A media kit is a sales document, and most are written as a scrapbook. A working instagram creator media kit answers, in order, the questions a brand actually asks before deciding whether to start a conversation.
Answer the buyer's questions
Brands want to know who your audience is, what you make, what it costs, and whether previous collaborations went well. Everything else is decoration. Leading with a long personal introduction delays all four and is the most common reason kits are skimmed and closed.
Use figures you can evidence from your own insights, and state the period they cover. Inflated or undated numbers are checked easily, and being caught once ends the conversation permanently — a real risk that costs far more than the extra reach a rounded-up figure might have implied.
What the kit should contain
- Who you reach, described by interest and behaviour, not only demographics.
- Audience size and typical engagement, with the date range stated.
- Formats you produce, and what a brand receives for each.
- Two or three examples of previous work, with what the brief was.
- Indicative rates or a clear statement that rates depend on scope.
- Usage terms you normally offer.
- How to contact you and your usual turnaround.
Including usage terms early saves a negotiation round and signals that you have done this before, which is itself reassuring to a first-time partner.
Claims to avoid
Do not promise outcomes. Guaranteeing sales, reach or growth commits you to something no creator controls, and it invites disputes when normal variation occurs. Describe what you will deliver — the work, the timing, the usage — and let results be results.
Keep it current. A kit citing figures from eighteen months ago suggests either inattention or that the numbers have since fallen, and both readings hurt. Refresh it quarterly, which takes minutes once the structure exists. The process for the collaboration itself is in the creator collaboration workflow; the underlying figures come from analytics reporting.
Common questions
Should rates be included?
A range or a starting point filters out mismatched enquiries early and saves both sides time.
How long should a kit be?
Two pages. Longer kits get skimmed, and the parts that matter are usually the first two.
Should the kit be a document or a page?
Either, provided it opens on a phone without a download. Files that require an app or an account are frequently never opened, and you rarely find out that is why.
What if my audience is small?
Say so plainly and lead with specificity. A small, clearly defined audience is genuinely valuable to the right brand. See the services page. Say who they are and what they came for, and let the brand judge the fit against their own targeting.