A media kit is the document (usually a PDF or a one-page site) an influencer or creator sends to brands to introduce themselves professionally before a collaboration. It plays the same role a resume plays in a job application: it summarizes at a glance why a brand should invest in you.
What it usually includes
- Audience data: follower counts per platform, age, gender and top countries.
- Performance metrics: average engagement rate, reach and impressions from recent posts.
- Past collaborations: brands you've already worked with, as social proof.
- Indicative rates: price by content type (reel, story, feed post).
- Clear contact details.
Why it matters
Brands and agencies receive dozens of pitches every week; a well-built media kit signals professionalism and speeds up negotiation, since you don't have to re-explain your numbers over email or DMs every time. It's worth refreshing every 2-3 months — outdated stats hurt your credibility. Many creators pair it with a rate card so brands see both who you are and what it costs to work with you, in one place.