 30 to 90 day analytics window for every number and date the kit.
- Host it behind one link so you only update it in one place.
- No clients yet? Lead with your own content and labeled spec samples, and skip the past partners section.
- A kit supports your pitch. Send it with a short, personal message, not instead of one.
Last updated: November 2026
An influencer media kit is a one-to-two page document or web page that tells a brand who you are, who follows you, how your content performs, what you offer and what it costs. Include a short bio, audience and performance stats, content samples, services, rates and contact details, then send it with every pitch.
This guide is for creators who want paid brand deals and need a media kit that gets a yes. It covers what to include, a fill-in template, how to keep it current and the mistakes that cost deals.
What is an influencer media kit?
A media kit is your sales sheet. Brands use it to decide in a minute or two whether you fit a campaign. It answers the questions they would otherwise email you: how big is your audience, who are they, what have you made before and what do you charge.
You can build it as a PDF, a slide deck or a single web page. A web page or link is easier to keep current, because you edit it once and everyone who opens the link sees the update.
What to include in an influencer media kit
Keep every section short. Brands scan. These are the parts that matter, in the order a brand wants to read them.
- Intro and bio: Your name, handle, niche and one sentence on what you make and who it is for. Add a clear photo.
- Audience stats: Followers or subscribers per platform, plus your top locations, age range and gender split from your platform analytics.
- Performance stats: Engagement rate, average views or reach per post, and your best-performing formats. Use the engagement rate calculator if you want a consistent way to work it out.
- Content samples: Three to six links or thumbnails of your best work, ideally close to the kind of content the brand wants.
- Past partners: Brands you have worked with, only if the work is real and you can show it.
- Services: What you offer, such as feed posts, Reels, TikToks, Stories, UGC videos for brand ads or usage rights.
- Rates: A price per deliverable or a starting rate. See the section on rates below.
- Contact details: An email you check daily and the link to your best profile.
How to build your media kit step by step
- Pull your numbers. Export the last 30 to 90 days of analytics from each platform. Use the same period for every number and write the date on the kit.
- Pick your best proof. Choose posts that match the brands you want next. A beauty brand wants to see beauty content, not your best travel video.
- Write the bio last. Once you see your numbers and samples, the one-sentence pitch is easier to write.
- Set your rates. Decide your price per deliverable before you design anything. The influencer rate calculator and the UGC rate card generator give you a starting point to adjust.
- Lay it out on one or two pages. Use plenty of white space, one or two fonts and your own brand colors.
- Host it behind one link. Test the link on your phone. Many brand contacts open it there first.
Media kit template (copy and fill in)
This is a structure, not a finished example. Replace every [placeholder] with your own details and delete lines that do not apply.
[Your name] | [Handle] | [Niche]
[One sentence: what you create and who it is for.]
[Photo]
Audience
[Platform 1]: [followers] | [Platform 2]: [followers]
Top locations: [location 1], [location 2], [location 3]
Age range: [range] | Gender split: [split]
Source and date: [platform analytics, month and year]
Performance
Engagement rate: [x%] on [platform]
Average views per video: [number]
Best format: [format] and why: [one line]
Selected work
[Link or thumbnail 1] | [one-line result or description]
[Link or thumbnail 2] | [one-line result or description]
[Link or thumbnail 3] | [one-line result or description]
Services and rates
[Deliverable 1]: [price]
[Deliverable 2]: [price]
Usage rights or paid ads: [price or "ask for a quote"]
Turnaround: [days]
Contact
[Email] | [Link to best profile or portfolio]
How to handle rates in your media kit
You have three options. Each works if you pick it on purpose.
- List full rates: Best if you get many inbound requests and want to filter out low offers.
- List starting rates: Write "from [price]" per deliverable. Brands get a range and you keep room to price larger scopes.
- Say "rates on request": Best if your prices change with usage rights or exclusivity. Reply fast when brands ask.
Price usage and exclusivity separately from the content itself. A video the brand runs as an ad is worth more than the same video posted on your feed. If your content is paid or gifted, remember the brand relationship must be disclosed. The FTC's Disclosures 101 for social media influencers explains the rules, and it helps to mention in your kit that you disclose partnerships.
How to build a media kit with no brand deals yet
You do not need past clients to have a strong kit. Lead with what you do have.
- Use your own content: Show posts that match the brand's category and label them as your own content.
- Make spec samples: Create one or two videos with products you already own and say they are samples.
- Be specific about your audience: A small audience in a clear niche beats a vague big number. Say who they are and what they care about.
- Skip the "past partners" section: An empty or padded section hurts you. Add it once it is true.
If you make UGC for brands rather than posting to your own audience, your portfolio carries more weight than follower counts. Read how to build a UGC portfolio and link it from your kit.
Common media kit mistakes
- Old numbers: A kit with stats from six months ago makes brands doubt everything else on it. Update it monthly, or use a live link.
- Too long: More than two pages gets skimmed or skipped.
- No proof: Claims such as "highly engaged audience" mean nothing without a number and a source.
- One kit for every brand: If you cover more than one niche, make a version per niche with the matching samples first.
- Missing contact details: Put an email in the kit, not only in your bio on another page.
- Treating it as the pitch: A kit supports a pitch. It does not replace one.
How to send your media kit to brands
Attach or link the kit in a short, personal pitch. Name the brand, say why you fit a specific product or campaign, and offer one idea. Then link the kit. The how to pitch brands guide walks through the pitch itself, and the brand pitch email generator helps you draft one.
Put the link in your social bio and email signature too, so brands that find you first can see your terms. For the full path to paid work, see the brand deals guide.
Keep your media kit current without rebuilding it
The main cost of a media kit is upkeep. Jem Social's media kit feature builds a kit from your profile once you connect your accounts, shows live stats, audience breakdowns and your rates, and gives you a single shareable link in the form jem.social/kit/yourhandle. Jem's page says the kit is attached automatically when you pitch a brand through the platform. It is a good fit if you pitch often and do not want to edit a design file every month. It is not a replacement for good samples or a clear niche.
Build your media kit this week
Set aside one hour. Pull your stats, pick three samples, write your rates and publish the kit behind one link. Then create your media kit with Jem Social or pair it with the Brand Pitch Tool, which gives you access to 30,000+ brand contacts, AI-written personalized pitches and automatic follow-ups for $20/mo on the creator page. You can also browse open paid and gifted campaigns on the Opportunity Board, or sign up as a creator.