Building a media kit that gets replies
One page, five sections, and the numbers brands actually ask for.
A media kit's only job is to make a brand's decision easy. Not impressive — easy. Most media kits fail because they're built to look good, not to answer the three questions a marketer actually has: who's your audience, what do you charge, and what's it like to work with you.
Keep it to one page
A ten-page PDF doesn't get read; it gets skimmed for the pricing page and closed. One page, scannable in under a minute, gets you further than a polished deck nobody finishes.
The five sections that matter
1. Who you are, in two sentences. Not a bio — a positioning statement. What you make content about and for whom. A marketer deciding fit in ten seconds needs this up front, not buried under a life story.
2. Audience numbers, honestly. Follower count matters less than marketers used to assume — most now weight engagement rate and audience demographics higher. Include follower count, average engagement rate, and a rough age/location breakdown if your analytics give you one. Round numbers are fine; inflated ones get caught.
3. Past work, if you have any. Brands you've worked with, or example posts if you're just starting. Concrete examples of what a sponsored post from you actually looks like reduce a brand's uncertainty more than any adjective describing your "engaged community."
4. Rates or a rate range. Many creators leave this out to avoid scaring anyone off, which mostly just adds an email round-trip before the real conversation can start. A range signals confidence and saves both sides time.
5. How to reach you, with a fast path. One email address or contact form, checked regularly. A media kit that leads to a contact method nobody's monitoring is worse than no media kit.
The numbers brands actually ask for
- Engagement rate over the last 90 days, not a single viral outlier post.
- Audience demographics if available — age range, top locations, gender split.
- Content frequency — how often you post, since that affects campaign timelines.
- Turnaround time for sponsored content, so they can plan a launch date.
Update it before you need it, not during a pitch
The worst time to update a media kit is while a brand is waiting on it. Refresh the numbers quarterly so it's always ready to send within minutes of a reply landing in your inbox — speed of response is itself a signal of professionalism that brands notice.