How to Make a Media Kit That Gets Brand Replies
A one-page media kit checklist for micro-influencers: audience proof, engagement formula, samples, and a rate card brands can say yes to.
Direct answer
A media kit is one page: niche sentence, followers and 90-day reach, engagement rate with the formula, audience geo/age, three work samples, and prices by deliverable — not a 14-slide brand deck.
Brands ask the same five questions in every reply. If your answers live in five different screenshots buried in your camera roll, you lose the week. A media kit is how you answer once and reuse forever — then attach it to the pitch email.
Key Takeaways
- One page beats a slide deck.
- Label your engagement formula (followers vs views).
- Show geo — restaurants and DTC both care.
- Price by deliverable; usage is a separate line.
What to put on the page
Media kit checklist
- Name / handle / email / one-line niche (“US half-marathoners on a budget”).
- Followers by platform + 90-day average Reel/TikTok reach or views (cropped Insights).
- Engagement rate + formula. Link the engagement rate definition if you want.
- Audience: top countries, age bands, any city concentration.
- Three links: best organic, best sponsored or strongest demo, one category match.
- Past results if you have them: code revenue, save rate, a brand quote.
- Rate card: Reel, Stories 3-pack, TikTok, YouTube integration, usage, Spark/Partnership.
1 page
Target length
3
Work samples to include
Quarterly
How often to refresh numbers
How to write rates without guessing
Start from expected reach × a sane CPM, then adjust for niche. Consumer Instagram often sits around $8–$20 CPM; TikTok a bit lower; YouTube higher. Worked ranges: 2026 micro pricing. Put the menu on a rate card — not one blob called “sponsorship.”
If they have to ask for your numbers, you already slowed the yes.
Format and sending tips
- PDF under 2MB or a clean Notion page with a public link.
- Filename:
YourName-MediaKit-2026.pdf— searchable in their inbox. - Update after every meaningful growth jump or rate change.
- Match the kit to the pitch: lead with the platform they care about.
Next step: send it with a specific idea — how to pitch brands.
Frequently Asked Questions
What should a micro-influencer media kit include?
Niche sentence, platform follower counts, 90-day average reach or views, engagement rate with the formula you used, audience top countries and age bands, three content samples, past brand results if you have them, and a rate card by deliverable including usage extras.
How long should a media kit be?
One page. Two only if you work across many platforms and need a compact rate table. Brands decide in minutes. A 14-slide Canva theme signals you are optimizing for yourself, not for their yes.
Do I need a media kit if I only have 8,000 followers?
Yes — especially then. Smaller creators win on proof and clarity. A clean kit with geo, engagement, and a concrete rate often beats a vague pitch from a larger generalist.
Should I put my rates on the media kit?
Yes, at least as ranges by deliverable. “Rates available on request” adds a round-trip and lets brands ghost. You can note that usage and exclusivity are quoted separately.
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