How to build a creator media kit that actually lands sponsorships

A media kit is your sales page. When a brand is deciding between you and three other creators, the kit is often the only thing they have to go on. A good one gets you shortlisted; a stale or vague one gets you ignored. Here is what to put in it.

Lead with the metric that sells, not the vanity one

Subscriber count is the number creators are proudest of and the one brands care about least. What a sponsor is actually buying is attention they can measure. Put these front and centre:

• Average views per video — far more honest than total subscribers.
• Engagement rate — comments and likes relative to views.
• Audience demographics — age, location, and (if you have it) interests. A brand selling to UK 25–34s needs to know that is who watches you.
• Watch time or average view duration — proof people actually stay.

If your numbers are modest but your engagement is strong, lead with engagement. A small, loyal, high-converting audience is a premium product — price and present it like one.

Show the work, not just the stats

Brands want to picture the partnership. Include two or three examples of past sponsorships or integrations — ideally with a result ("drove 4,000 clicks," "sold out the discount code"). If you have never done a paid deal, use your best-performing organic content as a proxy for what an integration would look like.

Make your offer concrete

End the kit with what you actually sell: your deliverable options and a starting price (or "rates on request" if you prefer to quote per project). The goal is to remove friction. A brand that has to email you to find out what you even offer often just moves on. For how to set those numbers, see how to price your first brand deal.

Keep it current — automatically

The fatal flaw of most media kits is that they are a PDF someone built once and never updated. By the third month the numbers are wrong, and brands notice.

The fix is to stop treating it as a document and start treating it as a live page. Caelo's media kit builder keeps your reach and engagement up to date, so the version you send is always accurate — no rebuilding it from scratch before every pitch.

Then track every pitch

Sending the kit is the start, not the end. Log who you pitched, when, and what came back, so you can follow up at the right moment instead of letting warm leads go cold. The brand-deal CRM keeps every conversation in one place from first contact to signed deal.