How to Build a Media Kit That Gets Brand Deals
A media kit is the document that answers a brand's first question: "Who is this person, and why should we work with them?" For UGC creators, influencers, and content creators who pitch brands proactively — or who want to look professional when brands reach out — it's one of the most practical things you can put together.
The challenge is that most media kit advice is aimed at influencers with large audiences and years of brand deal history. If you're a UGC creator with a smaller following or a content creator who's just starting to pitch brands seriously, the standard template doesn't quite fit. This guide covers what actually goes in a media kit that works — for creators at all stages.
What a Media Kit Is — and What It Isn't
A media kit is a one or two-page document — usually a PDF — that summarises who you are, who your audience is, what you offer, and what it costs to work with you. It's not a portfolio, it's not a CV, and it's not a pitch letter. It's a structured overview that lets a brand decide quickly whether you're a fit for their campaign.
For UGC creators specifically, the media kit serves a slightly different purpose than it does for traditional influencers. Because UGC content is often used in the brand's own channels rather than published on yours, the focus shifts from audience reach to content quality and production capability. Brands commissioning UGC care less about your follower count and more about your ability to deliver content that converts.
A well-built media kit doesn't just answer questions — it pre-empts them. A brand reading your kit should be able to decide whether to work with you without needing a call, a follow-up email, or a separate rate card. For tips on what to do once a brand responds, see What Happens After a Brand Reaches Out.
What to Include — Section by Section
01 — About you Essential
Two to four sentences: who you are, what kind of content you create, which platforms you work on, and what niche you operate in. Keep it tight and specific. "Lifestyle content creator and UGC specialist based in London, creating product-focused videos for beauty, wellness and sustainable lifestyle brands" tells a brand everything they need in one sentence. "Passionate storyteller who loves creating content" tells them nothing.
02 — Audience overview Essential
For influencers: follower count per platform, average engagement rate, and key audience demographics — primarily age range, gender split, and top locations. For UGC creators who don't publish branded content to their own audience, this section can be replaced with or supplemented by a "Content Performance" section showing how your content performs when used in brand campaigns. Real performance data from past campaigns is more compelling than demographic breakdowns.
03 — Services and deliverables Essential
A clear list of what you offer: content types (Reels, TikToks, product videos, lifestyle photos, testimonial-style UGC, unboxings, tutorials), platforms, formats, and any add-ons like usage rights packages or whitelisting availability. This section answers "what can I actually buy from this creator?" — and if the answer isn't clear, brands move on.
04 — Rate card Recommended
Some creators include rates, others don't. The argument for including them: it saves everyone time and pre-qualifies the brands who reach out. The argument against: rates vary by brief and it can anchor the conversation too early. A middle ground is listing starting rates — "UGC video packages starting from $X" — which sets a floor without locking you into a fixed number before you know the scope. For how to calculate those numbers, see the guide to how much to charge for sponsored content.
05 — Portfolio samples Essential for UGC creators
For UGC creators, this is the most important section. Include three to six examples of your best work — ideally showing range across content types and product categories. Include a QR code or short link to a video portfolio if the media kit is a PDF. Brands commissioning UGC are buying your production style, not your audience; the work needs to speak for itself.
06 — Past brand partnerships If available
A short list of brands you've worked with, with their logos if possible. Even a small number of recognisable names signals that other brands have already trusted you with their products — which reduces the perceived risk for the next brand considering it. If you're early in your career and don't have many, focus on the quality of the partnerships rather than the quantity.
07 — Contact and booking Essential
Your preferred contact method, a link to your brief or booking form if you have one, and your handle or website. Make it easy for a brand to take the next step without having to search for how to reach you.
What Most Media Kits Get Wrong
- Leading with follower count when engagement rate is stronger — engagement tells brands far more about audience quality than reach does. See what metrics brands actually look at.
- Using stock photos or generic lifestyle images instead of actual content samples — brands want to see your work, not your aesthetic preferences.
- Making it too long — a media kit that requires scrolling through six pages has already lost the brand's attention. One to two pages maximum.
- Forgetting to update it — a media kit with stats from a year ago and old brand logos signals a creator who isn't actively pitching.
- Listing every platform they've ever posted on — focus on the platforms where you do your best work and where brands are most likely to want content.
UGC Creator vs. Influencer Media Kit — The Key Differences
A traditional influencer media kit is primarily about reach — how many people will see the content. A UGC creator media kit is primarily about production quality — how good is the content itself, and how well does it perform when the brand uses it in their own paid advertising or organic channels.
If you work primarily as a UGC creator, your kit should lean heavily on portfolio samples and any available performance data from past campaigns. If you do both — publishing to your own audience and creating UGC for brand channels — your kit needs to speak to both use cases separately, because the buying decision is different. Once a brand decides to move forward, the next step is pitching them effectively.
Update your media kit every quarter at minimum. Your follower count, engagement rate, and portfolio samples will change. A brand who discovers your kit is six months out of date will question whether you're actively working and tracking your business.
Format and Delivery
PDF is the standard format — it preserves your layout across devices and is easy to send by email. Keep it under 5MB so it doesn't bounce in email inboxes. A link to a Google Drive or Notion page version is a useful addition for brands who want to share it internally, but always have the PDF as the primary version.
Design doesn't need to be elaborate. Clean, readable, and on-brand is what matters. A well-structured document with clear sections, readable fonts, and your own content samples will outperform a flashy template that buries the information a brand is actually looking for.
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