May 1, 2024
Min Read

What’s a Media Kit? The Ultimate Guide for Influencers

What’s a media kit, and why is it a must-have for influencers? Learn the ins and outs of media kit creation to elevate your career as a creator.

Illustration of a media kit being crafted and edited

A high follower count isn’t enough to make your profile stand out to brands. You also need a media kit that showcases your accomplishments as a creator, audience engagement metrics, and the value you bring to potential partnerships.

Not sure what a media kit is? Here’s what you need to know and how to create a media kit of your own.

What’s an Influencer Media Kit?

A media kit summarizes details about your brand and helps promote it to potential sponsors, partners, and collaborators. It’s as integral as a resume or portfolio to quickly communicate who you’re trying to reach and how successful you are at accomplishing it.

Some influencer media kits are a one-page fact sheet with highlights about your career as an influencer, while others are multi-page websites with deep dives into your accomplishments. No matter how long a kit is, it should highlight key information about your brand, including:

  • A short bio
  • Audience demographics
  • Engagement rates
  • A content overview
  • Past collaborations
  • Testimonials from past collaborations 
  • Contact information

Each of these elements tells potential partners something about who you are and why they should work with you, whether that’s a high engagement rate or proven track record at convincing your followers to buy a product.

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Why Do You Need a Media Kit?

Here’s what creating a social media kit can do for you:

1. Attract Brand Attention

Even if you have 150,000 loyal followers, that leaves millions who don’t know who you are yet. This might include the brands you want to work with. A media kit offers a chance to show potential partners why they should work with you. 

2. Communicate Your Value

Businesses want to know what kind of return on investment (ROI) they can expect from working with you before committing money to a brand deal. The media kit is your chance to demonstrate how the partnership benefits them, whether that’s increased brand awareness or higher sales.

3. Showcase Professionalism

Even if your online persona is relaxed and fun, brands expect a level of professionalism that a media kit helps to demonstrate. 

What’s Included in a Media Kit?

Not every media kit will look the same — and they shouldn’t. They’re for you to show off your unique identity as a creator. Below are a few key elements for your brand kit: 

A Brief Bio

You’re not telling your life story — you just want to give potential partners a clear idea of who you are. What’s your niche? How do you engage with your audience? Keep your bio short and to the point.

Performance Metrics

Include follower counts, engagement rates, and any metrics that prove some level of influence over your audience. Brands want to know how followers interact with your content, what percentage of these interactions lead to conversions, and how many users you reach with the average post. 

Proof of high engagement rates is great for early-career influencers who don’t have a lot of followers. Showing that 70% of your 1,000 followers interact with your posts guarantees some level of attention, even if it’s on a smaller scale.

Past Collaborations

It’s okay if you don’t have past brand deals to include, but you should mention any previous collaborations, even unpaid brand deals or collaborations with other influencers. Include the engagement metrics of an unpaid review you did simply because you liked a product or spotlight comments from followers saying they bought something because you recommended it. 

That reach could be powerful enough to show brands you’re worth working with. 

If you have testimonials, include those, too. 


Include high-resolution images or clips of your most engaging content to tell brands what you can do. If you can, link out to your accounts or notable posts to show your expertise in action.

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Your Rates

Being transparent about how much you expect brands to pay leads to smoother negotiations later. List your standard rates for various types of content or collaborations, like single-image posts, Stories, or videos on different platforms. 

If you’re unsure what to charge, try to find influencers in the same niche and ask if they’re willing to talk about their rates. 

Contact Information

Make your contact information a prominent part of your media kit so brands can get in touch. It’s a good idea to make a professional email account — otherwise, their messages might get lost in your personal inbox.

How To Make a Media Kit in 7 Steps

Once you know what to include, follow these steps to create a media kit.

1. Gather Your Data

Compile analytics from past work. Pick the pieces you’re most proud of, like a video you worked hard on or a photo that went viral. If you don’t have a ton of metrics to share, focus on the highlights so brands know what you’ve achieved, even if it feels like a small accomplishment.

2. Choose Your Format

Don’t let the word “kit” throw you off. Most media kits are digital and you don’t have to print them out. Yours can be a one-page PDF, a slideshow deck, or an interactive website. Choose a format that matches your skills and the information you’ll share. 

3. Choose a Design Tool

A media kit is a chance to present your unique personal brand, so find a tool with the features you need to show off your creativity. This could be a website builder, a graphic design tool, or even an all-in-one web app that lets you experiment with fonts, media, and premade layouts. 

Whether you feel at home in Canva, or Google Sheets, find the tool that helps you create a media kit that dazzles.

4. Craft Your Content

Write concise, impactful descriptions for each section of your media kit. Try to keep it professional but let pieces of your personality shine through. Just don’t write too much — brands will likely be looking for highlights and catchy bullet points, not walls of reading material.

5. Design Your Layout

Put everything together in a way that flows well and looks good. If there’s a lot of information, include a table of contents to make navigation easier. Regardless of the layout, make sure to use consistent colors and fonts to create a professional package.

6. Review and Edit

Before sending your media kit out into the world, go back through each section to ensure it’s error-free. If possible, share it with someone you trust for a second look — they may catch mistakes you’ve missed, from formatting errors to low-quality images. 

7. Export and Share

Once you finish the kit, save it in an easy-to-access format like PDF or publish it as a polished website. That way it’s ready to go when a brand requests it.

2 Media Kit Examples

If you’re still not sure what a media kit should look like, here are two fictitious examples to use as inspiration.

Luna Belle

Screenshot of the media kit of the influencer Luna Belle

Here’s why this simple layout works:

  • It showcases Luna's expertise — This media kit includes information about Luna's brand partnerships and collaboration experiences, as well as the services she offers.
  • It highlights Luna's brand — The friendly and engaging tone gives potential partners a sense of her personal brand.
  • It includes a call to action — The media kit closes with an invitation to collaborate, including ways to contact her about her services.

Mason Cruz

Screenshot of the media kit of the influencer Mason Cruz

Here’s why this media kit works:

  • It clarifies Mason’s audience — Those looking to collaborate can compare his audience demographics with their own.
  • It highlights Mason's success — Engagement statistics for TikTok and Instagram as well as an overall average engagement rate showcase Mason’s popularity and social media success.
  • It offers social proof — Outlining the brands Mason has worked with before comforts readers wanting to collaborate with him. They know he has similar experience, and they can even contact these brands to gain social proof of his expertise. 

Make Your Content Media-Worthy With Captions

If you’re looking to secure your first brand deal and write a media kit, you’re probably juggling a bunch of tasks at once. Let Captions take some tasks off your plate and speed up your editing process with AI-assisted tools so you can keep creating high-quality content. 

May 1, 2024
Min Read
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