What to Put in an Influencer Media Kit (Template + 12 Sections)

A brand reading your media kit wants three answers: does this creator reach people like our customers, are the numbers real and recent, and what can we buy? A kit that answers them clearly can get a reply even with a few thousand followers; a kit of undated lifetime totals usually doesn’t.

This guide is for creators on YouTube, Instagram and TikTok making their first media kit or fixing one that isn’t getting replies, including creators with no brand deals yet. For each of the 12 sections it covers what to include, where the number lives in YouTube Studio, Instagram and TikTok Studio, and an example line, with notes on what brands check. A plain-text template is at the end.

The platform details come from YouTube’s, Instagram’s and TikTok’s help centers, and the testimonial rules from the US Federal Trade Commission’s rule text and Q&A, all checked in October 2026.

What is a media kit, and how is it different from a rate card or a pitch?

A media kit is a short document, usually one or two pages, that introduces you to brands: who you are, who your audience is, how your content performs and what you offer. A rate card is a price list for specific deliverables. A pitch is a message to one brand proposing one idea, with your media kit attached or linked.

Some creators put their rates on the last page of the kit. That’s a choice, not a rule; section 11 covers it.

Why do brands want recent, dated numbers instead of lifetime totals?

Because lifetime totals describe your past audience, and a brand is paying for your next post. YouTube’s own help article on new, casual and regular viewers says subscriber count “is not the most accurate way to estimate the size of your active audience”, since people stay subscribed to channels they no longer watch. It points to monthly audience, the unique viewers who watched your content in the last 28 days, as the better measure.

A date turns a number into something a brand can check. “12,000 followers as of 1 October 2026” can be compared with your profile today, and brands that vet properly will do exactly that, along with checking views on your recent posts, your comments and your growth history. Our guide to how brands vet YouTube creators shows those checks from their side.

Three platform details make dates matter more in 2026. Since August 24, 2026, YouTube counts a view “the moment a video starts to play”, while engaged views count the times viewers stayed past the first seconds, so say which one you’re quoting. Instagram’s insights only cover the past 90 days. And TikTok says its analytics are shown in UTC and take about one to two days to update.

What are the 12 sections of an influencer media kit?

The example lines below are for an invented budget-cooking channel; every number in them is hypothetical.

1. Bio and positioning

One or two sentences on who you make content for and what they get from it.

Be specific about audience, topic and format. “Lifestyle creator” says nothing; “weeknight recipes under $10 for students cooking alone” tells a brand at once whether you fit. Add where you’re based and how long you’ve been posting.

Brands check it against your last few uploads. If your bio says recipes and your last month is gaming, they’ll believe the uploads.

Example: “Ten-minute budget recipes for students cooking for one. Weekly on YouTube since 2023, with Shorts and Reels cut from each episode. Based in the US.”

2. Platforms and handles

Each active platform with its handle and a working link, main platform first.

List only platforms you post on at least monthly; a dormant account makes a brand wonder what else is out of date. Click every link before you send the kit.

Example: “YouTube (main): @[handle] · Instagram: @[handle] · TikTok: @[handle]”

3. Audience size, with a date

Followers or subscribers per platform, with the date you checked them.

Give each platform its own number and never add them together, because the same person can follow you in three places. On YouTube, put monthly audience next to subscribers. Where you sit on the industry’s size labels matters less than you’d think; our guide to influencer tiers explains them.

Where it lives: YouTube Studio’s Analytics, on the Overview tab (subscribers) and Audience tab (monthly audience); Instagram’s Professional dashboard; TikTok Studio’s Analytics, Followers tab.

Example: “YouTube: 18,400 subscribers, 41,000 monthly audience. Instagram: 6,100 followers. TikTok: 9,800 followers. All as of 1 October 2026.”

4. Recent performance: median views of your last 10 posts

The median views on your last 10 posts, per platform and format, with the dates they went up.

The median is the middle value when you sort the numbers; with 10 posts, it’s the average of the fifth and sixth. Unlike the plain average, one viral post can’t drag it up. Count long-form videos, Shorts, Reels and TikToks separately, since brands buy them separately.

Where it lives: YouTube Studio’s Analytics, Content tab, which also shows engaged views; View insights under each Instagram post or reel; TikTok Studio’s Analytics, Content tab.

Brands check it against your public view counts. If your kit says a median of 6,000 and the last 10 public counts say 1,500, the conversation is over.

Example: “YouTube long-form: median 6,200 views, last 10 videos (2 June to 28 September 2026). Shorts: median 14,000 views, last 10.”

5. Engagement rate, with the formula

One engagement rate per platform, with the formula printed next to it.

An engagement rate is interactions (likes, comments, shares and saves) divided by a base such as views, reach or followers, as a percentage. Tools calculate it differently, so a bare “6.2%” means little until a brand knows what you divided by. For video, views make a sensible base: (likes + comments + shares + saves on your last 10 posts) ÷ (views on those posts) × 100. Followers are the other common base, and easier for a brand to recheck from public numbers. Pick one and print it. Our guide on how to calculate engagement rate compares the formulas.

Where it lives: likes on each YouTube video’s Engagement tab, with comment counts public under each video; Instagram’s Interactions figure, which it defines as likes, comments, saves and shares; TikTok Studio’s Manage section, which lists likes, shares and views per post.

Brands check it against their own tool. If the numbers differ, your printed formula shows why.

Example: “Engagement rate: 5.8% on YouTube, 7.1% on Instagram Reels. (Likes + comments + shares + saves) ÷ views × 100, last 10 posts.”

6. Audience demographics: age, gender and top countries

Your top age ranges, gender split and top three to five countries, with the date range they cover.

This section tells a brand whether your audience is its customer. Use a 90-day window where you can, and say whose demographics they are, because each platform measures a different group:

• YouTube: the Audience tab’s Age and gender report shows which age ranges add most to your watch time, and Top geographies ranks countries by watch time. YouTube hides breakdowns below thresholds it doesn’t publish.
• Instagram: the Viewers and Accounts engaged insights show top countries, cities, age ranges and gender, but only for preset timeframes once you’ve reached or engaged more than 100 accounts. Its insights help page says follower trends need at least 100 followers.
• TikTok: TikTok Studio has Viewers and Followers tabs, both with demographics, and TikTok says you get more viewer insights once you have 100 followers.

Example: “YouTube, by watch time, 4 July to 1 October 2026: ages 18–24 52%, 25–34 31%. 58% female, 41% male. Top countries: US 44%, UK 21%, Canada 7%, Australia 6%.”

7. Audience interests

Two or three lines on what else your audience watches, buys or asks about.

YouTube gives you direct data: on the Audience tab of YouTube Analytics, “Channels your audience watches” covers the past 28 days and “What your audience watches” the past seven. We couldn’t find an equivalent report in Instagram’s or TikTok’s help centers, so there, use your comments, messages and top posts, and say that’s your source.

Example: “Viewers also watch meal-prep, student-finance and kitchen-gear channels. The top questions in comments are about batch cooking and cheap equipment.”

8. Content pillars

Three to five recurring topics or formats, each linked to a recent example.

A content pillar is a topic or format you return to regularly, such as a weekly series. Pillars show a brand where an integration would sit naturally. Link recent examples, not your most viral video from three years ago.

Example: “The $10 weekly shop (weekly series) · One-pan dinners · Kitchen kit under $20 · Viewer recipe challenges.”

9. Past brand partners and results

Real partners only, named with their permission, and only results you can back up.

Ask each brand before you name it, since some contracts include confidentiality terms. Use your own analytics for results, and repeat figures a brand shared with you, such as clicks or sign-ups, only if it agrees. A quote from a brand contact helps only if it’s real and approved in writing. Show you disclosed those deals, too; our guide to disclosing sponsorships and affiliate links shows how on each platform.

No deals yet? Leave this section out rather than padding it. Press mentions can go here instead: creators on a Topfluencers list, for example, can use a free “Featured on Topfluencers” badge in their media kit, as our FAQ explains.

Example: “Partners: [Brand A], two integrations, 2025–26; [Brand B], gifted, 2026. [Brand A] integration: 9,400 views in its first 28 days, about 50% above my median.”

10. Services and deliverables

What you’ll make, in what format, with what rights and timelines.

Give the details a brand needs to budget: format and length, turnaround, revisions, and usage rights, meaning whether the brand can reuse your content in its own ads, and for how long. Say you disclose every paid partnership on screen and with the platform’s label.

Example: “Dedicated YouTube video (8 to 12 minutes) · 60 to 90 second integration · Instagram Reel plus three Stories · TikTok video. Two to three weeks from brief. One round of revisions. Paid usage rights by agreement.”

11. Rates, or “rates on request”

Either “starting at” prices for your core deliverables, or one clear line saying rates are available on request.

Published rate benchmarks vary too widely to copy. Base your prices on your median views and what each deal includes; our guide to how much to charge for a sponsorship walks through the arithmetic.

12. Contact and booking

A business email, your time zone and how quickly you reply. Never your home address.

Use an address you keep for brand work, and add it to your channels too; on YouTube, Studio’s Customization, then Profile, has a Contact info field for business questions. If you have a manager, say who brands should contact. For product shipments, give a PO box or business address: a media kit is made to be passed around, and you can’t control where it ends up.

Example: “Bookings: [business email] · Replies within two working days · US Eastern time · Shipping address on request.”

Where do you find each number in YouTube Studio, Instagram and TikTok?

The same information as one table, as of October 2026. If a menu has moved, search the platform’s help center for the metric.

How do you prove your numbers to a brand?

Screenshots can be edited, and brands know it. For a serious deal, offer one of these:

• Read-only access on YouTube. YouTube’s channel permissions include a Viewer role that can view, but not edit, all channel details, and a Viewer (Limited) role that’s the same minus revenue data. YouTube says this is safer than sharing your password. In Studio, go to Settings, then Permissions, then Invite, enter the brand’s email and choose Viewer (Limited). An invite expires 30 days after it’s sent, and you can remove access from the same page later.
• A live screen share of Instagram’s insights or TikTok Studio, with the date range visible. We couldn’t find a read-only analytics role for creator accounts in either platform’s help center.
• A screen recording that starts on your profile and scrolls into your insights, using the same date ranges as your kit.

Which media kit format is best: PDF, web page or shared doc?

Whichever you pick, keep it to one page, or two if you have several platforms and a real partner history. Put the update date at the top and in the file name, such as “yourname-media-kit-2026-10.pdf”.

How often should you update your media kit?

Monthly, which matches YouTube’s 28-day monthly audience and Instagram’s 30-day preset, and before any pitch you care about. Update straight away after a big change, such as a video that took off or a partner you can now name. Keep each month’s figures in a spreadsheet, because Instagram’s insights only go back 90 days.

What mistakes make a brand distrust a media kit?

• Undated numbers. A brand has to assume they’re old.
• Lifetime-only numbers. Total channel views and all-time likes show how long you’ve posted, not who’s watching now.
• Vanity metrics. Impressions, follower totals added across platforms and undated “reach” look big and predict nothing.
• Mixed-up metrics. Instagram’s Views counts plays and displays; Viewers counts unique accounts. YouTube’s demographics are by watch time. Label each figure.
• Fake, reworded or unapproved testimonials. See below.
• A home address. Use a business email and a PO box instead.

The FTC’s Rule on the Use of Consumer Reviews and Testimonials, 16 CFR Part 465, has been in effect since October 21, 2024. It makes it unlawful for a business, which it defines to include “an individual who sells products or services”, to “write, create, or sell” a testimonial that misrepresents that its author exists, used the product or service, or had the experience described. Inventing a quote from a named brand contact, or rewording a real one into praise they never gave, is the kind of misrepresentation the rule describes.

One nuance: the FTC’s Q&A on the rule says its testimonial definitions “do not include endorsements by business or other entities”, so a quote credited to a company rather than a person may fall outside it. The FTC Act’s broader ban on “unfair or deceptive acts or practices in or affecting commerce” can still apply. Either way, use only real quotes, word for word, with written permission.

The rule also bans buying fake followers, views, likes or comments that you knew or should have known were fake, when they misrepresent your influence “for a commercial purpose”. Showing an inflated count to win paid work fits that description. This is a summary, not legal advice.

Influencer media kit template (copy and paste)

Copy this into a document, replace everything in square brackets, and delete any line you can’t fill honestly. Keep the dates.

[YOUR NAME OR CHANNEL NAME]: MEDIA KIT
Numbers updated: [day month year]

ABOUT
[One sentence: who you make content for and what they get from it.]
Based in [place] · Posting since [year] · Languages: [languages]

PLATFORMS
[Main platform]: [handle] · [link]
[Platform 2]: [handle] · [link]
[Platform 3]: [handle] · [link]

AUDIENCE SIZE (as of [date])
[Platform]: [followers or subscribers]
YouTube monthly audience (last 28 days): [number]

RECENT PERFORMANCE (last 10 posts per format)
[Platform and format]: median [number] views ([first date] to [last date])
[Platform and format]: median [number] views ([first date] to [last date])

ENGAGEMENT RATE (last 10 posts)
[Platform]: [x.x]%
Formula: (likes + comments + shares + saves) ÷ [views or followers] × 100

AUDIENCE ([platform], [date range], measured by [watch time / viewers / followers])
Age: [range] [%] · [range] [%] · [range] [%]
Gender: [%] female · [%] male · [%] other or not specified
Top countries: [country] [%] · [country] [%] · [country] [%]

AUDIENCE INTERESTS
[What else they watch, buy or ask about, and where that comes from]

CONTENT PILLARS
[Pillar 1]: [link to a recent example]
[Pillar 2]: [link to a recent example]
[Pillar 3]: [link to a recent example]

PAST PARTNERS (named with permission)
[Brand]: [deliverable], [month and year]. Result: [metric] in [period]
“[Exact quote]”, [name, role, brand], quoted with written permission

SERVICES
[Deliverable]: [format and length]
[Deliverable]: [format and length]
Turnaround: [weeks from brief] · Revisions: [number] · Usage rights: [terms]
Every paid partnership is disclosed on screen and with the platform’s label.

RATES
Starting at [amount] for [deliverable]   OR   Rates on request

CONTACT
[Business email] · [Manager or agency, if any]
Time zone: [zone] · Replies within [time]
Read-only analytics access available on request.

What to do next

Fill in the template once, then update it monthly. When you’re ready to send it, our guide to getting YouTube sponsorships as a small creator covers finding brands and writing the pitch that goes with your kit. And if you make AI tool content, our list of AI tool reviewers on YouTube worth following shows what our editors look for: consistent uploads and tools tested on screen, judged on recent work rather than follower counts, which is the story a good media kit tells.