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  4. How to create an influencer media kit to pitch brands

How to create an influencer media kit to pitch brands

Amanda Perelli   

How to create an influencer media kit to pitch brands
  • Social-media influencers use media kits to pitch themselves to brands.
  • Media kits often include metrics, past campaign examples, and pay rates.

Many social-media influencers rely on brand deals as their main source of income.

Influencers can offer advertisers a range of content types — like in-feed posts on Instagram, a 30-second TikTok, or a mention on YouTube. Brands are hiring creators with nano (fewer than 10,000 followers) to mega audiences across a wide range of categories.

To land these deals, many influencers will reach out to brands and send them a media kit. An influencer media kit is a document that generally shows a creator's past work and audience metrics, and showcases their potential value to a brand. How do you create a media kit? The format can vary, but there are certain pieces of information that influencers generally include in a media kit.

Here are 27 examples of real media kits that influencers use to get brand deals

What should be included in an influencer media kit

While creators put a variety of elements in their media kits, here are what influencers generally said they included:

  • A cover page
  • Audience metrics, like core follower demographics
  • A list of advertisers the influencer has worked with
  • Past campaign case studies
  • Pay rates
  • Contact information

Some influencers will send a media kit to every advertiser they work with. They keep this document up-to-date by adding new metrics and collaborations every few months.

"I think it's super important if you want to take this seriously," influencer Macy Mariano said of media kits. "I send them now to everyone I get in touch with. It's just a good way to express who you are and what you've done so they can see your past and current work."

How many pages should an influencer media kit be?

Influencer media kits can be as short as one page, as long as they effectively convey the influencer's pitch to a brand. Influencers shared media kits that ranged from one to 24 pages.

Toronto-based creator Tess Barclay sends a one-page media kit to every brand she wants to work with. It shares audience demographics and examples of past work.

Read the simple one-page media kit nano influencer Tess Barclay uses to get deals with brands like Princess Polly and Ana Luisa

But influencer media kits can also be longer. Many influencers use media kits that are two to four pages. Instagram nano influencer Jour'dan Haynes has used a three-page media kit for brand deals with Garnier, Burger King, and more. (Read Haynes' three-page media kit.)

Other influencers use media kits that are dozens of pages. Entrepreneur and YouTuber Marina Mogilko runs three successful YouTube channels and uses a media kit to pitch her business to brands. Her media kit is 24 pages long and shows case studies of her past work, as well as other elements.

Read the the exact 24-page media kit a YouTuber with millions of subscribers uses when she reaches out to brands

YouTuber media kit examples

Instagram influencer media kit examples

TikToker media kit examples:

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