Guide9 min read
How to make a media kit, step by step
A practical guide to making a media kit brands answer: the numbers to include, how to show your audience, rates, past partners and design, in eight steps.
By the Mediakit.ly team · Updated
What a media kit is for
A media kit is the page a brand opens to decide whether you are worth a line in their budget. Whoever reads it is usually going through dozens of creators at once, so it has to answer four questions fast:
- Who is this, and what do they make?
- Who watches them?
- Do the numbers hold up?
- What does it cost, and how do I book it?
Everything else is decoration. A media kit is not your life story and it is not a portfolio of every video you have made. It is closer to a product sheet, where the product is access to your audience.
It is also not the same as a rate card. A rate card only lists prices. A media kit gives the context that makes those prices reasonable, and usually includes a short version of the rate card. If you only need the prices, see how to price a sponsorship.
Step 1: Gather your numbers
Before writing anything, open each platform’s analytics and note the figures for the last 30 to 90 days:
- Twitch: average viewers, peak viewers, hours streamed, followers and subscribers. The Creator Dashboard has these under Insights.
- TikTok: followers, average views across your last 10 to 20 videos, likes, comments and shares, plus the audience tab for age, gender and top countries. They live in TikTok Studio, under Analytics.
- YouTube, Instagram and others: subscribers or followers, average views per video or reel, and the audience breakdown.
Use a recent window, not lifetime totals. A brand buying a campaign next month cares about who watches you now. Keep a screenshot of each analytics screen too: some brands ask for proof before signing.
Step 2: Write a two-sentence bio
Your bio is the first thing a brand reads, and most bios waste it on adjectives. Say what you make, how often, and who it is for.
The second version tells a brand the niche, the schedule, the audience and where growth comes from, in two sentences. Keep yours under 50 words.
Step 3: Pick three to six numbers
Brands do not need every statistic you have. They need the few they use to price a deal, which differ by platform:
- Streaming: average concurrent viewers matter most, because sponsored streams are priced on them. Followers come second. Peak viewers and hours streamed add context. Read more in the Twitch media kit guide.
- Short video: average views per video, then engagement rate, then followers. A large following with low views reads as an old audience. See the TikTok media kit guide.
Label each number with its platform and the period it covers. “12.4K avg. viewers” means little. “Twitch, average viewers, last 30 days” is something a brand can put in a spreadsheet. If you quote an engagement rate, say how you calculated it. The engagement rate calculator shows both common formulas.
Step 4: Show who your audience is
Brands buy audiences, not follower counts. A skincare brand selling in the US needs to know that most of your viewers are adults in the US, and that matters more than whether you have 20,000 followers or 40,000.
- Age ranges: three or four bands with percentages.
- Top countries: your top three, plus “other”.
- Gender split: include it when the brand’s product leans one way.
A simple bar or donut chart reads faster than a table. Round to whole percentages.
Step 5: Add proof
Past partnerships are the strongest signal in a media kit, because another brand already took the risk. For each one, write the brand, what you made and, if you have it, what happened: “Indie game launch week, three streams, 2,100 wishlists from our code.”
No partners yet? Use what you have. Achievements (a tournament placing, a viral clip, a milestone), products you already use and talk about without being paid, and a consistent schedule all count as proof that you show up.
Step 6: List rates or packages
Rates save everyone a round of emails. Two or three packages with a starting price work better than a long menu: one single deliverable, one bundle, and one for a longer partnership. Bundles are often what brands book, because they cover more than one platform.
If you would rather negotiate every deal, “rates on request” is fine, but expect slower replies. To work out the numbers, use the sponsorship pricing guide.
Step 7: Make it easy to reach you
Give a business email, not “DM me”. Say what you are open to (sponsored streams, product launches, long partnerships, events) and, if you have one, mention your manager or agency. A brand should never have to search for how to reach you.
Design it to read in 30 seconds
A good media kit design is mostly restraint:
- One column, big numbers, short labels.
- Your photo near the top, so the brand remembers a face, not a username.
- Your colors, so it feels like your channel.
- Readable on a phone. Many brand managers open links from their inbox on mobile.
See three complete layouts in media kit examples, or start from the copy-and-fill template.
Questions
How long should a media kit be?
One screen of scrolling for a web page, or one to three pages for a PDF. A brand should find your audience, numbers, rates and contact within a minute.
Do small creators need a media kit?
Small creators get more from a media kit, not less. It is often the only thing that separates you from the other applicants in a brand’s inbox, and smaller audiences tend to have higher engagement, which a media kit lets you show.
Should I put my rates in my media kit?
Usually yes, as starting prices for two or three packages. It filters out brands that cannot afford you and speeds up the ones that can. If you prefer to negotiate every deal, write that rates are available on request.
How often should I update my media kit?
Monthly, and after any milestone such as a new follower count, a big partnership or a change in schedule. A media kit that pulls statistics from your accounts stays current without manual updates.
What is the difference between a media kit and a rate card?
A rate card lists prices. A media kit explains who you are, who your audience is and how your content performs, and usually includes a short rate card.