A professional TikTok media kit is the single most effective tool for landing paid brand deals in 2026. Creators who send a polished media kit earn 35-50% more per sponsored post than those who negotiate without one, according to influencer marketing platforms tracking over 40,000 creator partnerships. With the average TikTok brand deal ranging from $200 for nano-influencers to $50,000+ for creators with over 1 million followers, presenting your value clearly and professionally is the difference between getting ghosted and getting paid. This guide walks through every section your TikTok media kit needs, how to design it, which analytics to feature, and how to build a rate card that reflects your actual market value.
What Every TikTok Media Kit Must Include in 2026
A complete TikTok media kit contains six core sections: your bio and brand story, audience demographics, engagement metrics, content examples, a rate card, and past collaboration results. Brands reviewing creator media kits in 2026 spend an average of 47 seconds on the first page. If your key stats and niche positioning are not immediately visible, most brand managers move on to the next creator in their outreach list.
The most critical data point is your engagement rate. Brands consistently rank engagement rate above follower count when evaluating creators for sponsored content. A creator with 25,000 followers and a 7.2% engagement rate will almost always win a deal over a creator with 200,000 followers and a 1.1% engagement rate. Your media kit needs to lead with this number prominently.
Calculate your TikTok brand deal rate with our calculator →
Here is a breakdown of what belongs in each section and why brands care about it:
| Section | What to Include | Why Brands Care |
|---|---|---|
| Bio / Brand Story | Your niche, content style, personal story, and unique value proposition | Determines if your brand aligns with theirs |
| Audience Demographics | Age, gender, location, device breakdown, interests | Shows whether your followers match their target customer |
| Engagement Metrics | Engagement rate, avg views, avg likes, avg comments, shares | Proves your audience actually interacts with your content |
| Content Examples | 3-5 top-performing posts with view counts and engagement | Demonstrates content quality and creative range |
| Rate Card | Pricing for in-feed videos, Stories, bundles, usage rights | Gives them a budget framework to work with |
| Past Collaborations | Brand names, deliverables, results achieved | Provides social proof and reduces perceived risk |
Step: What to Include
Bio and Brand Story
Your bio section sits at the top of the media kit and serves as your 30-second pitch. Write 2-3 sentences that explain who you are, what kind of content you create, and why your audience follows you. Avoid vague descriptions like "lifestyle creator" without specifics. Instead, write something like: "I create budget-friendly meal prep content for college students and young professionals. My audience of 85,000 followers tunes in weekly for 60-second recipes that cost under $5 per serving."
Include your full name or creator handle, your primary TikTok niche, the date you started creating content, and any notable milestones (hitting 100K views on a single video, features in media outlets, awards). If you create on multiple platforms, mention your total cross-platform reach but keep the focus on TikTok since that is what the brand is evaluating.
Audience Demographics
This section is what brand marketing teams care about most. Pull your demographics directly from TikTok Analytics (available to all Business and Creator accounts) and present:
- Age distribution: Show the percentage breakdown of your audience by age bracket (13-17, 18-24, 25-34, 35-44, 45+). Most TikTok brand deals in 2026 target the 18-34 demographic, so highlight this range if it represents your majority.
- Gender split: Present the male/female/other breakdown as a simple percentage.
- Top countries and cities: List your top 5 geographic locations with percentages. Brands running US-only campaigns need to see that 70%+ of your audience is US-based.
- Active hours: Show when your audience is most active. This matters for brands planning campaign launch timing.
Engagement Metrics
List your metrics from the most recent 30 or 90 days, not your all-time numbers. Brands want to know what your account does right now, not what it did during a viral moment 8 months ago. Include:
- Average views per video (last 30 posts)
- Average engagement rate (likes + comments + shares / views)
- Average watch time or completion rate
- Follower growth rate (month over month)
Use your TikTok engagement rate as the headline number. In 2026, the average TikTok engagement rate sits around 4.2% across all creator tiers. If yours is above that, say so explicitly.
Content Examples
Select 3-5 posts that showcase your range and quality. For each, include a thumbnail screenshot, the view count, engagement rate, and a one-line description of the content. Prioritize posts that align with common brand deal formats: product reviews, tutorials, day-in-my-life features, or storytelling formats. If you have any previous sponsored content that performed well, include at least one of those to show brands you know how to integrate products naturally.
Past Collaborations
List the brand names, what you delivered (number of posts, format), and the results. Quantify wherever possible: "Partnered with BrandX for a 3-video series that generated 450,000 views, 12,000 link clicks, and a 6.8% engagement rate." If you have not done paid collaborations yet, include any gifted partnerships, affiliate results, or organic content where you featured a product and it performed well. Even UGC-style content you created on your own counts as proof of concept.
Step: Design Tips
Your media kit needs to look professional, but it does not need to look like it was designed by an agency. Clean, readable, and on-brand beats flashy every time.
Format and Length
Build your media kit as a PDF, ideally 3-5 pages. One page is too sparse for brands to take seriously. More than 6 pages means they will not read it all. The standard structure is:
- Cover page with your photo, handle, and tagline
- Bio + audience demographics (one page)
- Engagement metrics + content examples (one page)
- Rate card + past collaborations (one page)
- Contact information and next steps
Tools to Use
Canva remains the most popular tool for creator media kits in 2026. Search "media kit template" in Canva and start from a template that matches your aesthetic. Other solid options include Adobe Express, Figma (for creators with design skills), and Google Slides exported as PDF. Avoid building your media kit in a Word document or plain Google Doc. The visual presentation matters.
Color and Typography
Stick to 2-3 colors maximum. Use your brand colors if you have established ones, or pull colors from your TikTok profile and content thumbnails for consistency. Choose one heading font and one body font. Make sure all text is at least 11pt to keep it readable on screens.
Layout Principles
- Use white space generously. Cramped pages feel unprofessional.
- Align numbers and stats to draw the eye. Bold your key metrics.
- Use icons or small charts for demographic breakdowns rather than dense paragraphs.
- Every page should have your handle and contact info in the footer.
Step: Analytics Screenshots
Including actual TikTok Analytics screenshots adds a layer of credibility that typed numbers alone cannot match. Brands know creators can inflate self-reported stats, but screenshots from the native analytics dashboard are harder to fabricate.
Which Screenshots to Include
Pull these directly from your TikTok Analytics dashboard:
- Overview tab: Shows total video views, profile views, and follower count for the selected time period. Use the 60-day view for the most balanced picture.
- Followers tab: The demographics breakdowns for age, gender, and geography. This is the most important screenshot because it validates your audience claims.
- Content tab: Shows your recent posts ranked by performance. Highlight your top-performing recent content.
How to Present Screenshots Cleanly
Do not just paste raw screenshots into your media kit. Crop them to show only the relevant data, remove any personal or sensitive information visible on screen, and add a thin border or drop shadow so they integrate with your design. Place them next to the corresponding written stats so brands can cross-reference easily.
Add a date stamp annotation (e.g., "Analytics pulled February 2026") so brands know how current the data is. Stale analytics from 6+ months ago undermine your credibility. Update your media kit monthly or at minimum quarterly.
Video Performance Screenshots
For your content examples section, include screenshot clips or thumbnails from your best-performing videos alongside the analytics overlay. Show the view count, like count, and comment count for each. If you have TikTok Creator Marketplace access, you can also pull performance data from there to supplement your native analytics.
If a brand asks for additional verification, be prepared to share a screen recording of your live analytics dashboard during a video call. Top creators in 2026 increasingly do this as part of the negotiation process, and being willing shows transparency.
Step: Rate Card
Your rate card is where most creators either leave money on the table or price themselves out of deals entirely. Getting this right requires understanding what the market pays for your tier and engagement level.
How to Structure Your Rate Card
Present your pricing in a clear table format with different deliverable types:
| Deliverable | Description | Starting Rate |
|---|---|---|
| In-Feed Video (15-60s) | One TikTok video with brand integration | $XXX |
| In-Feed Video (60s+) | Longer-form TikTok with deeper integration | $XXX |
| TikTok Story (24hr) | Story post with brand tag/link | $XXX |
| Video Bundle (3 posts) | Three in-feed videos over 2-4 weeks | $XXX |
| Usage Rights (30 days) | Brand can repost your content on their channels | +25-50% |
| Usage Rights (perpetual) | Unlimited brand use of your content | +100-200% |
| Whitelisting / Spark Ads | Brand runs paid ads using your video | +30-50% |
Use our brand deal rate calculator to determine your specific starting rates based on your follower count, engagement rate, and niche. The calculator accounts for the latest 2026 TikTok brand deal rate benchmarks so you can price competitively without underselling.
Pricing Psychology
List your rates as "starting at" rather than fixed prices. This gives you room to negotiate up for complex briefs or exclusive partnerships. Always present at least three tiers: a single post, a small bundle, and a premium package. Research from influencer marketing platforms shows that creators who present bundle options earn 40% more per campaign because brands gravitate toward packages that offer volume discounts.
Your rate per follower tier should serve as your baseline, but adjust upward for high engagement, niche expertise, or exclusive content rights. Never list your "absolute lowest" in the media kit. That is your negotiation floor, not your opening ask.
What Not to Include in Your Rate Card
Do not list prices for services you have never delivered. If you have never done a TikTok Live for a brand, do not include it with a made-up price. Do not include "negotiable" next to every line item because it signals that you are unsure of your value. And do not include rates for other platforms (Instagram, YouTube) in your TikTok media kit. Keep it focused.
Requirements
Before you send your media kit to any brand or agency, make sure you meet these baseline requirements that brands expect from professional TikTok creators in 2026:
Account Requirements
- TikTok Business or Creator account (required for analytics access)
- Minimum 1,000 followers (most brands start outreach at this threshold)
- At least 30 posts published in the last 90 days showing consistent activity
- A clear content niche or theme visible from your profile
Content Requirements
- Original content only. Brands will check for reposted or heavily recycled material.
- Good audio and video quality. You do not need professional equipment, but your content should not have distracting background noise, blurry footage, or poor lighting consistently.
- Experience with brand-friendly content formats. Even if unpaid, you should have examples of product features, reviews, or tutorials in your catalog.
Professional Requirements
- A professional email address for brand communications (not a shared personal account)
- Ability to provide an invoice for payment
- Willingness to sign contracts and deliver on deadlines
- Familiarity with FTC disclosure requirements for sponsored content in 2026
Check your estimated TikTok earnings potential to understand where you stand relative to other creators in your tier before positioning yourself in outreach.
Common Issues and Troubleshooting
"I do not have enough data for my media kit."
If your account is new or growing, focus on rate-of-growth metrics instead of absolute numbers. A creator who went from 500 to 5,000 followers in 3 months has a compelling growth story. Highlight your engagement rate (which is often higher for smaller accounts), your average view-to-follower ratio, and any viral or breakout content. Brands working with nano and micro-influencers expect smaller numbers but prioritize engagement and niche alignment.
"Brands keep asking for lower rates after seeing my media kit."
This usually means your rate card is not supported by the data in the rest of the kit. If your engagement metrics are average, your rates need to reflect that or you need to improve your engagement before adjusting your pricing. Use the brand deal rate calculator to double-check that your rates align with current market data.
"I get views but my media kit is not converting to deals."
Audit these three things: First, check your delivery format. Are you sending it as a clean PDF attachment, or buried in a Google Drive link that requires permissions? Second, review your subject lines and outreach messaging. The media kit is a supporting document, not a cold pitch by itself. Third, ask a creator friend or mentor to review the kit for clarity and professionalism. Often the issue is not the data but the presentation.
"I do not know what to charge for usage rights."
Usage rights pricing trips up even experienced creators. The standard in 2026 is to charge an additional 25-50% of your base rate for 30-day usage rights, 50-100% for 90-day rights, and 100-200% for perpetual rights. Whitelisting (where the brand runs paid ads using your content) adds another 30-50%. Always specify the duration and scope of usage rights in your rate card. If a brand wants broader rights, that is a separate negotiation.
"Should I make different media kits for different brands?"
Yes, but not entirely from scratch. Keep a master template and customize the content examples and positioning paragraph for each brand's industry. A beauty brand wants to see your best beauty content. A tech brand wants to see your tech-related posts. Swap out 2-3 content examples and adjust your opening pitch to speak to the brand's audience. This takes 15 minutes per outreach and dramatically improves response rates.
Calculate Your Results
Your media kit is only as strong as the numbers behind it. Before finalizing your rate card and sending your kit to brands, use data-driven tools to validate your pricing.
The brand deal rate calculator factors in your follower count, average engagement rate, content niche, and deliverable type to generate a market-aligned rate recommendation. Input your current TikTok metrics and compare the output against the rates you have listed in your media kit. If there is a significant gap, adjust either your rates or your strategy for growing the metrics that drive pricing.
For broader context on what creators at your level earn across different deal types, review the 2026 TikTok brand deal rate benchmarks. These benchmarks pull from thousands of reported creator deals and give you a realistic range for your tier.
Understanding how brands evaluate your media kit from their side is equally valuable. Brands run ROI calculations on every creator they consider. Knowing the metrics they prioritize, such as CPM, cost per engagement, and conversion attribution, helps you present your stats in the language brands actually use. Read more in our guide on the TikTok creator monetization landscape to round out your knowledge.
Your media kit is a living document. Update it at least once a month with fresh analytics, new content examples, and adjusted rates as your account grows. Creators who treat their media kit as a static file miss out on reflecting their growth trajectory, which is one of the strongest selling points for brands looking to lock in long-term partnerships before your rates increase further.