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Creator Media Kit: What to Include So Brands Actually Reply

A practical media kit outline for creators: audience stats, best work, formats, rates or a rate card link, and where to host it so brands find it from your bio.

QKAP Team7 min read
On this page
  1. Key takeaways
  2. What brands look for first
  3. Section-by-section outline
  4. Presenting stats honestly
  5. Design: simple, readable on a phone
  6. Where to host it and how to share it
  7. Frequently asked questions
  8. Sources

A good creator media kit fits on one or two pages: who you are, who watches you, three examples of your best work, the formats you offer, and how to book you. Date every number and name where it came from, usually Instagram Insights. Keep it readable on a phone, and link it from your bio and your inbox replies so brands find it without having to ask.

Key takeaways

  • Brands scan a media kit for fit first: niche, audience location and age, typical views and work similar to theirs.
  • Seven sections cover it: intro, audience, results, formats, past partners, rates (or "rates on request") and contact.
  • Use typical numbers, not your best ever, and put a date and source next to every stat.
  • Design for a phone screen: large numbers, short lines and real photos.
  • Share a link that's always current, and keep a dated PDF for brands that want an attachment.

What brands look for first

A brand manager or agency often has many creators to review, so assume your kit gets a quick scan. In that scan they're checking five things:

  1. Fit. Is your niche close to their product, and does your content look like something their customers watch?
  2. Audience. Where your viewers live and how old they are. A brand selling only in India needs an Indian audience. A Bengaluru café needs Bengaluru.
  3. Typical performance. How many people usually see a reel or story, not just your one viral hit.
  4. Proof. Examples of work in their category, ideally with results.
  5. Ease. Clear formats and one obvious way to contact you.

If any of these is missing, the brand has to email you to ask, and many won't.

Section-by-section outline

1. Intro

Your name, handle, a clear photo and one line on what you make, such as "Budget skincare for oily skin, in Hindi and English". Add your city and the languages you create in, because some campaigns target a specific region or language.

2. Audience

Followers, typical reel views, and audience details from Instagram Insights: top cities, top countries, age ranges and gender. Say which time frame you used.

3. Results

Three of your best-performing posts that match the kind of work you want, each with views and interactions. If you've run campaigns, add real outcomes, such as product clicks from your link page, but only figures you can show.

4. Formats

What you offer: reels, story sets, carousels, a product placement in your link in bio, UGC videos the brand posts itself, live sessions. One line each on what's included.

5. Past partners

Brands you've actually worked with, paid or gifted. Ask before using their logos, and never list a brand you only tagged.

6. Rates or "rates on request"

Either "starting at" prices for your main formats or a line saying rates depend on scope. Our influencer rate card guide covers what to include, and the brand deal pricing formula shows how to work out the numbers.

7. Contact

One email address or inbox link, your usual reply time, and the details you need in a first message: brand, product, deliverables, dates and budget.

Presenting stats honestly

Brands see many media kits, and inflated numbers are easy to spot. These habits keep yours credible.

  • Date every number. Write "Instagram Insights, last 30 days, as of 1 October 2026" under the audience section. Insights lets you choose preset or custom time frames within the past 90 days.
  • Use the right metric names. According to Instagram's Help Centre (checked October 2026), Views counts the times your content was played or displayed, Viewers counts the unique accounts that saw it, and Interactions covers actions such as likes, comments, saves and shares. Instagram labels Viewers as estimated.
  • Know the thresholds. Audience demographics appear once you reach more than 100 accounts in a preset time frame, and follower trends such as top locations, age range and most active times need at least 100 followers. If you're below that, say so honestly and lead with content quality instead.
  • Show typical, not peak. Use the median views of your recent reels. If you mention a viral reel, label it as your best, not your average.
  • Add link data if you have it. Instagram stops at the tap on your link. Your link-in-bio analytics show what happened next, such as page views, product clicks and click rate. On QKAP, analytics cover the last 7 days on Free, with longer ranges and CSV export on Premium. Our link-in-bio analytics guide explains which numbers matter.
  • Offer screenshots on request. Serious brands may ask for Insights screenshots, so only publish numbers you can back up.

For a refresher on reading these screens, see Instagram Insights for affiliate creators.

Design: simple, readable on a phone

Assume a brand manager will open your kit on a phone, often from a link in a message.

  • One or two pages, or a short scrolling page. Put the audience numbers near the top.
  • Big numbers, short labels. "48K typical reel views" reads faster than a paragraph.
  • Real photos and thumbnails from your content, not stock images.
  • Two fonts at most and high contrast. Pale text on photos is hard to read.
  • No tiny screenshots of Insights in the main layout. Keep those for when a brand asks.

You don't need special software. As of October 2026, Canva's media kit maker offers templates and a drag-and-drop editor, and lets you save as PDF, JPG or PNG or share from Canva. If you want numbers that refresh themselves, Beacons' pricing page lists a media kit that updates daily from linked social accounts on every plan, including Free, and Passionfroot's free creator plan lists a "media kit with live stats". QKAP doesn't build media kits, but you can link one from your page. Our ranking of media kit tools for creators compares these options side by side.

Where to host it and how to share it

Link or PDF? A link always shows your latest version, while a PDF gets forwarded and saved, so old numbers keep circulating. Use a link as your main version and send a dated PDF when a brand asks for an attachment.

Share it in four places:

  1. Your bio page. Add a "Work with me" or "Media kit" link. Our Instagram bio ideas include wording that tells brands where to look.
  2. Your inbox replies. QKAP's inbox adds a button such as "Partnerships" or "Collabs" to your page. Save a quick reply such as "Hi {name}, here's my media kit" with the link, where {name} fills in the sender's first name. Picking it from Quick replies drops it into your reply, ready to send.
  3. Your email signature, for brands that reach you by email.
  4. Instagram's Contact button. Professional accounts can show an email address on their profile. Anyone who taps Contact can see it, so use a work address, not your personal one.

Here is the whole media kit outline at a glance:

SectionWhat to includeCommon mistake
IntroName, handle, photo, niche line, city, languagesA long life story
AudienceFollowers, typical views, top cities, age, gender, with dateUndated numbers or best-ever views
ResultsThree relevant posts with views and interactionsPosts unrelated to the brand's category
FormatsReels, stories, carousels, link placement, UGCNot saying what's included
Past partnersReal collaborations, logos with permissionListing brands you only tagged
Rates"Starting at" prices or "rates on request"Prices with no scope attached
ContactOne email or inbox link, reply timeSeveral channels and no clear one

Frequently asked questions

Should I include rates in my media kit?

Either works. "Starting at" prices save time with brands whose budgets are too small, while "rates on request" lets you quote after reading the brief. A common approach is to keep the media kit rate-free and send a separate rate card once you know the scope.

How often should I update my media kit?

Update the numbers at least monthly, and refresh the whole kit when your niche, formats or audience change. Always change the date next to the stats when you update them, so brands know how current they are.

Can a small creator have a media kit?

Yes. A clear niche and an engaged local audience can matter more to a brand than size. If you're under Instagram's 100-account threshold for demographics, lead with your niche, your best content and your interactions, and add demographics once they appear.

Use a link as your main version so brands always see current numbers, and keep a dated PDF for brands that want an attachment. Put the link on your bio page and in your saved inbox replies.

Which stats should I put first?

Start with typical reel views and audience location, because they answer the first two questions a brand asks: how many people will see this, and are they our customers? Interactions and past results come next.

Sources

Checked on 17 October 2026:

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