Influencer media kit: what to include and how to put it together

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 engaged that audience is, what you have done with other brands and how you charge. It is not a CV or a gallery of pretty photos: it is a sales tool.

Whoever receives it decides within minutes whether the conversation is worth continuing, comparing you with the other creators who also wrote to them that week. The less they have to guess, the more likely they are to reply. This guide covers what to include, what to leave out and how to use it to negotiate. If you are still wondering whether your account is big enough to pitch a brand, read how many followers you need 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 receives dozens of pitches, almost all saying the same thing: “I love your product, shall we collaborate?”. Without data, that person has to visit your profile, eyeball your follower count, 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 inwards. Putting it together forces you to look at your own numbers honestly: which formats work, which countries you are really in, which collaborations delivered results and which were just a product swap. That clarity shows in every pitch afterwards.

What should an influencer media kit include?

An order that works, from top to bottom. Who you are in two or three lines, with your real or creator name and your niche stated plainly: “easy plant-based cooking for busy people” says more than “lifestyle”. Then your audience: size per platform, main countries, age ranges and gender split, all taken from the platform's own analytics. Then engagement: average reach per post and per story over recent months, not your best week.

Follow with content examples, three or four pieces that show your style, and past collaborations with concrete results when you have them: clicks, sales, sign-ups or codes redeemed. Close with the formats you offer, such as post, story, reel, long video or a newsletter mention, your rates or “rates on request”, and a direct contact. A line saying all paid content is published with its advertising disclosure is a professional signal: brands are held to compliance too.

What to leave out

Vanity numbers. Total followers with no context, likes accumulated since you opened the account or views on an old viral video that looks nothing like what you post today. An experienced brand ignores them, and an inexperienced one will be disappointed when the campaign performs below what the number promised.

Bought followers, obviously, and any figure you cannot back up with a screenshot of your analytics if asked. Do not paste loose screenshots without explaining what they show or when they were taken either: a screenshot with no context looks made up even when it is real. And avoid the twelve-page document: if you need that many pages, the message is not clear.

Why do your affiliate results matter more than followers?

An engagement rate says people watch; an affiliate campaign says people buy. If you have worked with affiliate links and codes, you have something most media kits lack: clicks per post, sales per click and what each piece generated, measured by a third party rather than by you. Because the brand confirms the sales, the number holds up when someone questions it.

Present it carefully. You do not need to reveal how much you earned with each brand; it is enough to say how many sales a story generated or how many of the people who tapped the link went on to buy. Those numbers change the conversation: you are no longer negotiating on what you might do but on what you have already done. To know who to show them to, it helps to be clear on how to choose brands to promote before you write.

Followers tell a brand how many people watch you; sales tell it how many people believe you.

Format and upkeep: PDF, web page and regular reviews

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 a frozen media kit. Your audience changes, countries change and collaborations pile up. Set a reminder every few months to update the numbers, swap the content examples for the latest ones and add new results. Write the update date on the document itself: brands trust recent data more than an undated PDF.

How do you send the media kit and negotiate your rate?

By email or direct message, keep the message short and attach or link the media kit. Three or four lines: who you are, why that brand and not another, what you are proposing exactly and where the data is. No paragraphs about your passion. In a direct message, first ask who to talk to: whoever runs the account rarely decides the budget.

When the reply comes, the conversation usually revolves around three models. Flat fee: you are paid per published piece, whatever happens. Commission: you earn a share of what you sell with 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 sell, commission stops being a gamble.

How ADQ Links, ADEQ's affiliate product, handles it

With ADQ Links, ADEQ's affiliate product, each campaign gives you a short link that tracks your sales and a QR code, and the brand confirms every sale. Those are the results you can bring to your media kit: measured outside your account and confirmed by whoever pays. You only see campaigns available in your audience's countries, from local and global brands.

Each campaign comes with a creative kit of images, captions and scripts ready to post. Confirmed commissions are paid by ADEQ together with the rest of your earnings, and you keep the larger share of each one. To get started as a creator, sign up at console.adeqmedia.com/join.

Frequently asked questions about media kits

Do I need a media kit if I have few followers?

Yes, perhaps more than a big creator does: it is how you show that a small audience can be very specific and very loyal. With a clear niche and a couple of real results, a one-page document already opens 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 tailor 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 can be read in a minute, is lightweight and exports to PDF. Design does not close deals: data and clarity do.