What makes a good UK influencer media kit?

What to take away

A good UK media kit answers three questions on one pagewho watches, where in the UK they are, and what a brand gets for its money.
Show platform-specific audience data, UK locations and evidence for performance claims.
Disclosure wording and audience data rules are the first things UK brand teams check.
Read our guide to creating an influencer media kit and use tools such as Canva, Modash and HypeAuditor.

Define the document before you design it

A media kit is the creator-facing version of a press kit. A press kit serves journalists. A media kit serves buyers. If a brand manager cannot find your audience split, past partnerships and rates in a minute, you have a portfolio rather than a media kit.

What to look for in UK creator media kits

Review public creator profiles and work-with-me pages before designing your own. Focus on how they present audience, niche, evidence of performance and disclosure, rather than copying a layout. Our guide to creator media kit providers offers related reading.

Check a creator's own channels for current information; a profile or work-with-me page may not include the full media kit.

UK creators: what to copy

Patricia Bright

Niche: Beauty and fashion
Signal: UK vs international split
Format: YouTube

The Anna Edit

Niche: Beauty and style
Signal: Newsletter open rates
Format: Newsletter

Jamie Genevieve

Niche: Makeup
Signal: Scottish and UK regional data
Format: Product launches

Jack Edwards

Niche: Books and lifestyle
Signal: Narrow niche line
Format: YouTube

Real UK creator examples

Creator	Concrete detail published	What to copy
Patricia Bright	The page states the UK share of her audience and the platform that carries it.	A clear UK versus international audience split.
The Anna Edit	The page gives newsletter open rates and the date each rate was measured.	Newsletter numbers with open rates and dates.
Jamie Genevieve	The page lists Scottish cities and the share of the audience in each.	Scottish and UK regional data for product launches.
Jack Edwards	The page names the one genre his viewers come for.	A narrow niche line that tells brands who watches.
Mrs Hinch	The page shows the ad label she uses on each post.	Plain ad labels on Instagram posts.

A strong kit makes its evidence easy to assess: show the audience split by platform, date performance figures, identify regional strengths, state a clear niche and explain how advertising is labelled. Brands should be able to check the claims against the relevant platform data or campaign records.

Tools that make a UK kit practical

Canva is a design tool with a free plan and paid Pro plan. It suits a one-page kit you update yourself. It does not supply audience data, so you add your own UK figures.

Tools for a UK media kit

Canva

Use: One-page design
Cost: Free and Pro
Who for: Creators

Notion

Use: Rate card and deliverables
Cost: Free personal
Who for: Creators

Beacons

Use: Link-in-bio kit builder
Cost: Free and paid
Who for: Creators

Passionfroot

Use: Kit and booking
Cost: Check current fees
Who for: Creators

Modash is an influencer marketing platform with UK audience data. It is a paid tool for brands and agencies. It reports audience location by UK nation and city.

HypeAuditor is another paid audience analytics tool. It checks audience quality for UK campaigns. It flags the share of an audience that a platform suspects is not genuine.

The British details that separate local examples

US examples often lead with one national follower count. UK examples work harder. They name cities and nations such as Manchester, Glasgow, Cardiff and Belfast. They also note which platform carries each region. A simple map or list of top UK cities can do more than a paragraph of claims.

Audience age bands matter as much as place.

For a fuller inventory of what brands expect, our checklist of media kit contents sets out the sections that appear in most UK kits, from biography to usage terms.

UK campaign calendars shape the examples worth copying. Back to school, Black Friday and the January sales drive briefs earlier than many creators expect. A kit that mentions timing reads as prepared.

Disclosure and data: the two lines brands check

The Advertising Standards Authority (ASA) administers the CAP Code (the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing), which requires marketing communications to be obviously identifiable as advertising. A kit that discusses disclosure should explain how the creator will make advertising clear in practice.

Data is the second line that brands and their advisers test. Aggregate audience figures are usually uncontroversial. Anything that identifies a follower, a subscriber or a commenter needs a lawful basis before publication. The ICO's UK GDPR guidance explains how to establish one. Keep a dated screenshot of every platform dashboard you cite. That habit saves arguments later.

If your rates page is still blank, our influencer rate card template shows how to present a starting price and how long that quote can hold.

A first page that earns a reply, in six steps

One page carries the kit. Everything else supports it. Use one typeface and one accent colour. The kit should look calm, not crowded.

Six steps to a first page

One linewhat you make, who watches
Two or three audience figures with source and date
UK spreadtop cities, nations, strongest region
Three past partnerships with deliverables listed
Termsinclusions, extras, asset usage window
One contact route and realistic response time

A first page in six steps

Open with one line that says what you make and who watches it.
Add two or three audience figures, each with a platform, a date and the tool that produced it.
Show the UK spreadtop cities, nations, and any region where your numbers are strongest.
List three past partnerships with the deliverable, not just the brand logo.
State your termswhat you include, what costs extra, and how long a brand may use the asset.
Close with one contact route and a realistic note on response times.

Every step should fit without scrolling. Planners read on a phone as often as on a laptop.

Take a fictional creator, Maya from Leeds. She has 45,000 Instagram followers and 12,000 newsletter subscribers. These figures are illustrative.

Her first page opens with one line: "I make quick British home recipes for busy parents." Two figures follow. 70 per cent of her Instagram audience is in the UK, dated 1 March 2025. Her newsletter open rate is 48 per cent, dated the same day.

A UK map shows Leeds, Manchester and Birmingham as her top cities. Three past partnerships list the deliverable, such as a three-post recipe series. Her terms sit in a short table. One email address closes the page.

Common questions

Do I need UK examples if my audience is global?

Only if British brands are paying. A kit aimed at UK agencies should show UK audience data and UK campaign timing. Those are the details a planner checks first.

How many audience numbers belong on the first page?

Three or four at most. A crowded page tends to bury the ones that matter.

Should a media kit include a rate card?

Yes, or a line saying rates are available on request. A published starting price shortens the first email and filters out enquiries below your floor.

What if I have no brand partnerships yet?

Replace the case studies with your own best content. Describe it the same way you would describe a paid campaign.