Media kit
What is a media kit?
A media kit is a short document a creator shares with brands. It usually covers who they are, their platforms and follower counts, average views, engagement rate, audience demographics, past brand partners, examples of sponsored work and their services or rates.
Brands also have media kits (sometimes called press kits) with logos, product facts and photos for journalists and creators.
Why a media kit matters
For brands, a media kit is a quick first check. Audience numbers in a kit are self-reported, so it is still worth checking views and engagement on the creator’s recent posts yourself.
Related marketing terms
An influencer rate card lists a creator’s prices for each type of content and extra, such as videos, stories, usage rights and exclusivity.
Audience demographics describe who follows a creator or brand: location, age range, gender split and language. They decide audience fit.
Engagement rate measures how much an audience interacts with posts: likes, comments and shares divided by followers or views, as a percentage.
Influencer outreach is finding creators who fit your brand and contacting them with a clear, personal proposal to work together.