Creator media kit: what to include, and where each number comes from in your analytics
Checked
On this page
The rule
A creator media kit lists followers, viewers or reach, views, interactions, audience age, gender and location, and top content. Copy each number from the platform's own analytics, and state its date range and the platform's definition next to it.
Checked Primary sources
This is general information, not financial or tax advice. Check the linked official sources or ask a qualified accountant or tax adviser.
Key facts
- Instagram shows audience demographics only for preset time frames and once content has reached or engaged over 100 accounts; follower trends need at least 100 followers.
- Instagram insights cover preset or custom time frames within the past 90 days; TikTok offers 7, 28, 60 and 365 days or a custom range.
- TikTok says its viewer gender, age and location figures are inferred by predictive models, not confirmed user data.
- YouTube does not publish the thresholds below which demographic data is limited, and shows no demographics for private or unlisted videos.
- LinkedIn follower demographics cover job title, location, industry, seniority, company size and company; age and gender are not among them.
- Engagement rate changes with the denominator: the same 480 interactions are 4.0% of 12,000 followers and 6.0% of 8,000 viewers.
Most media kit templates give you boxes to fill. They do not tell you which screen each number comes from, what the platform means by it, or why the same box holds a different number depending on the date range you pick. This page does. It covers Instagram, TikTok, YouTube and LinkedIn, then shows which numbers matter for which kind of deal, how a brand can check them, and what the rate card section should hold. Every source linked here was opened on 14 October 2026. Platforms rename metrics often, so check the definition screen in your own app before you send the kit.
The kit feeds the price. Working out the fee itself is in how much to charge for a sponsored post, which uses the view numbers below as its input.
Where does each media kit number come from?
One row per metric, one column per platform. "Not stated" means the platform's help page does not give that detail, not that the feature is missing.
Checked
| Metric | TikTok | YouTube | ||
|---|---|---|---|---|
| Where it sits | Insights in the app or on instagram.com, for public accounts (About insights) | Profile > menu > TikTok Studio > Analytics, or Analytics in TikTok Studio on the web (TikTok analytics) | YouTube Studio > Analytics; Audience tab for viewers (Audience) | Profile > Analytics > Show all analytics, open to all members (Creator analytics) |
| Date range | Preset or custom, within the past 90 days | Last 7, 28, 60 or 365 days, or custom; web custom data goes back to 17 July 2022 | The range you select; Monthly audience always looks back 28 days | Past 7 days by default, up to 365 days for audience; custom ranges only in the mobile app (Audience analytics) |
| Followers | Total followers: growth, top locations, age range, active times, once you have at least 100 followers | Followers tab: gender, age, top locations | Subscribers: "the number of viewers who have subscribed" (Overview) | Audience tab: follower growth and demographics |
| Reach | Viewers: unique accounts that saw your content on screen at least once; estimated | Unique viewers and returning viewers, Viewers tab | Unique viewers: "the estimated number of viewers that watched your content" in the range | Members reached: distinct members and Pages that saw a post; an estimate (Post analytics) |
| Views / impressions | Views: times content was played or displayed; on reels, each start or replay (Reels insights) | Post views, Overview tab | Views: "legitimate views", counted when a video starts to play; not every thumbnail sighting is an impression (Impressions FAQ) | Impressions: times a post was shown on LinkedIn |
| Engagement | Interactions: likes, comments, saves, shares; Accounts engaged: unique accounts that interacted | Likes, comments, shares, profile views, Overview tab | Likes report, Engagement tab (Engagement) | Reactions, reposts and other social engagements per post |
| Watch time | Reels: watch time incl. replays; average watch time = watch time ÷ initial views | Per video: average watch time, retention rate, watched full video | Watch time (hours); average view duration: "average minutes watched among those who stayed to watch" | Video posts: watch time; average watch time = time watched ÷ video views (2+ continuous seconds, replays included) |
| Age and gender | Top age ranges and gender of viewers or accounts engaged | Viewers: inferred from predictive models; Followers: based partly on profile information | Age ranges adding most to watch time; gender distribution | Not offered; breakdowns are job title, location, industry, seniority, company size, company |
| Location | Top countries and top cities | Viewer and follower locations | Top geographies by watch time | Location, among the follower breakdowns |
| Demographic threshold | Preset time frame and over 100 accounts reached (or engaged) | Not stated | Thresholds "not published and subject to change"; none for private or unlisted videos (Limited data) | Shown only with enough unique viewers; none for posts shared only with connections or in Groups |
| Top content | Content you shared, filterable by reach and interactions in the content library | Your top posts: 10 videos for the selected period | Per-video reports under Content > Analytics (Get started) | Top posts by impressions or engagements |
| How long data stays | Reel insights for two years after publishing | Not stated; web custom ranges reach back to 17 July 2022, older data in the app | Not stated | Post demographic breakdowns 180 days; members reached 400 days |
Three things in that table change what a media kit can honestly say.
Reach is not one metric. Instagram counts accounts that saw content on screen, YouTube counts estimated viewers who watched, LinkedIn counts members and Pages. Label the row with the platform's own word (viewers, unique viewers, members reached) instead of a generic "reach".
Average watch time is not one metric either. Instagram divides reel watch time by initial views. YouTube averages over "those who stayed to watch". A 30-second figure on each is not the same 30 seconds.
Demographics are estimates. TikTok says its viewer gender, age and location statistics are "based on predictive models rather than confirmed user data". Instagram calls viewers and accounts engaged "estimated and in-development". LinkedIn says the numbers in its post and audience analytics are estimates. A kit that writes "62% women" without that context overstates what the platform knows.
What should a media kit include?
Six blocks, in this order.
- Who you are and what you make. One line on the niche, the platforms and the formats you sell. Handles linked.
- Audience. Followers per platform, with the date. Age, gender and location from the platform's demographic screen, with the date range and whether the figures describe viewers, accounts engaged or followers. On TikTok and Instagram those are different groups.
- Performance. Views or viewers per post for the format you are selling, over a stated period. A median of recent comparable posts says more than a lifetime total, and it is the input the pricing formula uses.
- Top content. Three to five posts, linked, each with its platform-reported numbers and the date you read them.
- Past partnerships. Brand names only if the contract allows you to name them. The contract checklist covers confidentiality clauses.
- Deliverables and rate card. What you sell and how it is priced, covered below.
Every number gets three labels: the platform's metric name, the date range, and the date you read it. A brand comparing two kits can then compare like with like.
Which numbers matter for which deal?
A brand buying different things needs different evidence. Lead with the rows it will price on.
| Deal type | Lead with | Also include | Can leave out |
|---|---|---|---|
| Single sponsored post or reel | Median views or viewers of comparable recent posts | Audience location and age; top content in the same format | Lifetime totals |
| YouTube integration | Views per video and average view duration | Top geographies, age and gender | Instagram follower count |
| UGC only (brand posts it) | Portfolio of past content | Production capacity and turnaround | Audience numbers, which the brand is not buying |
| Partnership ads or Spark Ads code | Retention, average watch time, watched full video | Past organic views of similar content | Follower demographics |
| Long-term ambassador | Follower growth over 365 days | Consistency of views across months | Single-post peaks |
| B2B on LinkedIn | Impressions and members reached per post | Follower job title, industry, seniority | Age and gender, which LinkedIn's demographic breakdowns do not include |
When a brand will run your content as an ad, the deal also needs a usage line; what each ad code permits is in usage rights and ad codes.
How do you calculate engagement rate for a media kit?
None of the four help pages above defines an engagement rate for creators. Instagram reports interactions and accounts engaged, TikTok reports likes, comments and shares, and the rate itself is a division you do. The result depends on what you divide by, so the kit has to say.
A worked example with hypothetical numbers, not a benchmark:
| Input (hypothetical) | Value |
|---|---|
| Followers | 12,000 |
| Viewers of the post | 8,000 |
| Views of the post | 10,000 |
| Interactions (likes, comments, saves, shares) | 480 |
| Method | Calculation | Result |
|---|---|---|
| By followers | 480 ÷ 12,000 | 4.0% |
| By views | 480 ÷ 10,000 | 4.8% |
| By viewers | 480 ÷ 8,000 | 6.0% |
Same post, same interactions, three rates. Followers is the denominator a brand can check from the public profile. Viewers measures response among the people who saw it, which suits content that travels beyond followers. Whichever you use, write it as a formula in the kit ("interactions ÷ viewers, median of last 10 reels, 1 Aug to 30 Sep 2026") and use the same one on every platform you list.
How can a brand verify your numbers?
Screenshots are the default. They show the platform's own screen, but a brand cannot tell when or how they were taken. Make them checkable: include the date range selector and the metric name in the frame, and offer a short screen recording or a live screen share if asked.
Two platform tools let a brand see numbers without a screenshot:
- Meta creator marketplace (Instagram). From Professional dashboard > Branded content > Join creator marketplace, you tap Accept "to make your information about you and your insights visible to brands". Brands can then "access insights like your average reach and number of followers" (Instagram Help). It needs a professional account, and Instagram notes it may not be available to you yet. You can opt out from Partner discovery settings.
- TikTok One. Brands reviewing a creator can see trends in follower growth, video views and engagement rate, plus audience age range, gender ratio and country or region (TikTok One help). A brand can ask TikTok to invite creators who work with TikTok One to its project; for creators not on TikTok One, it can create a Lite project and TikTok can share an invite link.
YouTube and LinkedIn pages read for this guide describe no equivalent sharing tool; LinkedIn states that "only you can view your post analytics" (LinkedIn Help).
What goes in the rate card section?
The rate card is a list of what you sell and how each item is priced. This page quotes no market rates; build the numbers from your own analytics with the sponsored post pricing formula. The section should hold:
- Deliverables, one per line. Platform, format, length, and number of posts or frames.
- Base fee per deliverable. In one currency, with whether VAT is added.
- Usage rights and ad codes as separate lines, with duration and channels.
- Exclusivity, priced per category and period.
- Revisions included, and the price of extra rounds.
- Rush fee for turnaround shorter than your standard.
- Bundle prices, if any, stated as the sum of the lines above minus a named discount.
- Validity date. "Rates valid until 31 December 2026". Your numbers change, so the prices should expire too.
Media kit checklist to copy
- Niche, platforms, formats and linked handles
- Followers per platform, with the date read
- Reach row labelled with the platform's own metric name (viewers, unique viewers, members reached)
- Median views or viewers of comparable recent posts, with the posts counted and the date range
- Age, gender and location, with the date range and whether they describe viewers, accounts engaged or followers
- Note that demographics are platform estimates
- YouTube: average view duration and watch time for the period
- Engagement rate with its formula written out, same denominator on every platform
- Three to five top posts, linked, with numbers and date read
- Past partners named only where contracts allow
- Screenshots that show the metric name and date selector
- Meta creator marketplace or TikTok One status, if you use them
- Rate card: deliverables, base fees, usage, exclusivity, revisions, rush, currency, VAT, validity date
- Contact details and response time
Frequently asked questions
What should be in an influencer media kit?
A short bio and niche, followers per platform, reach and views for the format you sell, audience age, gender and location, top content, past partners where contracts allow, and a rate card. Each number should carry the platform's metric name and its date range.
Why can't I see audience demographics on Instagram?
Instagram shows them only for preset time frames and once your content has reached, or engaged, over 100 accounts. If Last 7 days shows nothing, Instagram suggests a longer preset such as Last 30 days, Previous month or Last 90 days. Follower trends need at least 100 followers.
Why are my YouTube age and gender reports empty?
YouTube limits data when a video or channel lacks traffic in the selected period, and it does not publish the thresholds. It suggests extending the range beyond 30 days or removing filters. Private and unlisted videos show no demographics at all.
How do I calculate engagement rate for a media kit?
Divide interactions by followers, views or viewers, and say which. The same 480 interactions are 4.0% of 12,000 followers and 6.0% of 8,000 viewers in the hypothetical example above.
Can a brand see my analytics without screenshots?
On Instagram, joining Meta creator marketplace makes insights such as average reach and follower count visible to brands. On TikTok, brands using TikTok One see, for creators who work with TikTok One, follower growth, views, engagement rate and audience demographics. LinkedIn post analytics are visible only to you.
Sources
Opened and checked on 2026-10-14.
- Instagram Help Centre, About Instagram insights: public accounts, 90-day time frames, views, viewers, interactions, accounts engaged, the over-100-accounts demographic rule, total followers from 100 followers, estimates.
- Instagram Help Centre, View insights on your Instagram reels: reel views, watch time, viewers, average watch time, two-year availability.
- Instagram Help Centre, Get started as a creator on Meta creator marketplace: joining, insights visible to brands, opting out.
- TikTok Creator Academy, Introducing TikTok analytics: access, date ranges, 17 July 2022 web limit, 365-day download, Overview, Content, Viewers and Followers tabs, predictive demographics, retention rate, average watch time, watched full video.
- TikTok Business Help Center, How to find creators who work with TikTok One: what brands see, invites and Lite projects.
- YouTube Help, Get an overview of channel performance: views, watch time, subscribers, average view duration.
- YouTube Help, Understand your YouTube audience: unique, new and returning viewers, age and gender, top geographies, 28-day monthly audience.
- YouTube Help, Understand your YouTube engagement: Engagement tab, watch time, average view duration, likes.
- YouTube Help, Understand limited data in YouTube Analytics: unpublished thresholds, 30-day advice, private and unlisted videos, Made for Kids.
- YouTube Help, Get started with YouTube Analytics: channel and video analytics paths.
- YouTube Help, Impressions and click-through-rate FAQs: not every thumbnail sighting counts as an impression.
- LinkedIn Help, View your creator analytics: access for all members, location, Past 7 days default, mobile-only custom ranges.
- LinkedIn Help, Audience analytics: 7 to 365 days, demographic categories, top five, organisations excluded, estimates.
- LinkedIn Help, Post analytics for your content: impressions, members reached, reactions, reposts, privacy threshold.
- LinkedIn Help, View post analytics for your content: retention periods, only you can view, no demographics for connections-only or Group posts.