How to make a media kit for influencers

A media kit is a one or two page summary that tells a brand who you are, who follows you, how your content performs, what you have done before and how to reach you. Make it in any design tool or even a plain document, save it as a PDF, and fill it with numbers from your own Instagram Insights, dated. Brands do not need it to be pretty. They need it to be true, quick to read and easy to forward to whoever approves the budget. This post gives you the sections, where each number comes from and a text template to copy.

You can build one before you have a single brand deal. A kit with honest numbers and a few of your own best posts is a better opening than a message that says “I am an influencer”.

Keep the first screen of the kit strong: your name, your topic in one line and your two best numbers. Many people will see only that part, and a brand deciding between a hundred kits will not read a fourth page.

Instagram’s Help Center says free insights are available to public accounts, personal or professional, and that the professional dashboard adds ad and monetization tools. If your account is private, insights are not available until it is public. Switching to a professional account is a setting change, and our guide on switching walks through it; note that it makes a private account public. Menus move around between app versions, so look for Insights from your profile or professional dashboard instead of following a fixed path.

Meta’s developer documentation for Instagram account insights lists what the data includes. Follower demographics cover country, city, age and gender, and are not returned for accounts with fewer than 100 followers. Reach is the number of unique accounts that saw your content, and Meta labels it an estimate. Views, saves, shares and accounts engaged are separate metrics. The same page says data can be delayed by up to 48 hours. Match your wording to the real metric: do not write “reach” when you copied views.

• Choose a window, such as the last 30 days, and put the dates in the kit.
• Write median views and median interactions for your last ten Reels. One lucky Reel should not set the headline.
• Take screenshots of the audience pages and keep them. A brand may ask to see proof, and a screenshot ends the question.
• Choose one engagement rate definition and name it. Our Instagram engagement guide and the free engagement calculator on dmfast.app explain the options.
• If a number is poor, leave it out of the headline, not out of the truth. Never round up or change a number.

Tip: Do not paste numbers from a third-party “analyser” that asked for your Instagram password. Instagram’s rules ban asking for other people’s logins, and sharing yours risks your account. Use Insights, which is inside the app.

• One page is enough. Two is the limit for a small account.
• Use one font family and no more than three colours, with dark text on a light background so it reads on a phone.
• Use a clear photo of your face, since a brand is hiring a person.
• Make numbers large and labels small: “6,000” big, “median views per Reel, 1 to 30 Sept 2026” beneath it. The date is an example.
• Save a PDF, name it something findable such as your name and the month, and keep the file small enough to open on mobile data.
• Put your contact line on every page, not just the last.
• Make a text-only version too, because some people paste your details into an email or a brief.

Canva, Google Slides or a document editor will all do the job. None of them is required, and a clean layout in a free tool beats a crowded one in a paid tool. Do not use another creator’s kit as a template if it contains their text or images, since copying their work is the quickest way to look like you have nothing of your own.

Fill every bracket with your own information. Delete any line you cannot support with a real number.

• [Your name] | [@handle] | [city, India] | Topic: [one sentence, such as “budget-friendly home cooking for people who work long hours”]
• Audience (Instagram Insights, [date range]): top locations [city, city], main age range [x to y], gender split [x% / y%].
• Performance (last ten Reels, [date range]): median views [number], median interactions [number], engagement rate [number], calculated as [definition].
• Best posts: [link or title], [views], [what people did]. Repeat for three posts.
• Past work: [brand], [what I made], [month and year]. Or: Own-product posts that show how I work, [links].
• What I offer: [one Reel], [Reel plus Stories], [photo carousel]. Each includes [rounds of changes] and [days to deliver].
• Rates: from ₹[figure] for [format] (example wording only), with partnership ad usage and exclusivity quoted separately.
• Disclosure: every paid or gifted post is labelled as an ad or with Instagram’s Paid Partnership tag.
• Contact: [email], [link-in-bio page], DMs open on [handle].

Showing prices is a choice. A “from” price saves both sides time and filters out brands with no budget, while “rates on request” keeps you flexible but can cost you the reply. If you use prices, work them out first. Our guide on charging for a sponsored Reel shows three methods, and everything in it is labelled as an example.

For past work, list only what is true and what the brand is happy for you to share. A brand name you worked with is fine if the work was real; a brand you only tagged is not a client. If you have no deals yet, use your own posts, an affiliate result or a sample Reel made for a product you bought. Say that it is a sample.

On disclosure, ASCI’s 2024 influencer guidelines say a material connection includes free products, and that the label must be hard to miss. Put a line in the kit saying you label every paid or gifted post. It shows you know the rules and saves a conversation later. This is general information, not legal advice.

A kit goes stale. Put the month in the file name and refresh the numbers once a month, which takes ten minutes if you keep the screenshots in one folder. Do not leave an old kit linked from your bio.

DMFast is our product. Its link-in-bio page can hold the link to your latest kit, and a DM keyword such as KIT can reply with that link on an Instagram professional account. It does not make the kit for you and does not work with WhatsApp. Any link page will do the same job, and a Google Drive link set to view only also works.

• Window and dates written on every number.
• Median views and interactions, not the best post.
• Audience screenshots saved in a folder.
• Past work that is real and permitted.
• Rates worked out, with ad usage and exclusivity separate.
• A PDF under a sensible size and a text version.
• A refresh date in your calendar.