Glossary
What Is Media Kit?
A media kit is the business document a creator sends a brand to justify spending money on them — not a portfolio, not a mood board, built instead to give a marketing manager the evidence they need to defend the spend to their own boss. It works because it answers, in order, the four questions a marketer is silently checking while reading it: is this audience my customer, will enough of them see the content, do they act rather than just scroll, and has this worked before.
The structure that answers all four is six sections: a one-line description of who the creator is and what they make, audience demographics led by country and age split, 30-day performance metrics broken down by format, two or three case studies with real outcomes, services and rates, and a clear next step with a business email address.
What to watch for: leading with follower count, which is the least predictive number in the document; a stale PDF with old numbers, which quietly signals the creator is not paying attention to their own business; and a kit with no case studies at all, which is consistently the most persuasive page and the one most creators skip. Four to six pages is enough — it is being skim-read on a phone between meetings, not studied.
In practice
A creator's media kit leads with "42,000 followers, 78,000 average Reel views" rather than the follower count alone, includes a case study reading "Northwind Bakehouse — Spring launch — 284,000 combined views, 4.1% engagement, rebooked for a second campaign," and ends with one line: an email address and a 48-hour reply promise.
Read next
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 waitlist