What goes into a media kit for influencers?

Replace everything in square brackets and drop any line you can’t back up. Every figure gets a time period and the date you read it. The preset periods differ: Instagram offers 30 days among others, TikTok 28 days, so say for each platform which one you used. For typical views per format, take the median, the middle value of your last nine posts in that format. A single viral video hardly moves it. Your rate builds on this figure later, for example through your CPM, the price per 1,000 views.

On disclosure, only state what you actually do. According to the German media authorities’ guidelines, an image or text post made in return for something carries “Werbung” or “Anzeige” (advertisement) clearly at the start. That covers more than money: products sent to you or travel costs paid for you can count too. In a video where the product plays the main role, “Werbung” stays on screen for the whole video. An affiliate link gets an asterisk with an explanation right next to it. Abbreviations like “ad” are not enough under those guidelines.

[Name] | Instagram [@handle] | TikTok [@handle] | YouTube [channel]
[One sentence on what you post about and for whom, e.g. “Everyday fashion and drugstore make-up, mostly looks under €50”]
[City, country] | Language: [German, English]

Audience (Instagram insights, last 90 days, as of [date])
Age: [largest age group] at [share]%
Countries: [country 1] [share]%, [country 2] [share]%, [country 3] [share]%
Gender: [split]

Figures (as of [date])
Instagram ([period]): [number] followers, [number] viewers, [number] interactions
TikTok ([period]): [number] followers, [number] post views, [number] unique viewers
YouTube ([period]): [number] subscribers, [number] views; monthly audience (28 days to [date]): [number]
Typical views per format (median of last 9 posts): Reels [number], Story frames [number], TikTok videos [number], YouTube videos [number]
Engagement rate: [value]% (interactions per post ÷ [followers or viewers], [period])

Formats
[e.g. Reel, Story with link sticker, TikTok video, YouTube video, live stream]
[One sentence per format, e.g. “Reels: try-on with three looks, 30 to 45 seconds”]

Examples
[2 to 4 of your own posts with link, date and that post’s figures]
[Past collaborations: brand, format, month, only if your contract allows it]

Collaboration
Paid posts: [formats], rates in my rate card or on request
Affiliate links and commission: [yes, no] | My storefront: [link to your creator storefront]
Products to test: [yes, no, conditions]
Usage rights for ads: [by agreement, with duration and channels]
Disclosure: posts made in return for payment or free products labelled “Werbung” (German for advertising), shown on screen in videos, affiliate links marked with * and an explanation

Contact
[email for collaborations] | [agency, if you have one]

Audience data are partly estimates. Instagram describes some of its metrics as “estimated and in-development”. According to TikTok, viewers’ gender, age and location are based on predictive models rather than confirmed user data. YouTube calls its monthly audience an estimate, and its age and top-geography reports show shares of watch time, not of viewers. YouTube also limits data such as geography or gender at times, for example when a video or channel has too few views in the chosen period. According to YouTube Help, a period of more than 30 days can then show more data.

So name the source and the basis in your media kit, such as “Instagram insights, last 30 days, as of 1 October 2026” or “age by watch time”, and don’t present estimates as exact measurements. Menu names can change: according to its own help pages, YouTube has been gradually rolling out an updated YouTube Studio since July 2026.

The engagement rate puts interactions in relation to followers or reach. The table uses assumed figures: 10 posts in 30 days with 4,800 interactions in total, 12,000 followers and an average of 8,000 viewers per post. The same posts come out at 4.0% or 6.0%, depending on what you divide the interactions by.

That is why the formula and period belong right next to the figure, for example “4.0% (interactions per post ÷ followers, last 30 days)”. If a brand gives you its own formula, use theirs. The platform decides what counts as an interaction: on Instagram that includes likes, comments, shares and saves.

• Screenshots that show other people’s names, profile pictures or messages, such as comments or direct messages (DMs). Crop or black them out.
• Figures without a period and date, or rounded up, such as “100k” for 92,000 followers.
• Internal figures from past collaborations that a brand shared with you, such as its sales or redeemed discount codes, unless it has agreed.
• Brand logos without the brand’s permission, let alone logos of brands you have never worked with, and campaign images you hold no rights to. If in doubt, name past partners in plain text.
• One-off spikes presented as normal, such as the views of a single viral video or the reach of a giveaway week. List them separately, with the date.
• Private details such as your home address, tax number or bank details. An email address is enough for a first enquiry.

A wyrld storefront gives you a link for the “Collaboration” part of your media kit: it shows the products you actually use, sorted into collections and with up to five of your own images per product. A brand can see from it what you recommend and how you present it. To add a product, you paste its link: wyrld recognises the brand, name and variant, looks for the same item across more than 90,000 partner shops and creates the affiliate link for every offer it finds. You don’t sign up with any network yourself. The creator terms don’t require exclusivity, so you can list the storefront alongside programmes you already belong to.

Your community sees the offers found with prices side by side and buys wherever it likes, directly from the shop and at no extra cost. According to Bitkom (2022), 65% of online shoppers in Germany see the lowest price as a decisive factor when choosing a shop. Depending on the shop, you earn per click, per sale or both, settled at the start of the following month by self-billing credit note. Your dashboard shows what a product earns you, and you follow your clicks and commission there. That helps you choose which products and posts to show as examples in your media kit. wyrld is free for creators.

If your media kit lists an agency as your contact, it can work with you on wyrld: it gets its own dashboard, works on your storefront with you and sees the same numbers you do. If you agree a commission share between 0 and 100%, wyrld deducts it from your earnings in the monthly settlement, and your agency receives its own credit note for it. Brands with wyrld’s brand and shop subscription can see which creators feature their products and which of them sell. Through wyrld Boost, brands also pay for campaigns that many creators join at once, paid out against KPIs the brand sets in advance. Taking part is your choice, and posts from such a campaign are labelled as advertising.