What is Media Kit?
A media kit is a short document a creator sends to potential sponsors, summarising audience size, demographics, performance evidence, available ad formats and pricing.
Updated · Editorial policy
What goes in one
A media kit is a short document, usually two to four pages or a single scrolling page, that a brand reads before deciding whether to open a conversation. Six things earn their place: who your audience is in one sentence, audience size per platform with the date it was measured, the demographic split your native analytics reports, the formats you sell and what each one includes, two or three examples of past brand work with the outcome stated plainly, and a contact address. Anything else is decoration.
The numbers a sponsor checks
Sponsors discount numbers they cannot trace, so every figure should carry its source and its date: average views per video over the last 10 uploads rather than a lifetime total, subscriber count as of a stated day, and a screenshot from the platform's own analytics with the date range visible. The figure that moves a negotiation is a CPM derived from your own delivery, because it converts audience size into a price both sides can compute. If you quote a flat fee, state the view assumption it is based on so the brand knows what they are buying.
Keeping it current
A media kit goes stale faster than any other asset a creator owns, and an out-of-date one costs deals rather than saving time. Keep one source file, update it on a fixed day each month, and put the date on the first page so a brand can see it is current. Keep a second version with no rate card for inbound enquiries where you want to hear a budget first. Export to PDF for email, because a link that needs an account is friction on the brand's side.
What to build it in
A design tool and a template are enough: Canva lists Pro at $15 per month per person, checked June 2026, and its free tier handles a four-page PDF without trouble. Once you are fielding several enquiries a month, the bottleneck moves from the document to tracking who asked for what and when, which is what the creator CRM and sponsorship category covers. Our creator resources include the templates to start from, and how much content creators make sets out the rate context behind the numbers you put in it.
Frequently asked questions
What is an influencer media kit?
The same document under a different name: a short summary of audience, reach, formats and past brand work that a sponsor reads before making contact. The term is more common on Instagram and TikTok, where follower count and story reach replace subscriber count and average views.
Is a media kit necessary?
Not for inbound deals, where the brand has already decided to ask. It earns its keep when you pitch, because it removes the back-and-forth over audience size, formats and rates. Many creators get by with a dated one-page PDF and an analytics screenshot instead of a designed kit.
How do you make a media kit?
Start from your own analytics rather than a template: pull average views over the last 10 uploads, the demographic split and your platform totals with dates. Write one sentence on who your audience is, list the formats you sell, add two examples of past work, then lay it out and export to PDF.
How much does a media kit cost?
Nothing beyond the tool you build it in, if you write it yourself. Canva's free tier covers a multi-page PDF and Pro is $15 per month per person as of June 2026. Designers and agencies charge for the work, and we do not publish rates for that service.