What goes in an influencer media kit
Most media kits cover the same eight blocks. Brands skim, so order them by strength: if your engagement rate is the standout, put it near the top.
| Section | What to include |
|---|---|
| Bio | One or two short paragraphs: name, niche, location, who your content serves, plus a headshot |
| Platform stats | Follower count per platform, engagement rate, average views or impressions |
| Audience demographics | Age range, gender split, top locations, language |
| Content examples | Links to live posts and samples of your photo and video work |
| Past brand work | Previous collaborations, results where you can prove them, one strong testimonial |
| Services | What you sell: sponsored posts, affiliate work, appearances, and longer term partnerships |
| Rates | Optional. Some creators list starting rates, others quote per project |
| Contact | Email and direct links to every profile |
Order is flexible. The constants across the Later, Shopify, and Hootsuite guides: bio first, contact details easy to find, numbers current.
What brands actually look at
Follower count gets attention. Audience fit and repeatable performance determine whether the account matches a brief.
- Engagement rate. Define the interactions, denominator, platform, and reporting period instead of presenting a percentage without context.
- Audience fit. Hootsuite's summary is that brands care most about reach, engagement, and audience demographics. A brand selling in one country has little use for an audience concentrated in another, so top locations matter as much as audience size.
- Proof the audience is real. Shopify lists engagement metrics as evidence that followers are organic. Screenshots of native analytics read as more credible than self reported round numbers.
Format and length
A PDF is the default because it renders the same on every device. Some creators use a live page instead, on a personal site or Notion, which is easier to keep current. Length advice varies by source: Hootsuite says about one page, Shopify suggests a one or two page PDF or a page on your website, and Later argues a few clear pages beat one cramped one. The shared rule is that a brand should get your key numbers in under a minute. Whatever the format, keep a current version ready to send. Brands often ask for the kit before a first call, and stale numbers cost credibility.
Common mistakes that get kits ignored
- Stale numbers. Brands cross check the kit against your live profile. Any mismatch, in either direction, costs trust. Refresh before every pitch round.
- All design, no data. A polished template with no engagement rate or demographics forces the brand to do its own digging, which defeats the point of the kit.
- Vanity metrics only. Follower count without an engagement rate invites the assumption that the engagement is weak.
- Hard to contact. If a brand has to hunt for your email, many will move on to the next creator.
- One kit for every pitch. A beauty brand and a gaming publisher care about different slices of your audience. Keep one master kit and trim it per pitch.
- Unverifiable claims. Past campaign results with no screenshots or links read as filler. Fewer numbers you can prove beat a wall of numbers you cannot.
Where a media kit fits when you work with OVO Talent
A campaign team uses your media kit to match your audience, content, and past results against an active brief. Accurate numbers beat inflated reach. Include audience demographics, recent performance, relevant samples, and clear contact details. A kit helps once brands are reviewing you; applying to OVO Talent needs only your public Instagram.
Frequently asked questions
How long should an influencer media kit be?
Short. Hootsuite suggests about one page, Shopify a one or two page PDF or a web page, and Later says a few well organized pages can be easier to digest than one cramped page. What matters is skimmability: lead with your strongest numbers and cut anything a brand will not act on.
Should I put my rates in my media kit?
Both approaches are common. Hootsuite recommends including rates so brands can quickly judge fit. Shopify notes the counterargument: naming a price first may weaken your position when negotiating for more. A middle path is listing your services with starting rates, then quoting each project individually.
What should an established creator update before applying?
Update platform totals, recent reach or views, engagement calculations, top audience locations, relevant published sponsorships, and contact details. Use a current reporting period and make the strongest public profile easy to open.
How often should I update my media kit?
Update it whenever your follower counts, engagement rate, services, or rates change meaningfully, and check it before every pitch round. Later's advice is to always have an up to date file ready to share, because a brand can ask for it at any time and outdated numbers make you look inactive.
What is the difference between a media kit and a rate card?
A rate card lists only your prices per deliverable. A media kit is the full pitch document: bio, platform stats, audience demographics, content samples, past brand work, and often the rates as one section. Many creators keep the rate card separate and send it after a brand confirms interest.
Established influencers worldwide can apply for paid brand campaigns built around their audiences.
Join the networkOur team reviews each inquiry for fit. If we can help, we will use the email you provide to discuss next steps.