Checklist

What to include in a media kit

Written by OwlScran Editorial Team. Last reviewed: 29 April 2026.

This checklist covers the exact sections brands expect when they assess creators for paid partnerships.

Keep it simple: clear stats, clear audience, clear offer. The easier it is for a brand to understand your value, the faster they can move you to the next step.

1. Short creator bio: Niche, style, and audience promise in plain language.
2. Platform stats: Followers and average views for each platform you pitch.
3. Engagement metrics: Clear formula and current engagement rate.
4. Audience demographics: Top countries, age range, and gender split.
5. Top content examples: 3-6 posts with performance context.
6. Rate card: Deliverables, pricing, and optional bundles.
7. Previous brand work: Short case notes or testimonials when available.
8. Contact and response expectations: Preferred email and typical reply window.

Common mistakes to avoid

Do not hide key numbers behind dense design. Do not include stale screenshots with no update date. Do not force brands to request missing context in follow-up emails.

The goal is speed and confidence. A brand manager should know in one minute if your audience and format align with campaign goals.

How to order sections for best conversion

Lead with creator positioning and top metrics, then move into audience quality and content proof. Keep pricing and contact details near the end once the brand has enough context to evaluate fit.

This sequence mirrors how partnership teams review options internally: quick qualification first, then deeper due diligence, then commercial terms.

What to avoid if you want more replies

Avoid crowded visuals, vague labels, and missing definitions. If a metric matters, label exactly how it is calculated. If you show rates, include what each package includes.

Avoid outdated PDFs when your numbers change often. Live, shareable kits reduce version confusion and help brand teams trust the data they are reviewing.

Quick quality check before you send

Can a brand understand your niche in ten seconds?
Are your headline stats from the last 30 days?
Do your examples match the partnerships you want?
Are rates and contact details visible without hunting?

What strong creator kits usually include in practice

Strong kits open with a clear niche statement, then immediately show performance context. Instead of listing raw follower numbers only, they pair audience size with engagement and recent content outcomes.

They also make commercial details easy to scan. A brand should be able to see your core packages and ask a focused follow-up question, not start from zero. This shortens cycle time from first message to booked deal.

Finally, strong kits stay current. Outdated screenshots reduce confidence fast. A live updating workflow keeps your profile accurate and helps brands trust the information they are using to decide.

Professional presentation does not require complex design. It requires clean hierarchy, consistent labels, and obvious calls to action. If a buyer can understand your value quickly, they are far more likely to continue the conversation.

Section-by-section benchmark for better conversion

Creator summary: one short paragraph that states your niche, audience, and the kind of outcomes brands can expect. Avoid generic language and keep it concrete. You want a buyer to understand fit immediately.

Performance block: include your most decision-relevant stats with clear labels and dates. Showing when the data was last updated helps trust and reduces common follow-up questions.

Audience block: include demographics that relate to campaign targeting, not every available metric. Buyers care about relevance and confidence more than raw volume.

Commercial block: make deliverables and pricing easy to compare. A clean package table with clear terms usually converts better than dense paragraphs.

Build this checklist automatically

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FAQs

How many examples should I include?

Usually three to six is enough. Choose examples that represent your typical quality and your best campaign-relevant outcomes.

Do brands need audience demographics every time?

Yes for most paid campaigns. Audience fit is one of the fastest qualification checks in brand and agency review workflows.

Should I include old campaign screenshots?

Only if they still represent your current performance level. Prioritise current data and recent examples to keep trust high.

Should I use a PDF or live media kit link?

A live link is usually better for active pitching because stats stay current and brands can open it on any device without downloading files.

How long should my media kit be?

Keep the core content to one scannable view. Add depth only where it helps decisions, such as audience detail, case studies, or package options.

Trust and data quality

OwlScran Ltd (Company #15305650, England and Wales). We show methodology clearly, apply consistent formulas, and review these pages regularly.

Last reviewed: 29 April 2026
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