How to Create a Media Kit: What to Include, Templates, and Free Tools
A media kit is your brand's resume. It tells potential partners, sponsors, press, and clients exactly who you are, who your audience is, and what working with you looks like. Whether you're an influencer pitching brands, a business seeking press coverage, or a creator looking for sponsorships, a polished media kit is the difference between getting ignored and getting paid.
- A media kit needs 7 sections: bio, audience demographics, platform metrics, content samples, partnership options, past collaborations, and contact info
- Keep it to 3-5 pages in PDF format — no one reads a 15-page media kit
- Lead with engagement rate, not follower count — brands care more about a 5% engagement rate on 10K followers than 1% on 100K
- Include pricing as ranges, not fixed numbers, so you have room to negotiate
- Build it for free in Canva in 30-60 minutes using their media kit templates
Most people skip the media kit and pitch brands with a DM that says "Hey, I'd love to collaborate!" That's not a pitch — it's a gamble. A media kit makes you look professional before anyone checks your content. It answers every question a potential partner would ask: How big is your audience? Who are they? What kind of content do you create? What does it cost to work with you?
Page 1: The Cover and Bio
Your cover page sets the tone. It should include your name or brand name, a professional headshot or brand image, your tagline (one sentence about what you do), and your primary social media handles.
The bio section: 2-3 sentences max. Not your life story — your value proposition. Template: "[Name] is a [descriptor] who helps/inspires [audience] to [do what]. With [X followers/clients/years of experience], [Name] creates [content type] that [specific result or quality]."
Example: "Alex Lamb is a creative director and brand photographer who helps small businesses build visual identities that compete with brands 10x their size. With a portfolio spanning 40+ brands and a social following of engaged business owners, Alex creates content at the intersection of photography, AI, and brand strategy."
Page 2: Audience Demographics
This is the page brands care about most. They don't just want to know how many followers you have — they want to know if your followers are their customers.
Include these demographics:
- Age breakdown: "65% ages 25-34, 20% ages 35-44" — pull from Instagram Insights or your analytics tool
- Gender split: "58% women, 42% men"
- Top locations: Top 5 cities or countries
- Interests/industries: What your audience cares about, their professions, their buying power
- Engagement rate: Calculate: (Likes + Comments) / Followers x 100. Include your average per post. Good: 3-6%. Excellent: 6%+.
Where to get this data:
- Instagram: Professional Dashboard > Insights > Total Followers
- TikTok: Analytics > Followers tab
- YouTube: YouTube Studio > Analytics > Audience tab
- Website: Google Analytics > Demographics
- Newsletter: Your email platform's subscriber analytics (Mailchimp, Kit, Klaviyo all provide this)
Page 3: Platform Metrics
Present your numbers in a clean, scannable format. Brands will glance at this page for 10 seconds. Make the key numbers impossible to miss.
| Platform | Followers | Avg. Engagement | Monthly Reach |
|---|---|---|---|
| 12,400 | 5.2% (648 per post) | 45,000 | |
| TikTok | 8,200 | 7.8% | 120,000 |
| Newsletter | 3,100 subscribers | 42% open rate | 3,100 |
| Website | — | — | 6,500 visits |
Metrics that matter to brands (in order of importance):
- Engagement rate — proves your audience is active, not bots
- Audience demographics — proves your audience matches their target customer
- Monthly reach / impressions — shows exposure potential
- Follower count — matters least but still gets looked at
- Content saves and shares — indicate high-value content (Instagram Insights shows these)
Don't inflate numbers. Brands verify metrics. If your media kit says 50K reach and your public posts show 200 likes, the math doesn't add up and you lose credibility. Honest, well-presented numbers beat inflated ones every time.
Page 4: Content Samples and Past Collaborations
Show 3-5 of your best content pieces. For each, include: a thumbnail or screenshot, the platform it was posted on, the engagement metrics, and a one-line description. Choose pieces that showcase range (different content types, different tones, different formats).
Past collaborations section: If you've worked with brands before, list them. Include the brand name, what you created (e.g., "3 Instagram Reels + 2 Stories"), and any results if you have them ("Generated 12K views, 340 saves"). If you're new to brand partnerships, create 2-3 spec pieces — content about brands you love, formatted as if it were a paid partnership. This demonstrates capability.
Press mentions: If you've been featured in any publication, podcast, or media outlet, list them here with their logos. "As seen in [Publication]" carries significant weight.
Page 5: Partnership Options and Pricing
This is where you tell potential partners what you offer and what it costs. Present 3-4 partnership tiers:
| Package | What's Included | Starting At |
|---|---|---|
| Single Post | 1 Instagram feed post or Reel + Story mention | $200-500 |
| Content Package | 3 posts + 5 Stories + usage rights for 30 days | $800-1,500 |
| Campaign | Monthly content: 4 posts + 10 Stories + 2 Reels + email mention | $2,000-4,000 |
| Brand Ambassador | 3-month partnership: ongoing content, event attendance, exclusivity | $5,000-10,000 |
Pricing tips:
- Use ranges ("Starting at $500") instead of fixed prices. This opens the door for larger deals.
- Price based on deliverables and usage rights, not just follower count.
- Include an "Inquire for custom packages" option for brands with specific needs.
- If you're just starting out, price lower and raise as you build a portfolio of brand work.
Design Tools: Build Your Media Kit for Free
| Tool | Cost | Best For |
|---|---|---|
| Canva | Free / $12.99 Pro | Hundreds of media kit templates. Drag-and-drop. Export to PDF. Fastest option for most people. |
| Google Slides | Free | Simple, no-frills. Good if you want full control over layout without learning a new tool. |
| Figma | Free | Best design quality but steeper learning curve. Ideal if you want pixel-perfect control. |
| Adobe InDesign | $22.99/mo | Professional print-quality layouts. Overkill for most but produces the highest-quality output. |
| Notion | Free | For a web-based media kit (shareable link instead of PDF). Modern, clean, easy to update. |
The Canva workflow (30 minutes):
- Open Canva and search "media kit" in templates
- Choose a template that matches your brand aesthetic (you can filter by color)
- Replace placeholder text with your bio, metrics, and pricing
- Upload your headshot and 3-5 content samples
- Update colors and fonts to match your brand
- Export as PDF (Standard quality is fine for digital sharing)
How to Share Your Media Kit
- Link in your Instagram bio: Use Linktree or Stan Store to host the PDF download
- Attach to outreach emails: "I've attached my media kit with audience demographics and partnership options."
- Website page: Create a /media-kit or /press page on your website with a download button
- Update quarterly: Refresh your metrics every 3 months. Stale numbers look unprofessional. Set a calendar reminder.
Related Reading
- How to Create a Brand Style Guide with AI
- Build a Visual Brand on Instagram
- Headshot Tips for Small Business Owners
- How to Create a Portfolio Website That Gets Clients
A media kit is only as strong as the visuals inside it. Professional brand photography, polished content samples, and a cohesive visual identity make your media kit stand out. We build the visual systems that make your brand look worth partnering with.