What to include in your influencer media kit — section by section

A media kit is a single document (PDF or shareable link) that answers the one question every brand asks when they consider working with a creator: "Is this person worth it?"

It is not a portfolio. It's not a personal essay. It's not a highlight reel of your best-performing posts. It's a business document — structured, scannable, and designed to give a brand marketing manager the information they need in under 60 seconds.

Most brands review 20–50 creator profiles per campaign. They're not reading every word. They're scanning for the numbers they care about, checking whether the audience matches their target, and looking for proof you've done this before. Your media kit needs to make their decision easy.

Indian creators who don't have a media kit often say they're waiting until they have more followers. Don't. Brands who discover creators organically and reach out directly care more about fit than scale. A 30K fitness creator with a clean media kit that shows audience demographics, consistent ER, and two prior brand mentions will out-convert a 300K creator who sends a screenshot.

This is the first thing a brand reads. It needs to answer three questions immediately: who are you, what do you create, and who is your audience?

Include: your name and/or creator handle, the platform(s) you operate on, your niche in one or two words (Finance, Fitness, Food, Travel — not "I create content about life"), and your city or region.

The bio is 2–3 sentences maximum. Frame it around your positioning, not your personal story. Bad: "I'm Priya, a content creator from Hyderabad who loves food and travel and helping my followers live their best life." Good: "Hyderabad-based food and travel creator, 85K on Instagram. Audience is primarily 22–35 urban professionals in South India. Known for Hyderabad street food guides and budget South Asia travel content."

The second version tells a brand exactly what they'd be buying. The first version tells them nothing they can act on. If you're stuck on the bio, MediaKit Lab's AI bio writer generates a draft from your stats — follower count, niche, platform, ER. It takes 10 seconds and gives you something specific to edit rather than a blank field to fill.

Audience demographics are where creators with smaller but more targeted audiences win deals over creators with bigger but broader audiences.

Include: age breakdown (typically shown as % in each bracket: 18–24, 25–34, 35–44), gender split, and top locations by country and city/state.

You can find this in Instagram Insights under the "Audience" tab, YouTube Studio under Analytics → Audience, and LinkedIn Analytics under Followers.

Present the data in a way that highlights your strongest demographic match with likely brand categories. A creator whose audience is 68% female, 24–34, based in metro cities has a specific pitch to D2C beauty and fashion brands. Make that obvious on the page.

If your demographics are broad and unspecific, that's okay — just present them honestly. Don't omit the section entirely, because brands will assume the worst. A wide demographic is a positioning issue, not a disqualifying one.

Many creators deliberately leave rates off their media kit to avoid anchoring the brand. This is the wrong strategy for most Indian creators.

When you don't include rates, brands with budgets below your actual rates will still contact you. You'll spend time in a negotiation that was never going to close. You'll also occasionally accept a rate below your value because the brand was the first one to anchor with a number.

When you include rates, brands with budgets below your rates self-select out. Brands who contact you after seeing your rates have already decided they can work with your pricing. Your negotiation is now about brief details, not rate justification.

List rates per content type: Instagram Reel, Instagram Post, Instagram Stories (set of 3), YouTube Dedicated Video, YouTube Integration, LinkedIn Post. Use your ColabRate output — floor for your minimum, recommended as your listed rate.

Add a short note: "Rates are standard for a typical brief. Pricing for urgent turnarounds, usage rights, and paid amplification discussed separately." This handles the most common scope-creep scenarios upfront.

This is the section where creators starting out feel most insecure. "I haven't worked with big brands yet." You don't need to have.

Any paid collaboration counts. A regional skincare brand, a local restaurant, a startup D2C food company — if you created content for them in exchange for payment or products, it goes in this section. The purpose isn't to namedrop Mamaearth or Nykaa. The purpose is to show you've completed a brand brief, delivered content on time, and operated professionally within a commercial relationship.

List the brand name. Optionally, add a one-line description: "Reel for product launch, 2.3L views." If you have strong performance numbers from a past collab, this is the right place to include them.

For creators with zero paid work: skip the section rather than leave it blank. Focus on building the rest of the kit first. The first paid deal will come from somewhere — once it does, this section fills in fast.

Your email address and your preferred DM platform. That's all. Don't include your phone number unless you explicitly want brands to WhatsApp you. Don't include a physical address.

Use a professional email address. If your email is something you created at 16 years old, create a new one for brand work — firstname@gmail.com or your handle. It takes five minutes and it matters.

If your inquiry goes through a talent manager or MCN, include that contact information instead. If brands contact you directly but your manager handles contracts, list both.

Personal photos that aren't relevant to your content positioning. If you're a finance creator, a vacation photo doesn't belong in your media kit.

Your best-ever post performance. Listing "my best Reel got 2.3M views" when your average is 30K will make brands expect 2.3M, and the resulting campaign will underperform versus expectations. Show averages, not peaks.

Long personal backstories. A sentence on your origin is fine. Two paragraphs about how you started your Instagram journey in lockdown is not.

Third-party media kit score tools. Sites that grade your media kit based on some proprietary formula. Brands know these scores are not meaningful, and including them adds length without adding value.

Testimonials from brands, unless they're direct quotes from named people at recognisable companies. Generic praise without attribution reads as made-up.

One page is the right length. The brands reviewing your kit are scanning, not reading. A second page loses them.

PDF is the standard — easy to forward, easy to save, hard to accidentally edit. A shareable link is increasingly preferred because brands can open it on any device without downloading a file. MediaKit Lab's shareable link opens a full web portfolio — stats, demographics, and rates laid out for a browser, not a scaled-down A4 document — with a collaboration request form at the bottom so brands can reach you directly from the page.

Design should be clean and minimal. Your brand colours can be present, but the layout should prioritise readability over visual flair. A media kit with loud colours and decorative elements is harder to read than a clean white background with your stats clearly laid out.

MediaKit Lab generates the layout automatically. You fill in the fields, the generator handles the design. You don't need a Canva template.

Every time something meaningful changes: you cross a follower milestone, your average ER shifts, you add a notable brand collaboration, or your rates change.

At minimum, review it every quarter. Numbers go stale. A media kit with stats from 8 months ago signals inattention, and brands who notice will wonder whether the creator runs their professional brand with equal inattention.

With MediaKit Lab's shareable link, updates happen instantly. You change the numbers, save, and the link now shows the new version. No need to re-send anything.