How to make an influencer media kit brands actually read

A media kit is the document you send when a brand asks who you are and what you charge. It saves the marketing team from opening your profile, guessing your audience, and writing back with the same five questions. A good one gets you a reply faster; a vague one gets you ignored, because the brand cannot tell whether you fit the campaign.

Treat it as a sales document, not a scrapbook. Brands read media kits quickly and compare several at once. They look for the same things in the same order: niche, audience, recent performance, past brand work, and price. Put those first and keep everything else short.

• A media kit answers the brand’s first questions
• Brands compare several kits at once
• Lead with niche, audience, performance, work, price

Start with a short introduction: your name, handle, niche, and the kind of content you make. Then show your audience. Include follower counts per platform, the top cities or countries of your audience, and the age and gender split. Take these from your own Instagram or YouTube insights and add the date, because numbers change.

Next, show recent performance. Average views per reel or video and average engagement over the last few months are more useful to a brand than your best ever post. Add three to five past brand collaborations: the brand, what you made, and any result you are allowed to share. End with your rates and a clear way to contact you.

• Introduction, audience, recent performance
• Past collaborations with what you made
• Rates and contact details last

Include rates if you want to filter out brands that cannot afford you, and leave them out if you would rather quote per campaign. If you include them, price per deliverable for a defined scope: one reel, one post, a set of stories. Say that usage rights, paid ad use, and exclusivity are priced separately, because those are what brands most often try to add for free.

Base your numbers on what creators in your follower band charge rather than a guess. Our influencer rate calculator shows benchmarks by follower band in rupees and US dollars. Quote a starting rate, not a fixed price, so there is room to adjust for the scope of each brief.

• Price per deliverable for a defined scope
• List usage rights and exclusivity separately
• Quote a starting rate, not a fixed price

Brands check whether your audience matches their customers, whether your engagement looks real, and whether your content fits their brand. They compare what your media kit says with what your profile shows. If the numbers do not match, or the kit is months old, they move on.

So keep your media kit current, use insights screenshots rather than typed numbers where you can, and send it with a link to your live profile. A kit that is honest about a smaller audience beats one that inflates it, because brands that find an inflated number rarely book that creator again.

• Brands compare your kit with your profile
• Update it every few months
• Honest numbers get rebooked