Pitching
How to Build a Creator Media Kit That Actually Wins Deals
Your media kit has one reader and one job.
The reader is a marketing manager who has already decided they quite like your content. The job is to give that person the evidence they need to walk into a meeting and defend spending money on you.
That reframing changes everything about how the document should be built. It is not a portfolio, a mood board or an "about me". It is a business case, assembled on someone else's behalf, and the best ones read like an internal memo the marketer can forward without editing.
What a marketer is actually checking
Before writing a single slide, understand the four questions being asked while your kit is open:
- Is this audience my customer? Age, gender, location, interests.
- Will enough of them see it? Average views, not followers.
- Do they act, or just scroll? Engagement rate, saves, link taps.
- Has this worked before? Case studies with outcomes.
Every section that answers one of those earns its place. Every section that does not — a page of aesthetic photography, a list of your hobbies, a long personal origin story — is dead weight in a document being skim-read in ninety seconds.
The 2026 Influencer Marketing Hub benchmark data is instructive here: 89% of budget-increasing marketers named brand awareness as a KPI, 51% engagement, 35% conversions and 25% attributable revenue. Awareness and engagement are what most of your readers are being measured on, so those are the numbers to lead with.
The six-section structure
1. The one-liner and the photo
One clear sentence: who you are, what you make, for whom.
"I'm Maya — I make small-space interiors content for renters in the US and UK. 42,000 followers, 78,000 average Reel views."
Not: "Creator, dreamer, coffee addict, storyteller." The marketer needs a category and a scale in the first three seconds, because that is what determines whether they keep reading.
Add one clear photo of you, and your handles. That is the whole first page.
2. Audience demographics
This is the section that decides most deals, and it is the one most creators skim.
| Show | Example |
|---|---|
| Age split | 25–34: 46%, 35–44: 27%, 18–24: 19% |
| Gender split | 71% women, 28% men |
| Top countries | US 58%, UK 13%, Canada 9%, Australia 6% |
| Top cities | New York, London, Toronto, Chicago |
| Audience interests | Home decor, DIY, sustainable living |
Screenshot the real analytics rather than retyping the numbers. Brands have been shown a great many invented statistics, and a native platform screenshot is instantly more credible than a beautifully designed slide.
Geography matters more than creators expect. A brand that ships only to the US is reading the country split before anything else, and a 58% US audience is a qualifying number, not a vanity one.
3. Performance metrics
Lead with reach and engagement, per platform, per format, over the last 30 days.
| Metric | Why it belongs |
|---|---|
| Average views (30 days) | The number your rate is derived from |
| Engagement rate | Proves the audience responds |
| Saves and shares | The strongest signal of genuine influence |
| Story link tap rate | The only metric that predicts conversion |
| Follower growth (90 days) | Shows momentum, if it is positive |
Two rules. Use 30-day averages, not lifetime bests — a best-ever number sets an expectation you will fail to meet on the actual campaign, and the first underdelivery ends the relationship. And break it down by format, because Reels, Stories and carousels are separate products with separate prices. Lumanu's payments data shows the gap plainly: Instagram Reels averaged $3,618 per payment against $1,013 for a feed post. Formats are not interchangeable, and your media kit should not imply that they are.
Include follower growth only if it is good. Omitting a weak number is fine; presenting it is not.
4. Case studies
Two or three, on one page. This is the section that converts, and it is the section most creators leave out entirely.
The format that works:
[Brand] — Spring launch, March 2026 3 × Reels, 1 × Story set, 60-day paid usage Results: 284,000 combined views · 4.1% engagement · 3,900 link taps · 61 comments asking where to buy Outcome: brand rebooked for a second campaign in June
Note what that contains: scope, numbers, and a business outcome. "Rebooked" is worth more than any view count, because it tells the reader that someone in their position already made this decision and did not regret it.
No paid case studies yet? Use an organic post that performed exceptionally, framed the same way. A gifted collaboration that drove 1,100 link taps is a legitimate case study — and sending those numbers to the brand afterwards is how gifted work converts.
5. Services and rates
Show what you sell. Whether you show prices depends on the situation:
Show rates when you are pitching outbound, or when you are fielding a high volume of inbound and want to filter it. It saves everyone a round of email.
Show "from" rates — "Reel packages from $2,340" — when you want to qualify without anchoring the final number.
Show no rates when you have a strong inbound flow and would rather ask the brand's budget first. This is usually the higher-earning approach, because the brand's approved range is frequently above the number you would have printed.
Whatever you choose, list the deliverables: Reels, Story sets, UGC, event attendance, whitelisting, exclusivity. Half the value of this page is showing a brand you offer something they had not thought to ask for.
6. The next step
End with a contact email — a real business address, not a DM — and one line telling them what to do:
"Email hello@[you].com with your campaign dates and budget and I'll send a proposal within 48 hours."
The mistakes that cost deals
Leading with follower count. It is the least predictive number in the document and putting it first signals that you do not know that.
A stale PDF. A media kit with June's numbers sent in September tells the brand your data is unreliable and, worse, that you are not paying attention to your own business.
No case studies. The most persuasive page, missing from most kits.
Design over data. A beautiful kit with no numbers loses to a plain kit with numbers, every time. The marketer needs evidence to forward, not a piece of art.
Ten pages. Four to six. It is being skim-read on a phone between meetings.
Vanity metrics. Total lifetime views, impressions across all time, follower counts from three platforms added together. Experienced marketers recognise inflated framing instantly and it costs you credibility on the pages that were honest.
Static, live, or both
A PDF is out of date the moment you export it, which is a real problem when your entire argument rests on the accuracy of your numbers.
The best current practice is a live link — a page that pulls your platform metrics automatically, always current, sent as a URL. It removes the monthly re-export, it means you can send it instantly, and a link that is right today reads as more trustworthy than a document dated eleven weeks ago.
Keep a PDF export as well. Some marketers still need something to attach to an internal deck, and being unable to provide one is a small, avoidable friction at exactly the wrong moment.
Flossi builds the live version from your connected accounts — demographics, 30-day averages by format, and case studies pulled from campaigns you have already run — so the kit is accurate every time you send it, without you touching it.
Frequently asked questions
- What should be in a creator media kit?
- Six sections: a one-line description of who you are and what you make, audience demographics, 30-day performance metrics broken down by format, two or three case studies with outcomes, your services and rates, and a clear next step with a business email address. Four to six pages total.
- Should I include my rates in my media kit?
- Include them when pitching outbound or when you want to filter high inbound volume. Use "from" pricing to qualify without anchoring. Leave rates out entirely if you have strong inbound flow and would rather ask the brand's budget first — their approved range is frequently higher than the number you would have printed.
- What metrics do brands actually care about?
- Average views over the last 30 days, engagement rate, saves and shares, story link tap rate, and audience demographics — particularly the country split. Follower count is the least predictive number in the document. Show 30-day averages rather than best-ever posts, because a best-ever figure sets an expectation the campaign will miss.
- How often should I update my media kit?
- Monthly at minimum if it is a static PDF, because your argument rests entirely on the accuracy of your numbers and a stale kit undermines it. A live link that pulls your metrics automatically removes the problem, and reads as more credible than a document exported eleven weeks ago.
- What if I have no paid brand deals to use as case studies?
- Use an organic post or a gifted collaboration that performed well, framed exactly like a paid case study: scope, results, and an outcome. A gifted post that drove 1,100 link taps is legitimate evidence, and sending those numbers back to the brand afterwards is one of the most reliable ways to convert gifted work into paid work.
- PDF or live media kit link?
- Send a live link as your default, because it is always current and can go out instantly. Keep a PDF export available as well — some marketers need something to attach to an internal deck, and not having one creates avoidable friction at exactly the wrong moment.
Sources
- Influencer Marketing Benchmark Report 2026 — Influencer Marketing Hub
- Breaking Down $420M in Creator Payouts: 2025 Influencer Compensation Insights — Lumanu
Vibek is the founder of Flossi, an AI business manager for content creators. He spends his days reading brand contracts, rate cards and payment terms so creators do not have to.
Stop tracking brand deals in your DMs
Flossi reads your inbox and Instagram DMs, pulls every offer into one pipeline, checks the contract before you sign it, and chases the invoice when the brand goes quiet.
Join the waitlistPart of the Creator Playbook — 15 guides on pricing, contracts and getting paid.