How to Create an Instagram Media Kit for Brand Deals (2026 Guide)

If you're a creator pitching brands for collaborations, a media kit is your most important sales tool. It tells brands everything they need to know about you — your audience, your reach, your rates, and your results — in a format they can review in 60 seconds.

This guide explains exactly what to put in your Instagram media kit, how to design one that looks professional, and how to use it to land brand deals.

What Is an Instagram Media Kit?

A media kit (also called a press kit or influencer kit) is a one-stop document or page that presents your key statistics, audience demographics, content style, and collaboration terms to potential brand partners.

Think of it as your professional portfolio meets your Instagram analytics report. A brand's marketing team should be able to open your media kit and immediately understand: who you are, who your audience is, how engaged they are, what you've done before, and what it costs to work with you.

Why Every Creator Needs a Media Kit

You need a media kit the moment you start pitching brands — or the moment brands start finding you. Without one:

• Brands have to ask you for stats individually (which feels unprofessional)
• You have no structured way to present your value
• Negotiations take longer because there's no starting point
• You lose deals to creators who present themselves more professionally

A media kit signals that you take your work seriously. Brands get dozens of pitches — a polished media kit immediately separates you from the majority.

What to Include in Your Instagram Media Kit

1. Creator Introduction

A short, punchy bio: who you are, your niche, and your unique angle. This isn't your Instagram bio copy-pasted — it should be written for a brand reader, emphasising your authority and why your audience trusts you.

Example: "I'm Priya, a fitness and nutrition creator focused on sustainable fat loss for women over 30. My audience of 85,000 followers comes to me for evidence-based content and no-BS advice."

2. Audience Demographics

The data brands care most about:

• Follower count
• Age breakdown — what % of your audience is 18-24, 25-34, 35-44, etc.
• Gender split
• Top locations — top 3-5 countries or cities your audience comes from
• Engagement rate — average likes + comments divided by followers, expressed as a percentage

All of this is available in Instagram Insights. Screenshot the relevant sections and include the data clearly.

3. Instagram Performance Metrics

Show your reach and engagement, not just your follower count:

• Average reel views (last 90 days)
• Average post reach
• Story views per slide (average)
• Average engagement rate
• Profile visits per month

Engagement rate is the most important metric for most brand categories. A creator with 20,000 followers and a 6% engagement rate is more valuable to many brands than one with 100,000 followers and a 0.8% engagement rate.

4. Content Examples

Show your best work — 4-6 high-quality examples of your content. Include a mix of formats: a reel, a carousel, a story series. Pick content that performed well and looks representative of your usual quality.

5. Previous Brand Partnerships

If you've worked with brands before, list them. Even if the collaboration was gifted rather than paid, showing that brands have trusted you builds credibility. Include brief results where you have them: "Generated 12,000 reel views for [brand] in the first 48 hours."

If you're just starting, skip this section — a missing section is better than a placeholder.

6. Services and Rates

Be clear about what you offer and what it costs:

• Instagram Reel (dedicated)
• Instagram Reel (integrated)
• Instagram Story (swipe-up or link sticker series)
• Instagram Post (carousel or static)
• Instagram Live mention
• Package rates (e.g., "Reel + 3 Stories" bundle)

Rates are optional to include — some creators prefer to provide them on request. However, including a rate range helps brands quickly self-qualify and reduces back-and-forth. If you're unsure of your rates, research the standard rates for your follower tier and niche.

7. Contact Details

Make it easy to reach you: your email, your manager's details if applicable, and your preferred contact method. Some creators include a booking or enquiry form link.

How to Design Your Media Kit

Option 1: Digital Media Kit Page (Recommended)

A live, shareable web page is more professional and up-to-date than a PDF. When your follower count changes, you update the page — the link you've already shared with brands automatically reflects the new data.

Insteed's Media Kit builder lets you create a beautiful, branded media kit page at insteed.in/kit/yourslug. It pulls your Instagram stats, audience data, and content examples automatically — you focus on the copy and design, not the data entry. Share a single URL with every brand you pitch.

Option 2: PDF Media Kit

A well-designed PDF is still widely accepted. Use Canva or Adobe Express with a professional template. Keep it to 1-2 pages — brand marketing managers are busy, and a 6-page PDF won't be read fully.

The downside: a PDF goes stale. Stats from 6 months ago look outdated. You'll need to export a new version every few months.

Design Principles

• Match your brand — use your Instagram colour palette and aesthetic
• Lead with a strong photo — a high-quality, on-brand headshot or content photo sets the tone
• Use white space — cramming everything in makes it harder to read
• Make numbers visible — key stats (engagement rate, followers, average views) should be large and immediately readable
• Mobile-friendly — brands often review media kits on their phones; a live page has a major advantage over a PDF here

When and How to Send Your Media Kit

When pitching brands directly

Include your media kit link (or attach the PDF) in the initial pitch email. Don't wait for them to ask — proactively sharing it shows you're prepared and professional.

In your link in bio

Add a "Work with me" or "Brand enquiries" link to your link in bio page that leads to your media kit. Brands who find you organically can access your stats immediately without needing to contact you first.

In your Instagram bio

Some creators add "Media kit: [link]" or "Collabs: [email]" directly in their Instagram bio. A media kit link in bio captures inbound brand interest passively.

In reply to inbound enquiries

When brands DM you asking about collaborations, reply with your media kit link immediately. It positions you as organised and cuts the back-and-forth of "can you send me your stats?"

Common Media Kit Mistakes to Avoid

• Including outdated stats — a media kit with follower counts from a year ago looks neglected
• Overcomplicating the design — visual complexity doesn't imply credibility; clean and simple does
• Inflating metrics — brands verify stats; dishonest data destroys the relationship before it starts
• No contact details — a media kit that doesn't tell brands how to reach you wastes the opportunity
• Too long — a media kit is an introduction, not a portfolio. Two pages or screens is the upper limit

Create Your Media Kit Today

A media kit is one of those things you can put off indefinitely — but every week without one is a brand deal you might have missed. It takes 2-3 hours to build a professional one the first time. After that, maintenance is 15 minutes a month to update your stats.

Build your free media kit with Insteed →