Glossary / Creator Economy

What does Media Kit mean?

A media kit is a creator's pitch document for brands — typically a one-to-three page PDF or link covering audience size and demographics, engagement stats, content niches, past partnerships, and contact details. It functions as a resume for brand deals, answering a marketer's qualifying questions in one glance.

A strong kit leads with the numbers brands screen for: follower counts per platform, average views, engagement rate, and audience demographics (age, gender, geography — pulled from platform analytics). Case studies beat logos: one partnership with a concrete result ("drove 1,200 clicks, 9% CTR") outweighs a wall of brand names.

Format conventions: keep it current (stale numbers destroy trust), keep it skimmable, match the visual quality of your content, and version it — some creators tailor kits per niche or per pitch. Rates can live in the kit or in a separate rate card; many creators omit pricing from the kit to keep negotiating room. Tools range from Canva templates to auto-updating services that pull live stats.

Used in the wild

Outreach email line: "I've attached my media kit — the short version: 85k across TikTok and IG, 6.2% engagement, audience is 78% US women 25-34."

Most used on:InstagramTikTokYouTubeEmail

FAQs about Media Kit

What should a media kit include?

Bio and niche, platform stats (followers, average views, engagement rate), audience demographics, content examples, past brand work with results if possible, services offered, and contact info. One to three pages is the norm.

Should I put my rates in my media kit?

It is a judgment call. Including rates filters out low-budget inquiries; omitting them preserves negotiating flexibility and lets you scope custom deals. Many creators keep a separate rate card for after first contact.

Related terms

Rate Card

A rate card is a creator's price list for sponsored work: cost per TikTok video, Instagram Reel, story set, YouTube integration, UGC asset, plus add-ons like usage rights, exclusivity, and ad authorization. It standardizes negotiations and signals professionalism when brands ask "what are your rates?"

Brand Deal

A brand deal is a paid partnership where a creator promotes a company's product to their audience — through dedicated videos, integrated mentions, posts, or stories. Deals are typically scoped by deliverables, usage rights, exclusivity, and timeline, and they remain the largest income source for most mid-size and large creators.

Engagement Rate

Engagement rate measures how actively an audience interacts with content — typically likes, comments, shares, and saves divided by followers or by reach, expressed as a percentage. Brands use it to vet creators because it exposes the difference between a large audience and an attentive one.

Writing captions that actually sound native?

Socialync posts to all 8 platforms at once, with AI captions tuned per platform. Free to start.

Try Socialync Free