What to put in a media kit (and what brands skip)

The five things they look for

• Who you are, in one line. Not a bio. 'Home organization for renters, Brooklyn, 82k on TikTok.' That sentence tells them the audience and the fit.
• The numbers, current: followers by platform, average views per post (not total), engagement rate, audience age and location. Views matter more than followers. Update them monthly or the kit works against you.
• Proof: three past partnerships with one result each. 'Tidyline, Reel, 410k views, 2,300 link clicks.' A result beats a logo wall.
• What you offer: the deliverables you actually do, as a list. Reel, TikTok, Stories, UGC. Packages sell better than single posts.
• How to start: a form or an email address. A brand that has to DM you to ask your rate will often just not.

Rates: show them or not?

Both work. Showing rates filters out brands that cannot afford you, which saves time. Hiding them lets you price each deal on scope, which usually earns more. The middle path most creators land on: show packages with a starting price, and let the form ask what the brand needs. Rates on request, built into the form, is how the free kit on this site does it.

Why a link beats a PDF

• A link is always current. A PDF is current the day you export it.
• A link has a form. A PDF has your email address, and then a five-message thread to learn what they want.
• A link tells you who opened it. A PDF tells you nothing.
• A link fits in an Instagram bio and a DM. A PDF fits in an email attachment nobody downloads on a phone.

Keep reading

• How much to charge for a sponsored post in 2026
• How to reply to a brand email (three templates that get a number)
• Getting paid: Net 30, invoices, late fees and the nudge that works