Influencer media kit: what to include and how to prepare it before you pitch brands

01What an influencer media kit is and why you need one

An influencer media kit is a short document – usually a PDF of a few pages or a simple web page – that introduces you to brands as a business partner. It combines a business card, a portfolio and an outline of your offer. With it, the person running a campaign doesn't have to spend half an hour scrolling through your profile to work out whether you're a good fit.

Many creators put off making a media kit because they feel they're "not at that stage yet". In fact, it helps most right at the start: it organises what you know about your audience, makes you think about what you genuinely offer, and makes your first contact with a brand look professional. You don't need a huge reach to have a good media kit – you need clarity. You also gain something else along the way: a ready-made document you can send within a minute when a brand gets in touch with you first. Instead of scrambling to pull figures together, you start the conversation on your own terms and at your own pace.

02What a good media kit should include

There's no single mandatory template, but most effective media kits follow a similar structure. The key is that every element answers a question the brand will be asking anyway.

• A short bio: who you are, what you create and what makes your style stand out – three or four sentences, no waffle.
• Channels and numbers: a list of platforms with links, follower counts and the basic reach and engagement metrics.
• Audience profile: the age, gender, top locations and interests of your community, based on data from your analytics dashboards.
• The formats you create: Reels, carousel posts, Stories, YouTube content, LIVE streams.
• Selected work: a few of your best posts or past collaborations, each with a short note on the results.
• Contact details: a business email address and, if relevant, the person who represents you.

03Statistics: how to present them honestly and clearly

Numbers matter to brands, but where they come from matters just as much. Use the data available in the analytics dashboards on Instagram, TikTok or YouTube, and state the period it covers – for example, the last 30 or 90 days. Keep screenshots from your dashboards to hand, as some brands will ask for them to verify your figures.

Don't focus solely on your follower count. The reach of individual posts, the number of saves and shares, or the average views on your Reels often say more about your strength than the follower counter alone. If your community is smaller but highly engaged and clearly defined, make that obvious. Never round your numbers up and never quote data you can't back up – trust is lost far faster than it's built.

Remember to keep it up to date, too. A media kit with year-old data can mislead, even if that was never your intention. A good habit is to refresh the numbers once a month or before every important conversation.

04Design: the visual side of your brand

Your media kit is also a sample of your aesthetic sense. A brand that's about to commission content from you is judging whether you can present things attractively. That's why it's worth investing in a consistent colour palette, legible fonts and, above all, great photos.

A professional branding photoshoot makes a huge difference here. A handful of polished portraits and shots in different looks helps a brand picture you in its campaign – whether that's in beauty, fashion or sport. Avoid overloading it: two or three pages with room to breathe are better than ten pages crammed with text. If you use photos from a shoot, make sure you have the right to use them for promotional purposes and that the photographer agrees to that use.

05Your offer and rates – show them or not?

This is one of the most common questions. Some creators include an indicative rate card in their media kit; others prefer to prepare it separately and send it only after a first conversation. Both approaches are fine. A separate rate card gives you flexibility – you can tailor your quote to the scope of the campaign, the number of posts and the licence to use the content.

In the media kit itself, though, it's worth clearly describing the types of collaboration you offer: sponsored posts, brand ambassadorships, creating content for the brand's own channels, events or live streams. You can also mention that you label all advertising content in line with the guidelines of UOKiK, Poland's consumer protection authority. That signals to a brand that you work responsibly and value transparency with your community.

06The most common mistakes – and how to avoid them

When brands look through media kits, they quickly spot a few recurring slip-ups. The good news is that each one can be fixed in a single afternoon, at no extra cost.

The first mistake is a description so generic it could fit any creator: "I love fashion, travel and good coffee". Instead, show what you specifically do differently – the topics you cover, your editing style or the audience you're building a relationship with. The second mistake is a mismatch between your media kit and your profile. If the document presents you as a skincare expert but your profile has been dominated by other content for months, the brand will notice. The third is typos and broken links – small things, but they make a brand wonder whether you'd treat their campaign just as carelessly. Before you send the file, ask someone you trust to read it through calmly and click every link.

07How to send your influencer media kit so it doesn't get lost in the inbox

Even the best document won't work if it lands with a brand alongside a dry "Please find my media kit attached". Write a few sentences about why this particular brand is a good fit for you, what you like about its products and what idea you have for content together. Personalisation shows you're not sending the same message to a hundred companies at once.

Take care of the technical details: the PDF should be lightweight, have a clear file name with your name or handle, and open without any trouble on a phone. Alternatively, you can send a link to a web page with your media kit – that makes it easier to keep up to date. If you don't hear back, send a short, polite follow-up after a week or two. A lack of reply is rarely a judgement on you – more often it's down to a packed marketing calendar.

Remember that a "no" is information too. Collect feedback, notice which messages get replies and gradually refine your document. A media kit is a tool that grows with you.