A TikTok media kit is a short PDF that presents your niche, audience demographics, engagement rate, best-performing videos, past collaborations, and a rate card in one place, so a brand can decide in under a minute whether to work with you. Every strong kit answers one question for the brand manager reading it: will this creator's audience buy what we sell, and is the price fair? With in-feed TikTok rates running from roughly $50-$200 per post for nano creators up to $15,000-$50,000+ for creators past one million followers, presenting that value clearly is the difference between getting ghosted and getting paid. This guide covers every section your media kit needs, how to design it, which analytics to feature, and how to build a rate card grounded in real market data.
Last updated: July 2026 · Written by the TT Calculator Team
What Every TikTok Media Kit Must Include in 2026
A complete TikTok media kit contains six core sections: your bio and brand story, audience demographics, engagement metrics, content examples, a rate card, and past collaboration results. Brand managers skim these kits quickly and often decide on the first page whether to keep reading. If your key stats and niche positioning are not immediately visible, most move on to the next creator in their outreach list.
The most critical data point is your engagement rate. Brands consistently rank engagement rate above follower count when evaluating creators for sponsored content. A creator with 25,000 followers and a 7.2% engagement rate will almost always win a deal over a creator with 200,000 followers and a 1.1% engagement rate. Your media kit needs to lead with this number prominently.
Calculate your TikTok brand deal rate with our calculator →
Here is what belongs in each section and why brands care about it:
| Section | What to Include | Why Brands Care |
|---|---|---|
| Bio / Brand Story | Your niche, content style, personal story, unique value | Determines if your brand aligns with theirs |
| Audience Demographics | Age, gender, location, device, interests | Shows whether your followers match their customer |
| Engagement Metrics | Engagement rate, avg views, likes, comments, shares, saves | Proves your audience actually interacts |
| Content Examples | 3-5 top posts with view counts and engagement | Demonstrates content quality and range |
| Rate Card | Pricing for in-feed videos, bundles, Spark Ads, usage rights | Gives them a budget framework |
| Past Collaborations | Brand names, deliverables, results achieved | Provides social proof, reduces risk |
Step: What to Include
Bio and brand story. This is your 30-second pitch, so keep it to 2-3 specific sentences: who you are, what you create, and why your audience follows you. Skip vague labels like "lifestyle creator." Write something concrete, such as: "I make budget meal-prep content for college students — 60-second recipes under $5 a serving, followed by 85,000 people." Add your handle, primary niche, start date, and any notable milestones.
Audience demographics. This is what marketing teams care about most. Pull it straight from TikTok Analytics (Business and Creator accounts) and present age distribution (13-17, 18-24, 25-34, 35-44, 45+), gender split, your top five countries or cities with percentages, and peak active hours. Region matters to your rate too — US-based audiences anchor the highest brand-deal pricing, and other regions scale down from there.
Engagement metrics. Use your most recent 30 or 90 days, not all-time numbers, and include:
- Average views per video (last 30 posts)
- Average engagement rate, calculated as (likes + comments + shares + saves) ÷ views × 100
- Average watch time or completion rate
- Follower growth rate, month over month
Lead with your engagement rate. The platform-wide average sits at about 4.07% across all tiers and niches; most brands want at least 4%, and premium brands look for 6%+. High engagement is worth real money — strong engagement earns a 20-50% premium on brand deal rates. If your number clears those thresholds, say so.
Content examples. Choose 3-5 posts that show your range. For each, include a thumbnail, the view count, engagement rate, and a one-line description. Prioritize formats brands buy: reviews, tutorials, day-in-my-life, and storytelling. Include at least one previous sponsored post if it performed well, to prove you can integrate products naturally.
Past collaborations. List the brand, what you delivered, and the results, quantified where possible: "3-video series for BrandX — 450,000 views, 12,000 link clicks, 6.8% engagement." No paid work yet? Gifted partnerships, affiliate results, and organic product features all count as proof of concept.
Step: Design Tips
Your media kit needs to look professional, not agency-made. Clean, readable, and on-brand beats flashy every time.
Format and length. Build a 3-5 page PDF. One page is too sparse to take seriously; more than six will not get read. A standard flow: cover page (photo, handle, tagline), then bio and demographics, then engagement metrics and content examples, then rate card and past collaborations, then contact info.
Tools. Canva is the most popular option in 2026 — search "media kit template" and start from one that fits your aesthetic. Adobe Express, Figma, and Google Slides exported to PDF all work. Avoid a plain Word or Google Doc.
Design basics. Stick to 2-3 colors, one heading font, and one body font, all text at least 11pt. Use white space generously, bold your key metrics, show demographics as small charts rather than dense paragraphs, and put your handle and contact info in every footer.
Step: Analytics Screenshots
Native TikTok Analytics screenshots add credibility that typed numbers cannot match, because they are much harder to fabricate than self-reported stats.
Pull three views from your dashboard: the Overview tab (video views, profile views, follower count — use the 60-day window), the Followers tab (age, gender, and geography breakdowns, your most important screenshot), and the Content tab (recent posts ranked by performance).
Present them cleanly: crop to the relevant data, remove personal information, add a thin border, and place each next to the matching written stat. Add a date annotation ("Analytics pulled July 2026") so brands know the data is current — anything older than six months undermines you. If a brand wants more proof, offer to screen-share your live dashboard on a call; being willing signals transparency.
Step: Rate Card
Your rate card is where creators either leave money on the table or price themselves out of deals. Getting it right means understanding what the market pays for your tier and engagement level.
Present pricing as a table of deliverable types:
| Deliverable | Description | Starting Rate |
|---|---|---|
| In-Feed Video (15-60s) | One TikTok video with brand integration (baseline, 1.0x) | $XXX |
| Product Showcase Video | Shoppable product feature (about 1.2x a standard post) | $XXX |
| Spark Ad / Whitelisted Video | You post, the brand runs it as a paid ad (about 1.3x) | $XXX |
| Video Bundle (3 posts) | Three in-feed videos over 2-4 weeks | $XXX |
| Usage Rights (30 days) | Brand reposts your content on their own channels | +20-40% |
| Whitelisting / Spark Ads | Brand runs paid ads using your organic video | +15-25% |
| Cross-posting (per platform) | Brand reposts to Instagram, YouTube, and so on | +15-30% |
The deliverable multipliers come from how our calculator prices formats: a standard in-feed post is the 1.0x baseline, a product showcase is 1.2x, and a Spark Ad the brand can whitelist is 1.3x, because it does double duty as organic content and advertising. Set your starting rates with our brand deal rate calculator and cross-check them against the current 2026 TikTok brand deal rate benchmarks.
A worked rate-card example. Say you have 30,000 followers (micro tier, base $200-$1,000 per in-feed post), post in the beauty niche, and average 7% engagement. Beauty carries the highest brand-deal niche multiplier in our model (1.4x), and 7% engagement lands in the "Good" band (1.2x). Starting from an illustrative $600 base for a 30K micro account, that is roughly $600 × 1.4 × 1.2 ≈ $1,000 for a single in-feed video. Swap in a Spark Ad the brand can whitelist (1.3x) and the same post is worth about $1,300. These are estimates, not guarantees — the final number moves with your niche, engagement, deliverable, and region.
What actually moves your rate. Four levers drive the final number far more than raw follower count. Your engagement band matters most (below-average, under 2%, applies a 0.7x multiplier, while "Excellent" 10%+ engagement applies 1.5x). Then your niche multiplier (beauty leads at 1.4x, finance and tech follow at 1.3x, down to comedy at 0.8x), your deliverable (a Spark Ad is 1.3x a standard post, a product showcase 1.2x), and your audience region (US audiences anchor the top rates, and every other region scales down). Grow the first two and you lift every future quote you send.
List rates as "starting at" to leave room to negotiate up, and always offer three tiers: a single post, a small bundle, and a premium package. Bundles raise total campaign value while keeping your per-post rate intact for future one-off deals. Our calculator starts from a baseline of roughly $0.05-$0.25 per follower (depending on niche) and then adjusts for engagement, deliverable, and region, so treat your rate per follower tier as your floor and build up from there. Never list your absolute lowest — that is your negotiation floor, not your opening ask. And do not list prices for formats you have never delivered, write "negotiable" beside every line, or include other-platform rates in a TikTok kit.
Requirements
Before sending your kit to any brand, meet these baseline expectations:
Account: a TikTok Business or Creator account (for analytics access), at least 1,000 followers (where most brand outreach starts), 30+ posts in the last 90 days, and a clear niche visible from your profile.
Content: original content only, decent audio and video quality, and examples of brand-friendly formats (features, reviews, tutorials) even if unpaid.
Professional: a dedicated email for brand communications, the ability to send an invoice, a willingness to sign contracts and hit deadlines, and familiarity with FTC and TikTok branded content disclosure requirements, including turning on the content disclosure setting for any paid promotion.
Check your estimated TikTok earnings potential to see where you stand relative to other creators in your tier before positioning yourself in outreach.
Common Issues and Troubleshooting
"I do not have enough data for my media kit." If your account is new, lead with growth metrics instead of absolute numbers. Going from 500 to 5,000 followers in three months is a compelling story. Highlight your engagement rate — smaller accounts often run higher, with nano creators averaging 8-15% and micro creators 5-8% — plus your view-to-follower ratio and any breakout content. Brands working with nano and micro creators expect smaller numbers but prioritize engagement and niche fit.
"Brands keep asking for lower rates after seeing my kit." This usually means your rate card is not supported by the data around it. If your engagement is average, your rates need to reflect that, or you need to grow engagement first. Use the brand deal rate calculator to confirm your rates align with current market data.
"Should I make different kits for different brands?" Yes, but not from scratch. Keep a master template and swap the content examples and opening pitch for each brand's industry — a beauty brand wants your beauty content, a tech brand your tech posts. Fifteen minutes of tailoring per outreach noticeably improves response rates. For landing those first partnerships, see our guide on how to get brand deals.
FAQ
What should a TikTok media kit include?
Six sections: a short bio and brand story, audience demographics (age, gender, location), engagement metrics led by your engagement rate, 3-5 content examples with view counts, a rate card, and past collaboration results. Lead with your engagement rate, since brands weigh it above follower count.
How many followers do I need before making a media kit?
Most brands begin outreach around 1,000 followers, which is also where you can show meaningful analytics. Below that, focus on growth rate and engagement. Nano creators (1K-10K) often win on engagement alone, averaging 8-15% versus the 4.07% platform average.
What engagement rate do brands want to see?
Brands generally want at least 4%, and premium brands look for 6%+. On our calculator, above 10% is "Excellent" (a 1.5x rate multiplier), 5-10% is "Good" (1.2x), and 2-5% is "Average" (1.0x). Calculate it as (likes + comments + shares + saves) ÷ views × 100.
How do I make a TikTok media kit for free?
Use a free Canva, Adobe Express, or Google Slides template, pull your stats and screenshots from TikTok Analytics, and export a 3-5 page PDF. Your data does the selling, not the design.
How often should I update my media kit?
Monthly, or quarterly at a minimum. Analytics older than six months read as stale. Refreshing often also lets you show your growth trajectory, a strong selling point for brands wanting to lock in rates before yours rise.
Calculate Your Results
Your media kit is only as strong as the numbers behind it, so validate your pricing before you send it. The brand deal rate calculator factors in your follower count, engagement rate, niche, and deliverable type to generate a market-aligned rate. Compare its output against the rates in your kit; a significant gap means you should adjust either your rates or the metrics that drive them. Independent 2026 pricing guides such as InfluencerFee's TikTok rate report corroborate that views and engagement, not raw follower count, drive TikTok deal pricing.
Brands run ROI math on every creator they consider, so learn the metrics they prioritize — CPM, cost per engagement, conversion attribution — and present your stats in that language. Our guide on how brands calculate influencer ROI covers it, and our brand deal contract essentials checklist helps you lock down terms once a brand says yes. Treat your media kit as a living document: update it monthly so it always reflects your latest, strongest numbers.