Influencer media kit: what to include and how to build one
What goes into a media kit, what to leave out, how affiliate results make it stronger than a follower count, and how to pitch and negotiate.
An influencer media kit is a one- or two-page document that answers a brand’s questions before they ask them: who you are, what you talk about, who follows you, how much that audience engages, what you have done with other brands and what you charge. It is not a résumé or a gallery of your best photos; it is a sales tool. The person who receives it decides within a few minutes whether the conversation is worth continuing, and they do it by comparing you with the other creators who wrote to them that week. The less they have to guess, the more likely they are to reply.
This guide covers what to put in, what to leave out, which format to use and how to use the kit when it is time to negotiate. If you are still wondering whether your account is big enough to approach a brand at all, read how many followers you need to work with brands first; the short answer is that the media kit matters more than the number.
What is a media kit and what is it for?
Think of the media kit as your account’s spec sheet. Someone on a brand’s marketing team gets dozens of pitches, most of them saying the same thing: “I love your product, want to collaborate?”. Without data, that person has to open your profile, eyeball your followers, work out your niche and guess where your audience lives. Almost nobody does that work. The media kit does it for them and turns a hunch into a decision.
It also works inward. Building one forces you to look at your own numbers honestly: which formats perform, which countries you are really in, which collaborations produced results and which were just a product swap. That clarity shows in every pitch afterwards.
What should an influencer media kit include?
A suggested order, top to bottom. Who you are in two or three lines, with your name or creator handle and your niche stated plainly (“easy plant-based cooking for people with no time” says more than “lifestyle”). Then the audience: size per platform, top countries with their percentages, age ranges and gender split, all taken from the platform’s own insights. Then engagement: average reach per post and per story, and an engagement rate for the last few months, not for your best week.
Follow with content examples — three or four pieces that show your style, with links — and past collaborations with concrete results where you have them: clicks, sales, sign-ups, codes redeemed. Close with the formats you offer (post, story, reel, long video, newsletter mention), your rates or “rates on request”, and a direct contact. One line stating that all paid content is published with the proper ad disclosure, in line with the FTC’s disclosure guide for social media influencers, is a professional signal brands appreciate: they are held to compliance rules too.
What to leave out
Vanity numbers. Total followers with no context, likes accumulated since you opened the account, views from a viral video two years ago that looks nothing like what you post today. An experienced brand ignores them, and an inexperienced one will be disappointed when the campaign delivers less than the number promised.
Purchased followers, obviously, and any figure you could not back up with a screenshot of your insights if asked. Don’t paste loose screenshots without saying what they show or when they were taken either: a screenshot without context reads like a made-up number even when it is real. And skip the twelve-page media kit: if you need that many pages, the message is not clear.
Why do affiliate results count for more than followers?
An engagement rate says people watch; an affiliate campaign says people buy. If you have worked with affiliate links and discount codes, you have something most media kits lack: clicks per post, conversions per click and revenue generated per piece, measured by a third party rather than by you. An affiliate platform for creators like convli keeps those stats per post, with commissions confirmed by the merchant, so the number holds up when someone questions it.
Present it carefully. You don’t need to reveal how much you earned with each brand; it is enough to say how many sales one story generated or what share of the people who tapped the link ended up buying. Those numbers change the conversation with a brand: you are no longer negotiating on what you might do, but on what you have already done. To know which brands to show it to, it helps to be clear about how to choose brands to work with before you write.
Followers tell a brand how many people watch you; conversions tell it how many people believe you.
Format and upkeep: PDF, web page and a quarterly review
The classic format is a one- or two-page PDF, light enough to attach to an email and easy to forward inside the brand when the person reading it has to convince someone else. A web page with the same information works just as well and has the advantage of always being current; many creators keep both and link the page from their bio.
What does not work is the frozen media kit. Audiences change, countries change, collaborations pile up. Set a date every three months to review the figures, swap the content examples for the most recent ones and add new results. Write the update date on the document itself: a brand that sees “data from this quarter” trusts it more than one that sees an undated PDF.
How do you pitch with a media kit and negotiate your rate?
By email or direct message, the message is short and the kit is attached or linked. Three or four lines: who you are, why this brand and not another, what exactly you propose and where the data is. No paragraphs about your passion. By DM, ask first who to address: the person running the account rarely decides budgets.
When the reply comes, the conversation usually revolves around three models. Flat fee: you are paid per piece published, whatever happens. Commission: you earn a percentage of what you sell through your link or code, with no guarantee. Hybrid: a smaller base fee plus commission on results. The hybrid is usually the healthiest for both sides, and it is where your affiliate data really counts: if you can show that you convert, the commission stops being a bet and becomes predictable income.
Frequently asked questions
Do I need a media kit with a small following?
Yes, and perhaps more than a large creator does: it is how you show that a small audience can be very specific and very loyal. A few thousand followers in a clear niche and a couple of real results are enough for a one-page media kit to open conversations.
Should I put my rates in the media kit?
It depends on your experience. If you already have clear prices, listing them filters out brands that cannot afford them and saves you emails. If you are still testing, “rates on request” lets you adapt the proposal to each brand and format.
Which tool should I use to design a media kit?
Any presentation or simple design editor will do; what matters is that it reads in a minute, weighs little and exports to PDF. Design does not close deals; data and clarity do.
convli team · convli · Last updated: September 12, 2026