A media kit is not a portfolio. It's a sales document. Its job is to answer the questions a brand manager has before they can move the deal forward: who is this person, who watches them, what does a deal cost, and who do I contact?

Most creator media kits fail not because they're missing information — but because they're structured around what the creator is proud of rather than what the brand needs to know.

What to include in a creator media kit

Seven sections. The first four are non-negotiable. The last three depend on your situation.

01Introduction slideREQUIRED

What to include

Your name, handle, primary platform, and a single sentence on what you make.

Why it matters

Brand managers receive dozens of media kits. If they can't place you in 5 seconds, they move on.

Avoid

Don't open with your subscriber count — that comes later. Lead with who you are and what your content is about.

Example

Jane Smith · @janesmithfitness · YouTube & Instagram · I make weekly training videos and nutrition breakdowns for women over 30.

02Audience demographicsREQUIRED

What to include

Age breakdown, gender split, top countries (especially % UK/US), top cities if relevant.

Why it matters

A brand selling in the UK doesn't want 80% US audience. A brand targeting 25–34 women doesn't want a 60% male audience. Demographics filter out bad fits early — which is good for you too.

Avoid

Don't screenshot analytics from a bad week. Use 90-day averages. Don't inflate — brands can see platform analytics when they buy and will drop you for inaccurate kits.

Example

Audience: 68% female · Ages 25–44 (74%) · Top countries: UK (41%), US (28%), Australia (11%)

03Reach and engagement statsREQUIRED

What to include

Subscriber/follower count, average views per video, average monthly reach, engagement rate (likes + comments ÷ reach).

Why it matters

Raw follower count is a vanity metric. Brands care about how many people actually see and interact with your content.

Avoid

Don't include stats for every platform if some are weak. Lead with your strongest numbers. It's fine to include only 1–2 platforms.

Example

YouTube: 87k subscribers · 42k avg views per video · 4.2% engagement rate

04Content examplesREQUIRED

What to include

3–5 links or embedded thumbnails of your best work. Include a mix: high-view videos, brand integrations you're proud of, content that shows range.

Why it matters

Numbers describe your channel. Content shows your quality. Most brand managers watch 2–3 videos before deciding.

Avoid

Don't link to a viral outlier that doesn't represent your typical quality. Don't include videos where the sponsorship integration was awkward.

Example

3 YouTube video links with view counts shown. 1 Instagram Reel. 1 example of a previous brand integration.

05Past brand workOPTIONAL

What to include

Logos or names of brands you've worked with previously. Optional: a one-line result if you have it (e.g. 'campaign drove 2,400 trial sign-ups').

Why it matters

Social proof. A brand is more likely to work with a creator who's already been trusted by other brands in adjacent categories.

Avoid

Don't list brands you received gifted items from without a paid deal. Don't include expired exclusivity violations.

Example

Previous partners: NordVPN · Huel · Gym+Coffee · Myprotein · Revolut

06Rate cardOPTIONAL

What to include

Your rates per deliverable type. You don't have to include this — many creators prefer to send rates separately. If you do include them, list them by deliverable.

Why it matters

Speeds up the negotiation for straightforward deals. Brands with tight timelines appreciate knowing quickly whether you're in budget.

Avoid

Don't list a single 'starting from' rate — it sets a floor without context. List per deliverable (60s integration, dedicated video, Story set, etc.) so the brand can pick a scope.

Example

YouTube 60s mid-roll integration: from £1,800 · Dedicated video: from £3,500 · Instagram Reel: from £900

07Contact detailsREQUIRED

What to include

Your name, email for brand enquiries, and optionally your manager/agency if you have one.

Why it matters

Obvious — but plenty of media kits have no clear contact. The brand manager needs to be able to reply without hunting for your email.

Avoid

Don't use a personal email that looks unprofessional. Set up a dedicated partnerships@ or hello@ address.

Example

partnerships@janesmithmedia.com · Represented by: [Manager name / agency name] if applicable

Which format to use

Format	Pros	Cons	Best for
PDF	Easy to send, maintains formatting, professional	Can't track opens, can go out of date, hard to update	First outreach to warm leads
Web page / link	Always up to date, trackable, can include video embeds	Requires more setup, brand needs internet access to view	If you pitch frequently and want to track engagement
Notion page	Free, easy to update, shareable link	Looks less polished, font/style limitations	Early-stage creators who need something functional fast
Google Slides / Pitch.so	Easy to update, presentable in meetings	Less branded, can look generic	Creators who pitch via video call

6 things that make brand managers dismiss a media kit

Lying about stats

Brands buy using platform-verified data. If your kit says 50k average views but the platform reports 18k, you lose the deal and the relationship.

A kit that hasn't been updated in 12 months

Outdated stats feel lazy and signal that you don't take this seriously. Update it every quarter or whenever you hit a meaningful milestone.

12-page PDFs

Brand managers are busy. A well-structured 4–6 page kit outperforms a 12-page one. Everything beyond page 6 doesn't get read.

No audience demographics

Without this, the brand can't evaluate fit. They'll ask, or they'll move on to a creator who already included it.

Listing follower counts from 4 platforms when 3 of them are small

Padding with a 3k TikTok and a 900-follower Twitter makes your kit look thin, not multi-platform. Lead with strength.

Generic design

Your media kit is a piece of content. It should look like your brand. A media kit that looks like every Canva template signals a creator who doesn't differentiate.

When to send your media kit

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Replying to an inbound enquiry: Attach it or link it in your first reply. Don't make the brand ask twice.

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Pitching a brand cold: Include it as an attachment or link in your pitch email — after the hook, not before. Let your idea lead.

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Being onboarded to a talent platform or agency: Have it ready. They'll ask for it during onboarding.

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A brand asks 'do you have a media kit?': Send it same day. Slow responses here signal disorganisation.

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When NOT to send: Don't send a media kit in response to a contract offer or negotiation — it's out of place. The kit is for pre-deal context, not mid-deal leverage.

A media kit gets you in the room. CreatorPilot handles the rest.

Once a brand replies, you're negotiating. CreatorPilot manages every deal from first enquiry to final payment — alerts, contract review, invoicing, and payment tracking.

Try CreatorPilot free

Creator media kit: what to include

What to include in a creator media kit

Which format to use

6 things that make brand managers dismiss a media kit

When to send your media kit

A media kit gets you in the room. CreatorPilot handles the rest.

Stop leaving deals on the table.