How to Make a Media Kit That Gets Sponsors

To make a media kit that gets sponsors to say yes, put your audience description, your best metrics, your ad formats, and your rates on a single clear page that answers a brand's questions before they ask. A media kit is a sales sheet, not a resume. Its only job is to make a sponsor confident that your audience is their customer and that booking you is easy. Keep it short, specific, and honest, and it will do most of the selling for you.

What a media kit is for

When a brand considers sponsoring you, they have three questions: Who is your audience? Can I trust the reach? How much and how do I book? A good media kit answers all three in under a minute. If a sponsor has to email you to learn your download count or your rate, you have already added friction that loses deals.

The sections every media kit needs

You can build this in a doc, a slide, or a page. The sections matter more than the format.

• One-line intro. Your name, format, and the single-sentence audience description. Example: "A weekly podcast for 2,000 independent game developers."
• Audience. Who they are: role, industry, interests, location, income band where relevant. This is the most important section.
• Reach metrics. The numbers for your format (see the table below). Be accurate.
• Engagement proof. Reviews, open rates, comments, community size, testimonials, or past sponsor results.
• Ad formats and placements. What a sponsor can buy: host-read mid-roll, dedicated newsletter send, YouTube integration, event booth, and so on.
• Rates. Your price per placement or package. Publishing rates up front filters out mismatched brands and speeds up the yes.
• Contact and how to book. A clear next step.

The metrics to show by format

Only show the metrics that matter for your format. Padding with vanity numbers weakens the kit.

How to present rates so brands say yes

Do not hide your rate. Show a clear starting price and, ideally, a small package that is easy to approve. Frame rates as typical for your audience size and format, and be ready to explain the number. If you are unsure what to charge, our guides on how much to charge for a sponsorship and podcast advertising rates give benchmark ranges. Once you have a number, publish it with a rate card so it always matches your media kit.

Common mistakes that lose deals

• Leading with size instead of audience. A brand cares who your listeners are, not just how many.
• Vanity metrics. Total lifetime downloads or follower counts across dead platforms erode trust.
• No rates. Forcing a brand to ask adds friction and slows the deal.
• Stale numbers. A kit with last year's metrics reads as careless. Keep it current.
• Too long. One page beats ten. Sponsors skim.

Should you build it yourself or use a tool?

A doc works fine to start. The problem is keeping it current: every month your numbers change and you have to update and re-export the file. A generated media kit pulls your latest metrics automatically, so what a brand sees is always accurate. The media kit feature builds one from your listing and keeps it live, and it pairs with sponsorship listings so brands can find and book you directly.

A ready-to-copy structure

If you want a fill-in-the-blanks version with example copy for each section, use our media kit template. It gives you the exact wording creators use to close deals, so you are not staring at a blank page.

What is a media kit?

A media kit is a short sales document a creator, podcaster or publisher sends to potential sponsors. It describes the audience, shows current reach and engagement numbers, lists the ad formats available, and states the rates. Brands use it to decide whether your audience matches their customer and whether the price fits their budget, usually in under a minute of reading.

What should be included in a media kit?

A media kit should include a one-line description of your show or channel, a specific audience profile, your current reach metrics, engagement proof, the ad formats you sell, your rates, and a clear way to book. Everything else is optional. The two sections sponsors read first are the audience description and the rates, so put them where they cannot be missed.

How do you make a media kit on Canva?

Pick a one or two page template, replace the placeholder copy with your own audience description and metrics, and export to PDF. Canva is fine for the design work, but it does not know your numbers, so every time your downloads or subscriber count changes you have to edit and re-export. That is the reason most creator media kits in circulation are several months out of date.

If you build it manually, put the export date on the document itself. A sponsor who sees a dated kit knows the numbers are current; a sponsor who sees undated numbers assumes they are optimistic.

How do you make a media kit for Instagram, TikTok or YouTube?

The structure is identical across platforms; only the metrics change. For Instagram show followers, average reach per post, story views and engagement rate. For TikTok show followers, average views per video and completion rate. For YouTube show subscribers, average views per video in the last 90 days and average watch time. In every case give a 90-day average rather than your best month.

If you publish on more than one platform, put the combined audience at the top and break it out by channel underneath. Brands buying a package want the total reach first, then the detail. Our guides to Instagram sponsorships and YouTube sponsorships cover the metrics sponsors expect on each.

What is the difference between a media kit and a rate card?

A media kit is the full picture: audience, metrics, formats, rates and proof. A rate card is just the pricing, a list of what each ad placement costs. The rate card is normally one section inside the media kit, though experienced creators keep a standalone version to send when a brand already knows them and only needs a number. See media kit vs rate card for when to send which.

How many pages should a media kit be?

One to two pages, or a single scrollable page online. Media kit size and dimensions covers the page format, file size and orientation brands expect. Sponsors skim, and a ten-page deck signals that the numbers are buried. If you need more room, move the extras (case studies, past sponsor results, detailed demographics) to a second page and keep page one to audience, metrics, formats and rates.

Do you need a media kit to get brand deals?

You do not strictly need one to land a first deal, but you need one to land them consistently. Without a kit every inquiry turns into a back and forth over numbers and pricing, and slow replies lose deals to creators who answered with a link. Having rates published also stops you from underpricing on the spot, which is the most common way creators lose money on early sponsorships.

Turn a great media kit into booked deals

A media kit only matters if brands see it. List your audience on Sponsorships, attach your media kit and rate, and let brands browse and book you directly. It is a flat membership with 0 percent commission, so you keep 100 percent of every deal. Sponsorships is a marketplace, not an agency, and never takes a cut. See how creators put it to work or start on the pricing page.