What is media kit?
Also called: press kit · creator media kit
Media kit
A short document that presents an account's audience size, engagement, demographics, and past partnerships to prospective brand partners.
A media kit exists to answer one question, is this audience worth paying for, and the numbers in it are self-reported, which is why brands verify them independently before signing anything.
The credible ones lead with engagement rate rather than follower count, show a date on every figure, and include a post or two that underperformed. The ones that quote a single viral post's reach as typical are the ones to check hardest.