An influencer media kit is a 1-3 page document that summarises your content, audience, performance metrics, and rates for brands considering paid partnerships. It's the single most important asset for any creator pitching brand deals — and almost every creator under 50k followers either doesn't have one or has a bad one.
We've reviewed thousands of media kits in agency work. Here's what brands actually look at, the template to copy, and the small details that separate "this creator looks professional" from "next."
What an influencer media kit includes
Seven mandatory sections in order of brand-attention weight:
Header. Your photo, name, primary niche, contact email. 90% of brands decide whether to keep reading in the first 5 seconds.
Audience demographics. Age, gender, location, top interests. Brands buy access to your audience, not your follower count.
Platform metrics. Followers, engagement rate, average reach per post. Per platform.
Content samples. 3-5 screenshots of your best-performing content with engagement numbers.
Past brand partnerships. Logos of brands you've worked with, anonymous case studies if you can't name brands.
Rates. Per-post pricing for sponsored content, UGC, story mentions, link in bio. Either firm or "starting at."
How to work with you. Email, a calendar booking link, deliverable timeline.
Format and length
Length: 1-3 pages PDF. One page is ideal; three is the maximum. Anything longer signals "this creator is hard to work with."
Aspect ratio: Letter (8.5 × 11) or A4. PDF format so brands can email it around.
Branding: Match your visual style — same colours, fonts, vibe as your social content.
Updated: Refresh every 3 months. Stale metrics signal an inactive creator.
Best free influencer media kit templates
Canva — Search "influencer media kit." 50+ templates, free with Canva account.
Beacons.ai — Auto-generates a media kit from your connected accounts. See our Beacons.ai review.
Figma Community — Designer-quality templates, free. Requires basic Figma skills.
Google Docs / Slides — Free, simple. Use a clean serif font and one accent colour.
Adobe Express — Free templates, easy export to PDF.
The Canva templates are good enough for most creators. Don't pay for media kit templates — the free ones cover everything.
The metrics brands actually look at
Five metrics in priority order:
Engagement rate. (Likes + comments + saves + shares) / reach. 3-6% is strong, 1-3% is average, below 1% raises questions.
Average reach per post. Many followers but low reach = follower count is misleading.
Audience demographics. If a brand sells to women 25-35 in the US, your matching audience % matters more than your total followers.
Top-performing posts. Three posts with reach numbers that demonstrate your peak performance.
Total followers. Last on this list deliberately. Brands now look at engagement first.
How to set and pitch rates
Industry rules of thumb for sponsored posts:
10k followers: $200-500
50k followers: $500-1,500
100k followers: $1,000-3,000
500k followers: $3,000-15,000
1M+ followers: $10,000-50,000+
Adjust within those ranges based on:
Engagement rate. Higher engagement = higher rates.
Niche. B2B and finance pay 2-3x more than general lifestyle.
Exclusivity clauses. Add 50-100% if the brand wants exclusivity in your niche.
Usage rights. Add 1-2x base rate if the brand wants to use your content in their paid ads.
Multi-post deals. Reduce per-post rate 10-20% in exchange for a 3-5 video bundle.
What to leave out of your media kit
Vanity metrics. Profile visits, total likes lifetime — brands don't care.
Personal bio fluff. "I love coffee and travel" — irrelevant unless it's directly tied to your niche.
Endorsements with no metrics. "Worked with brand X" without engagement numbers is weaker than not mentioning it.
Fake follower screenshots. Brands run audits. Inflated numbers get caught.
Multiple email addresses or phone numbers. One primary contact, one fallback maximum.
Common media kit mistakes
Outdated metrics (snapshot from 6 months ago)
Wall of text instead of visual layout
No rates listed ("contact for pricing") — wastes brand's time, signals you're inflexible
Missing engagement rate (just follower count)
Using stock photos instead of your own content
PDF too large to email (over 5 MB)
How often to update your media kit
Every 3 months minimum. Faster if:
You cross a follower milestone (10k → 25k → 50k → 100k)
A post goes viral and you want to feature it
You add a new platform (e.g. just launched on TikTok)
You complete a notable brand partnership worth showcasing
Should you use AI to generate your media kit?
Tools like Beacons.ai auto-pull your follower counts and engagement from connected accounts. Useful as a starting draft, but always edit:
Auto-generated audience demographics are sometimes wrong
AI doesn't pick your best-performing content correctly
Rates suggested by AI tend to be conservative — adjust upward
Use AI for the skeleton, write the rest yourself.
FAQ
What is an influencer media kit?
A 1-3 page PDF summarising your content, audience, metrics, past brand work, and rates. Sent to brands considering paid partnerships.
Do small creators need a media kit?
Yes — even at 5,000 followers. A clean media kit signals professionalism and converts brand outreach 3-5x better than no kit at all.
How long should a media kit be?
1-3 pages PDF. One page is ideal. Three is the maximum. Anything longer signals you're hard to work with.
What metrics should an influencer media kit include?
Engagement rate, average reach per post, audience demographics, top-performing posts, and total followers (last). All five matter; engagement rate matters most.
Should I include rates in my media kit?
Yes. Brands prefer rates listed over "contact for pricing." Either firm prices or "starting at $X" works. Skipping rates signals inflexibility.
Next steps
Spend an hour today: pull the last 30 days of your top metrics, screenshot your best three posts, and drop them into a Canva influencer-media-kit template. Export PDF. Send to one brand this week with a concrete pitch.
For more on creator work, read UGC creator meaning, the rise of UGC creators, and monetising on TikTok. To schedule sponsored content across platforms, use the So-me Studio scheduler.
