PostEaseThe short answer
A media kit is a short page or PDF a creator sends to brands and partners. It says who you are, who your audience is, what a typical post of yours earns, what you have made before, and how to work with you. It saves answering the same questions in every email, and it is usually the first thing a brand asks for.
The numbers in it matter less than whether they are current and clear. In CreatorIQ’s State of Creators 2026, as reported by Net Influencer, brands ranked creator fit and content performance among their top criteria and follower count last of eight. So a kit that shows fit and real per-post results says more than a large follower number on its own.
What to put in a media kit
Each part answers a question a brand will otherwise ask.
| Part | What to include | The question it answers |
|---|---|---|
| About you | A two-line bio, your niche, a photo | Is this creator a fit for us? |
| Audience | Followers per platform, and age, location and interests where the platform reports them | Do they reach the people we sell to? |
| Typical results | Median reach, views and engagement per post, with the date | What would a post for us likely earn? |
| Best work | Two or three posts with what each earned, linked | What does good look like from them? |
| Past partners | Brands you have worked with, if any, and what you made | Have they done this before? |
| Working together | The kinds of work you take and how to reach you | How do we start? |
Which numbers brands check
Brands look past follower count to what a typical post does. The median, the middle value of recent posts, is fairer than an average, which one viral post can pull up. State how you worked out an engagement rate, because the formula changes the answer: Buffer’s 2026 engagement report divides engagements by reach, and its medians per platform give a rough sense of where a number sits.
| Platform | Median engagement rate |
|---|---|
| About 5.6% | |
| About 5.5% | |
| About 6.2% | |
| About 4.0% | |
| Threads | About 3.6% |
| TikTok | About 4.6% |
| X | About 2.5% |
Keep it honest and current
A brand can check your numbers on the platform, and once a partnership starts, the results will show the truth anyway. Date every figure, name where it came from, and update the kit at least monthly. A number from a year ago, or a rate with no formula behind it, costs more trust than a smaller current one gains.
A page beats a PDF for this. A PDF is out of date the day after you send it; a page with live numbers stays correct, and you can send the same link every time.
Questions
Do I need a media kit if I have a small following?
Yes, if you want brand work. Smaller accounts often reach a larger share of their followers, and brands in CreatorIQ’s 2026 survey ranked follower count last of eight criteria.
Should a media kit include my rates?
It can, but many creators leave rates out and quote per project, since the work, usage rights and timing change the price. Say how to ask instead.
What is a rate card?
A list of a creator’s standard prices for each kind of work, such as a post, a video, a story set or usage rights. Many creators keep it separate from the media kit and send it on request.
How do I pitch a brand?
Write a short, specific email: why their customers are your audience, one idea for a post, your media kit link, and how to reply. Pitch brands you already use.
How often should I update my media kit?
At least once a month, and before every pitch. Date each number so a brand knows how current it is.
Sources
- Net Influencer, 67 percent of creators earn under $10,000 a year while pay still favors reach over engagement, study finds, August 2026.
- Buffer, The state of social media engagement in 2026, March 2026.