A creator's media kit: which numbers to read and which to skip
by CIA updated 21/09/2026 3 min read
Also available in: Tiếng Việt
A media kit is a sales document written by the channel, and no standard requires it to state how anything was calculated. It is still useful: it shows how the channel wants to be seen, and three of its numbers you cannot get from outside. The other four you should verify.
Three numbers only a media kit has
Detailed demographics from the channel's own analytics. Internal data only the owner sees. Ask for a screenshot rather than retyped figures.
Results from previous campaigns. Orders, discount codes redeemed, attributable revenue. Not verifiable from outside, but you can ask for the brand's name and check with them.
Prices and packages. This is information, not a statistic.
Four numbers to verify yourself
| In the media kit | Verify with |
|---|---|
| Engagement rate | channel report, 5 credits, 45 videos |
| Median views | the same report run |
| Follower count | look at the channel directly |
| "Grew X% last month" | run the report twice a month apart |
Discrepancies are usually not dishonesty: media kits often take their figure from a tool that divides by followers, while you calculate on views. One question settles it: "Is that figure divided by views or by followers?" See how to calculate it.
Two numbers to skip
"Total reach" accumulated since the channel started. All that number says is that the channel has existed for a while.
Self-awarded rankings. "Top 10 beauty creators" is awarded by nobody. Ask who ranked it and on what criteria; if there is no answer, skip it.
Questions worth asking back
- Is the engagement figure divided by views or followers, and over how many videos?
- Could you send a screenshot of the analytics page rather than retyped figures?
- Have any videos had their reach limited in the last three months?
- Who were the last three brands you worked with?
Question three reveals the most and is essentially never in a media kit.
Frequently asked questions
The media kit looks great but public data looks weak — which do I trust? Trust public data for what is readable from outside, and ask about the gap. Do not reject outright: denominator differences explain most cases.
Should I ask for a media kit at all? Yes, for the three numbers in the first section. But do not wait for one to start evaluating.
Is a creator without a media kit less professional? Unrelated. Plenty of small creators have never made one and sell very well.
More on this topic: Creators & KOLs