A media kit is a sales document, not a portfolio. The person reading it is deciding one thing: whether your audience is the audience they are trying to reach. Everything that does not help them answer that is costing you their attention.
Which is why the order below is not negotiable. Audience demographics come before your biography. A marketer scanning ten kits gives each one seconds, and the fastest disqualifier is audience mismatch — wrong country, wrong age, wrong buying power. Put it where it can be found without scrolling, and put your one-liner above it so they know what kind of creator they are looking at while they read the numbers.
Performance metrics come before case studies, because a case study without baseline numbers is a story, and a story cannot be compared against the other nine kits on the desk. Give 30-day averages with the outliers trimmed. A viral post that tripled your average is not what the brand is buying, and quoting from it means missing the delivery.
Case studies come before rates, because a number lands differently after evidence than before it. One paragraph each: the brand, the brief, what you made, what happened. Real figures if you have permission, honest ranges if you do not.
End with a next step. Surprisingly many kits end with the rate card and leave the marketer to work out what happens now — so nothing does.
MEDIA KIT — [Your name] (@[handle])
[Month Year]
1. WHO I AM
[One line: what you make, for whom, and what makes the
audience distinct. e.g. "Home baking for people who work
full time — 78k average Reel views, 71% India, mostly
25-34 and buying for their own kitchen."]
[Photo: you, on-brand, high resolution]
[Platforms and handles]
2. AUDIENCE
Followers [00,000] ([platform])
Top country [00]% [country]
Second country [00]% [country]
Age [00]% aged [range]
Gender split [00]% / [00]%
Top cities [city], [city], [city]
[Anything unusual and relevant: profession, life stage,
purchase intent]
3. PERFORMANCE — 30-day averages, outliers trimmed
Reels / video views [00,000]
Feed post reach [00,000]
Story reach per frame [00,000]
Engagement rate [0.0]%
Saves per post [000]
Story link CTR [0.0]%
4. CASE STUDIES
[Brand name] — [what the brief was]
What I made: [deliverables]
Result: [views, saves, link taps, sales, or the honest
range you are permitted to share]
[Brand name] — [brief]
What I made: [deliverables]
Result: [outcome]
5. SERVICES AND RATES
[Format 1] from [0,000]
[Format 2] from [0,000]
Bundle: [combination] from [0,000]
Usage rights and category exclusivity are quoted
separately. Full rate card on request.
6. NEXT STEP
[Your email] — I reply within [00] hours.
Tell me the brief, the timing and the budget range, and
I will come back with an itemised quote.
[Optional: booking link]