Media kits & pitching
Getting the email opened.
The kits that got forwarded had four things in common, and none of them were design.
The short answer
A media kit needs your reach figures rather than your follower count, your audience data (top three countries, age range, gender split), past work with the results attached, and a rate card with real numbers. All of it fits on one page. The rate card is the one most creators leave out.
What gets a media kit read
Reach, not followers
Average views on your last ten Reels, average impressions, typical Story views. Reach is what goes in a forecast.
Audience data
Top three countries, age range, gender split. Its absence is the most common reason a kit gets ignored, because nobody can tell whether your audience is even in their market.
Past work with results
Not a wall of logos. “Reel for [brand], 340K views, 1.2K saves” beats nine brand marks every time.
An actual rate card
Real numbers. “Rates on request” signals inexperience and adds an email to a process the brand is trying to shorten.
What gets a pitch answered
A subject line about them
“Collab?” gets deleted. “Content idea for your next season’s launch” gets opened, because it reads like work rather than a request.
Relevance in sentence one
If your first line is “I hope this finds you well”, you have spent your only guaranteed sentence on nothing.
One specific number
“My last three Reels averaged 180K views, 62% US women 18–34” beats any paragraph about your engaged community.
A small ask, and the follow-up
“Worth a quick call?” converts better than asking for their budget and process. Then chase once, seven days later. Almost nobody does, and a meaningful share of replies came from that second email.
One page, not ten
The best media kit I ever received was a single page: photo, three reach figures, audience split, four past campaigns with results, rate card, contact. It got forwarded the day it arrived. If it does not fit on a phone screen without scrolling, cut it.
The fourth one
Most kits stop before the rate.
If you don’t have a figure to put in yet, the rate bands give you one and the calculator does the arithmetic. Then write it into the kit by deliverable, so nobody has to ask for it.
Workbooks & guides
Prefer to work through it on your own?
The Influencer Starter Kit is 42 pages covering positioning, audience and how your page reads.
The list
What brands are actually paying.
Rate breakdowns, pitch teardowns, and when a brand comes to me looking for creators, that goes out here first. The free guide arrives the moment you sign up.
One email a week. Unsubscribe from any of them.