How to create an influencer media kit to pitch brands

Social-media influencers use media kits to pitch themselves to brands.
Media kits often include metrics, past campaign examples, and pay rates.
Check out these real examples of influencer media kits.

Contents

What should be included in an influencer media kit How many pages should an influencer media kit be?

Many social-media influencers rely on brand deals as their main source of income.

Influencers can offer advertisers a range of content types — like in-feed posts on Instagram, a 30-second TikTok, or a mention on YouTube. Brands are hiring creators with nano (fewer than 10,000 followers) to mega audiences across a wide range of categories.

To land these deals, many influencers will reach out to brands and send them a media kit. An influencer media kit is a document that generally shows a creator’s past work and audience metrics, and showcases their potential value to a brand. How do you create a media kit? The format can vary, but there are certain pieces of information that influencers generally include in a media kit.

Here are 27 examples of real media kits that influencers use to get brand deals

What should be included in an influencer media kit

While creators put a variety of elements in their media kits, here are what influencers generally said they included:

A cover page
Audience metrics, like core follower demographics
A list of advertisers the influencer has worked with
Past campaign case studies
Pay rates
Contact information

Some influencers will send a media kit to every advertiser they work with. They keep this document up-to-date by adding new metrics and collaborations every few months.

“I think it’s super important if you want to take this seriously,” influencer Macy Mariano said of media kits. “I send them now to everyone I get in touch with. It’s just a good way to express who you are and what you’ve done so they can see your past and current work.”

How many pages should an influencer media kit be?

Influencer media kits can be as short as one page as long as they effectively convey the influencer’s pitch to a brand. Influencers shared media kits that ranged from one to 24 pages.

Toronto-based creator Tess Barclay sends a one-page media kit to every brand she wants to work with. It shares audience demographics and examples of past work.

Read the simple one-page media kit nano influencer Tess Barclay uses to get deals with brands like Princess Polly and Ana Luisa

But influencer media kits can also be longer. Many influencers use media kits that are two to four pages. Instagram nano influencer Jour’dan Haynes has used a three-page media kit for brand deals with Garnier, Burger King, and more. (Read Haynes’ three-page media kit.)

Other influencers use media kits that are dozens of pages. Entrepreneur and YouTuber Marina Mogilko runs three successful YouTube channels and uses a media kit to pitch her business to brands. Her media kit is 24 pages long and shows case studies of her past work, as well as other elements.

Read the exact 24-page media kit a YouTuber with millions of subscribers uses when she reaches out to brands.

Marina Mogilko, a business and education creator with 4.9 million YouTube subscribers. Check out her 24-page media kit here.
Roberto Blake, a business and tech influencer with 541,000 subscribers on YouTube. Check out his 26-page media kit here.
Jade Darmawangsa, a tech and business YouTube creator with 379,000 subscribers. Check out her 4-page media kit here.
Joanna Franco, a travel influencer with 133,000 subscribers. Check out her 2-page media kit here.
Tess Barclay, a Toronto-based creator with 30,000 subscribers on YouTube. Check out her simple 1-page media kit here.
Risk House, an influencer collab house with 18,000 YouTube Subscribers. Check out their 16-page media kit here.
Jen Lauren, a YouTube nano influencer with 5,000 subscribers. Check out her 3-page media kit here.
Kayla Compton, a YouTube nano influencer with 4,700 followers. Check out her 8-page media kit here.

Alexa Collins, a lifestyle creator 2 million Instagram followers. Check out her 8-page media kit here.
Justine Jakobs, an adult content creator with 460,000 Instagram followers. Check out her 4-page media kit here.
Eric Stoen, a travel influencer with 340,000 followers. Check out his 1-page media kit here.
Macy Mariano, a fashion and lifestyle Instagram creator with 172,000 followers. Check out her 9-page media kit here.
Shagun Patel, is an Instagram and TikTok creator with 102,800 followers. Check out her 7-page media kit.
Sukhjot Singh, who makes videos with Patel and has 42,400 followers. Check out his 4-page media kit.
Jour’dan Haynes, a lifestyle creator with 6,000 Instagram followers. Check out her 3-page media kit here.
Laur DeMartino, a part-time lifestyle content creator with 5,000 Instagram influencers. Check out her 9-page media kit here.
Stacy Kim has landed over 40 brand deals with 3,400 Instagram followers. Check out her 1-page media kit.

Josh Richards, a TikTok star with 25 million followers. Check out his 5-page media kit here.
Rag Report, a fashion publication built on and around TikTok with 1.3 million followers. Check out the 2-page media kit it uses to land sponsors here.
HoneyHouse, an influencer collab house with 1 million TikTok followers. Check out their 17-page media kit here.
Joseph Arujo, a UGC creator with 870,000 followers. Check out his 1-page media here.
The Crib Around The Corner, an LA collab house with 639,000 TikTok followers. Check out their 26-page media kit here.
Joel Bervell, a health and lifestyle creator with 625,800 TikTok followers. Check out his 2-page media kit here.
Natasha Greene, a lifestyle influencer with 227,400 followers on TikTok. Check out her 9-page media kit here.
Lauren Soyung Lim, a part-time influencer with 170,000 followers on TikTok. Check out her 9-page media kit here.
Gigi Robinson, a creator with about 135,000 followers on TikTok. Check out her 17-page media kit here.
Jorge Alvarez, a mental health creator with 135,000 TikTok followers. Check out his 2-page media kit here.
Paulina Perez has 52,000 TikTok followers and makes videos in both English and Spanish. Check out her 2-page media kit here.
Blake Newby is a part-time beauty influencer with 45,000 TikTok followers. Check out her 7-page media kit here.