The media kit template
Copy this, fill in the brackets, and date every number you put in it. Numbers change, and a dated number tells a brand it's current, so write "as of" and the month.
MEDIA KIT: [Your name / handle] ABOUT [Two lines. Who you are, what you make, and the niche a brand would hire you for. Example: "UGC creator making skincare and wellness videos. I film, edit and write hooks for TikTok Shop brands."] AUDIENCE Location: [top countries or states, with rough splits] Age: [main age range] Gender: [rough split] NUMBERS (pulled [date]) Followers: [TikTok handle and count] Average views: [average views across your last videos] Engagement rate: [your engagement rate as of the pull date] CONTENT 1. [Link to best video one] 2. [Link to best video two] 3. [Link to best video three] PAST BRANDS [Brand names and one line each on what you made for them. If you are new, write the spec work or gifted collabs you have done instead.] PACKAGES AND STARTING PRICES [Example: One TikTok video from $X. Bundle of three from $X. Usage rights available as an add-on.] CONTACT [Email address you actually check, or your booking page link]
Pull your stats and date them. Refresh every number before you send the kit again, because stale numbers can make the kit look out of date.
What brands look for in a media kit
Your kit should answer one question fast for a brand: can this person reach the people we sell to, and have they done it before?
Audience detail is easy to leave out, but it is worth including. Brands check demographics like location, age and gender before they book1. If your audience is mostly in the United States and the brand only ships there, say so plainly, because that line shows the brand the fit. Make it easy for them.
Here is where each number lives:
| Section | What to put | Where to find it |
|---|---|---|
| Followers | Your count with the date pulled | Your TikTok profile page |
| Average views | Typical views across recent posts | Add views on your last videos, divide by the number of videos |
| Engagement rate | Likes, comments and shares relative to views or followers | TikTok analytics, or calculate from recent posts |
| Audience | Location, age, gender splits | Your TikTok analytics |
| Best videos | Three links, your strongest brand style work | Your profile |
| Past brands | Names and what you delivered | Your own records and emails |
Two lines of audience detail beat a fancy layout. If TikTok analytics shows your viewers are mostly women in the US, write exactly that.
Media kit or UGC portfolio
The two are close cousins. Media kits come as decks, one-pagers or portfolio websites, and UGC creators often call theirs a UGC portfolio2.
The difference is emphasis: a media kit sells your audience, meaning the people who watch you, while a UGC portfolio sells your skills, meaning the videos you can make for a brand to run on its own account or as ads.
Pick the format that matches the work you want. If brands are hiring you to post on your own TikTok, lead with audience numbers. If brands are hiring you to make content for their pages, lead with video samples and keep audience stats short. You can carry both in one document, audience first, samples second.
If you are just starting out in UGC and have no client work yet, read how to become a UGC creator for how to build spec videos that stand in as your first portfolio pieces.
Prices in your media kit
Yes, put prices in. A starting price tells the brand you are a professional and helps a brand decide whether you fit their budget.
Keep it to "from" prices in the kit itself. One video from a set amount, a bundle from a higher amount, usage rights as an add-on. The full menu, with every package, add-on, usage term and rush fee, belongs on a rate card you send when a brand asks for detail. Use this rate card template to build that full menu so the kit stays clean and the rate card does the heavy lifting.
One rule on pricing: your "from" price should be a number you would actually accept. If you write a low figure to look affordable, that low listed price can anchor what brands expect to pay, so keep it honest.
Share one link instead of a PDF
Send a link, not an attachment. A PDF freezes your numbers the day you export it. Three months later your follower count, your best videos and your rates have all moved, but the PDF sitting in a brand's inbox has not. A live page shows whatever is true today.
A link also survives forwarding. When the brand's marketing manager passes your kit to their boss, a URL opens the same page for everyone, without version confusion or a "which file is the new one" email thread.
If you work on TikTok Shop, Rateful gives you this page automatically. Every creator gets a public page at rateful.ai/@handle with their packages, recent videos and numbers, and brands can book them straight from that page. Send the link when a brand asks for your media kit, and you update one page instead of rebuilding a deck.
Pair that with outbound pitching and the kit does double duty. It closes the brands who come to you, and it backs up the ones you approach. For pitching tactics, see how to get brand deals on TikTok.
If you still want a PDF for the rare brand that insists on one, export it from your own doc or file each time. Never keep an old copy on your desktop and fire it off without checking the numbers first.
Questions people ask
What is a media kit for influencers?
A media kit is a short pitch document that shows a brand who you are, who watches you and what you charge. It typically holds a bio, social accounts, performance stats, past work, rates, content samples and contact information2. Think of it as your resume for brand deals, one or two pages at most.
Do I need a media kit with a small following?
Yes, you need a media kit even with a small following. A small creator can use a kit to show audience details, engagement, and strong video samples, and the kit is how you show what you can deliver.
Should I put prices in my media kit?
Yes, you should put prices in your media kit. Put starting prices in the kit and keep the full detail on a separate rate card, which you can build with the influencer rate card template.
How often should I update my media kit?
Update the numbers every time before you send it, and do a full refresh whenever something real changes: a video takes off, you land a new brand, or your rates go up. Writing the pull date next to every stat makes this easy, because you can see at a glance what has gone stale. Sharing a live link instead of a PDF removes most of this work, since you only update one page.