Influencer Media Kit Template Guide for US Creators: What to Include

A media kit (also called a press kit or rate card) is a 1-3 page document that summarizes your audience, content, and partnership options for brands. It typically includes statistics, audience demographics, past brand work, and pricing.

Why it matters:
- 72% of brand marketers say a professional media kit is "important" or "very important" when evaluating creators (Aspire, 2025 survey)
- Creators with media kits close brand deals 30-50% faster than those without
- A well-designed kit positions you as a professional business, not a hobbyist
- It prevents the awkward "what are your stats?" back-and-forth with brands

When to create one:
Create a media kit as soon as you reach 1,000 followers on any platform. Even if brands are not approaching you yet, having a kit ready for proactive outreach immediately differentiates you from other creators.

Format:
PDF is the standard format. Canva offers free media kit templates that look professional. Keep it to 1-2 pages for initial outreach (brands review many kits — brevity is respected). A longer 3-4 page version can be sent upon request.

Page 1: Overview and statistics

1. Your name/brand and headshot/logo. First impression matters. Use a professional photo that represents your brand.

2. Bio (2-3 sentences). Who you are, what you create, and who your audience is. Example: "Personal finance educator creating actionable money content for millennial professionals. 85K+ followers across TikTok and Instagram with a 5.2% average engagement rate."

3. Platform statistics:
- Followers on each platform
- Average views per post/video
- Engagement rate (likes + comments / followers x 100)
- Monthly reach/impressions

4. Audience demographics:
- Top 3 countries (% breakdown) — brands need to see US percentage
- Age distribution
- Gender split
- If available: household income, education level

Page 2: Content and pricing

5. Content examples: 3-5 images/screenshots of your best content and past brand work.

6. Partnership options with pricing:
- Platform-specific content types and rates
- Package deals
- Add-on pricing (usage rights, exclusivity)

7. Past brand partnerships: Logos of brands you have worked with (if any). Even 2-3 logos add credibility.

8. Contact information: Professional email, website/link-in-bio URL.

Mistake 1: Inflated or vague statistics.
Do not round 12,500 followers to "15K." Do not use impressions when you mean reach. Brands verify stats using third-party tools. Inflation erodes trust immediately.

Mistake 2: No audience demographics.
Follower count without demographics is meaningless to brands. A US skincare brand needs to know your audience is primarily US-based, female, aged 25-40. Without demographics, brands cannot evaluate fit.

Mistake 3: No pricing information.
Some creators omit rates to "not scare off brands." This actually slows the process. Brands have budgets — if your rates fit, they proceed. If not, you save each other's time. Include rates or ranges.

Mistake 4: Poor design.
A media kit with bad formatting, inconsistent fonts, or low-resolution images signals unprofessionalism. Use Canva's free templates if design is not your strength.

Mistake 5: Too long.
Brand managers review dozens of media kits per week. Keep it to 1-2 pages for initial outreach. Provide additional information upon request.

Mistake 6: Not updating regularly.
Update your media kit monthly with current follower counts, engagement rates, and recent brand work. An outdated kit with last quarter's stats looks sloppy.

Mistake 7: Missing contact information.
Surprisingly common. Include your professional email prominently. Make it easy for brands to reach you.

Tiered rate cards: Present rates at three levels (Standard, Premium, VIP) to anchor the conversation at higher prices. The most expensive tier makes the mid-tier seem reasonable.

Case studies: Include 1-2 brief case studies from past brand partnerships showing metrics: "Partnership with [Brand X] drove 50K impressions, 2,500 link clicks, and $8,000 in attributed sales over 30 days." Quantified results justify premium rates.

Platform-specific kits: Create separate media kits for each platform (YouTube media kit, Instagram media kit) for creators active on 3+ platforms. Each kit highlights platform-specific strengths.

Seasonal rate adjustments: Consider seasonal pricing — Q4 rates can be 15-25% higher to reflect increased advertiser demand and CPMs.

Testimonials from brands: If previous brand partners are willing, include a brief quote: "Working with [Creator] exceeded our campaign KPIs by 30%. Their audience engagement is exceptional." — Marketing Manager, [Brand]

Exclusive data: If you have access to audience income data, product purchase behavior, or survey results from your audience, include this. It is rare and highly valued by brands.

QR code to portfolio: Include a QR code linking to your video portfolio or website. This allows brands to easily view your content without searching for it.