Last updated March 2026
If you're pitching brands for sponsorships, there's a decent chance they'll ask for your media kit. And even if they don't ask, sending one alongside your pitch makes you look like someone who's done this before.
The problem is that most creator media kits are... not great. They're either way too long, full of irrelevant stats, or designed like a college PowerPoint presentation. None of that helps you land a deal.
So here's what I think actually works, based on my journalism days spent on the other side of the pitch inbox.
What a Media Kit Actually Is
A media kit is a short document (usually one to two pages) that tells a brand everything they need to know about your channel to decide whether to work with you. Think of it as the cheat sheet a brand partnerships manager passes around in their internal meeting when they're deciding which creators to sponsor.
That last part is important. Your media kit isn't just for the person you're emailing. It's for everyone in their team who needs to sign off on the deal. Make it easy for them to say yes.
What to Include
Keep it tight. A brand manager is probably reviewing dozens of these, so every line needs to earn its spot.
- Channel overview. One or two sentences about what your channel is about and who it's for. "I make weekly videos about personal finance for millennials" is better than a paragraph about your life story.
- Key stats. Subscriber count, average views per video (last 30 or 90 days), watch time, and upload frequency. These are the numbers brands actually care about.
- Audience demographics. Age range, gender split, top countries. If you can pull this from YouTube Analytics, even better. Brands want to know if your audience matches their customer.
- Content examples. Link to two or three of your best-performing videos. Pick ones that are relevant to the type of brand you're pitching, not just your all-time most viewed.
- Past brand work. If you've done sponsorships before, list them. Include the brand name, what you delivered, and ideally a result ("My integration with Brand X drove 3,000 clicks to their landing page"). If you haven't done brand work yet, skip this section entirely rather than padding it.
- Rates. This one is optional, but I think including a starting rate (or a range) saves everyone time. Something like "Dedicated videos start at $X" gives the brand a ballpark without locking you in.
- Contact info. Email address, social handles, and a link to your channel. Obvious, but I've seen media kits that somehow forget this.
What NOT to Include
This is where most creators go wrong. They stuff their media kit with things that feel impressive but don't help a brand manager make a decision.
- Vanity metrics without context. "200K subscribers" means nothing on its own. "200K subscribers with an average of 50K views per video in the first week" tells a story. Always pair the number with context.
- Your personal biography. The brand doesn't need to know where you went to school or how you got into YouTube. Save that for your About page.
- Every social platform you've ever used. If your TikTok has 200 followers, leave it off. Only include platforms where your numbers are genuinely useful to a brand.
- Outdated stats. If your media kit says "100K subscribers" but you're at 150K now, it looks like you don't take this seriously. Update it regularly.
- Overly designed layouts. A clean, readable document beats a flashy graphic design project. Brand managers are skimming, not admiring your Canva skills.
How to Present Your Stats (The Part Most Creators Miss)
Here's the thing that I think separates a good media kit from a forgettable one: framing your stats in terms of what the brand cares about.
A brand manager isn't thinking "wow, 200K subs, impressive." They're thinking "can this creator reach my target customer and drive results?"
So instead of just listing numbers, connect them to the brand's goals:
- Instead of "65% male audience" try "65% of my audience is male, aged 25-34 — the primary demographic for consumer tech purchases."
- Instead of "50K average views" try "My videos average 50K views in the first week, with a 55% watch-through rate — meaning most viewers see the full integration."
- Instead of "Based in the US" try "78% of my audience is US-based, with top cities including LA, New York, and Chicago."
You're essentially doing the brand manager's job for them. Make it obvious why your audience is their customer.
Format: PDF vs Notion vs Link
I've seen media kits in all kinds of formats. Here's my take on each:
- One-pager PDF. Probably the most common and the easiest to share. A brand manager can forward it to their team, print it out, or attach it to an internal brief. If you go this route, keep it to one page (two max).
- Notion page. Some creators use a Notion page as a living media kit that stays up to date. The upside is that your stats are always current. The downside is that it requires the recipient to click a link and load a page, which adds friction.
- Personal website page. Similar to Notion but on your own domain. Looks more professional, but same friction issue as Notion.
My best guess is that PDF still wins for most use cases. It's the format brand managers are used to, and it works offline. But there's nothing wrong with having a web version too — just make sure you can also send a PDF when asked.
Get a Head Start with SponsorAlert
If building a media kit from scratch feels like a lot, SponsorAlert has a media kit snippet feature that pulls your channel stats and generates a formatted summary you can use as a starting point. It's not a full media kit on its own, but it gives you the data backbone so you're not manually pulling numbers from YouTube Analytics.
From there, you can drop the snippet into a PDF template, add your brand work examples and rates, and you've got something ready to send in under an hour.
The Real Test
Before you send your media kit, try this: show it to someone who doesn't watch your channel and ask them two questions. "Do you understand what this channel is about?" and "Would you know if your brand should work with this creator?"
If the answer to both is yes, you're good. If not, simplify. Cut the fluff. Make it scannable.
A media kit isn't about impressing anyone. It's about making the decision easy.
I'm Becky Isjwara — content strategist and the gal behind youtubeproducer.app. If you're looking for help with your online branding and content strategy, let's have a chat.