TikTok6 min read
TikTok media kit: the numbers brands actually check
What to put in a TikTok media kit: average views, engagement rate, audience age and country, and how to find each one in TikTok Studio analytics.
By the Mediakit.ly team · Updated
Why views beat followers on TikTok
Most TikTok views come from the For You feed, not from followers. A creator with 40,000 followers can average 150,000 views, and a creator with 400,000 followers can average 8,000. Brands know this, so the first number they look for is average views per video.
Followers still matter as a measure of long-term reach and of how many people chose to see more of you. Put them second.
The numbers to include
- Average views per video, over your last 10 to 20 posts.
- Engagement rate, calculated by views. The engagement rate calculator does the arithmetic.
- Followers, and growth over the last 90 days if it is strong.
- Total likes as a secondary figure, or likes per video, which says more.
- Saves and shares if your content is the kind people keep: recipes, tutorials, product finds. Brands in those categories pay attention to saves.
Where to find your TikTok analytics
In the TikTok app, open your profile, tap the menu and go to TikTok Studio, then Analytics. The overview shows views, likes, comments and shares over a period you choose. The content tab lists each video’s performance, which is what you average. The viewers and followers tabs show gender, age ranges, top countries and when your audience is most active.
Write down the date range you used. If a brand asks for proof, screenshots of these screens are the standard answer.
Presenting your audience
Show age ranges as a bar chart and top countries as a short list or donut chart. If your audience skews young, show the 18+ share clearly: many brands, especially in gaming, alcohol, finance and beauty, have rules about advertising to minors and will check.
An example TikTok-first kit
This fictional cooking creator leads with TikTok followers and likes, adds average views and saves per recipe, and shows top countries before partners.
Rates for TikTok videos
Most creators price a dedicated TikTok video from their average views, then add for usage rights (the brand running your video as an ad), exclusivity and rush timelines. The pricing guide covers the method, including for creators who stream and post clips.
Keep it current
TikTok numbers move faster than any other platform’s, so a kit from three months ago can undersell you badly. On Mediakit.ly, you connect TikTok once and your followers, likes, videos and likes per video refresh on their own with Pro. Anything else can be added by hand and labelled with its platform.
Questions
How do I make a media kit for TikTok?
Collect your average views over your last 10 to 20 videos, your engagement rate by views, followers and audience age and country from TikTok Studio analytics. Add a short bio, past partners, two or three rate packages and a business email, then share it as a link in your bio.
What is a good engagement rate on TikTok?
It depends on niche and size, and smaller accounts usually score higher. Compare against your own last 90 days rather than a universal benchmark, and always state the formula you used.
Can I make a TikTok media kit with a small following?
Yes. Lead with average views and engagement, which can be strong on small accounts, and show your niche clearly. Many brands run campaigns with dozens of small creators rather than one large one.