A media kit is a short introduction you send to brands: who you are, who watches you, what you’ve made, and what you can make for them. It’s one or two pages, not a pitch deck.
A good one makes a brand’s decision easy. It answers their questions before they ask, shows real numbers, and makes you look like someone who’ll deliver on time. Here’s what to put in it, even if your audience is small.
What goes in a media kit
- Who you are and what you make. One or two sentences, plus a clear photo or a still from your videos.
- Your audience. Age range, top countries or cities, interests. Pulled from your analytics.
- Your numbers. Followers, typical views, and engagement, with the date.
- Your best work. Links to three or four strong videos, ideally ones similar to what a brand might want.
- Past partnerships, if you have any, with a line on what you made.
- What you offer. The kinds of content you can make: a dedicated video, a mention, a series, photos, content they can use in their own ads.
- How to reach you. An email address you actually check.
That’s it. One page is fine. Two at most.
The numbers brands actually care about
Brands want to know whether your videos reliably reach their kind of customer. So lead with the numbers that show that, not only your follower count:
| Number | Why it matters | Where to find it |
|---|---|---|
| Typical views | What a brand can expect from one video | Your last 10 to 20 videos; take the middle (median) |
| Engagement | Whether people respond, not just scroll | Comments, shares and saves on typical videos |
| Audience | Whether your viewers match their customers | Age, location and interests in your analytics |
| Average watch time | Whether people actually watch | Per-video analytics |
| Followers | Rough size | Your profile |
Use typical, not best. Your one viral video isn’t what a brand will get. Take your last 10 to 20 videos, line them up from lowest to highest views, and use the middle one (the median). Brands trust a kit more when the numbers look realistic.
The Analytics Decoder shows where each app keeps these numbers and what each one really measures.
Rules for the numbers
- Copy them exactly from your analytics. Don’t round up.
- Date them: “Numbers from October 2026.” Update the kit every month or two.
- Never estimate what you don’t know. If an app doesn’t show your audience’s ages, leave it out.
- Separate platforms. TikTok, Instagram and YouTube numbers each get their own line.
A brand that finds one inflated number won’t trust the rest. A brand that sees careful, dated, honest numbers trusts you with their product.
How to present a small audience well
You don’t need big numbers to have a strong kit. Lean on what small creators do best:
- A tight audience match. “68% of my viewers are 25 to 34, and most are in the U.S.” is exactly what a brand targeting that group wants to read.
- Engagement. Small audiences often respond more. Show real comments that prove people trust your recommendations.
- Quality of work. Your best videos do more selling than any number.
- A niche. “The candle care channel” is easier to say yes to than “lifestyle content.”
- Reliability. If you’ve posted every week for six months, say so.
What you offer, and prices
List the kinds of content you make, but think twice about printing prices in your media kit. A rate depends on what the brand wants: how many videos, which platforms, and especially whether they’ll use your video as a paid ad and for how long. A common approach is to list what you offer and say “rates on request,” then quote once you know the details. See how much to charge for UGC and sponsored videos.
Design: simple and readable
- One or two pages, as a PDF or a simple web page.
- Your look: the same colors and fonts as your channel, so it feels like you.
- Big, clear numbers, labeled in plain words.
- Clickable links to your videos and profiles.
- A file name that makes sense: “Sam-Candle-Care-Media-Kit-Oct-2026.pdf.”
Free design tools have media kit layouts you can adapt. AI tools can help turn your notes into a clean layout and a short bio. But every number must come from your analytics, copied exactly; don’t let a tool round up or “estimate” anything.
Common mistakes
- Only showing followers. Brands want views, engagement and audience fit.
- Using your best video’s numbers as if they’re typical.
- Out-of-date numbers. A kit from last year looks careless.
- Vague offers. “Collabs” means nothing. “One 30-second video plus a story, posted on TikTok” means something.
- Too long. Ten pages won’t be read.
- No contact details, or an inbox you never check.
Send it with a specific pitch
A media kit works best attached to a short, specific pitch: who you are, who your viewers are, one concrete video idea for that brand, and a link to a similar video. See how to get brand deals as a small creator for a pitch structure and an example.
Try it
Open your analytics on the app you use most. Write down your median views over your last 15 videos, your top three audience countries or cities, your largest age group, and three videos you’re proud of. That’s the core of your media kit. Put it on one page this week, date it, and keep it ready.
Worth Watching includes a Media Kit template, along with a Rate Worksheet and Deal Checklist, among its 35 templates.
