How to Make a Media Kit Brands Actually Read: A Step-by-Step Guide

To make a media kit, pull your creator’s current stats and audience data from each platform’s own analytics, choose their best recent content and most relevant past partnerships, decide how to show rates, and lay it all out in a short, branded format with a clear contact. The goal is simple: a brand should know within a couple of minutes whether this creator fits their campaign.

This guide shows how to make a media kit step by step, from the point of view of a talent manager who has to build one for every creator on the roster. It covers what brands do with your kit, the eight steps to build it, how to scale the process across a roster, and the mistakes that send kits straight to the archive folder.

What brands do with your media kit

Before you design anything, picture how the kit gets used. A brand marketer or an agency planner usually has a brief, a budget, and a shortlist to build. They open your kit next to several others and look for reasons to keep the creator or cut them.

That means a media kit is not a portfolio or a biography. It is a decision tool. Every element should help the reader answer one of these questions:

1. Is this creator’s audience the customer we want to reach?
2. Will their content look and sound right for our brand?
3. Is the audience big and engaged enough for our goal?
4. Have they delivered brand work before?
5. Can we afford them, and who do we contact?

If a section does not help answer one of those questions, cut it or move it lower.

How to make a media kit in 8 steps

Step 1: Write the positioning line first

Start with one sentence that says who the creator is for and what they make. For example: “Weeknight recipes under 30 minutes for busy parents in the US.” This line sits under the creator’s name and frames everything below it. If you cannot write it, the creator’s niche may need work before the kit does.

Step 2: Pull stats from native analytics

Collect followers, average views, and engagement for each platform from the creator’s own analytics, not from third-party estimates. Use a fixed window, such as the last 30 or 90 days, and write the date next to the numbers.

Average views usually matter more to brands than follower counts, because they show what a sponsored post is likely to get. If a creator’s numbers swing a lot, show the average and mention a recent high performer separately.

Step 3: Add audience demographics

Brands want the age, gender, and location of the people who watch. Pull the top age bands, the gender split, and the top countries or cities as percentages, and note the source and date range. Our guide to presenting audience demographics to brands explains how to make these numbers easy to read.

Step 4: Choose three to six posts

Pick content that shows quality and range. Include at least one sponsored post so the brand sees how the creator handles an integration, and favor recent posts over old viral hits. Add the view count and one line of context under each.

Step 5: Show past partnerships

List four to six collaborations that match the creator’s niche or that brands will recognize. For each, include the brand, the deliverables, and the month. Add a result only when the brand partner agreed to share it.

If the creator has no brand deals yet, use organic posts that feature products they already love. That still shows a brand how the creator talks about products.

Step 6: Decide how to handle rates

Some agencies put “starting at” rates in every kit. Others leave rates off and quote per brief. Pick one approach for the whole roster. If you list rates, note that usage rights, exclusivity, and timelines affect the final price. Base them on the creator’s average views and the work involved, not on follower count alone.

Step 7: Design it to your agency’s brand

Use your agency’s logo, colors, and fonts on every kit, and keep the same section order for every creator. A brand comparing three of your creators should be able to find the same number in the same place each time. Keep the layout clean: large numbers, short labels, and real photos.

Step 8: Pick a format and share it

Decide whether the kit is a PDF, a slide file, or a live web link (see the table below). Name files clearly, for example “Creator Name - Media Kit - March 2026,” so a brand can find it later. Send the kit with a short note that says why this creator fits this brand.

Making media kits for a whole roster

Learning how to make a media kit for one creator is easy. Doing it for 20 or 50 creators, and keeping them current, is where agencies lose time. A few habits help.

• Use one master template. Build the structure once and copy it for every creator. Our influencer media kit template is a good starting point.
• Collect creator details once. Ask new talent for their niche, content types, location, and other details at signing, and store the answers on their profile. July’s Talent Survey does this with a custom survey that new talent complete as part of signing up.
• Assign an owner and a refresh date. Every kit needs one person responsible for keeping it current, and a recurring date to do it.
• Stop chasing screenshots. Asking talent for analytics screenshots every month is slow and annoys creators. Where you can, get stats from connected accounts instead.

Here is a simple example of the cost. Say a manual refresh takes an hour per creator. A roster of 25 creators means 25 hours every time you update, before anyone has pitched a brand.

PDF, slides, or a live link?

Each format has a place. The right choice depends on how your brands like to receive information and how much time you have to maintain it.

Format	Good for	Watch out for
PDF	Email attachments, procurement teams, offline review	Goes stale the day you send it, and old versions keep circulating
Slide file	Kits that double as pitch decks	Hard to keep consistent across a roster
Live web link	Sharing one link that stays current	Needs creators to connect their accounts

Many agencies now send a live link by default and export a PDF only when a brand asks for one. We cover the tradeoffs in static PDFs vs. live media kits.

Common mistakes and how to fix them

• No date on the stats. Add “Stats as of [date]” next to every number.
• Leading with the bio. Brands want proof first. Put stats and audience above the long bio.
• Too many pages. Two to four pages, or one scrolling page, is enough.
• Every post ever made. Three to six strong posts beat a grid of thirty.
• Inconsistent kits across the roster. Use one template and one design.
• A generic send. A kit sent with no note about why the creator fits gets less attention than one with a single tailored sentence.

How July builds media kits

July’s Media Kits do steps two through seven for you. Stats and content are pulled daily from Instagram, TikTok, YouTube, Facebook, and Twitch through first-party integrations, each creator’s best posts show with live view and engagement counts, and every kit uses your agency’s branding. You can add rates, press, past collaborations, and extra social accounts, then share a live link or a PDF.

Frequently asked questions

What is a media kit for influencers?

A media kit is a short document or web page that shows brands who a creator is, who their audience is, what their content looks like, and how to book them. Talent managers send media kits when they pitch creators for brand deals. A good kit lets a brand decide quickly whether the creator fits a campaign.

How do I make a media kit with no brand deals yet?

Focus on stats, audience demographics, and strong organic content. Show posts where the creator already features products they use, and add a positioning line that makes their niche clear. Brands book new creators when the audience and content are a clear fit.

What is the best format for a media kit?

A live web link is easiest to keep current, and a PDF is useful when a brand needs an attachment. Many agencies send a link by default and export a PDF on request. Whatever the format, keep it short and put the date next to the stats.

How long does it take to make a media kit?

A first kit can take a few hours when you gather stats, demographics, and content by hand. Updates take less time but repeat every month. Tools that pull stats from connected accounts cut most of the update work.