How to build a media kit for brand deals

What a media kit is and why you need one

A media kit is a professional document (usually a PDF or web page) that summarizes who you are, what your content is about, who your audience is, and what you offer to brands. Think of it as a resume for sponsorship opportunities. When a brand reaches out to you or you pitch to them, your media kit is often the first thing they review.

Having a polished media kit signals professionalism and makes you easier to work with. It saves brands time (they do not have to ask you for basic information), demonstrates that you take partnerships seriously, and gives you control over how your metrics and story are presented.

You do not need thousands of followers to have a media kit. Even creators with 5,000-10,000 followers can benefit from one, especially if their engagement is strong and their audience demographics align with a specific brand's target market.

Essential components

Every media kit should include your name or brand name, a brief bio explaining your content focus and what makes you unique, your key metrics (followers, average views, engagement rate, subscriber growth trend), audience demographics (age range, gender split, top countries, and relevant interests), content examples or links to your best work, and contact information.

For metrics, use a 90-day rolling average rather than all-time numbers or cherry-picked peaks. Brands appreciate honesty—if your metrics are modest but your engagement is strong, lead with engagement. If your audience is small but highly targeted (e.g., all CFOs or all amateur photographers), emphasize the audience quality.

Include 2-3 examples of past brand collaborations if you have them, with brief results (e.g., "60,000 views, 1,200 link clicks"). If you have not done sponsorships before, include examples of organic content that performed well and would translate naturally to sponsored formats.

Design and presentation

Your media kit should be visually clean, on-brand, and easy to scan. Use Canva, Figma, or Google Slides to create a 1-3 page PDF. Avoid walls of text—brands reviewing media kits are looking for key numbers and a quick sense of fit, not reading an essay.

Use your brand colors, consistent typography, and high-quality images or screenshots. Include your profile photo and 2-3 content thumbnails or screenshots. The visual quality of your media kit implicitly communicates the visual quality brands can expect from your sponsored content.

Keep file size reasonable (under 5 MB) so it can be easily emailed as an attachment. Some creators also maintain a web-based version of their media kit that they can share via link.

Pricing in your media kit

Whether to include pricing in your media kit is debated. Including starting rates can filter out brands with budgets below your minimum, saving both parties time. Not including rates keeps the conversation open and allows you to customize pricing based on the specific opportunity.

A middle ground is to include a "starting at" range rather than fixed prices. For example: "Dedicated YouTube video: starting at $2,000" or "Instagram package (3 Stories + 1 Reel): starting at $800." This sets expectations while leaving room for negotiation.

If you are new to sponsorships and unsure of your rates, it is generally better to leave pricing out of the media kit and discuss it on a per-opportunity basis. This gives you flexibility to learn what the market will bear for your specific audience and content style.

Keeping it updated

Set a calendar reminder to update your media kit every 30-60 days. Metrics change, audience demographics shift, and new content examples replace old ones. An outdated media kit with metrics from six months ago undermines your professionalism.

As you complete brand partnerships, add the logos of brands you have worked with to a "Past Partners" section. Social proof from recognizable brand names dramatically increases your attractiveness to new sponsors.