A media kit is the one document a brand reads before deciding whether to work with you. Get it right and you look like a professional who is easy to hire. This guide shows you exactly how to make an influencer media kit: the five sections to include, a plain template structure you can rebuild in any tool, and real examples you can copy.
What is a media kit, exactly?
A media kit is a short, self-contained presentation of you as a creator: who you're, who follows you, what your numbers look like, examples of your work and what you charge. It's usually one to three pages (a PDF or slides) or a single web page, and its whole job is to answer, at a glance, the question every brand asks: "is this creator worth a paid collaboration?"
It's not a portfolio dump and it's not a CV. It's a sales sheet for your audience. The best ones are scannable in under a minute and leave no obvious question unanswered.
The 5 sections every media kit needs
Almost every strong media kit, whatever the niche, follows the same five-part structure. Treat this as your template.
| Section | What it answers | Keep it to |
|---|---|---|
| 1. Intro + photo | Who are you? | 2 to 3 lines + one clean photo |
| 2. Key statistics | How big and how engaged? | Followers, engagement rate, reach |
| 3. Audience | Who am I actually paying to reach? | Age, split, countries, interests |
| 4. Content examples | Can you actually deliver? | 3 to 5 pieces + past results |
| 5. Formats, rates, contact | How do we work together? | Offer, starting prices, one link |
1. Introduction and a photo
Open with your name, your niche and one or two lines that say what makes you you. Add one high-quality photo, ideally a real portrait, not a logo. A brand should understand your positioning in five seconds: "beauty creator focused on clean skincare for sensitive skin" tells them far more than "lifestyle content creator."
2. Your key statistics
This is the section brands scan first, so be honest and current:
- Followers per platform (Instagram, TikTok, YouTube).
- Your average engagement rate, which often matters more than raw follower count.
- Typical reach or views per post.
Real numbers you can back up beat big, fuzzy figures. If your engagement rate is your strength, lead with it: for smaller accounts it often persuades a brand more than raw follower count does. Pull the current figures from your platform insights rather than rounding up.
3. Your audience
A brand doesn't buy your follower count, it buys access to your audience. Make that audience legible:
- Age range and the female or male split.
- Top two or three countries.
- Main interests or content themes.
Instagram and TikTok both give you this data in their creator insights. Pull the real figures rather than guessing.
4. Content examples and past collaborations
Proof beats promises. Add three to five of your best posts or videos, and any past brand work with a concrete result ("this reel drove 12,000 saves", "this code was used 340 times"). If you have never done a paid collab, that's fine: show your best organic content and frame it as what a partnership would look like.
On Spotilink you build each recommendation as a card, your photo, your take, your promo code and your link, and you keep 100% of your affiliate commissions. It doubles as a living example reel a brand can click through from your media kit. For collabs settled through Spotilink's secure payment (optional), a 5% service fee plus Stripe fees applies.
5. Formats, rates and contact
Close with the practical part:
- The formats you offer (a 30-second video, a photo set, a story series).
- A starting price for each, even a rough "from" figure. It filters out time-wasters and signals that you're a professional.
- One clear contact and the single link where a brand can see everything live.
Keeping a rate card is a skill of its own. Once you're ready to price deals and land them, our guide to landing your first brand collaboration covers the negotiation side.
A media kit example you can copy
Here's what the five sections look like filled in, for a fictional micro-influencer, so you have a concrete example to model:
| Section | Example content |
|---|---|
| Intro | "Lea, 26, clean-beauty creator. I test sensitive-skin routines and share what actually works." |
| Statistics | 24K on Instagram, 9K on TikTok, 6.2% average engagement, ~30K reach per reel |
| Audience | 78% women, mostly 18 to 34, top countries France and Belgium, interested in skincare and wellness |
| Examples | 3 top reels + a past collab with a local brand (code used 340 times) |
| Formats & rates | Reel from 250 €, photo set from 150 €, story series from 90 €. Contact + link in bio |
Notice what makes it work: specific numbers, a clear niche, and a "from" price on every format. You can rebuild this exact layout in any tool.
What tool should you make it in?
The honest answer: the tool barely matters. What matters is clear structure and honest numbers. Your practical options:
- Canva or Google Slides: both have free media-kit templates you can fill in and export as a PDF.
- A plain PDF from any document editor: perfectly acceptable if it's clean and readable.
- A live link-in-bio page: instead of re-exporting a file every month, you keep one page that always shows your latest stats and examples, and you send brands that single link.
The last option solves the biggest practical problem with media kits, covered next.
How long should a media kit be?
Short. The whole document should be one to three pages, or a single scrollable web page. A brand manager reviews dozens of creators, so anything longer gets skimmed at best and closed at worst.
A useful rule: if a section doesn't help the brand decide, cut it. You don't need a mission statement, a long bio, or every post you have ever made. You need the five sections, filled with specific numbers and your strongest examples. One page that says exactly the right things beats five that bury them.
If you genuinely have more to show, such as a large body of past collaborations, link out to a folder or a live page rather than stretching the kit itself. Keep the document you send tight, and let the curious click through for more.
The mistake that kills most media kits
Media kits go stale. You export a beautiful PDF in January, your following grows, your engagement shifts, and by March the file in your bio is quietly lying about your numbers. A brand that spots outdated stats assumes you're not on top of your business.
The fix is to treat your media kit as living, not frozen. Update your statistics every month or two, and add new examples as they happen. A living link-in-bio page makes this easy: you edit it in place, and the single link you have shared everywhere always points at the current version. Your best content examples and your latest engagement figures sit behind one tap, so the "kit" a brand sees is never out of date.
Helena Yung
Beauty & Lifestyle
Mon coup de coeur
Rare Beauty
Soft Pinch Blush
« Mon indispensable »
Ma skincare routine
Hella
Grapefruit
Aesop
Mandarin
Dosage
Coffee
Mes essentiels
Sondage
Ta routine skincare ?
Free versus polished: what actually converts
You don't need a paid designer to land deals. A free kit built from a Canva template, with real numbers and three strong examples, converts better than a gorgeous file full of vague claims. Design is the tiebreaker, not the deciding factor.
Spend your effort, in order, on:
- Honest, current statistics. The single most persuasive part.
- A tight audience breakdown. It's what the brand is buying.
- Concrete content proof. Three great pieces beat ten average ones.
- Clear formats and starting rates. It marks you as a pro.
- Design. Last, once the substance is solid.
If you manage several creators
The maths changes when you're presenting a roster rather than a person. An agent who sends five separate media kits, each in a different layout, loses the one thing an agency is supposed to bring: consistency.
Three habits prevent that:
- One shared template. Same sections, same order, same vocabulary for the numbers. A brand can then compare two profiles in thirty seconds instead of decoding two documents.
- A page per creator, not a PDF per creator. A link stays current; a PDF sent three months ago keeps circulating with stale numbers.
- An agency one-pager first. Who you're, your niches, the campaign types you can deliver, and only then the individual profiles.
That's exactly the use case our agency and manager plan covers: one showcase per talent, each with its own URL and statistics, all under a single account.
In summary
Making an influencer media kit isn't complicated: five sections (intro, statistics, audience, examples, formats and rates), honest numbers, and three to five strong content examples. Build it in whatever free tool you know, keep it to one to three pages or a single page, and above all keep it current. A media kit that's accurate and easy to read will out-convert a beautiful one that's out of date, every time.