Influencer Media Kit: What to Include, Where to Get the Stats and a Template
Short answer
An influencer media kit is one or two pages for a brand: who you are and what you talk about, average reach and views from the last 90 days, engagement rate with its formula, audience demographics, three to five work samples, formats, terms and contact. Take the numbers from Instagram Insights, TikTok Studio and YouTube Studio, always with dates. Update it once a quarter and after every bigger campaign.
An influencer media kit is one or two pages that tell a brand who you are, who watches you, how many people actually see your posts and what your content has looked like so far. The term itself is explained in our glossary entry media kit. Here we show how to make a media kit: what to put in it, where to get the numbers on Instagram, TikTok and YouTube, how the UGC creator version differs and how to send it. A template to copy is at the end.
The questions a media kit answers for a brand
The person on the brand side is looking through a dozen profiles with three questions in mind: who you talk to, how many people really see your posts and whether your content fits their product. A good media kit answers all three before anyone has to ask.
What to put in a media kit: nine blocks
- Who you are. Handle, niche, city, languages and two or three sentences about who you create for.
- Channels. A link to every profile, the main one first.
- Reach and views. Averages per post, not just your follower count.
- Engagement. The rate together with the formula used to calculate it.
- Audience. Share from Poland, top cities, age and gender.
- Work samples. Your three to five best pieces, with results if you know them.
- Past collaborations. Brand names; logos only with permission.
- Formats and terms. Post, Reel, Stories series, TikTok video, YouTube integration, UGC content. List usage rights separately.
- Contact and date. Email address and the date your data is current as of.
Reach comes before followers on purpose. In Sprout Social's Influencer Marketing Report 2026 (published 3 August 2026; a survey of 2,250 consumers in the US, the UK and Australia, conducted in May 2026), only 17% of respondents said they look at follower count when deciding whether to follow a creator. The average reach of your recent posts tells a brand more about your channel.
Where to get the statistics for your media kit
Statistics live in the professional dashboard (Insights), which works only on a creator or business account. It shows data for the last 90 days at most. Since 2025 the main metric is Views, and Impressions have disappeared from the statistics. Demographics appear only once your reach or interactions cover more than 100 accounts. What each metric means is covered in our article Instagram Insights: how to read them and what to show brands.
TikTok
On TikTok the data is in TikTok Studio, under Analytics. The Overview, Content, Viewers and Followers tabs show your account summary, video performance, viewers and followers. For videos, put the average watch time and the share of people who watched the full video in your media kit. TikTok shows demographics from 100 followers.
YouTube
In YouTube Studio, audience data is under Analytics, in the Audience tab. Members of the YouTube Partner Program also get a ready-made media kit: in YouTube Studio on desktop, under Earn, in the YouTube Creator Partnerships section, the View Media Kit option generates a PDF with your channel data.
Which period to show and how to calculate averages
- Main period: the last 90 days. On TikTok, pick the range closest to 90 days. Next to it you can show 30 days as your current pace. Always with start and end dates.
- Average of your last 10–12 posts. One viral Reel will inflate the result, and the brand will see your regular posts on your profile anyway.
- Engagement rate with the formula. Interactions divided by reach times 100, or interactions divided by followers times 100 — say which one you use. We compare both in the article engagement rate: how to calculate it, and the term itself is explained in the glossary entry engagement rate.
- Your own archive. Instagram does not show data older than 90 days, so once a month copy your key numbers into a spreadsheet.
A UGC creator's media kit: what replaces statistics
A UGC creator sells content, not access to an audience: the brand publishes the video on its own profile or in ads. We explain the difference in the article UGC vs influencer marketing. That is why in a UGC media kit, reach and demographics are replaced by:
- 6–12 samples in different formats: review, unboxing, product demo, POV;
- scope of work: hook variants, number of revisions, source files, turnaround time;
- licence terms: where and for how long the brand may use the content.
If you have no commercial work yet, film samples with products you use every day and label them honestly as your own content, not commissioned by a brand.
Rates in a media kit: include them or not
Prices in the document cut down on back-and-forth, because the brand sees straight away whether it fits the budget. The downside is that a figure in a PDF ages quickly, and the file keeps circulating long after you send it. A sensible compromise is packages marked “from [amount] PLN” plus a detailed price list on request, with usage rights for ads and exclusivity as separate items. What brands pay in your niche you can check on the niche pages in the influencers section.
Honest and legal
- Screenshots without edits. The period is visible, and the numbers are exactly what the app showed.
- Demographics yes, usernames no. Aggregated data such as “mostly women aged 25–34” is anonymous and GDPR does not apply to it (GDPR Recital 26). Screenshots of comments and messages with usernames are personal data, so blur them.
- Logos with permission. A brand's logo is a trademark: show it once the partner has agreed, and check whether your contract has a confidentiality clause. The simplest option is to write the right to show the work in your portfolio into the contract from the start.
- Rights after handing over the content. If the rights to a video passed to the brand, showing it in your portfolio must also follow from the contract. Under Polish copyright law what counts are the fields of exploitation listed in the contract (Art. 41(2) of the Copyright Act), and if another person appears in the content, also their consent to the dissemination of their image (Art. 81).
- No made-up results. Don't write “sales ×3” without a source, and don't present your own content as a paid campaign.
Format and sending
- One or two pages: a PDF or a permanent link. A link doesn't go out of date, because you update the numbers in one place.
- A short message tailored to the specific brand, with two or three key numbers in the email itself. How to write the application itself is covered in the article how to apply to a brand's task.
- Videos as links, not attachments. Gmail accepts attachments up to 25 MB; larger files have to be shared via Google Drive.
- Update it once a quarter and after every bigger campaign. If you work in several niches, prepare a separate media kit for each.
Media kit template to copy
Two pages, written out as text. Move them into Canva, Google Docs or Google Slides and replace the fields in brackets with your own data.
Page 1: who I am and who watches me
- Name and handle: [name] / @[handle]
- Niche: [topic]; city: [city]; languages: [languages]
- About me: [2–3 sentences about who you create for]
- Channels: [Instagram link], [TikTok link], [YouTube link]
- Data period: [start date] – [end date]
- Followers: [number]
- Average reach: [posts], [Stories]
- Average views of Reels or videos: [number]
- Engagement rate: [value]% (formula: [interactions / reach × 100 or interactions / followers × 100])
- Viewer retention: [average watch time], [share watching to the end]
- Audience from Poland: [share]%; cities: [cities]
- Age and gender: [age ranges], [gender split]
- Data source: [Instagram Insights / TikTok Studio / YouTube Studio], as of [date]
Page 2: what I can do for a brand
- Work samples: [2–4 pieces: brand, format, link, result and period]
- Collaborations: [brand names]
- Client testimonial: [short quote, name, company — with permission]
- Formats and packages: [format] — from [amount] PLN or custom quote
- Usage rights: [where, for how long, whether in ads — priced separately]
- How I work: [turnaround time], [number of revisions], ad disclosure in line with UOKiK recommendations, [bill, invoice or contract]
- Contact: [email]; current version: [link]
UGC creator variant
On page 1, instead of statistics and audience, write:
- Content samples: [6–12 links: review, unboxing, demo, POV]
- Ad results with my content: [metric and period, if the client shared them]
On Blogger Bank, your profile is your media kit
A creator profile on Blogger Bank holds the same things as a media kit: niche, portfolio, formats and rates. We pull statistics from your connected account through the platform's official API, and the data updates itself, so the brand doesn't need screenshots and you don't have to keep the dates in a PDF current.
Brands publish tasks, and you apply to them with your profile instead of a file. 99% of tasks receive applications, 40 per task on average (measured on 14 October 2026), which is why a complete profile matters. The commission is 5% from the creator at payout and, separately, 5% from the brand; barter deals carry no commission. How much you keep from a given amount you can work out in the calculator.
Create a creator account, complete your profile and connect your social account, and your media kit will always be up to date.
Frequently asked questions
What should an influencer media kit include?
An influencer media kit should include a short description of the creator and niche, channel links, average reach and views per post, engagement rate with its formula, audience demographics, three to five work samples, past collaborations, formats and terms, contact details and the data date.
Where do I find Instagram statistics for a media kit?
Instagram statistics for a media kit are in the professional dashboard (Insights), available only on a creator or business account. It shows data for 90 days at most, and since 2025 Views have been the main metric. Always take screenshots with the period visible.
What period of statistics should a media kit show?
A media kit should show the last 90 days as the main period, optionally with 30 days as the current pace, always with start and end dates. Calculate averages from your last ten to twelve posts, not from a single viral Reel.
Should I put my rates in a media kit?
You don't have to, but rates cut down on back-and-forth, because the brand sees straight away whether it fits the budget. A good compromise is packages marked with a starting price, a detailed price list on request, and usage rights and exclusivity as separate items.
How is a UGC creator's media kit different from an influencer's?
A UGC creator sells content that the brand publishes on its own channels, not access to an audience. So instead of reach and demographics, a UGC media kit shows video samples in different formats, the scope of work, turnaround time and licence terms.
Can I show logos of brands I have worked with in my media kit?
A brand's logo is a trademark, so show it only with the partner's permission and check whether your contract contains a confidentiality clause. The simplest option is to write the right to show the finished work in your portfolio into the contract.
How often should I update my media kit?
Update your media kit once a quarter and after every bigger campaign. Instagram shows statistics only for the last 90 days, so once a month copy your key numbers into a spreadsheet to keep a history of your results.
In what format should I send a media kit to a brand?
Send your media kit as a one- or two-page PDF or a permanent link that you update in one place. Share videos as links, not attachments, because Gmail accepts attachments only up to 25 MB. Put two or three key numbers in the email itself.
