How to Create an Influencer Media Kit: Free Template + Examples

A strong media kit closes the gap between brand interest and a signed deal.

When a brand asks for your rates or portfolio, they're trying to answer one question quickly: can this creator deliver results for us? A professional media kit gives them that answer in minutes, without requiring a back-and-forth to collect basic information.

If you want to skip the setup time, you can build one now with the free Media Kit Builder or download the customizable Google Slides template and fill it in directly.

---

What a Media Kit Is (And What It Isn't)

A media kit is a sales document, not a resume.

A resume tells an employer your history. A media kit tells a brand what you can do for them. The distinction matters because the information you include, the order you present it, and the language you use should all be oriented toward the brand's decision — not your personal story.

Every section in your media kit should answer one of two questions: "Can this creator reach my audience?" or "Can this creator produce content that performs?" Everything else is noise.

---

What to Include in Your Media Kit

Use this as your baseline checklist. Adapt based on where you are in your creator career:

Cover page

• Your name or handle
• Your niche or positioning (one sharp sentence)
• Your primary platform
• Contact email

Creator bio

• 2–4 sentences. Who you create for, what topics you cover, what makes your content distinctive.
• Avoid generic language ("I'm passionate about…"). Describe what you actually produce and for whom.

Audience demographics

• Age range (top two age brackets)
• Gender split
• Top locations (country or city level)
• This is what brands need to match your audience to their target customer. Without it, they're guessing.

Platform stats

• Followers or subscribers per platform
• Engagement rate per platform (not just raw followers)
• Average views or reach per post (if applicable)
• Update this section every 60–90 days. Outdated stats are a trust signal in the wrong direction.

Case studies (1–3) Each case study should be compact:

• Brand name and campaign objective
• Content format and platform
• One or two result metrics: CTR, ROAS, saves, click-through rate, CPA, conversion rate, or engagement rate
• A screenshot or thumbnail if you have one

Case studies matter more than any other section. Brands will skim the stats. They'll read a case study that shows your content drove 4.2% CTR on a TikTok ad.

Testimonials (optional but high-value) One sentence from a brand partner who can speak to your reliability and output quality. Focus on professional characteristics: met deadlines, easy to work with, content performed well. Not "so talented" or "great energy."

Services and rates List your core offerings clearly:

• Content types you produce
• Platforms you create for
• Typical deliverable format and length
• Pricing range or pricing structure (or indicate that you'll send a rate card on request)

If you include rates in your media kit, make sure they're current and reflect your real pricing — not aspirational numbers you're afraid to quote.

Contact Email address. Include how quickly you typically respond to partnership inquiries.

---

How to Write Your Positioning Statement

The positioning statement on your cover page is the hardest part to get right. Most creators write something vague: "Lifestyle content creator based in New York." That tells a brand almost nothing.

A useful positioning statement answers three things in one sentence:

• Who you create for (your audience demographic)
• What you create about (your niche)
• What outcome you help brands achieve

Examples:

Weak: "Lifestyle and wellness content creator."

Strong: "UGC creator specializing in skincare and beauty — producing conversion-focused short-form content for DTC brands running TikTok and Meta ads."

Weak: "Fitness influencer with 45K followers."

Strong: "Fitness and supplement creator for 25–34 year old men interested in performance — trusted by supplement brands for UGC content with consistent above-average engagement."

The second version in each pair tells a brand whether you're a match in the first sentence.

---

Step-by-Step: Building the Case Studies Section

Case studies are where most creators undersell themselves. They have the campaign results somewhere — a DM from a brand, a screenshot, an analytics export — but they've never organized it into a format brands can evaluate quickly.

What you need for a strong case study:

1. Brand name or brand category (if you can't share the name, use the category)
2. Campaign objective — what was the brand trying to achieve? (e.g., drive purchases via TikTok, generate awareness for a product launch)
3. What you created — format, platform, length, concept
4. What it achieved — one or two concrete metrics

If you don't have past brand campaign data, you can still build case study-style content using organic performance: "Produced a skincare routine video that reached 280K views and drove 1,400 saves." That's a data point. Brands running paid social know what those numbers mean.

How to get performance data from brands:

After delivering content, ask: "Are you tracking performance data on these assets? I'd love to add results to my portfolio once the campaign runs." Most brands will share it, especially if the content performed well. Some won't — and that's fine. Getting into the habit of asking means you accumulate real case study data over time.

---

Common Media Kit Mistakes

Prioritizing design over data. A beautifully designed media kit that buries your engagement rate or leaves out case studies will lose to a simple document that answers the brand's core questions directly.

Using outdated stats. A media kit with follower counts from six months ago signals that you're not actively pitching brands. Update your stats regularly — especially if your audience has grown.

Sending the same kit to every brand. Your general media kit is a starting point. For significant partnership opportunities, customize it: lead with the case study most relevant to that brand's category, and adjust your positioning to speak to their specific customer.

Including every platform regardless of performance. If your TikTok is strong and your Instagram is weak, don't include Instagram stats in your primary media kit. Lead with your strengths. Brands will ask if they need to know more.

No clear next step. End your media kit with a specific call to action: "If you'd like to discuss a partnership, reach out at [email] and I'll send over a rate card and availability."

---

When to Update Your Media Kit

• When your follower count or engagement rate changes significantly
• When you add a new case study with strong performance data
• When you change your niche focus or service offerings
• When your rates change
• At minimum: every 90 days

A media kit sent with outdated stats will cost you deals. Brands that move quickly on creator partnerships won't wait for you to send updated numbers — they'll move to the next creator on their list.

---

Start Building

Use the free Media Kit Builder to generate a polished, shareable kit you can send as a link or export as a PDF. Or download the Media Kit Template in Google Slides if you want full design control.

The strongest creators treat their media kit as a living sales asset — not a one-time document they made when they started pitching brands and never touched again.

Related reading: How to Write a Brand Deal Pitch That Gets a Response and How to Build a Creator Rate Card.