What Brands Look For in a Creator Media Kit
Brands evaluate media kits for three things: audience fit (does your audience match their target customer?), credibility (do your numbers look legitimate?), and value-for-money (is your rate justified by your reach and engagement?). Your media kit needs to answer all three questions immediately — most brand managers scan a media kit in under 90 seconds.
The 7 Sections Every Media Kit Needs
- Your headline: channel name, niche, and one-line value proposition ('Finance education for first-generation wealth builders')
- Audience demographics: age split, gender, top 3 countries, income level if relevant
- Platform stats: subscribers/followers, avg views per video, total monthly views, engagement rate
- Content examples: 3–5 screenshots of your best performing videos with their view counts
- Collaboration formats and rates: integration types with prices clearly listed
- Past brand work: logos of companies you've worked with, or a sentence about categories you've covered
- Contact information and booking link
Key Metric Brands Care Most About
Engagement rate is more important than raw subscriber count. Calculate it as: (avg views per video ÷ subscribers) × 100. A 15–25% view-to-subscriber rate is strong for YouTube. Below 5% raises flags. Lead with this metric if it's high.
What to Include in Your Rate Card
| Collaboration Type | Description | Typical Rate Formula |
|---|---|---|
| 60-sec mid-roll integration | Scripted mention within a video | Avg views × $20–$40 CPM ÷ 1,000 |
| 30-sec end-card mention | Brief shoutout at video close | 60-70% of integration rate |
| Dedicated video | Entire video about the product | 3–5× integration rate |
| Instagram/TikTok cross-post | Post across multiple platforms | Bundle discount of 20–30% |
Design Tips That Get Media Kits Read
- Keep it to 1–2 pages — long media kits get skimmed, not read
- Use your brand colors and a consistent visual identity
- Include a professional headshot or channel banner image
- Export as a PDF — never send a Google Doc link for first contact
- Include a QR code linking to your most-viewed video so brands can verify your content style instantly
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