A creator media kit is a short, results-focused document (increasingly a live, interactive page) that sells your audience to brands using engagement rate, demographics, and proof of past results, not just a follower count. In 2026 it is your single highest-leverage asset, because brand deals make up about 70% of creator income per Goldman Sachs Research. This playbook shows you how to build one.
⚡ Key Takeaways
- Brand deals are about 70% of creator income, and a media kit is the document that turns that demand into a signed deal (Goldman Sachs).
- Lead with engagement, not followers: nano accounts (1K-10K) average 4-6% engagement versus 1-3% for mega accounts.
- About 51-53% of brands plan to increase or start working with nano and micro creators, the fastest-growing spend tier.
- Beginner baseline: roughly 1,000 followers, about six months of consistent content, then 5-10 proactive pitches per week.
- Micro creators (10K-100K) command $200-$2,500 per post, and finance or B2B niches earn 2-3x lifestyle rates.
- Always disclose paid partnerships with a clear #ad; weak FTC disclosure is the costliest beginner mistake.
Why does a media kit matter so much in 2026?
The money is real and growing. Goldman Sachs Research puts the creator-economy market near $250 billion today, on a path toward roughly $480 billion by 2027. The influencer-marketing slice alone hit about $32.55 billion in 2025 and is projected near $40.5 billion in 2026, per Influencer Marketing Hub.
Brands see returns, too. They earn an average of $5.78 back for every $1 spent on influencer marketing. Your media kit is the document that converts that demand into a signed deal, so it is the first asset a serious beginner should build.
What goes in a creator media kit that actually lands deals?
Keep it to one or two screens. Brands skim, so lead with what they buy on and cut everything else.
- A one-line positioning statement: who you reach and the one niche you own.
- Engagement rate and audience demographics: age, location, gender split, top platforms.
- 3-5 result proof points: tiles showing reach, clicks, saves, or conversions from past posts.
- Package pricing: clear deliverables and rates, not a single vague number.
- Contact and a short video intro: a 15-30 second clip outperforms a headshot.
The 2026 shift is away from static PDFs toward live kits that pull real-time analytics and stay mobile-friendly. A stale screenshot from three months ago signals you are not watching your own numbers.
Why should beginners lead with engagement rate, not follower count?
Because brands now buy engagement quality and audience fit, not raw size. Nano accounts (1K-10K followers) on Instagram average roughly 4-6% engagement versus 1-3% for mega accounts, per Nowadays Media.
Spend is following that math. About 51-53% of brands plan to increase or start working with nano and micro creators, the highest net-growth intent of any tier, per Influencer Marketing Hub. If your kit opens with a small follower count, you are losing on the wrong metric. Open with engagement instead.
How big does my audience need to be before I pitch brands?
The realistic beginner baseline is about 1,000 followers on one primary platform plus roughly six months of consistent, on-niche content, then proactive outreach of 5-10 pitches per week, per InfluenceFlow. Do not wait for inbound. Most early deals come from creators who ask first.
| Milestone | What to build | What to expect |
|---|---|---|
| Month 1-2 | Pick one niche, post consistently, define your positioning line | First few hundred followers |
| Month 3-4 | Reach ~1,000 followers, track engagement, draft your first kit | Gifted-product offers |
| Month 5-6 | Add 3-5 proof tiles, start pitching 5-10 brands/week | Product-plus-fee deals |
| Month 7+ | Raise rates as proof accumulates, add package pricing | Flat paid rates |
What should beginners charge, and how do I show rates?
Early compensation usually starts at gifted product, moves to product-plus-fee, then to flat paid rates as your proof grows. Once you have results, micro creators (10K-100K) generally command $200-$2,500 per post, with Instagram static posts often $150-$500 and Reels carrying a 2-3x premium, per Influencer Marketing Hub.
Rates depend on more than size. US and Western-European audiences command 20-40% more, and finance or B2B niches can charge 2-3x a general lifestyle creator, per Hootsuite. Present rates as packages (one post, a bundle, a month) so a brand can pick a tier instead of haggling one line item.
Do small creators actually convert for brands?
Yes, and your kit should prove it with numbers. A D2C skincare startup put a $5,000 budget into 15 nano creators at about $330 each, hit 8.2% engagement, and drove 340 purchases, $12,000 in revenue, and 2.4x ROI, per IQfluence.
Eco-brand Blueland activated 211 micro-influencers whose content reached 247,000+ impressions at about 4.6% engagement, per Stack Influence. Borrow the structure: show a brand the result a creator your size already produced.
How do I stay FTC-compliant so a deal does not backfire?
The FTC requires you to disclose any material connection (payment, free or discounted product, or a personal or employment relationship) clearly, conspicuously, and unavoidably, placed with the endorsement itself, per the U.S. Federal Trade Commission. Use plain terms like #ad. Avoid vague ones like "sp," "spon," or "collab."
Weak disclosure is the beginner mistake with the most real-world consequences, and noting in your kit that you post compliantly is a quiet trust signal to brand-safety teams.
Where does monetization beyond brand deals fit?
Brand deals are the entry point, not the whole income picture. As your audience grows, creators increasingly pair sponsorships with direct monetization, a storefront, memberships, and paid content, on a platform like Fanvault, which charges an 8% fee and lets creators keep 92%. A strong media kit gets the first deal; owning your audience keeps the revenue.
What does a 90-day media-kit launch plan look like?
- Days 1-30: Lock one niche, post consistently, and write a single positioning line.
- Days 31-60: Track engagement rate and demographics, then build a one-page kit that leads with those numbers.
- Days 61-75: Add 3-5 result proof tiles and package-based pricing, and record a 15-30 second video intro.
- Days 76-90: Move the kit to a live, mobile-friendly link and pitch 5-10 brands per week.
- Ongoing: Refresh metrics monthly and add every new result as a fresh proof tile.
Frequently Asked Questions
Do I need a media kit if I only have a few thousand followers?
Yes, and arguably more than a mega account does. Brands are expanding spend on nano and micro creators faster than any other tier (about
Should my media kit be a PDF or a live page in 2026?
A live, mobile-friendly page is now the expected format. It pulls real-time analytics so your numbers never go stale, and it can embed a short video intro that a PDF cannot. A PDF export is fine as a backup to attach in email, but the link should be the primary version.
What engagement rate should I show, and how do I calculate it?
Engagement rate is total engagements (likes, comments, saves, shares) divided by followers, then times 100, usually averaged across your recent posts. As a benchmark, nano creators on Instagram average roughly
How do I price my first brand deal when I have no track record?
Start where most beginners do: gifted product, then product-plus-fee, then flat paid rates as proof accumulates. For reference once you have results, micro creators run