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Media kit template

Creator media kit — the live reference brands actually read

A live media-kit page brands and journalists can read instead of a stale PDF — audience stats, demographics, engagement rates, past collaborations, content samples, and rate signal, on a page that updates monthly so the numbers a brand sees match the numbers you actually have.

Who this template is for

Every working creator has, at some point, scrambled to update a six-month-old media kit PDF the day a brand asks for it — only to send the still-slightly-stale version because the brand was on a deadline and a 30-day-old number was better than no number. The PDF format is the problem, not the content. PDFs go out of date the moment they're attached to an email; they get forwarded without context; they require a download that adds friction; they invite brands to copy-paste your audience stats into their internal pitch decks without attribution. A live media kit fixes all of this. The page lives at a URL you control, the numbers update monthly (manually or via integration with Instagram Insights, TikTok Creator Analytics, YouTube Studio, Substack, Beehiiv, and Spotify for Podcasters), the past-collaborations section can grow over time without re-exporting a PDF, and brands inspect the live URL the same way they'd read a Wikipedia page about you — quickly, comparatively, decisively. This template gives you the structure for that live page. Hero with name, niche, and primary platforms. Audience stats with per-platform breakdown and demographics. Engagement rates that brands can sanity-check against industry benchmarks. Past brand collaborations with named logos and outcome metrics. Content samples. Rate signal if you publish, qualifying inquiry form if you don't. Press mentions for social proof. And a downloadable press-kit PDF for brands that explicitly request one — which still happens, especially for legacy agency processes, and is best treated as a polite formality alongside the live page rather than the primary format.

From inquiry to qualified collab in under a week

A brand contact (marketing manager, agency planner, brand-side influencer manager, PR firm) reaches your media-kit page through a search, a referral, your link-in-bio, your past collab partner's recommendation, or an outbound from a creator-discovery tool (Aspire, Grin, CreatorIQ, Tagger, Mavrck, Captiv8, Klear; in Brazil, Squid, YouPix, Celebryts, AirInfluencer; in Spain, Influencity, Heepsy, Brandtify). They land on the page and scan for the fit-check questions in 60-90 seconds: which platforms you're on and audience sizes per platform, which demographics that audience skews toward, what your engagement rate is (the key brand-collab quality metric — high follower count with low engagement is worse than half the followers with double the engagement), what past brands you've worked with and what those campaigns delivered, what content categories you produce (so they can match brief themes to your existing content), and whether your rate fits their budget (either via published rate signal or via the inquiry form's budget-tier qualifier). If they pass the fit-check, they click into your inquiry form — typically the same structured form pattern from the influencer-outreach template (campaign type, deliverables, content rights, exclusivity, budget, timeline). Inquiries flow into your CRM (Notion, Airtable, HubSpot, RD Station, the creator-management agency's tools), and the discovery call follows within 48-72 hours. The whole flow happens with the brand reading current numbers, not 6-month-old ones, which means the conversation starts at the right level for your current audience size and the deal price reflects what you can actually deliver today.

Built for the creator categories where the media kit is operational reality

  • Influencers and content creators (Instagram, TikTok, YouTube)

    The primary use case. The media kit captures total reach across platforms, per-platform follower count and engagement rate, demographic breakdown (age, gender, geography, top interests), and past brand collaborations. For mid-tier creators (100K-1M combined followers), the page typically converts inbound inquiries from brand managers researching a shortlist of 4-8 creators for a campaign; for top-tier creators (1M+), the page also services PR firms, agency partners, and direct-to-CMO outreach. Engagement rate matters more than follower count above the 100K threshold — a 500K-follower creator with 4% engagement is more valuable to a brand than a 2M-follower creator with 0.5% engagement, because the smaller-but-engaged audience actually responds to the sponsored content. Brazilian creator engagement rates run notably higher than US baselines for cultural reasons (the Brazilian audience is more interactive on social media on average) — Brazilian mid-tier creators commonly post 6-10% engagement rates on Instagram, which is the equivalent of 3-5% in the US market. Make this data point visible to international brands who don't expect it.

  • Podcast hosts and audio creators

    Podcast media kits are structurally different from influencer media kits. The audience number is downloads per episode (typically averaged over the last 30 days) rather than follower count, the demographics come from Spotify for Podcasters or Apple Podcasts Connect rather than Instagram Insights, and the engagement metric is completion rate (the percentage of listeners who complete the episode — typically 70-85% for well-produced shows is good). For Brazilian podcasts (B9, Mamilos, Café da Manhã from Folha, Vênus Lab, Ciência Suja, Sintonia Brasil), Spotify dominates and the platform's data is the canonical source. The past-sponsors section is especially important — podcast advertisers care a lot about previous sponsor categories (a podcast that has run alcohol ads is fine for whisky brands but a problem for some family-content brands; a podcast that has run gambling ads similarly affects fit).

  • Newsletter authors (Substack, Beehiiv, Ghost, Kit)

    Newsletter media kits center on the subscriber count, the open rate (typically 30-50% for engaged newsletters is good; below 20% is weak, above 60% is exceptional), the click-through rate (typically 3-8% for engaged audiences), and the demographic profile from the newsletter platform's analytics. The total readership is a multiple of the subscriber count (forwards, web reads, screenshots) but the subscriber count is the primary metric brands negotiate against. The sponsored-content rate card for newsletters depends heavily on niche — B2B SaaS niches (Lenny's Newsletter, The Generalist, Stratechery, Platformer, Benedict Evans) command $5-20 CPM; consumer-niche newsletters command $1-5 CPM; specialty niches (medical, legal, fintech) command $20-100 CPM for the right targeted audience. Brazilian newsletter sponsorship (Drops, NeoFeed, Resumido, Brasil Journal, Cabeça de Lab) is a growing market with rates climbing from R$1k-5k per sponsored issue toward US-equivalent CPMs.

  • Athletes, sports creators, and live-event personalities

    A category where the media kit emphasizes the unique reach combination of social-platform followers plus live-game following plus past brand-sponsor history. The page captures social stats per platform (Instagram and TikTok lead, X and LinkedIn for established athletes, YouTube for athlete-content), the sport-specific reach (regular-season game following, social engagement during live games), past sponsor categories (athletic brands, lifestyle brands, financial-services if applicable for high-earning athletes), and any union or competitive-restrictions context that limits which brand categories are allowed (some sport unions restrict alcohol, gambling, or specific competitive-brand sponsorships). For Brazilian athletes (especially soccer players from Brasileirão clubs, retired stars in their post-playing speaking circuit, MMA fighters with PFL or LFA Brasil background), the language profile (Portuguese-first, Spanish-fluent, English-conversational) is itself a media-kit relevant field for international brand collabs.

  • Speakers and thought leaders (combination with speaker LP)

    Speakers whose income flows through both keynote bookings and brand partnerships use a media kit that combines speaker-LP metrics (past speaking venues, audience sizes at events, reel views, speaker-circuit standing) with content-creator metrics (newsletter subscribers, social followers, podcast appearances). The page positions the speaker as both an event-bookable asset and a thought-leader brand partner, which is a different sales conversation than pure influencer-collab. For B2B-targeted speakers, the page may also surface board memberships, board observer roles, and advisory positions as credibility signals that influence brand-partnership decisions (brands sponsoring a speaker with active enterprise-board work get implicit B2B-credibility transfer).

  • Bands, musicians, and music-industry creators

    Music-industry media kits center on streaming data (Spotify monthly listeners, Apple Music plays, YouTube view counts, Deezer monthly listeners for Spanish and Brazilian audiences), social platform followers (Instagram especially for visual-aesthetic bands, TikTok for viral-track artists), tour metrics (cities, venues, ticket sales), and past brand collaborations or licensing deals. For Brazilian musicians on the path from independent to label-signed, the media kit serves both labels evaluating signing (the data demonstrates audience traction) and brands considering sponsorship or sync licensing. Surface Tratore, ONErpm Brasil, or major-label distribution status if applicable, and any festival appearances (Rock in Rio, Lollapalooza Brasil, The Town, Coala Festival, festival circuit; for Spanish, Primavera Sound, Sónar, Mad Cool, FIB, Vida Festival) as social-proof markers.

Tune the media kit to your audience metrics and your monetization model

Start with your audience stats — pull current numbers from each platform you're on (Instagram Insights, TikTok Creator Analytics, YouTube Studio, Spotify for Podcasters, Apple Podcasts Connect, Substack, Beehiiv, Ghost, Kit) and surface them prominently. Be honest about platforms where you have small numbers — a brand discovering a 5K follower count when your home page implied 'major following' is more damaging than honestly showing the 5K alongside your strong 50K on another platform. Add per-platform engagement rate (the formula varies by platform — Instagram uses likes+comments / followers; TikTok uses views+likes+comments / followers; YouTube uses average engagement per view) because this is the metric brands sanity-check most. Add the demographic breakdown (age, gender, geography, top interests) from the platform's native analytics — most platforms surface this for accounts with 100+ followers. Include past brand collaborations with named logos when permission allows; for confidential or NDA-protected collabs, describe them anonymously by category ("Top-3 athletic apparel brand, integrated campaign delivering 2.5M impressions and 8% engagement"). Add a rate signal if you publish rates ("campaigns from $X") or a structured inquiry form with budget-tier qualifier if you don't. Add press mentions for social proof — earned media in named publications (Forbes 30 Under 30, Adweek Creator List, Hollywood Reporter Influencer 100, Glossy Beauty 50, in Brazil Forbes Brazil's lists, Exame, Veja Negócios) transfers credibility to your brand partnerships. For multilingual creators, surface language profile (which language(s) you create in, which languages your audience speaks) because this affects international brand-partner fit.

Creator media kit FAQ

Different audiences, different content priorities. A press kit serves journalists and PR — it has your bio, your photo, your contact for press inquiries, and the key facts journalists need to write about you. A media kit serves brands considering paid collaboration — it has your audience stats, your engagement metrics, your past brand collabs, and your rate or inquiry form. There's overlap (both have your bio, both have your contact), but the structural focus differs. Most creators eventually have both: a press kit page (for podcast-host invitations, conference-speaker queries, journalist research) and a media kit page (for brand-collab inquiries). Some bundle them on one page and use section anchors; some keep them separate for cleaner messaging. This template is the media-kit-focused version; pair it with the press-kit page in your link-in-bio for full coverage.
Three categories. Reach numbers: total reach across platforms, per-platform follower count, podcast download count, newsletter subscriber count. Engagement metrics: engagement rate per platform (the make-or-break metric for brand collabs), open rate for newsletters, completion rate for podcasts, average video view duration for YouTube. Audience composition: age, gender, geography, top interests, income or spending data when available. Include them all if you have them; surface the ones where your numbers are strongest visually (large font, hero placement) and tuck the weaker numbers honestly without hiding them. The single mistake to avoid is over-claiming — a brand that catches a creator inflating numbers loses trust in everything else on the page, and the inflated number is almost always detectable through platform-native verification (brands check Instagram Insights and TikTok Creator Analytics directly when seriously considering).
Tradeoffs in both directions. Listing rates (or a starting rate) pre-qualifies aggressively — brands either fit the rate or don't, both useful outcomes — and reduces the discovery-call volume that goes nowhere. Hiding rates keeps the conversation open for stretch-budget collabs that wouldn't have inquired if they'd seen the price; it also gives you negotiation flexibility per-deal. Most established mid-tier creators (100K-1M combined followers) publish a starting rate ("campaigns starting at $X") and route higher-budget conversations through the inquiry form. Below 100K, most creators don't publish rates because the variability per-deal is too high and the brands inquiring are often willing to negotiate. Above 1M followers, many creators are agency-represented and the agency handles rate quotes per-inquiry. For Brazilian creators, the parcelamento culture extends to brand-collab payments — Brazilian brands sometimes pay creators in installments over the campaign duration rather than 50/50 upfront/delivery, which is worth surfacing in the inquiry form so payment-term expectations are aligned from day one.
Monthly for audience stats, immediately after each significant brand collaboration, immediately after each press mention. The monthly cadence keeps the audience numbers fresh — most platforms refresh their analytics dashboards weekly, so a monthly pull-and-update keeps your media kit within one month of accurate. For top-tier creators where one viral moment can shift the numbers significantly, weekly updates may make sense. For lower-tier creators where month-over-month changes are small, monthly is fine. Past-collab and press-mention updates should be immediate — a brand inspecting your media kit and finding the campaign they just saw on your Instagram referenced in your media kit signals professionalism and current-context awareness. Set a calendar reminder for the first business day of each month to pull current numbers from each platform and update the page; the whole task takes 15-30 minutes for an established creator.
Yes — most platforms expose their analytics via API, and your media kit can pull current numbers automatically rather than requiring manual entry. Instagram Graph API and TikTok Business API both support follower count, engagement, and audience-demographic reads (subject to the API's permissions model — TikTok in particular requires Business account verification). YouTube Data API provides subscriber count, view metrics, and average engagement per video. Spotify for Podcasters and Apple Podcasts Connect provide download numbers via their APIs. For newsletter platforms, Substack, Beehiiv, Ghost, and Kit all expose subscriber count and basic engagement metrics. The integration setup typically requires creator-account authentication (OAuth), but once authorized the media kit can refresh numbers daily or weekly automatically. For creator-management agencies serving multiple creators (CreatorIQ, Tagger, Influencity, Heepsy, Squid, YouPix for Brazilian), the agency's existing data pipeline can feed the media kit via webhook rather than each creator setting up integrations individually.

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