Guide
What is a media kit?
A media kit is a short document — usually one page — that tells a brand three things: who your audience is, what you can make for them, and what it costs. It's the answer you send when a brand writes “can you share your rates?”, and it exists so that question doesn't turn into a week of back-and-forth DMs.
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.
What goes in one
Seven blocks. Anything beyond these is decoration, and decoration is why most kits are three pages longer than they need to be.
| Identity | Name, handle, niche, and the platforms you actually deliver on. |
|---|---|
| Audience | Follower count, 30-day average views, engagement rate, and the top countries and age bands. Rolling averages, not your best-ever month. |
| Proof | Two or three past collaborations with the result you can actually evidence — views, saves, clicks, code redemptions. |
| Deliverables and pricing | The packages you sell, bundled into two or three tiers so the conversation is which one, not what's your price. |
| Usage rights | Whether the fee covers organic posting only, and what paid whitelisting or exclusivity costs on top. |
| Terms | Payment schedule, turnaround, revisions, and cancellation. |
| Contact | One email, and how fast you reply. |
Media kit or press kit?
The two get used interchangeably, and they aren't the same document. A media kit sells access to an audience. A press kit hands a journalist the raw material for a story. If someone is deciding whether to pay you, they want a media kit.
| Media kit | Press kit | |
|---|---|---|
| Who it's for | Brands and advertisers | Journalists and editors |
| Main question it answers | What does it cost to reach your audience? | What's the story here? |
| Core content | Audience stats, packages, pricing, usage rights | Press release, bio, high-res photos, logos |
| Includes prices | Yes — that's the point | Almost never |
| Who uses it | Creators, influencers, publishers, podcasts | Companies, artists, film and book launches |
When brands actually ask for it
Almost always at one of three moments: right after first contact, when a brand is sizing whether you fit the budget; during an agency's roster round-up, when they're comparing ten creators in a spreadsheet; and at renewal, when someone internally has to justify spending on you again. All three are comparisons. A kit that makes your numbers easy to drop into a spreadsheet wins ties.
Four mistakes that cost money
Vanity numbers instead of reach
Follower count stopped predicting views years ago. Brands compare cost per thousand views. Lead with your 30-day average views on the deliverable you're quoting.
No prices at all
A kit that ends in "rates on request" restarts the negotiation from zero every time. Publishing packages filters out budgets that were never going to work.
Usage rights left unmentioned
If the kit doesn't say the fee covers organic posting only, the brand will assume it covers running your face as a paid ad for a year. This is the single most expensive omission.
A stale PDF
Stats age within weeks. A file emailed in March is misleading by June, and you have no way to know who opened it or when.
Do you need one if you're small?
Yes, and earlier than most creators think. Below roughly 10,000 followers the kit isn't there to impress anyone with scale — it's there to signal that you'll be easy to work with, that you have prices, and that you won't disappear mid-campaign. Small creators lose deals to admin friction far more often than to audience size.
Stats on a kit must be reproducible
“Average views” without a method is a negotiation trap. Use a 30-day window, prefer median over one viral Reel, and print the pull date. Same figure must appear on your rate card. Step-by-step math lives on the rate card template; the kit’s job is to show the dated result, not a second spreadsheet.
Worked example: one-screen kit
Brands forward what they can paste into a spreadsheet. Make the dollars and the views sit on the same page as the proof.
| Block | Example |
|---|---|
| Audience | Beauty · 12.4k median Reel views (30d, pulled 2026-10-04) · 58% US 18–34 |
| Proof | SPF Reel → 3.8% link taps · 2 brand renewals in 2025 |
| Packages | Reel $650 (1 revision) · Story pair $220 · carousel $480 |
| Add-ons | Paid usage (their ads) 90d +40% · whitelist as-you 30d +50% · bio link 7d $120 |
| Payment | 50% platform hold before shoot · Net 0 on balance at delivery |
See also rate card vs media kit.
Media kit questions, answered
+Why does the kit need a pull date on the stats?
Because 30-day median views drift. A kit that says “~12k views” with no date lets a brand assume lifetime highs. Print “30d median · pulled YYYY-MM-DD” and keep the same number on your rate card.
+What is a media kit in simple terms?
A media kit is a short document or page that tells a brand who your audience is, what you can make for them, what it costs and on what terms. It replaces a long DM thread with one link a marketing team can forward internally.
+What is the difference between a media kit and a press kit?
A media kit is aimed at buyers - brands deciding whether to pay you - and leads with audience data, packages and prices. A press kit is aimed at journalists and carries your bio, high-resolution photos, logos and contact details for coverage, not commerce.
+How long should a media kit be?
One to two screens. Marketing managers scan for reach, audience fit and price; everything else can sit behind a link. Anything past three pages usually gets skimmed rather than read.
+Do you need a media kit if you have few followers?
Yes, and it matters more. Small accounts win on engagement, niche and conversion, and a media kit is where you show those numbers instead of leaving a brand to judge you by follower count alone.
+What does a one-screen kit look like with sample dollars?
Top: niche + 30-day median views. Middle: two proof lines. Bottom: Reel $650, Story pair $220, paid usage 90d +40%. Same numbers as your rate card — never a second PDF with different prices.
Build yours as a link, not a PDF
BlueRateCard turns everything above into one live page: stats that update themselves, packages a brand can pick, usage-rights toggles that reprice automatically, and payment upfront. Free for creators.
Related guides
Rate cards & media kits