What brands actually look for in a media kit

The first screen decides whether there is a second

Most brand contacts open a kit on a phone, from a link in an email, between other tasks. They are not reading closely yet. They are deciding whether to read at all.

That decision rests on three things: who you are, how big the audience is, and whether the work looks like it belongs next to what they sell.

Lead with numbers, not adjectives

"Passionate storyteller with a love for all things beauty" gives a brand nothing to plan around. A follower count and an engagement rate do. Put them side by side, because each one without the other is misleading: reach with no engagement reads as bought, and engagement with no reach reads as too small to matter.

Show one campaign properly instead of five badly

A single campaign card beats a logo wall. Give the brand, the deliverable, and one result you can point to: views, saves, click-throughs, a discount code that got used. It shows them exactly what working with you looks like.

Logos are useful as a secondary signal that you are safe to work with. They are not proof of performance.

Let the rates be findable

Whether you publish prices or invite a request, the next step has to be obvious. A kit that ends without a way to start the conversation leaves the brand to guess, and guessing usually means moving on.

If you would rather not publish prices, say what a typical package includes and invite them to request rates. That is still a next step.

Audit what you can cut

• your life story, unless it explains the content
• every platform you have ever posted on, including the one with four hundred followers
• screenshots with no caption saying what they show
• any claim you would not repeat on a call

The test

Send your kit to someone who does not follow you and ask them three questions: what does this person make, how big is their audience, and what would I do next. If they hesitate on any of them, that is the section to fix.

A media kit is a short document with one job: getting a brand to reply. Everything else is decoration.