What to put in an influencer media kit: a UK guide

Picture a brand manager opening your media kit on the train between meetings. The cover photo looks like you, the numbers are dated and easy to find, and every page feels as considered as your feed. By the time they reach your contact details they are not wondering whether you are professional. They are wondering which campaign to offer you first.

Most of the media kit advice online is written for American creators and American brands. The principles travel well, but UK brands and agencies tend to want the same few things presented plainly: who follows you, why they listen to you, and evidence that you are professional to work with.

This guide goes through each section in order, with what to put in it and what to leave out.

What is an influencer media kit for?

Think of it as your pitch on paper. A brand manager may be comparing a dozen creators for one campaign. Your media kit has to answer their questions quickly enough that you stay on the shortlist: is this person’s audience the one we want, will they represent us well, and are they easy to work with?

It usually travels with an email, so it helps to read our guide on how to pitch to brands as an influencer alongside this one. It is not a scrapbook or a list of everything you have ever posted. The best kits are short, current and specific.

What should an influencer media kit include for UK brands?

1. A short bio and positioning line

Open with one line that says what you are about, then three or four sentences of bio. “Lifestyle creator” tells a brand nothing. “Budget home renovation for first-time buyers in the north of England” tells them exactly where you fit. If you are unsure how to describe yourself in one line, that is a brand positioning question worth answering before you design anything.

2. Your platforms and headline numbers

List each platform you are active on, your handle, and your follower or subscriber count. Add a date, because numbers change and brands notice when a kit is out of date. Put your main platform first.

3. Audience data

This is often the section brands read most closely. Pull it from your platforms’ own analytics rather than estimating:

• Where your audience lives, including the UK share if most of your followers are not in the UK.
• Age bands and gender split.
• What they come to you for, in plain words: advice, entertainment, recommendations, inspiration.

A smaller audience that matches a brand’s customers closely is often worth more to them than a large, scattered one, so be precise rather than impressive.

4. Engagement and results

Raw follower counts matter less than evidence that people pay attention. Include average views, saves, comments or link clicks over a recent period, and say what that period is. If you have results from past campaigns that a brand has agreed you can share, such as clicks or discount-code uses, include them with the context. Never round up or guess.

5. Past collaborations

A few logos or named brands, with a sentence on what you made for each, show you have done this before. If you are just starting, show self-initiated content that demonstrates the kind of work you would make for a brand, and label it honestly.

6. What you offer

Set out the formats you work in: feed posts, short videos, stories, long-form videos, newsletters, appearances, usage rights for a brand’s own channels. Brands find it easier to say yes when they can see the menu.

7. Rates, or how you quote

Some creators publish a rate card; many prefer to quote per brief, because usage rights, exclusivity and timescales change the price. Either is fine. If you leave rates out, add a line saying you will quote on request so it does not look like an omission. Our guide to how much to charge for brand deals explains what drives a quote.

8. Photos

Include two or three high-quality, recent images of you that a brand could picture next to its own. A single strong portrait on the cover and one or two images that show your style are usually enough. Phone selfies undersell you here; good brand photography is one of the quickest ways to make a kit look professional.

9. Contact details

Email first, plus your agent or manager if you have one, and a link to your website. Make sure the email address uses your name or brand, not a generic one you rarely check.

How long should a media kit be?

One to four pages is the norm. If it runs longer, something can almost certainly go. A useful test: could a brand manager skim it in two minutes and repeat back who you are, who follows you and what you offer? If not, cut.

Should a media kit be a PDF or a web page?

Ideally both. Many brands and agencies still ask for a PDF they can forward internally, so keep one ready. A web page, usually a “work with me” page on your own site, has the advantage of always being current and being easy to find when someone searches your name.

If you do not have a site yet, our guide to whether influencers need a website explains when it is worth making the move. When you do, the media kit content becomes the backbone of your partnerships page on your personal brand website.

What should you leave out of a media kit?

• Vanity numbers without context. A one-off viral post is worth mentioning, but not as if it were your average.
• Anything you cannot back up. Brands can and do check. Inflated figures damage trust far more than modest, honest ones.
• Other brands’ confidential details. Do not share campaign results or fees from a past partner without their permission.
• Clutter. Long lists of hashtags, every post you have made, or decorative pages that add nothing.

Does the design of a media kit matter?

More than people expect. The kit is often a brand’s first impression of how you will present their product. It should look like you: the same colours, typefaces and photography style as your channels, laid out cleanly so the numbers are easy to find.

You can make a perfectly good kit with a design template. The risk is that it looks like everyone else’s. If you are at the stage where partnerships are a real part of your income, a consistent visual identity across your kit, website and social profiles is worth investing in. That is the work of our graphic design for influencers service, and it fits into a wider plan for marketing for influencers.

What about UK advertising disclosure rules?

Your media kit is not where you set out disclosure terms, but brands will expect you to know the rules for labelling paid and gifted content. The UK’s guidance is published by the advertising regulators and the competition authority: see the ASA and CAP’s Influencers’ guide to making clear that ads are ads and the CMA’s Social media endorsements: guidance for content creators. Read them directly, and take advice if you are unsure how they apply to a particular deal. Our guide to UK influencer ad rules summarises the essentials.

How we can help

We want brands to open your media kit and feel, straight away, that they are booking a professional. We began as the in-house team of co-founder Jack Cartwright, designing the covers, photos and website his marketing relied on. Through graphic design for influencers we design media kits and rate cards in your colours and type, easy to update as your numbers grow, and can photograph you for them. A clear brief, scope and fee are agreed before any creative work begins.

Sources

• ASA: Influencers’ guide to making clear that ads are ads
• GOV.UK (CMA): Social media endorsements: guidance for content creators