What actually goes in a media kit
Two pages, read in about forty seconds, by someone comparing you against six other creators. Write for that.
Last reviewed 31 August 2026
Who reads it and how
Usually a junior marketer or an agency account executive with a shortlist and a spreadsheet. They are extracting four things — who your audience is, whether it overlaps their customer, what you can make, and what it costs — and pasting them into a comparison.
Every design decision follows from that. Make those four things findable in seconds and put everything else after them.
What to include
- Who you are in one sentence, and who your audience is in one more. Not adjectives — a description specific enough that a brand can tell whether their customer is in it.
- Audience data that is actually decision-relevant: rough age split, dominant locations, gender split if it is skewed. Screenshot-quality precision is not needed and false precision is worse than a range.
- Reach and engagement, with the formula named. Say "engagement rate by reach" rather than leaving them to guess, and give a recent range rather than your single best post.
- Two or three examples of work, ideally with what happened — a code redemption, a sell-out, a comment thread worth reading. A result beats a screenshot.
- What you offer, as packages rather than a menu of atoms.
- How to contact you, and how fast you reply.
What to leave out
- Your full follower history and growth charts. Nobody is buying your past.
- Every brand you have ever tagged. A wall of logos including brands that sent you one product reads as padding, and a savvy reader will check.
- A rate card with fixed prices, unless you are certain. Scope drives price, and a printed number is a ceiling in every negotiation you have afterwards.
- Long-form biography. Save it for the pages nobody has to read.
Keep it current
An out-of-date kit is worse than none, because the first thing a brand does is check your numbers against your public profile. A mismatch reads as either carelessness or inflation, and both end the conversation.
Put the month it was updated on the front page. It signals that the numbers are real, and it forces you to revisit it.
Questions
- PDF or a web page?
- Both work. A PDF survives being forwarded and attached to an internal email, which is usually where it ends up. A link lets you keep it current. If you only do one, do the PDF and re-export it when the numbers move.
- How long should it be?
- Two pages. Anything longer is skimmed to the price and closed.