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What Exactly to Include in Your Media Kit: The Ultimate Cheat Sheet

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July 26, 2021

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What Exactly to Include in Your Media Kit: INSIDER Tips Revealed!

If you’re wondering what exactly to include in your media kit as an influencer, you’re in the right place! If you want to attract top-tier partnerships and collaborations, one essential tool in your arsenal is the MEDIA KIT. But what exactly should you include in your media kit as an influencer? SPOILER ALERT: It’s more than just your follower count!

First things first, you need to showcase your magic! This isn’t just about numbers; it’s about YOU and your unique influence. From your killer stats to your personal story, every piece of that media kit puzzle should shout, “I’M THE ONE!” So, let’s talk about WHY a media kit is crucial. Imagine this: brands are scouting influencers, and guess who stands out? The influencer with a sleek, comprehensive media kit! It’s your golden ticket to showcasing your unique value. But, how do you make it pop? It’s a question a lot of influencers have!

Let’s face it, if you’re serious about building a career on social media, you need to have a killer media kit to share with the brands you want to work with! Remember, whether you’re a nano, micro, macro, or mega influencer, an up-to-date, current Media Kit is something you need to have on hand at all times! 

Which is why we’re diving into the MUST-HAVE elements that will make your media kit irresistible. Think eye-catching visuals, compelling stats, and a killer bio that screams YOU. Ready to make your media kit the talk of the town? Buckle up and get ready to create a media kit that brands can’t resist! Let’s get started!

11 St. Studio Influencer Agency

By the way, if you’re new here — welcome, I’m Jaye and I’m the creator of 11 St. Studio influencer agency and I’ve been helping influencers like you price their rates for brand deals, and negotiate brand contracts, since 2019. With that said, I recently launched a NEW webinar where I share exactly what goes into calculating rates for brand deals — IN DETAIL —  because let me tell you, it is NOT a one-size fit’s all approach. And in that webinar I also reveal how to get your hands on my personal influencer rate calculator, because trust me when I say, it’s a MUST-HAVE if brands are asking for your rates.

An influencer rate calculator designed to calculate sponsored post rates and brand deals

Again, I reveal IT ALL in the webinar. So make sure to click the link below to join the webinar because I don’t want anyone (who’s interested in learning how to price their rates for brand deals the RIGHT way) to miss it.

What Exactly to Include in your Media Kit

When considering what exactly to include in your media kit, whether you’re a blogger, influencer, YouTuber, or creator of any kind, you want to have a document that represents all of your work, your achievements, and your future goals. And to be honest, this is important to have whether brands approach you, or you’re pitching to brands. Having a media kit will make you stand out.

Another reason why sharing a Media Kit with brands is important is it gives you the chance to share your unique story! It literally features key info about you and your audience, by listing important demographics, social statistics as well as any website traffic statistics. I also highly recommend you include any previous media contributions or publicity you’ve earned! 

So what exactly should your Media Kit include? 

  • 1-2 photos of you
  • your logo (if you have a blog)
  • an “about the influencer/blogger” section
  • an “about the blog” section 
  • your current audience demographics
  • any unique services you offer (for example, blog writing, product photography etc)
  • if you have a blog — traffic statistics
  • your current social media statistics
  • a simple “as seen in” section to mention any press coverage
  • a “what others are saying” section, any include all positive references 
  • your contact info

Side Note: While some Media Kits templates have an area to include previous brands you’ve collaborated with, you may want to leave that info out. The reason for that is pretty simple – some brands may choose not to work with an Influencer if they’ve previously collaborated with their competition! Because of this, I say, don’t risk it!

Instead, I suggest adding a category on your blog or (or create a simple landing page if you don’t have a blog) called “Collaborations” and include all of your previous partnerships and campaigns there. This way, if a brand is really curious they’ll do the searching. If not, you won’t be written off immediately if you’ve previously collaborated with their competitors.

And… To be fair, not all brands will write an influencer off simply because they previously collaborated with a competitor, however since it does happen occasionally I feel it’s best to leave that out. Ultimately the choice is yours!

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What Exactly to Include in Your Media Kit: INSIDER Tips Revealed

An important thing to remember when considering what exactly to include in your media kit is that, as an influencer, your media kit is your business card, resume, and portfolio all rolled into one. It’s a critical tool that helps you showcase your value to potential brand partners and collaborators. A well-crafted media kit not only highlights your achievements and audience insights but also sets the tone for professional and lucrative collaborations. In this guide, we’ll delve into the essential elements you should include in your media kit, ensuring it stands out and effectively communicates your unique value proposition.

Introduction to Media Kits

Before we break down what exactly to include in your media kit and dive into the specifics, let’s briefly discuss what a media kit is and why it’s important. A media kit is a document or digital file that influencers use to present themselves to brands and potential collaborators. It includes key information about your brand, audience, and metrics, offering a snapshot of who you are and what you bring to the table. Think of it as your first impression; it should be professional, engaging, and informative.

Essential Components of a Media Kit

Cover Page

Purpose: The cover page sets the stage for the rest of your media kit. It should be visually appealing and capture your personal brand’s essence.

What to Include:

  • Name and Logo: Your name or the name of your brand, and your logo if you have one.
  • Professional Photo: A high-quality, professional photo of yourself that reflects your brand’s aesthetic.
  • Tagline: A brief tagline or motto that encapsulates your brand’s mission or identity.

About | Bio

Purpose: Naturally when question what exactly to include in your media kit your first thought should be information about yourself and your personal brand. This section provides a personal touch, allowing brands to get to know you better. It should highlight your journey, passions, and what makes you unique.

What to Include:

  • Biography: A concise bio that includes your background, interests, and how you got started as an influencer.

Just like your social media bio, your media kit bio is extremely important to think about when considering what exactly to include in your media kit! It’s the first thing a brand is going to read when they open your media kit, so you want to make sure that it fully represents you and your brand. In it you want to highlight your personality, interests, and speak about what you’re passionate about. Next is, an image of your face!

Now, this should go without saying but, you should 100% include a headshot or a photo of you on your Media Kit so whomever is reading it can put a face to your name! I also suggest creating a dedicated space for your contact info — including your email address, phone number and social media handles as well as a mailing address where you accept products from brands.

  • Brand Story: A narrative that explains the evolution of your brand and what drives your content creation.
  • Mission Statement: A clear statement that defines your goals and values as an influencer.

Audience Insights

Purpose: Brands want to know who they will be reaching through your platform. Detailed audience insights help them understand if your followers align with their target market.

What to Include:

  • Demographics: Breakdown of your audience by age, gender, location, and other relevant demographics.

This is essential. Again, brands have target markets. Meaning, it’s extremely important that you include information about your audience such as age, location, gender etc. in your media kit because this is how brands will determine if your followers are the type of customers they want to reach.

When a brand is looking to partner with an influencer, they will want to understand as much as they can about your niche or target audience. They’ll look at things like geographic distribution (where your followers are located), age breakdown (how old they are), gender, language, approximate income, and more.

Also, remember to include your demographics both for your blog and your social media profile because they’re likely slightly different!

In this scenario many influencers have separate spaces for their blog demographics and for their Instagram demographics for example.

  • Interests and Behaviors: Insights into what your audience cares about, their hobbies, and online behavior.
  • Engagement Metrics: Data on how your audience interacts with your content, including average likes, comments, shares, and overall engagement rate.

Aas an influencer, its important to remember that the value you offer brands isn’t based on just stats, so it’s extremely important that youre transparent and share your current social media followers and figures.Brands appreciate honesty! Plus, with tools like Fohr and SocialBlade, it only takes a brand seconds to find out if you’re being dishonest about your stats.

So if you’re a nano influencer, just remember, it’s not all about having a huge follower count — brands have target markets, and if a brand is super-niche, they may be looking for influencers that reflect their brand mission or match their key business locations. 

So go ahead and show off your audience, regardless of size. I can promise you that brands small and large will approach you as long as your audience is engaged, authentic audience. It’s a good idea to include your engagement rate on Instagram, and for any of your other social platforms like youTube, TikTok, Pinterest, Twitter, Facebook etc., So include all relevant social media stats. 

This is because, while follower count is important, brands are often more interested in your engagement rate. Now, are there exceptions, YES. Sometimes brands want exposure, so it makes sense to partner with a mega influencer. Otherwise, they’re going to want to know your engagement rate. 

Why? Because when a brand invests in a partnership with you, they want to make sure that your audience is active, engaged, and will respond positively with whatever you post. So if you haven’t already, calculate your engagement rate and highlight it in your media kit.

Shop our Resources for Influencers

Influencer rate report This brand pitch email template makes pitching brands as an influencer so simple!Influencer Media Kit Template Influencer Rate Card Template

Social Media Statistics

Your unique social media statistics are also very important to keep in mind when thinking about what exactly to include in your media kit.

Purpose: This section showcases your reach and influence across different social media platforms.

What to Include:

  • Platform Overview: A list of all social media platforms you are active on (Instagram, YouTube, TikTok, etc.).
  • Follower Count: The number of followers on each platform.
  • Engagement Rate: The average engagement rate per platform.
  • Content Performance: Examples of top-performing posts or videos with metrics such as likes, comments, shares, and views.

Website and Blog Metrics

Purpose: If you have a blog or website, include its metrics to demonstrate your additional reach and influence.

What to Include:

  • Monthly Visitors: Average number of monthly visitors.
  • Page Views: Total page views per month.
  • Bounce Rate: Percentage of visitors who navigate away after viewing only one page.
  • Domain Authority: A score that predicts how well your website will rank on search engines.

Since blog posts tend to have a MUCH longer lifespan than an Instagram post (because they’re searchable on Google) brands might want to collaborate on projects on your website as well. So by all means, include blog stats when outlining what exactly to include in your media kit! You can find your page views and unique visitor numbers within your Google Analytics account.

Also, I recommend including your highest performing blog posts or any other content that went viral (so to speak) with your audience. This helps brands understand what works best with your audience, and simultaneously highlights your skills and creativity.

Content Examples

Purpose: Showcasing examples of your work helps brands visualize how you might promote their products or services.

What to Include:

  • High-Quality Images/Videos: A selection of your best content that reflects your style and quality.
  • Campaign Highlights: Examples of successful past collaborations with brands, including screenshots or links.
  • Case Studies: Detailed breakdowns of specific campaigns, including objectives, execution, and results.

Services Offered

Purpose: Clearly outline the types of services you offer to give brands a clear understanding of how they can work with you.

What to Include:

  • Service List: A detailed list of services such as sponsored posts, product reviews, giveaways, brand ambassadorships, social media takeovers, and content creation.
  • Packages: If you offer different collaboration packages, detail them here, including what each package entails and the associated costs.

Want to Stand Out? What Exactly to Include in Your Media Kit!

Testimonials and Reviews

Purpose: Social proof builds credibility and trust with potential brand partners. This is ESSENTIAL when debating what exactly to include in your media kit.

What to Include:

  • Client Testimonials: Quotes from previous clients or brands you’ve worked with.
  • Audience Feedback: Positive comments or reviews from your followers.
  • Case Studies: More detailed feedback and results from past collaborations.

If you’re a long established influencer, it probably isn’t your first time collaborating with brands. So if you have previous partnership testimonials make sure to share it in your media kit!

Truly, theres no better way to show off your strengths than to share a testimonial from someone who has worked with you — it’s a real insight into your work ethic and how seriously you take your influencer career.

Now, if you don’t have any testimonials on hand but have worked with brands in the past, you can easily email them and ask if they would be willing to give a reference to be cited on your media kit. On that note, you can also include testimonials from your followers, or blog subscribers. Keep in mind, you don’t need tons of testimonials to make an impact.

Contact Information

Purpose: Make it easy for brands to get in touch with you! I think this should go without saying when discussing what exactly to include in your media kit!!

What to Include:

  • Email Address: A professional email address dedicated to business inquiries.
  • Phone Number: Optional, but can be included for direct communication.
  • Social Media Handles: Links to your social media profiles.
  • Website URL: If applicable, include the URL to your blog or website.

Influencer Media Kit Design Tips

Purpose: A well-designed media kit enhances readability and leaves a lasting impression.

What to Include:

  • Brand Colors and Fonts: Use consistent colors and fonts that reflect your brand identity.
  • Visual Hierarchy: Organize content with clear headings, subheadings, and bullet points.
  • High-Quality Graphics: Ensure all images and graphics are high-resolution.
  • Professional Layout: Use a clean, professional layout that is easy to navigate.

Detailed Breakdown of Each Section

Cover Page

Your cover page is the first thing brands see, so it needs to be striking and memorable. Use your brand’s color palette and fonts to create a cohesive look. Include your logo prominently and choose a professional photo that represents your personal style. A tagline can help encapsulate your brand’s essence in a few words, making it easier for brands to understand who you are at a glance.

About | Bio

This section is your opportunity to tell your story. Keep your biography concise but informative. Share key milestones in your journey as an influencer and highlight what drives your passion for content creation. Your brand story should explain how your brand came to be and what makes it unique. A mission statement provides clarity on your goals and values, helping brands see if your vision aligns with theirs.

Audience Insights

Brands are particularly interested in who your followers are. Use social media analytics tools to gather detailed demographic data. Highlight the age, gender, and location of your audience, and provide insights into their interests and behaviors. Engagement metrics are crucial; brands want to see that your audience is not only large but also actively engaged with your content.

Social Media Statistics

Provide a comprehensive overview of your presence on different social media platforms. Include follower counts and engagement rates for each platform, and showcase examples of top-performing content. Use visuals like charts and graphs to present your data in an easy-to-digest format. This section should convince brands that you have a significant and engaged following across multiple platforms.

Website and Blog Metrics

If you run a blog or website, include relevant metrics to demonstrate your reach. Highlight your monthly visitors and page views, and explain your bounce rate and domain authority. Use screenshots of your analytics dashboard to add credibility. This section is particularly important for influencers who produce long-form content or have a strong web presence beyond social media.

Content Examples

Another thing that should go without saying when considering what exactly to include in your media kit is your unique CONTENT. So by all means showcase your best work in this section. Include high-quality images and videos that represent your content style and quality. Highlight successful past collaborations with brands, providing context on the objectives, execution, and results of each campaign. Case studies can be particularly persuasive, as they offer a detailed look at how you work with brands to achieve specific goals.

Services Offered

Another important thing to think about when debating what exactly to include in your media kit is the services you offer brands. Naturally you’ll want to clearly outline the services you offer, making it easy for brands to understand how they can collaborate with you. Provide detailed descriptions of each service, including what brands can expect and the benefits of each type of collaboration. If you offer packages, detail what each package includes and the associated costs. This section should make it clear what you bring to the table and how brands can work with you.

Testimonials and Reviews

Include quotes from previous clients and brands you’ve worked with to build credibility. Audience feedback can also be powerful, showcasing the positive impact you have on your followers. Use real names and, if possible, photos to add authenticity to your testimonials. Detailed case studies can further enhance this section by providing concrete examples of successful collaborations and the results achieved.

Contact Information

Make it easy for brands to reach you by including clear contact information. Provide a professional email address dedicated to business inquiries. If you’re comfortable, include a phone number for direct communication. Also, list your social media handles and website URL, ensuring brands can easily find and follow you online.

Media Kit Design Tips

While considering what exactly to include in your media kit is key, it’s also important to consider the design itself! Now that we’ve covered what exactly to include in your media kit, it’s time to talk about designing your media kit! The design of your media kit is just as important as its content. Use your brand colors and fonts to create a cohesive and professional look. Organize content with clear headings, subheadings, and bullet points to enhance readability. Ensure all images and graphics are high-resolution and professionally edited. Use a clean, professional layout that makes it easy for brands to navigate your media kit and find the information they need.

When it comes to design, it’s important that your media kit looks and feels like an extension of your blog or Instagram’s aesthetic. So focus on designing it with the same style, tone, fonts, and color palette and make sure to only include high quality images. Obviously You have a lot of information to share in your media kit, so try to make it as clean and easy to read as possible — even if that means adding multiple pages. Ultimately, and here’s a bit of psychology, it’s easier for the reader to digest 3-5 well designed pages, than 1 super-cramped page that’s overloaded with information! 

Remember, white space matters, so add a lot of it to your media kit, and keep in mind that people scan more than they read, so please, by all means, highlight your most important information. If you need a media kit template, by all means make sure to take a peek at the media kit inside our Shop.

Media Kit for Influencers

Influencer Media Kit Template

OK so that sums up everything you need to know about designing a media kit. Hopefully you now understand what exactly to include in your media kit. You can certainly hire a graphic designer to design one for you, or you can use websites like Canva, Creative Market to search for templates that you can use to create one, or create your own using Adobe Illustrator if you’re especially creative.

As for your content, try to keep things simple and to the point. Remember your media kit tells a story about you and your brand, so there’s no need to write a novel! Let your images, stats, and creativity do the talking for you. Once you’re happy with your design, all you have to do is export it as a PDF so it’s easy to share via email, or you can embed it on your website!

Media Kit Recap

A Media Kit is a multipage document, often designed by a graphic designer, complete with photos and statistics summarizing everything important about you and your brand.  Within this document you can easily highlight key info about your audience, website, social media statistics, social media profiles and more, proving to brands why they should work with you. Now, since media kits can range from 2-4 pages on average, I suggest having both a Media Kit and a One Sheet on hand at all times so you can easily send them over to brands on request!

Influencer One Sheet

Another important aspect to think about when debating what exactly to include in your media kit is a one sheet! Your one Sheet is a condensed version of your media kit, featuring the most important info brands want to see upfront. In my experience, brands ask for both and typically keep them on file in order to stay in touch with you for future campaigns.

Remember, if a brand isn’t currently interested in a partnership with you, chances are they WILL be interested in the future. SO, keep that in mind because I know a lot of you get discouraged when a brand you’re networking with says they’re not interested at the moment. The key phrase here is “at the moment”! By providing them with your media kit and one sheet, you’re leaving the door open for future partnerships.

Your One Sheet  Needs To Include:

  • one photo of you
  • your logo (if you have one)
  • current audience demographics
  • current social statistics
  • current website statistics
  • a simple about you statement
  • an about the blog stagement
  • any services you offer
  • your contact info
  • a press section

Ok before I go, if your current media kit or one sheet needs an upgrade, check out Shop where you can find pre-designed, fill-in-the-blanks templates you can use. Hopefully this blog post helped you to understand what exactly to include in your media kit!

Shop our Resources for Influencers

Influencer Media Kit TemplateInfluencer rate reportInfluencer Rate Card TemplateBrand Email Pitch Templates


When debating what exactly to include in your media kit there’s quite a bit to keep in mind, and it should be taken seriously. Creating a comprehensive and professional media kit is essential for any influencer looking to attract brand collaborations. By including detailed audience insights, social media statistics, high-quality content examples, and clear service offerings, you can effectively showcase your value to potential partners. Remember, when debating what exactly to include in your media kit it’s ideal to keep your media kit up to date with the latest metrics and examples, ensuring it always reflects your current influence and capabilities.

Read More Tips for Influencers

Thanks for reading our guide on what exactly to include in your media kit! Here’s a few of our most popular articles for influencers as well as some of our best-selling resources for influencers inside our Shop like our Influencer Rate Report, Media Kit Template and Professional Pitch Package.

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