How to build an influencer media kit that gets replies
A media kit is the one page a brand looks at before it decides whether to answer your pitch. It says who you are, who watches you, how those people engage, and what working with you costs. Here is what to put in a creator media kit, how to keep the numbers honest, and a worked example you can copy.
What to include in a creator media kit
Brand managers skim. A good creator media kit answers six questions in under a minute, and everything else is optional:
- Name and a one-line bio. Say what you make and for whom. "Weeknight recipes for busy parents" tells a brand more than "food lover and content creator".
- Platforms and stats. Followers, average views, average likes and comments, and engagement rate for each account you want to sell.
- Niche and location. Brands filter by both before they look at anything else.
- Rate card. The deliverables you offer and a starting price for each.
- Past brand partners. Names are enough. They work as social proof.
- Contact. One email address you actually check.
Keep it to one page. If a brand wants case studies or audience demographics, they will ask, and that question is the start of a real conversation.
Media kit template or media kit generator?
A media kit template in a design app looks great on day one and goes stale within weeks. Your follower count and averages keep moving, and every refresh means hunting down numbers and retyping them. A media kit generator pulls the current numbers for you, so updating the kit before each pitch takes seconds instead of an afternoon.
This free media kit maker does both jobs. It fetches public stats for each handle, lets you correct or type in anything, and lays the result out on a clean A4 page in one of three accent colors. Download the PDF and attach it to your email, or copy the plain-text version straight into a DM. Everything you type stays in your browser; only the handle lookup is sent to Swavy.
How to present your stats honestly
Brands often check a profile before they reply, so a kit that inflates the numbers costs you trust. A few rules of thumb for an influencer media kit that holds up:
- Use averages, not your best post. The lookup here averages about your last 10 posts and trims the highest and lowest view counts, so one viral hit does not skew the picture.
- Name the engagement formula. On Instagram, engagement rate here is likes, comments, and shares divided by followers. On TikTok it is likes, comments, and shares divided by average views, and on YouTube it is likes and comments divided by average views. The percentages are not comparable across platforms. The engagement rate calculator explains why.
- Refresh before every pitch. The numbers on your kit should match what the brand sees on your profile that day.
- Leave out what you cannot back up. Empty fields are skipped on the kit, which reads better than a guess.
Worked example
Say you post recipes on Instagram and TikTok. The lookup returns 24,000 Instagram followers averaging 860 likes, 40 comments, and 20 shares per post, plus 31,000 TikTok followers with 18,000 average views, 1,500 likes, 60 comments, and 90 shares.
- Instagram engagement rate: (860 + 40 + 20) ÷ 24,000 × 100 = 3.83%
- TikTok engagement rate: (1,500 + 60 + 90) ÷ 18,000 × 100 = 9.17%
You add "Weeknight recipes for busy parents" as the bio, "Food and cooking" as the niche, three rate card rows (one Reel, one TikTok video, and a bundle of both) and two past partners. The kit shows a combined 55K followers, both engagement rates with their formulas, your rates, and your partners on a single page, ready to attach.
