Influencer Media Kit Template: What to Include in 2026

An influencer media kit template gives every creator on your roster the same clear structure: who they are, where they post, who watches, what their best content looks like, which brands they have worked with, and what they charge. Brands often compare several creators for one campaign, so a consistent layout makes your talent easier to say yes to.

Below is a complete template you can copy section by section, followed by tips for filling in each part and variations for TikTok, YouTube, and UGC creators. It is written for talent managers who build kits for a whole roster, but it works just as well for a single creator.

What an influencer media kit should include

Most brand marketers open a media kit with five questions in mind. Who is this creator? Who is their audience? Does their content fit our brand? Have they done this before? What will it cost? Every section in the template answers one of those questions.

Section	What goes in it	The brand’s question it answers
Header	Name, handle, photo, one-line positioning	Who is this?
About	Short bio, niche, location, content style	Are they a fit for us?
Platforms and stats	Followers, average views, engagement rate per platform	How big and active is the audience?
Audience demographics	Age, gender, top countries and cities	Is this our customer?
Top content	3 to 6 strong recent posts with view counts	What will our content look like?
Past partnerships	4 to 6 relevant brand collaborations	Have they done this well before?
Rates and packages	Starting rates or bundled packages	What will it cost?
Contact	Manager name, email, agency	Who do we talk to?

If you only have room for one page, keep the header, stats, demographics, and contact. Those four sections give a brand enough to shortlist a creator.

The influencer media kit template

Copy this structure into whatever tool you use, then replace each bracketed field. Keep the order. Brands scan from the top, and the strongest proof should come before the price.

1. Header

• Creator name: [Full name or creator name]
• Primary handle: [@handle]
• Photo: [One clean, recent photo that looks like their content]
• Positioning line: [One sentence, for example “Budget-friendly skincare and get-ready-with-me videos for women in their 20s”]
• Represented by: [Agency name and logo]

2. About

• Bio: [Two to three sentences about what the creator makes and why people watch]
• Niche and categories: [For example: beauty, skincare, lifestyle]
• Location: [City, country]
• Content formats: [Short-form video, Stories, long-form video, livestreams, photo carousels]
• Languages: [If relevant to the brand’s markets]

3. Platforms and stats

For each platform, list:

• Platform and handle: [TikTok @handle]
• Followers or subscribers: [Number]
• Average views per post: [Number, over the last 30 or 90 days]
• Engagement rate: [Percentage, with the formula you used]
• Stats as of: [Date]

4. Audience demographics

• Age: [Top two or three age bands, with percentages]
• Gender: [Split, as reported by the platform]
• Top countries: [Top three, with percentages]
• Top cities: [Optional, useful for local or retail brands]
• Source and date range: [For example “Instagram Insights, last 90 days”]

5. Top content

• [Post 1: link or thumbnail, format, views, one line of context]
• [Post 2: link or thumbnail, format, views, one line of context]
• [Post 3: link or thumbnail, format, views, one line of context]
• [Add up to six. Mix organic hits with at least one sponsored post that performed well.]

6. Past partnerships

• [Brand name: deliverables, month and year, one result if the brand agreed to share it]
• [Brand name: deliverables, month and year]
• [Brand name: deliverables, month and year]
• [Aim for four to six that match the creator’s niche or stand out as well known.]

7. Rates and packages

• [Deliverable: starting rate, for example “TikTok video, from $X”]
• [Package: for example “1 TikTok and 2 Instagram Stories, from $X”]
• Add-ons: [Usage rights, whitelisting or paid amplification, exclusivity, rush fee]
• Note: [Final rates depend on usage, exclusivity, and timeline]

8. Contact

• Manager: [Name]
• Email: [Address]
• Agency: [Name and website]
• Booking note: [Optional, for example “Booking Q3 campaigns now”]

How to fill in each section

A template only works if the numbers inside it hold up. Here is how to make each section credible.

Stats. Pull numbers from the platform’s own analytics, not from a third-party estimate, and always print the date. A brand that checks a profile and sees a very different follower count will trust the rest of the kit less. Average views over a fixed window, such as 30 or 90 days, tells a brand more than one viral post.

Engagement rate. There is no single industry formula, so state yours. One common version is total interactions (likes, comments, shares, and saves) on recent posts divided by followers. Say a creator has 120,000 followers and their last 10 TikToks averaged 6,000 interactions each. That is a 5% engagement rate by followers. Some brands prefer engagement by views, so be ready to give both.

Demographics. Use percentages, not vague phrases like “mostly young women.” Brands match these numbers against their target customer, so the top segments matter more than the full breakdown. Our guide on presenting audience demographics to brands covers the details.

Top content. Pick posts that show range and quality, and include at least one sponsored post so the brand can see how the creator handles an integration. Refresh this section monthly. A kit full of posts from last year suggests the creator has slowed down.

Past partnerships. Relevance beats volume. A skincare brand cares more about two beauty collaborations than ten unrelated ones. Only share campaign results that the brand partner has agreed to make public.

Rates. Decide as an agency whether rates go in the kit at all. Some agencies list “starting at” rates to filter out budgets that are too small. Others leave rates off and quote per brief. If you include them, build them from a consistent influencer rate card template so every kit on your roster follows the same logic.

Template variations by creator type

The core template stays the same, but the emphasis shifts with the platform and the type of work.

Creator type	Lead with	Add or change
TikTok creator	Average views and recent high performers	Trends or series the creator is known for, and posting frequency
Instagram creator	Reels views, Story views, and engagement	Average Story views over the last 30 days, since brands often book Stories in bundles
YouTube creator	Average views per video and subscriber count	Typical integration length and how long videos keep getting views
UGC creator	Portfolio of ad-style videos	Turnaround time, usage terms, and raw-file delivery, since audience stats matter less
Podcast or blog	Downloads or monthly readers	Listener or reader demographics, ad formats, and past sponsors

For multi-platform creators, put the platform that drives most of their bookings first.

Mistakes that get media kits skipped

• Stale numbers. Follower counts from six months ago, or no date at all.
• Too much length. A 15-page PDF buries the stats a brand needs. Two to four pages, or one scrolling page, is enough.
• Screenshots instead of numbers. Cropped analytics screenshots are hard to read and hard to compare.
• Missing contact details. A brand should never have to search for who to email.
• Different layouts across the roster. When a brand compares three of your creators, three different structures make the job harder.
• Vague rates. “Ask for rates” in a kit that a manager already sent feels like a wasted step.

Keep the template current

The hardest part of a media kit is not building it. It is keeping it accurate. Follower counts move, new posts beat old ones, and new partnerships go live every month.

Here is a simple example. Say each kit takes an hour to refresh by hand, including the screenshot requests to the creator. With 30 creators on your roster, every refresh costs 30 hours of team time. That is why many agencies move from a static file to a kit that pulls stats from the creator’s connected accounts. We compare the two approaches in static PDFs vs. live media kits. Whatever you choose, give every kit an owner and a refresh date.

How July handles media kits

July’s Media Kits follow this same structure and fill in the stats for you. Stats and content are pulled daily from Instagram, TikTok, YouTube, Facebook, and Twitch through first-party integrations, and every kit uses your agency’s logo, colors, and fonts. You can hide any stat, add custom metrics such as link clicks or affiliate revenue, and add, edit, or hide rates for each talent. CookIt Media used July to cut 30+ hours of manual work a week.

Frequently asked questions

What should be in an influencer media kit?

A media kit should include a short bio, platform stats with a date, audience demographics, top content, past brand partnerships, rates or packages, and contact details. Those sections answer the questions a brand asks when it compares creators. Keep the order the same across your roster so brands can compare kits quickly.

How long should an influencer media kit be?

Two to four pages, or one scrolling web page, is enough for most creators. Brands want to see the stats, the audience, and the content fast. Put extra detail, such as full campaign case studies, in a separate document that you send on request.

Should an influencer put rates in a media kit?

It depends on your agency’s approach. Listing starting rates filters out budgets that are too small, while leaving them off keeps room to quote per brief. If you include rates, note that usage rights, exclusivity, and timelines change the final price.

How often should you update a media kit?

Update stats and top content at least monthly, and add partnerships after every campaign. Print the date next to the stats so brands know how fresh they are. A kit that pulls stats from connected accounts removes the manual refresh.

Is there a free influencer media kit template?

Yes. The template in this article is free to copy into any design tool, document, or slide deck. Replace the bracketed fields for each creator, and keep the section order the same across your roster.