Media Kit for Influencers: What It Is and What to Include (2026)
Short answer: A media kit is one or two pages that show who you are as a creator, who your audience is and what you can do for a brand. It should include a short bio, your channels and followers, engagement, your audience's age, gender and country, examples of your content and contact details. Keep it short, honest and up to date, and send it as a PDF or a link.
What is a media kit?
Think of it as your CV as a creator. When a brand is considering working with you, they want to know three things fast: who you are, who follows you and what they can expect. A media kit answers all of that at once, so they don't have to guess or dig through your feed.
You don't need to be big to have one. A clear media kit often does more for a small account than a big one, because it shows you take collaborations seriously.
What should a media kit include?
Short bio: two or three sentences about who you are and what you make content about. Your niche should be obvious straight away.
Channels and followers: Instagram, TikTok, YouTube and anything else you are active on, with follower counts.
Engagement: your engagement rate and ideally average views per reel or video.
Your audience: age, gender, country and ideally the biggest cities. This is often what brands care about most.
Content examples: three to six images or links to the work you are proudest of, ideally similar to what the brand might want.
Past collaborations: brands you have worked with and ideally a result, such as views or saves. If you don't have any, skip this part.
What you offer: posts, reels, stories, UGC videos, unboxings. You can include prices or share them by email.
Contact: email address and links to your accounts.
Date: note when the numbers were taken. It shows they are fresh.
Where do you find the numbers?
Switch to a professional account (creator or business) on Instagram to get stats on reach, engagement and audience under Insights. TikTok has similar stats in its creator tools. Take the numbers for the last 30 or 90 days and say which period they cover.
To calculate engagement rate: add up likes and comments on your latest 10 to 12 posts, divide by the number of posts, then by your follower count, and multiply by 100. With an average of 400 per post and 8,000 followers, that is 5 percent.
Only have a few followers?
Then the media kit matters even more. Highlight what you have:
A clear niche and an audience that fits the brand.
High engagement, which is often higher on smaller accounts.
Great content examples. Good photos and videos say more than a follower count.
That you deliver on time and label ads correctly.
On Unwrappa the typical creator has around 2,400 followers, and brands approve creators of every size.
Common mistakes
Old numbers. A media kit from last year gives the wrong picture. Update it at least every other month.
Too long. One or two pages is enough. Nobody reads ten.
Rounding up. 8,300 followers is 8,300, not "almost 10,000". Brands check.
No audience data. Followers without age, gender and country say too little.
Hard to open. A heavy file or a link that needs a login rarely reaches the right person.
How to make a media kit
You can build one yourself in a design tool such as Canva, or use a service made for media kits.
The easiest way is Mediakitster, our sister service. You pick a template, fill in your numbers and get a finished media kit as a PDF and as a link you can share. Building and previewing is free, and you only pay a one-time fee if you want to download it. Mediakitster is in Swedish.
Your media kit on Unwrappa
On Unwrappa your profile works as a media kit. When you apply to a campaign, the brand sees your niche, channels and follower count straight away, and your full profile also shows your audience's age, gender and country and your best videos. If you have a media kit, you can also upload it as a PDF or image, or paste a link, so it is part of your profile.
Next step: read how to write a pitch and how to get PR packages.
Frequently asked questions
Do I need a media kit if I only have a few followers?
Yes, ideally. It shows you are serious and makes it easy for the brand to say yes. Focus on niche, engagement and good content examples.
Should prices be in the media kit?
That is up to you. With prices you save time, without them you can adapt per collaboration. Many write "price on request" and send a rate card by email.
How often should I update my media kit?
At least every other month, and always before sending it to a new brand if your numbers have changed a lot.
Should my media kit be in Swedish or English?
The same language as the brands you pitch. If you mostly work with Swedish brands, write in Swedish. An English version is useful if you want to reach international ones.
What does it cost to make a media kit?
Nothing if you build it yourself. On Mediakitster building and previewing is free, and you pay a one-time fee to download.
What is the difference between a media kit and a portfolio?
A portfolio shows your content. A media kit also shows your audience, your numbers and what you offer, which is everything a brand needs to decide.