How to Make a Media Kit
A media kit is a one- to three-page document that tells a brand who you are, who watches you, and what you can make for them. To make one, gather your audience stats (views, reach, engagement, demographics) from each platform's analytics, add a short bio, your content formats, past brand work, and contact info, then lay it out cleanly as a PDF or a web link. Update the numbers every month or two.
That's the short version. Below is what goes in each section, which stats brands actually look at, and a checklist you can work through.
What goes in a media kit
1. Who you are (two or three sentences)
Your name or channel name, what your content is about, and who it's for. Skip the life story.
Example (fictional channel): "Two Bay Garage rebuilds older pickups on YouTube. Viewers are DIY mechanics who want to know what a rebuild really costs, part by part."
That tells a brand in five seconds whether their product fits.
2. Platforms and handles
List each platform with a link. Put your main platform first. If you're mostly on YouTube with a small TikTok, say so; don't pad.
3. Audience stats
This is the part brands read most closely. Details in the next section.
4. Content formats you offer
What can a brand actually buy? For example:
- YouTube integration (60–90 seconds in a long-form video)
- Dedicated YouTube video
- YouTube Short / TikTok / Reel
- Instagram Stories set
- Livestream mention
5. Past brand work
Logos or names of brands you've worked with, ideally with one line of results ("Integration reached 52,000 views in 30 days"). Only list results you can back up, and check your contracts before naming a brand if you signed a confidentiality clause.
No brand deals yet? Show two or three of your best-performing videos instead and describe why they worked.
6. Contact info
Business email and, if you have one, a manager's contact. Make it obvious. Brands give up when they can't find how to reach you.
7. Rates (optional)
Some creators include rates, some send them separately. See rate card vs media kit below.
Which stats brands actually look at
Brands mostly care about one question: if we pay this creator, how many of the right people will see it? Lead with the stats that answer that.
Average views (or reach) per post
This matters more than follower count for most brands. Use a recent, honest number: the median or average of your last 10 to 20 posts of that format, and say what period it covers.
Split it by format. Your Shorts views and long-form views are different products.
Engagement rate
Likes, comments, shares and saves relative to views or followers. Always state the formula you used ("engagement ÷ views, last 90 days"), since there isn't one standard definition.
Audience demographics
- Country / location. US-focused brands want to know what share of your audience is in the US.
- Age range.
- Gender split, if relevant to the product.
Pull these straight from YouTube Studio, Instagram Insights, TikTok Analytics and so on. Don't estimate. (STAKD's CreatorSync dashboard puts these platforms' analytics in one place, which saves logging in to each app.)
Follower / subscriber count
Still worth listing, but as context, not the headline.
Growth
A simple "subscribers up X% in the last 6 months" shows momentum, if it's true.
Watch time and retention (YouTube)
Average view duration and retention matter for integrations, because a sponsor segment at minute 8 only works if people are still watching.
Stats that don't help much
- Lifetime total views without context
- Your single viral post presented as typical
- Impressions without reach or views; brands know impressions can count repeat views
Rate card vs media kit
They're related but different.
| Media kit | Rate card | |
|---|---|---|
| Purpose | Shows who you are and who you reach | Lists what you charge |
| Contents | Bio, stats, audience, formats, past work | Prices per deliverable plus add-ons |
| Who sees it | Anyone who asks | Usually sent once a brand is interested |
| How often it changes | Stats update monthly | Prices update a few times a year |
Many creators keep them separate so they can send the media kit freely and share pricing only after hearing the brief. Industry rate benchmarks vary widely by platform and tier (Influencer Marketing Hub), so quoting after you know the deliverables and usage terms usually makes more sense than a fixed public price.
If you do include rates, add "starting at" and a line that usage rights, whitelisting and exclusivity are priced separately. More on that in our guides to pricing a brand deal and usage rights and exclusivity fees.
Keeping stats current
Stale numbers are the most common media kit problem. A kit with stats from last year either undersells you or, if your numbers dipped, misleads the brand.
Practical habits:
- Put a date on it. "Stats as of March 2026." Brands trust a dated kit more.
- Pick a refresh schedule. Monthly if you're pitching often, every two months otherwise.
- Use the same windows each time. "Last 90 days" every time, so changes are real.
- Use a link, not just a PDF. A PDF gets saved and forwarded long after it's out of date. A web link always shows the current version.
The refresh step is the one most creators skip, because it means re-pulling every number by hand. A media kit link from STAKD refreshes your Instagram, TikTok and YouTube stats automatically every night, so it doesn't need a refresh schedule at all.
Design tips
You don't need a designer. You need it to be readable in 30 seconds.
- Keep it short. One page is fine. Three is the upper end.
- Big numbers, small labels. "48K avg. views" in large type, "per long-form video, last 90 days" underneath.
- Use your channel's look. Same colors and a photo that matches your thumbnails, so it's recognizably you.
- One photo of you. Brands are hiring a person.
- Readable on a phone. Many brand managers open links on mobile. Check yours there.
- Export small. Keep the PDF under a few MB so it doesn't bounce from inboxes.
- Name the file well. "ChannelName-MediaKit-2026-03.pdf", not "mediakit-final-v4.pdf".
Common mistakes
- Leading with follower count when views are much lower. Brands check.
- No date on the stats.
- Undefined engagement rate. Say how you calculated it.
- Screenshots of analytics instead of clear numbers. Put the numbers in your own layout; keep screenshots ready if a brand asks for proof.
- Burying contact info.
- Listing brands you didn't work with or overstating results. It's easy to verify and hard to recover from.
- One kit for every brand. A small tweak, like leading with the stat that matters to that brand, goes a long way.
- Too much text. If it reads like an essay, it won't get read.
Media kit checklist
Basics
- Name / channel name and a 2–3 sentence description
- One clear photo
- Platform links, main platform first
- Business email (and manager contact, if any)
Stats
- Average or median views per format, with date range
- Engagement rate, with formula stated
- Audience country, age and gender from platform analytics
- Follower / subscriber counts
- Retention or average view duration (YouTube)
- "Stats as of" date
Offer
- Content formats you sell
- Past brand work with verifiable results (or top videos if none)
- Rates or "rates on request"; note that usage, whitelisting and exclusivity are extra
Delivery
- Shareable link plus PDF version
- Checked on a phone
- Calendar reminder to refresh stats (or a link that refreshes itself)
How STAKD handles this
Most of the work in a media kit isn't the layout. It's collecting numbers from several apps, keeping them current, and getting the kit in front of the right person at a brand. STAKD handles those parts:
- A live media kit. STAKD gives you a shareable public link that shows your Instagram, TikTok and YouTube stats, refreshed automatically every night. Your contact email is on it, and you choose which sections show, so you can lead with what matters for a given pitch.
- All your analytics in one view. CreatorSync brings Instagram, TikTok, YouTube, Facebook and Twitch (beta) into one dashboard.
- Someone to send it to. Partner Finder looks up the marketing decision-maker at a brand and their verified email; one click adds them to your contacts, where follow-up dates show on your dashboard calendar.
- A first draft of the pitch. Perfect Pitch uses AI to draft a personalized pitch for that brand, which you edit before sending.
- A separate rate card. PricePoint suggests a rate range from your stats and deal details and exports a rate breakdown PDF.
STAKD is free to start on the Starter plan with no card, with a 14-day free trial of Pro features.