Glossary/Media kit
What is a media kit?
Short answer
A media kit is a short calling card a creator prepares for brands: who they are, what they talk about, who watches them, what their statistics look like and who they have already worked with. It usually takes the form of a few-page PDF or a single web page. It is what a brand uses to decide whether to invite the creator into a conversation at all.
What is a media kit actually for?
It shortens the conversation. The person on the brand's side is going through many profiles at once and needs the answers to three questions in one place: who this creator speaks to, how big their real reach is and what their earlier collaborations looked like. Without a document like that, each of those things has to be pulled out with a separate message, and some brands simply will not get round to asking.
What should a media kit contain?
Four elements without which the document does not work:
Who this is and what they talk about: the topic of the channel, the style, one sentence about the audience.
Statistics from screenshots: the reach of recent posts, engagement, the audience breakdown by age, gender and place.
Examples of earlier collaborations with links — ideally the ones from the industry you are writing to.
Formats and terms: what the creator does, on what terms they hand the content to a brand and how to get in touch.
Why does an up-to-date media kit improve your chances of work?
Because it shows that the creator treats the channel as a task, and it lets a brand check the fit without exchanging several messages. Data from a year ago does the opposite: it undermines everything else in the document. It is worth refreshing the statistics every few months and preparing two versions — a shorter one for the opening message and a fuller one for when the conversation gets concrete.
Where to order it or find tasks
Related terms
Words that come up in the same conversations. Each has its own definition in the glossary.
- Rate card
- A creator's price list: what a story, a video or a post costs with them and what is included. A starting point for the conversation, not always the final price. Read more
- Reach
- The number of people who saw the material. It does not say how many of them reacted or bought — which is why it is read together with engagement, not instead of it. Read more
- Target audience
- The people a brand wants to reach: who they are, where they live, what they are looking for. You choose the creator to fit them, not to fit the biggest follower count. Read more
- Niche
- The narrow topic a creator's audience is built around — beauty, food, cars. The narrower the niche, the more accurate the delivery at smaller reach. Read more
Frequently asked questions
What format should you prepare a media kit in?
Most often a PDF of a few pages, because it is easy to send in a message. A web page with the same set of information works too — then you only have to send one link.
Do you have to give your rates in a media kit?
You do not have to, but it shortens the conversation and filters out enquiries with no budget. If you do not want to give figures, at least write which formats you deliver and on what terms you hand over the content.
What do you do when you have no collaborations yet?
Show your own content about products you use, and the statistics of your best posts. A brand mostly checks whether you can talk about things in a way that convinces your own audience.
