How to Make a Media Kit Brands Take Seriously
Here’s the uncomfortable context for your media kit: the person reading it sees dozens, skims yours in about ninety seconds, and is mostly looking for a reason to move on. The kit’s job isn’t to impress. It’s to survive the skim and make the next email easy to send.
The four pages that matter
Page one: who you are and who watches you. Channel name, niche in one sentence, and your real numbers: average views per video (last ten, be honest), subscriber count, engagement rate with the formula shown. That last part sounds like a small thing. It isn’t. Every brand has been burned by an engagement rate calculated against a flattering denominator, and showing your math signals you’re not doing that.
Page two: your audience. Age bands, gender split, and geography, pulled from your actual analytics. If 60% of your viewers are in Canada, say so prominently, because to the right brand that’s the whole reason to book you. This is the page most kits skip and the page brands most want. Including it puts you ahead of most of the pile by itself.
Page three: what you sell. Integration, dedicated video, shorts, whatever you offer, each with a price or price range. Listing prices filters out the brands who were never going to pay them, which is the point. A kit without prices generates conversations that die at the first number.
Page four: proof. Past sponsors if you have them, especially any that came back. Renewals are the strongest proof that exists. No sponsors yet? Show your best organic mention of a product instead: the video where you recommended something you liked and the comments went and bought it. That’s exactly the behaviour a sponsor is buying.
What to cut
The three pages of lifestyle photography. The brand-word salad (“authentic storyteller passionate about community”). Total combined cross-platform reach, which every brand knows is padding. And anything about your dreams; the kit is about their outcome, not your journey.
Keep it to four or five pages, PDF, under 5MB, with your email on every page because pages get forwarded separately.
A good kit gets you into the conversation. What happens next, the pricing, the negotiation, the contract, is a different skill, and it’s the one we handle for roster creators.