Building a TikTok Media Kit That Actually Lands Brand Deals
A media kit is a one or two page document you send a brand so they can decide whether to work with you. Most creator media kits are a logo, a follower count and a list of adjectives, and they get ignored because they answer none of the questions a brand actually has.
What a brand is deciding
Three things, in order. Will enough of the right people see this? Will they act on it? Is this person going to be easy to work with?
Your media kit exists to answer those, with evidence. Everything else is decoration.
What to include
Median views, not follower count. Give the median of your last 10–15 videos. Median, because one viral video makes an average meaningless and brands know it. Showing you understand this immediately separates you from most pitches.
Audience demographics. Country split, age split, gender split, straight from your analytics. A brand that only ships to the UK needs to know what proportion of your audience is there. This is frequently the deciding number.
Engagement rate. Likes plus comments plus shares, divided by views. State how you calculated it.
Two or three example videos. Link them. Pick ones that demonstrate you can feature a product without the video feeling like an advert.
Previous brand work. With results if you have them — clicks, sales, code redemptions. One sentence of outcome beats a list of logos.
Your rates, or a range. Including rates filters out brands with no budget before you spend three emails discovering it. Separate the organic post from paid usage rights.
Contact details and turnaround time. Easy to work with is a selling point. Say what your normal delivery time is.
What to leave out
Follower count as the headline figure. Vague adjectives about your “authentic voice”. Stock photography. Anything longer than two pages. And screenshots of a single outlier video presented as typical — brands check, and getting caught ends the conversation.
Keep it current
Numbers go stale fast. Update it monthly. Sending a kit with six-month-old figures that no longer match your account is worse than sending nothing, because the first thing a brand does is open your profile and compare.
The uncomfortable prerequisite
A media kit is a claim about your reach, and it is checkable in about thirty seconds. If your median views have fallen significantly, a kit built on older numbers will cost you the deal at exactly the point where you look least credible.
So check where you actually stand before you pitch. If reach is down, either price to the current reality or fix the reach first — but do not pitch numbers you cannot currently deliver.