What Belongs in an Instagram Creator Media Kit

An Instagram creator media kit belongs to one of two sizes: a single page, or a live link that updates on its own. Either way it needs to answer four questions in under a minute: who are you, who follows you, what do your numbers actually look like, and what does working with you cost. Leave any one of those out and a brand’s marketing team has to go dig for it, and a brand that has to dig usually picks the next creator in the folder instead.

Below is every section that belongs in the document, in the order a brand reads them, and what each one is actually there to prove.

Your Name, Handle, and a One-Line Positioning Statement

At the top: your name or brand name, your @handle, a current photo, and one sentence that says who you talk to and about what. “I review budget skincare for oily, acne-prone skin” tells a brand exactly which product category to pitch. “Beauty and lifestyle creator” does not, and a brand that cannot tell in one sentence whether you fit their category will move on before reaching your follower count.

Contact Details and Links

An email address a brand can use without going through Instagram DMs, plus a link to your Instagram profile and any other platform you post to regularly. If you work with an agency or manager, list that contact too, since it tells a brand who actually handles the deal once they say yes.

Audience Size and Engagement Rate

Follower count gets a kit opened, but engagement rate is what a brand compares you against the next creator on their list. It is likes and comments divided by followers, expressed as a percentage, pulled from your own platform insights so the number is one a brand can trust. An analysis of more than 30,000 Instagram profiles by Iconosquare put the average account at 4.7 percent, so a number near or above that is worth leading with. A number well below it is not a reason to leave the section out, just a reason to pair it with strong demographics or reach numbers instead.

Audience Demographics

Age range, gender split, and your top five countries or cities. A brand selling to 25 to 34 year old women in the United States will not care how large your audience is if it skews teenage or lives on a different continent. This is the section that gets forwarded internally, because it is the one a media buyer actually needs to approve spend.

If you have the data, add a line on interests or lifestyle, parents, renters, home cooks, first-time runners, whatever your comments and saves tell you about who actually sticks around. Age and country answer whether a brand’s customer could be in your audience. Interests answer whether they would actually care about the product.

Performance by Content Format

A single engagement number hides how your account actually performs. Break it out by format, feed posts, Reels, and Stories, since a brand paying for a Reel wants to know what your Reels do, not what your account does on average. Average reach or views per post belongs here too. Follower count is a ceiling, reach is what a brand’s budget is really paying for.

This split matters because formats rarely perform the same way. An account that gets most of its reach from Reels and only modest engagement on static feed posts is a poor fit for a brand that wants a permanent grid post, and a great fit for one that wants short-form reach. Saying this upfront saves a round of back-and-forth once a brand has already pictured the wrong placement.

Audience Quality

A brand that has been burned once by a creator whose followers turned out to be mostly purchased or inactive accounts asks a follow-up question before they ask a second one, and a kit with no answer stalls right there. Running your own profile through an audit tool, such as Hexrate’s AI Instagram Profile Audit, and noting the result closes that question before a brand has to raise it.

Past Brand Collaborations

Two or three examples of sponsored posts you are proud of, ideally in or near the category you are pitching, with a one-line result where you have one, a discount code’s redemption count, a swipe-up rate, anything you can point to. Numbers establish reach. Past work establishes that you can execute against a brief.

Just starting out and have no paid partnerships yet? Use your strongest organic posts in the category you want to be pitched for instead, and say plainly that you are open to a first paid collaboration. Brands that work with new creators expect this section to be thinner. They do not expect it to be missing.

Rate Card or Collaboration Menu

A short list of what you offer and roughly what it costs, a single feed post, a Reel, a Story set, a bundle. You do not need exact numbers if your rates vary by scope, but a range saves both sides a round of emails just to find out whether the budget is in the right neighborhood.

Note what is not included by default too, usage rights beyond the original post, exclusivity against competing brands, or whitelisting your handle for paid ads. These usually cost extra, and listing them upfront means a brand asking for more gets a quote instead of a negotiation that starts from zero.

Here is the full list again as a quick reference:

Once you have pulled the numbers for every row once, updating the kit for your next pitch is a five-minute edit, not a redo. For a walkthrough of turning this checklist into a one-page pitch that gets a reply, see how creators use a media kit to land more brand deals.

How Often to Update It

Stale numbers cost you more than no numbers. A kit showing a follower count or engagement rate from eight months ago reads as a sign you have not opened the document since your last deal, which is not the impression you want a new brand to form. Refresh the audience and performance sections at least once a quarter, and again right after any post or campaign that meaningfully moves your numbers.

What to Do Next

Pulling every number on this list by hand from Instagram’s own insights works, but it means redoing the same export every time a brand asks for an update. Hexrate’s Reports and Media Kit tool builds a live media kit page from your connected account, audience demographics, format breakdown, and audience quality check included, so the link in your bio stays current without you touching a spreadsheet. If you are still deciding whether a dedicated analytics tool is worth it at your size, Hexrate’s page for creators walks through what it covers.