Media kit template creators use to land brand deals

What a media kit is, and when to send one

A media kit is a short document that tells a potential partner who your audience is, what you make, and what it costs to work with you. Creators use it to land sponsorships. Small brands use it to pitch retailers, festivals and press. Agencies use it to introduce a client roster in one attachment.

It is not a portfolio and it is not a pitch letter. It is the reference document that sits behind the pitch, so the person on the other end can answer their own questions without three rounds of email. Send it when someone replies with interest, when you apply to a creator programme, when a journalist asks for background, or when a brand asks the dreaded "what are your rates?"

Two to four pages is plenty. Nobody has ever awarded a partnership because the media kit was twelve pages long.

The nine sections of a media kit that works

Use these in order. Every one of them earns its place, and none of them requires design skills you do not have.

1. Cover with a one-line positioning statement

Your name or brand name, a photo or logo, and one sentence that says who you serve and what you make. "I make weeknight cooking videos for people who hate meal prep" beats "lifestyle content creator" every time. Add the date, so a recipient knows the numbers are current.

2. The story in one paragraph

Eighty to a hundred and twenty words on who you are, why this audience trusts you, and what makes your point of view specific. Skip the résumé. A partner is buying attention and credibility, so tell them where the credibility comes from.

3. Audience size, by platform

List each platform on its own line with the follower or subscriber count and the date you pulled it. Include only the platforms you actually work on. Three real channels look far better than seven with a few hundred followers each.

4. Audience quality, not just quantity

This is the section that separates a media kit that gets replies from one that gets ignored. Include the numbers that show your audience pays attention: average views per post, engagement rate, story or short-form completion rate, email open rate, click-through rate on links, and website sessions if you have them. Give a range or a monthly average rather than the single best week you have ever had.

5. Who your audience actually is

Pull the demographics from your platform analytics: top countries or cities, age bands, gender split, and any professional or interest data available. Then add one or two sentences of interpretation, because raw percentages do not sell anything. "Two thirds are women aged twenty-five to forty in the UK and Ireland, mostly buying for a household of two" tells a partner whether their product fits.

6. What you make

Three to six examples of formats you deliver: short-form video, a photo set, a long-form review, a newsletter feature, a live session, an event appearance. Name them the way you would sell them, and note the typical turnaround for each.

7. Proof

Two or three past collaborations with a specific outcome each. Numbers are best: units sold, code redemptions, sign-ups, or the reach a campaign delivered. If you are early and have none, use organic proof instead — a post that outperformed, a comment thread that shows demand, a waiting list that filled.

8. Packages and pricing

More on this below, but do include something. A kit with no pricing usually earns a slower reply.

9. Contact and next step

One email address, your preferred name, your time zone, and a single line telling the reader what to do next. "Reply with your campaign dates and I will confirm availability within two days" is a next step. "Looking forward to hearing from you" is not.

How to present numbers honestly

Inflated numbers are the fastest way to lose a partner you have already won. Any brand with a media budget can check your engagement in ninety seconds, and a mismatch ends the conversation.

• Use a consistent window, usually the last thirty or ninety days, and say which one you used.
• Report averages, not personal records. If one video did ten times your normal reach, mention it separately as a highlight.
• Show engagement rate as a percentage and explain how you calculated it.
• Date every figure. A kit with numbers from last year reads as neglect.
• If a platform dipped, say so in half a sentence. Partners respect the person who explains a dip far more than the one who hides it.

Deciding what to charge

Pricing paralysis is why most kits get sent without rates. A few practical anchors help.

Start from your time. Add up the hours a deliverable really takes — concepting, filming, editing, revisions, posting, replying to comments — and multiply by the hourly rate you need to run your business. That is your floor, not your price.

Then adjust for what the partner receives: exclusivity in their category, usage rights for their own ads, extra platforms, a longer campaign window, or a rush timeline. Each of those should raise the number, and each should be a visible line in your kit so nobody assumes they are free.

Offer two or three packages rather than a menu of twenty items. A small starter, a middle option that you actually want people to buy, and a larger bundle. If you would rather not print fixed numbers, publish "starting from" figures. That still filters out partners whose budget is a tenth of yours, which is the main job pricing does in a media kit.

How to send it so it gets read

• Send a link, not a fifteen-megabyte attachment. Links can be updated after the fact and they do not get stripped by mail filters.
• Keep the email itself to five sentences: who you are, why this brand specifically, one relevant result, what you propose, and the link.
• Name the file clearly, something like your-name-media-kit-2026, because it will be forwarded internally.
• Follow up once after a week. One follow-up is professional; four are a reason to be blocked.

Keep it current, or it stops working

A media kit goes stale faster than anything else you own. Put a recurring reminder in your calendar to refresh it every quarter, and update it immediately after any campaign that produced a result worth quoting.

The easiest way to keep it honest is to keep the underlying numbers somewhere you already look. If your posting calendar, your published work and your performance data live in the same place, refreshing a kit is a twenty-minute job rather than an afternoon of hunting through five apps. That is the workflow BrandFleet is built around: your content, your brand assets and your analytics in one studio, so the figures you quote are the figures you can prove.

Mistakes that cost you the deal

• Sending a kit with no rates and no next step, leaving the brand to do your work.
• Screenshotting a single viral post as if it were typical.
• Listing every platform, including the two you abandoned.
• Writing about yourself for two pages and about the partner's benefit for two lines.
• Using tiny text over a busy background image. Many partners will read this on a phone between meetings.
• Forgetting to say what you will not do. A short line about categories you decline saves everyone a wasted call.

A fifteen-minute starting point

Open a blank document and write the nine headings above, one per line. Fill in only what you know today, and mark the gaps. Most people find they already have seven of the nine, and the missing pieces are usually proof and pricing — both of which you can fix this week by pulling one campaign result and setting a starting-from number.

When it is drafted, send it to one friendly contact and ask a single question: "Would this be enough for you to say yes or no?" Their answer is worth more than another round of polishing.

Start with BrandFleet and keep the numbers behind your media kit in one place, so the next version takes twenty minutes instead of a weekend.