Media kit creator: build an influencer kit for UK deals

What to take away

An influencer media kit for UK brand deals is a short buying document: audience, reach, formats and prices in pounds.
A media kit creator such as Canva or Adobe Express can help with layout; set the price and usage terms before you open it, because the design should carry decisions already made.
Disclose paid partnerships in the post itself, following the codes the ASA applies.
Keep an editable master and a dated PDF so a brand knows which version it received.

Write down who is buying before you design anything

A media kit for a beauty brand buying three Reels should lead with relevant video and audience information, plus the Reel deliverables. One sent to an agency booking a podcast read should instead lead with podcast audience information and the read format. Name the buyer and deal type first.

The kit is not a portfolio. A portfolio proves craft; the kit answers buying questions: who watches, how many, where they are, what a slot costs and what usage is included. Put those details and relevant examples ahead of decorative pages.

Build it in six steps

Choose the buyer and deliverable.Decide whether the kit is for a brand or an agency, and which formats it should sell.
Gather audience evidence.Use Instagram Insights, TikTok Analytics or YouTube Studio, as relevant, to check audience, reach and engagement. Use the platform’s own figures and make clear what the metrics cover.
Select relevant examples.Show work that suits the buyer and identify the format and results you can substantiate.
Set your rates and terms.Price in pounds, and list usage and exclusivity separately so the brand can see what each fee covers.
Write the buying and compliance details.Include deliverables, usage terms and how paid content will be disclosed; follow the guidance and rules below.
Design, export and send.Lay out the kit in Canva or Adobe Express, keep an editable master, and send a dated PDF. You can also make it available from a portfolio page or link-in-bio service such as Linktree or Beacons.

Six steps to build the kit

Capture 30 days of reach evidence
Write a 40-word audience note
List three formats you will sell
Add one UK case study in three lines
Put prices in pounds per format
Export a dated PDF, keep editable master

Price the work in pounds, then check VAT

The figures above are illustrative, not market rates. Build your own from your last five paid jobs and the hours each took. A rate card template keeps the format, fee and usage terms in one row: influencer rate card template.

Illustrative UK fees by deliverable

Deliverable

Single Reel plus three stories: £450
Three-post package: £1,200
60-second podcast read: £300

Illustrative fee

Single Reel plus three stories: one platform, 30-day organic usage
Three-post package: one round of edits, 60-day usage
60-second podcast read: host-read, one episode

What it covers

Single Reel plus three stories
Three-post package
60-second podcast read

Charge for usage and exclusivity as separate lines. A brand that wants to run your footage as a paid ad for six months is buying more than the post, so it should appear as its own fee.

HM Revenue & Customs expects you to register once taxable turnover passes £90,000 across a rolling 12-month period. The threshold applies to total business income, not one deal. Use GOV.UK’s online service, “Register for VAT”; if you cannot register online, check whether HMRC’s VAT1 paper form applies to your circumstances. If clients are businesses, they may ask for a VAT invoice.

Say clearly that the post is an advert

The CAP Code requires marketing communications to be obviously identifiable. The ASA publishes the codes it applies to influencer marketing (ASA, Advertising codes). Put the disclosure in the kit's terms page as well as in the caption.

On TikTok, the branded content toggle marks a paid partnership, and TikTok for Business explains what the setting does. Make the caption clear as well. Two labels in one post is fine. A missing label is not.

Hold only the audience data you can justify

A media kit needs totals, not a database. Do not publish follower emails, exact ages or city-level locations to make a slide look fuller. Under the UK GDPR, the Information Commissioner’s Office (ICO) is the UK data-protection regulator. You need a lawful reason for any personal data you hold, and an audience spreadsheet kept just in case is hard to defend. See UK data protection law.

Keep a version log

Date the PDF and note the version inside the file. When a brand asks for a rate change in March and the kit still shows January numbers, the log settles the question quickly.

Common questions

How long should an influencer media kit be?

One or two pages, plus a rate table if you sell several formats. Brands skim, so anything past page three is usually portfolio material.

Should the kit include my rates?

Yes, for most UK deals. A kit with no prices invites a lower offer and adds another round of email. If you would rather not publish them, say fees are quoted per brief.

Do I need to register for VAT?

Only once taxable turnover passes the current threshold across a rolling 12-month period. Check your own position against HMRC guidance rather than a competitor's kit.

What is the difference between a media kit and a press kit?

A press kit targets editors and journalists. A media kit targets brands buying access to your audience, so it carries prices.