An influencer media kit is a document a creator shares with brands that summarizes their audience, content style, past partnerships, and rates. It functions like a resume for brand deals — brands review it before agreeing to a partnership or negotiating an influencer post price.
What's Included in a Media Kit
Audience data — follower count, engagement rate, audience demographics (age, gender, location)
Content examples — links or screenshots of best-performing posts
Past brand partnerships — logos or case studies from previous campaigns
Rates — pricing for different content types (post, story, video, bundle deals)
Contact information — how brands or their agencies should get in touch
Why Brands Ask for Media Kits
A media kit gives a brand the information needed to decide whether an influencer's audience matches its target customer, without having to dig through the influencer's profile manually. It also sets expectations on price upfront, which speeds up negotiation compared to asking about rates for every deal individually.
How to Build One
Influencers typically build media kits in a slide deck or one-page PDF format, updating audience and engagement numbers every few months so the data stays current. Third-party audience analytics tools can also independently verify the numbers in a media kit, which brands increasingly ask for to confirm the figures haven't been inflated with fake followers.