Guide
Influencer media kit: what to include
An influencer media kit is the one page a brand reads before deciding whether to pay you. Six steps below, then a complete filled-in example you can copy line by line. The numbers in the example are illustrative — replace every one with your own.
This page is not legal, tax, financial, or other professional advice. For a live deal, talk to a lawyer and a tax or finance specialist in your jurisdiction — BlueRateCard is not either.
New to the term? Start with what a media kit is.
1. Pull your real numbers
Open your platform analytics and take a 30-day window, not a lifetime total and not your best month. Prefer 30-day median Reel views (sort the view counts; take the middle) plus engagement rate and follower count. Write the pull date on the kit — a brand reading it in three months should know how old the data is. For the full median/ER math, use the rate card template’s calculation section.
2. Describe your audience, not just its size
Top three countries with percentages, dominant age band, and gender split. A 20,000-follower creator whose audience is 70% US women aged 25–34 is worth more to a skincare brand than a 200,000-follower creator with scattered global reach. Say so explicitly — don't make the brand infer it.
3. Show two proof points
Two past collaborations, each with one measurable outcome you can actually back up: views delivered, saves, link clicks, or discount-code redemptions. Two verifiable results beat a wall of brand logos. If you've never done a paid campaign, use your two best organic posts and label them as organic.
4. Package your deliverables
Two or three tiers, each one line. Packages move the conversation from "what's your price?" to "which package?", and the middle tier is what most brands pick — so put your preferred deal there.
5. Price usage rights separately
Organic posting, paid usage (ads as them), whitelist/Partnership Ads (ads as you), Spark, and exclusivity are different products. Charge each as its own percentage line with an end date. This is where most creators quietly give away the most valuable thing they own.
6. State your terms in five lines
Payment schedule, turnaround, revisions included, kill fee, and how long the brand has to respond to a brief. Short and non-negotiable. "100% upfront" is one line and it eliminates chased invoices.
Which link to send: kit or card?
Both live on the same page in practice, but they answer different questions. Match the link to where the brand is in the conversation.
| Situation | Send | Why |
|---|---|---|
| Cold outreach from a brand | Media kit | They need audience and proof before price matters |
| “What do you charge?” in DMs | Rate card | They've already decided they want you — don't slow them down |
| Agency onboarding form | Both | Kit for the deck, card for procurement |
| Bio link | Rate card first | Pricing filters out no-budget DMs before they start |
Related: rate card vs media kit · nano influencer rates
A complete example
This is what the six steps look like once they're filled in. Illustrative figures for a mid-size creator — price against your own reach and results.
Audience
| Handle | @examplecreator |
|---|---|
| Niche | Home cooking / budget meals |
| Platforms | Instagram (primary), TikTok |
| Followers | 31,400 |
| Median reel views (30d, pulled on kit date) | 58,900 |
| Avg. story frame views | 4,100 |
| Engagement rate | 5.2% |
| Audience | US 47% · UK 14% · CA 8% · 71% women · 25–34 dominant |
| Data window | 1–30 of the current month |
Recent results
Meal-kit brand — 1 Reel, paid
94,200 views, 3,100 saves, 412 clicks on the discount code link.
Cookware brand — 1 Reel + 3 stories, paid
61,800 views, 188 code redemptions over 14 days.
Packages
| Tier | Deliverables | Price |
|---|---|---|
| Starter | 1 Reel + 1 story frame + 1 revision round | $450 |
| Growth | 1 Reel + 3 stories (link sticker) + 1 revision round | $800 |
| Campaign | 2 Reels + 5 stories + 1 static + 2 revision rounds | $1,750 |
Usage rights
| Organic posting on my channels | Included |
|---|---|
| Paid usage — brand ad account — 30 days | +40% |
| Whitelist / Partnership Ads — as you — 30 days | +50% |
| Whitelist / Partnership Ads — 90 days | +75% |
| TikTok Spark Ads — 30 days | +40% (own line) |
| Link in bio / Linktree — 7 days | $120 flat |
| Category exclusivity — 30 days | +50% |
| Full buyout | Quote on brief |
Terms
| Payment | 100% upfront under $2,000; 50/50 above |
|---|---|
| Turnaround | 7–10 business days from brief approval |
| Revisions | 1 round (Starter/Growth) or 2 (Campaign); $120/extra round |
| Cancellation | 50% kill fee once filming starts |
| Brief response | 48 hours |
Rights lines brands mix up
If your kit still says “paid ads / whitelisting +40%,” fix it. Brands use those words for three different products. Name the type on the kit; put the dollars on the card.
| Line on the kit/card | Meaning | Remember |
|---|---|---|
| Paid usage (their account) | They run your creative from the brand/agency ad account | Viewers see the brand |
| Whitelist / Partnership (as you) | They run paid ads that show your handle for a named post/window | Viewers see you as the ad |
| Brand-account ads (paid usage) | They run your file from their ad account — viewers see the brand | Price term + territory on the card |
| Creator Boost | You tap Boost; they prepay media — not Partnership permission | Service fee + prepaid media; name days + geo |
| Exclusivity | You will not post for named competitors for X days | Calendar lock — not an ad right |
Full packaging + 30-day median math: influencer rate card template.
How often to update it
Every quarter at minimum, and immediately after any campaign that produced a result worth showing. Stats drift fastest — a kit quoting view averages from six months ago either undersells you or, worse, oversells you into a deal you can't deliver on.
Building your media kit: common questions
+Should a media kit split whitelist from paid usage?
Yes. Whitelist / Partnership Ads means ads that show as you. Brand-account ads (paid usage) means they run your file from their ad account. Creator Boost and TikTok Spark Ads are separate again. One mushy “ads OK +40%” line underprices the expensive option.
+Do I put link-in-bio days on the media kit or only the rate card?
Price it on the rate card (or the SKU block). The kit can mention “profile link available as a timed add-on” once. Dollars and day counts live with packages so procurement cannot invent a free forever bio link.
+What should an influencer media kit include?
Six blocks: current reach and engagement with the pull date, an audience breakdown by country, age and gender, two proof points from past campaigns, a package list with prices, separate usage-rights pricing, and your terms covering revisions, turnaround and payment.
+Which metrics do brands actually look at?
Median views over the last 30 days, saves and shares, story link taps or click-through, and audience location. Follower count is used only as a rough size filter; performance metrics decide the budget.
+Should the media kit be a PDF or a link?
A link. A PDF is out of date the day after you export it, cannot be tracked and forces the brand to email you for the current version. A hosted page refreshes its numbers and can take an order directly.
+How do I price usage rights in a media kit?
Price them as a separate line, not baked into the content fee. A common structure is a percentage of the content fee per platform per month of paid usage, with whitelisting and exclusivity quoted individually.
+How often should I update it?
Monthly for the stats, and after every campaign that produced a result worth quoting.
+Should I send a media kit and a rate card separately?
Only if a brand asks for one document type. Otherwise one live page that leads with proof (kit) and ends with packages + usage (card) wins. If they already know you and only ask “how much?”, send the rate card first and keep the kit one click away.
Or stop maintaining it by hand
BlueRateCard hosts the same structure as a live link: stats refresh themselves, brands pick a package, usage-rights toggles reprice automatically, and payment lands before you shoot. Free for creators.
Related guides
Rate cards & media kits