How to make a media kit that actually gets you booked

A media kit is one thing: the document you send when a brand says "can you send over some information?"

That's it. It isn't a portfolio, a CV or a design exercise. Its only job is to answer a brand's questions fast enough that saying yes is easy.

Most creators either don't have one, which costs them deals through slow replies, or spend a weekend making a beautiful one full of the wrong numbers.

Here's what actually goes in it.

The six things a brand wants to know

In roughly this order.

1. Who you are, in one line

Not your life story. What you make and who it's for.

I make home coffee content for people setting up their first proper brew at home.

If a brand can't tell what you're about in five seconds, nothing else on the page matters. This one line does more work than any other element.

2. Who your audience is

This is what they're buying, and it's the part most kits underweight.

• Age range and gender split
• Top countries or cities
• Anything specific you know about them: their job, their level, what they're trying to do

A brand that only sells in the UK needs to know your audience is 70% US before the conversation goes further. Telling them upfront saves everyone time and makes you look like you know what you're doing.

3. Your real numbers

The section where creators most often shoot themselves in the foot.

Use median views, not your best post. Your best post is not representative, and a brand that's seen it will be disappointed by what they get. Median is what you can honestly promise, and honest promises get you re-booked.

Work it out by listing the view counts of your last 10 to 20 posts, sorting them, and taking the middle one. Do it per platform.

Include:

• Followers per platform, though this is the least interesting number here
• Median views per post, per platform
• Engagement rate, and say how you calculated it
• Saves and shares if they're strong, because almost nobody quotes these and they signal genuine intent

Two rules: be specific, because "over 100k views!" reads as a boast while "median 31,400 views across the last 15 Reels" reads as a professional. And date it, so a brand knows the numbers are current.

4. Proof you can deliver

Three to five examples of your best work, linked, ideally including any past brand work.

For each, one line on what it was and how it performed. If you've worked with brands before, say who and what the result was. If you haven't, use your best organic posts. Nobody minds.

5. What you offer

Give them a menu so they know what they can ask for:

• One in-feed Reel or TikTok
• Story series
• Long-form YouTube integration
• UGC content for their own channels
• Multi-post campaign

You don't have to publish prices, though a "starting from" figure filters out brands with no budget and saves you a whole email round.

6. How to contact you

An email address. Please put an email address on it.

What to leave out

Vanity metrics with no context. Total lifetime views impresses nobody.

Every platform you've ever touched. Three strong channels beat seven with one where you post twice a year.

Long biography. They're buying access to your audience, not hiring you.

Rates you'll regret. If you publish prices, they anchor every negotiation. A starting-from figure is safer.

Stock photography and heavy design. Clean and readable beats designed. The numbers are the product.

Building it in an afternoon

Format. A single page is ideal. Two at most. A PDF is the most universally accepted thing to attach to an email, and a link works well because you can update it without resending.

Tools. Any document editor, a design tool with a template, or a simple web page. It genuinely does not matter. Do not spend three days on this.

Structure. Name and one-line description at the top. Audience. Numbers. Work examples. What you offer. Contact. In that order, because that's the order a brand reads in.

Keep it current. Numbers older than a couple of months undermine the whole document. Diarise a refresh every quarter, or use something that updates itself.

The version that actually gets used

The best media kit is a link you can paste in thirty seconds, not a file you have to find, check and re-export.

Two practical advantages of a link: brands can forward it internally without attachment size problems, and you can update the numbers once rather than re-sending a corrected PDF to everyone who asked last month.

Vantr builds this from your connected accounts as a creator profile, so the median views, engagement and top posts stay current without you editing anything, and it exports to PDF when a brand wants a file. It's free to start. If you'd rather keep a document you control, keep a document. Just put a reminder in your calendar to update the numbers, because a stale kit is worse than none.

Common questions

Do I need a media kit with a small following?

Yes, and arguably more. A small creator with a clear niche, honest numbers and a professional one-pager is far easier to say yes to than a larger one who takes four days to answer a basic question.

Should I put my rates in it?

A starting-from figure is usually the right balance. Full rate cards anchor negotiations and go out of date. No pricing at all costs you an email round with brands who have no budget.

How often should I update it?

Every quarter at minimum, and before any significant pitch. Numbers are the whole point of the document, and stale ones do real damage.

What if I've never worked with a brand?

Use your best organic posts and explain why they worked. Brands care that you can make content that performs, not that someone else paid you first.