How to make a media kit for brand deals

What is a media kit and why do brands ask for one?

A media kit is a compact snapshot of who you are, who follows you, and what you can produce. Think of it as a resume for creator partnerships. When a brand manager gets your pitch, the media kit answers the three questions they have before they invest time in you: is this the right audience, does the work look good, and can I afford it.

Brands ask for one because it saves them a back and forth. Instead of digging through your profile and messaging you for numbers, they get everything on one screen. A tight media kit signals that you have done this before and that you are easy to work with, which is half of why brands re-book creators.

You do not need a media kit to land your first deal, but you close faster with one. As of 2026, most micro and mid-tier creators keep a PDF and a link version they can drop into a DM or email in seconds.

What should you include in a media kit?

Cover these sections in roughly this order. Every one earns its place.

• Header and bio. Your name or handle, a headshot or brand photo, your niche in a few words (for example "skincare and clean beauty on TikTok and Instagram"), and where you are based if it matters for the brand.
• Audience snapshot. Follower or subscriber count per platform, average views, and engagement rate. Add audience demographics if you have them: top age range, gender split, top countries or cities.
• Content and niche. One or two lines on what you make and the tone. This helps a brand picture their product in your feed.
• Past collaborations or results. Logos or names of brands you have worked with, or specific outcomes (views, saves, clicks, sales, affiliate GMV). Proof beats adjectives.
• Services and deliverables. What you offer: a TikTok video, an Instagram Reel, a story set, a YouTube integration, usage rights, exclusivity. Be specific.
• Rates or a "starting from" line. Optional, but including a range or starting price filters out brands who cannot afford you.
• Contact and links. Email, your rate card or booking link, and links to your best three to five posts.

What metrics matter most to brands?

Brands weight these numbers roughly in this order:

1. Engagement rate. More predictive than raw follower count. A 5 percent engagement rate on 20,000 followers often beats 1 percent on 200,000.
2. Average views per post. Especially on TikTok, where reach is decoupled from follower count. Show a recent 30 day average.
3. Audience fit. Age, location, and interest overlap with the brand's customer.
4. Past results. Any hard proof of clicks or conversions. If you drive affiliate sales, say so with a number.
5. Follower count. Real, but the least useful of the five. Lead with the others.

Pull the numbers straight from your native analytics (TikTok, Instagram, YouTube Studio) so they are accurate and current.

How do you actually build one?

You do not need a designer. The goal is clarity, not a portfolio piece.

Pick a simple tool

Canva has free media kit templates that export to PDF. Google Slides, Figma, or even a clean one page doc all work. Match your fonts and colors to your personal brand so it feels like you.

Keep it to one or two pages

One page is ideal for a quick pitch. Two pages max if you want a full case study on the second. Anything longer gets skimmed and closed. Brand managers open dozens of these.

Lead with your strongest number

Whatever is most impressive, put it near the top. If your engagement rate is high, feature it. If a past video hit a million views, show it. Do not bury your best proof on page two.

Make two versions

Keep a PDF for email attachments and a link version (a Canva link, Notion page, or a simple site) you can paste into a DM. The link version is easier to update and lets you swap in fresh numbers without re-sending a file.

How often should you update a media kit?

Refresh it every 30 to 90 days, or any time your numbers change meaningfully. Stale metrics are the fastest way to look amateur. If your media kit says 12,000 followers and your profile shows 40,000, the brand notices, and it reads as careless.

Set a recurring reminder. When you close a notable collab or a video overperforms, add it right away while the result is fresh. A living media kit that always reflects your last 30 days will out-convert a polished one that is six months old.

Common media kit mistakes to avoid.

• Padding the numbers. Inflated or cherry-picked stats get caught the moment a brand checks your profile. Honest numbers build the trust that gets you re-booked.
• No clear deliverables. "I do brand deals" tells a brand nothing. List the exact formats you produce.
• Too much design, not enough proof. A gorgeous layout with no metrics loses to a plain kit full of real results.
• Missing contact info. Sounds obvious, but plenty of kits forget the email. Make it easy to say yes.
• One generic kit for everyone. If you pitch a skincare brand and a supplement brand with the identical kit, tailor the featured examples to each niche when you can.

Why this matters for TikTok Shop brands and agencies

Media kits are a two way street. Creators build them to get hired, and brands read them to decide who to hire. If you run a TikTok Shop brand or an agency managing one, you are on the receiving end of hundreds of these, and the hard part is not reading a single kit. It is finding the right creators to request kits from in the first place, then keeping track of their numbers as you scale to dozens or hundreds of partners.

That is the exact job Hubfluence handles. Instead of waiting for creators to pitch you, you can use AI Creator Search to find TikTok Shop affiliates scored on real GMV, so you are evaluating creators on the metric a media kit can only claim. The numbers a creator would put in their kit (audience, engagement, category fit, sales history) are already surfaced for you, so you can shortlist without chasing PDFs.

From there, Sequence Automation runs the outreach at volume, sample management tracks who received product, and affiliate reporting ties each creator back to the GMV they drive. Hubfluence is a software platform, not an agency, so your team runs the program with the busywork removed. Native integrations with Amazon, Shopify, Meta, and TikTok Shop let you track not just TikTok Shop sales but the halo those creators drive across your other channels.

For creators reading this, the takeaway is simple: the brands most worth pitching are the ones running structured programs, and a clean, honest media kit is your ticket into their pipeline.

If you run a TikTok Shop brand and want to find and vet creators on real sales data instead of self-reported media kit numbers, you can book a demo and we will walk you through it.