Instagram Media Kit Template Generator
Build a professional media kit in minutes. Fill in your stats, niche, and rates, and get a ready-to-send text kit you can copy into an email or PDF. No design software needed.
Instant result · No sign-up · Updated 2026-06-18
What a media kit is and why you need one
A media kit is a one-page document that summarises who you are, who your audience is, what you offer brands, and what you charge. It is the first thing a brand manager or PR agency asks for when considering working with a creator. Without one, you appear unprofessional regardless of the quality of your content or the size of your following.
The media kit replaces a long email introduction. Rather than writing paragraphs explaining your niche, your audience demographics, and your rates every time you pitch a brand, you attach the kit and the reader has everything they need in 30 seconds. This speeds up the outreach process dramatically and means brands can share your kit internally when presenting you to decision-makers.
A good media kit does not need to be a beautifully designed PDF. Many successful creators use a simple, well-structured text format or a minimal Notion or Google Doc. What matters is that the key information is clear, accurate, and easy to find. The generator above builds a text version that can be copied anywhere.
Across 32,000+ brand accounts, GOSO has seen that creators who send a media kit with their initial pitch get a response 3-4x more often than those who send a general enquiry email. The kit signals professionalism and shows that you understand brand partnerships as a business transaction, not just an exchange of posts for products.
What to include in an Instagram media kit
Every effective media kit has five sections. First: your bio, covering who you are, your niche, and why you create content in this space. This should be 3-4 sentences that give a brand a clear picture of your identity and your position in the creator landscape.
Second: your core metrics. Follower count, average engagement rate, average reach per post, and monthly impressions. If you have data on your audience demographics (age, gender, top countries), include that too, as it helps brands confirm your audience matches their target customer before reaching out.
Third: your content and services. List what formats you offer (static posts, Reels, Stories, long-form video) and any specialist services (product reviews, unboxings, tutorials, event coverage). Include 3-5 examples of past brand work if you have it, or your best organic content to demonstrate quality.
Fourth: your rates. List a rate for each deliverable type. You do not need to include exact rates in the initial kit if you prefer to quote after a conversation, but having rough starting figures signals confidence and saves time for both sides.
Fifth: contact details and any past brand partnerships worth naming. If you have worked with recognisable brands before, include them. Social proof matters even in creator outreach.
How to set your rates as an Instagram creator
The most common mistake creators make is undercharging because they do not know the market rate. The second most common mistake is overcharging based on follower count alone without accounting for engagement rate, which is what brands actually care about.
A starting formula: take your average post reach (not follower count), multiply by the average CPM for your niche, and that is your minimum rate for a post. For lifestyle and fitness, CPMs typically range from £5-15. For business, finance, and tech, £15-40 is common. A creator with 20,000 reach per post in a business niche at a £20 CPM should charge a minimum of £400 per post.
Reels typically command 30-50% more than a static post because of higher reach and production effort. Story sets (3-5 stories) typically command 50-70% of the post rate. Long-term partnerships (monthly ongoing content for 3-6 months) should come with a 10-20% discount on per-post rates in exchange for stability and consistency.
Review your rates every 6 months or when your follower count or engagement rate changes significantly. Brands do not typically renegotiate rates unless you initiate the conversation, so it is on you to keep your kit current.
How to pitch brands with your media kit
The most effective brand pitches are specific. Instead of emailing "I would love to collaborate", send a pitch that names the product you want to feature, explains why it fits your audience, and proposes a specific deliverable with your rate. This shows you have done your research and makes the brand's decision easier.
Cold email outreach to brand managers has the lowest response rate. The most effective outreach channels in order are: brand partnership platforms (AspireIQ, Grin, Collabstr), LinkedIn outreach to marketing managers at target brands, Instagram DM to the brand's official account (brief and professional), and email to a named contact found via LinkedIn or the brand's website.
Follow up once after 5-7 days if you do not hear back. More than one follow-up on a cold pitch rarely converts and can damage your reputation with the brand. If a brand does not respond after one follow-up, move on and return with a new pitch in 3-6 months when your numbers have grown.
How to grow your account to attract better brand deals
The fastest path to better brand deal rates is a higher engagement rate on a clearly defined niche account. Brands pay more per follower for accounts where the audience is highly specific (fitness for new mums over 35, for example) than for general lifestyle accounts, because the targeting value to the brand is much higher.
GOSO's Instagram Growth System covers the full framework for growing a niche creator account to brand deal level: content strategy, engagement tactics, reach optimisation, and monetisation. Based on 9+ years and 32,000+ brand accounts.
See the Instagram Growth SystemGet a personalised Instagram growth plan
The fastest way to improve your media kit metrics is to grow your account strategically. GOSO builds a personalised Instagram plan for your niche and goals. Takes 30 seconds. No obligation.
Get my personalised Instagram planFrequently Asked Questions
How Much Does It Cost to Hire an Influencer?
Influencer rates vary enormously by follower count, niche, and platform. Nano-influencers (1K-10K followers) typically charge £50-500 per post. Micro-influencers (10K-100K) charge £200-2,000 per post. Mid-tier (100K-500K) charge £1,500-8,000 per post. Macro-influencers (500K-1M) charge £5,000-20,000 per post. These are rough benchmarks. Engagement rate, niche authority, and production quality all affect actual rates significantly.
What's a Fair Price to Pay an Influencer for One Post?
A commonly used starting point is the CPM (cost per thousand impressions) method: multiply the influencer's average post reach by a CPM rate appropriate to the niche. Beauty and lifestyle typically see CPMs of £5-15. Finance and business see £15-40. The simplest rule of thumb: £100 per 10,000 followers for a nano-influencer, scaling down per follower as the account grows. Always factor in engagement rate. A 50K-follower account with 8% engagement is worth more than a 200K account with 0.8%.
How to Negotiate Influencer Rates Without Lowballing
Start with the influencer's rate card rather than opening with your budget. Ask for their media kit, review their engagement metrics independently, and make a counter-offer with reasoning (for example, citing average CPMs for the niche or pointing to lower recent engagement). Adding value beyond cash, such as product, exclusivity-free usage rights, or a long-term partnership arrangement, often yields a better negotiation outcome than simply pushing the rate down. Lowballing skilled influencers damages the relationship and signals you do not understand the value of their audience.
Micro-Influencer Pricing: What Should I Budget?
Micro-influencers (10K-100K followers) are the most cost-effective option for most brands in 2026. Expect to budget £200-2,000 per post depending on niche and engagement rate. For a sponsored Reel, add 30-50% on top of the standard post rate. For a story series (3-5 stories), budget £150-800. For a full campaign including post plus story plus link-in-bio for 30 days, budget £500-3,500. Many micro-influencers also accept product in exchange for posts, particularly in beauty, food, and lifestyle.
Is Hiring an Influencer Worth the Investment?
Yes, when the influencer's audience matches your customer profile and the campaign is tracked properly. The most common reason influencer campaigns underperform is audience mismatch: the influencer has a large following, but that following does not include your target customer. Before hiring, check: what percentage of their audience matches your customer demographic, what is their average engagement rate (2%+ is healthy), and can they provide past campaign performance data? Tracked properly with a unique code or UTM link, well-matched influencer campaigns typically generate a 3-8x return on spend.
How Much Should I Pay a 50K Follower Influencer?
For a 50K follower Instagram account with average engagement (2-4%), expect to pay £500-1,500 per static post, £700-2,000 per Reel, and £300-800 per story set. Adjust based on niche (business and finance command higher rates than general lifestyle), engagement rate (above 5% commands a premium), and what usage rights you need. If you want to repurpose the content in paid ads, add 30-50% for usage rights. Always ask for an engagement report from the last 5-10 posts before agreeing any rate.