# Influencer Media Kit: What a Brand Should Ask For (7 Asks)

Source: https://recruitaffiliates.ai/blog/influencer-media-kit-what-to-ask-for

# Influencer media kit: what a brand should ask for and check

By the RecruitAffiliates.ai team · 30 October 2026 · 8 min read

Facts about other tools come from their own sites, with the date we checked. [Our editorial policy](https://recruitaffiliates.ai/editorial-policy) · [About us](https://recruitaffiliates.ai/about).

In short

A media kit is a creator's own pitch sheet, so a brand should check it before acting. Ask for seven things: audience split, reach per post, engagement, past brand work, rates and terms, a disclosure plan and a business contact. A table shows the proof to ask for and the red flag for each.

A **media kit** is a one or two page sheet a creator sends to brands. It shows who follows them, how their posts perform, what they charge and who they have worked with.

The creator wrote it, so it shows their best side. For a Shopify brand, the job is to ask for proof behind each line. Then decide whether to send product or make an offer.

This page lists seven things to ask for, how to check each and what should make you pause. It is for the brand that receives the kit. If you are a creator building one, the same list tells you what brands will ask for.

**On this page 10 sections**

1. [What should a brand ask for in a media kit?]
2. [Why the audience page matters more than the follower count]
3. [How do you work out engagement yourself?]
4. [What should you expect for rates?]
5. [What do the disclosure rules mean for the kit?]
6. [What do you do once the kit checks out?]
7. [What if there is no media kit at all?]
8. [Where RecruitAffiliates.ai fits]
9. [Frequently asked questions]
10. [Sources]

## What should a brand ask for in a media kit?

Ask for seven things. Each one has a proof you can request and a red flag. The table is our own checklist. The platform facts behind it are in the sources at the end.

| Ask for | Proof to request | Red flag |
|---|---|---|
| Audience split | A screenshot of the platform's own audience page: age, gender, top places | Round numbers with no screenshot, or a country list that does not match where you ship |
| Reach per post (how many people saw it) | Views or reach for the last 6 posts, from the platform's analytics | Only the best post, or only follower counts |
| Engagement | Likes and comments (saves too, if shown) for those posts, so you can work out the rate yourself | A rate with no posts behind it |
| Past brand work | Two or three live posts with brands, with links | Logos with no posts, or posts you cannot find |
| Rates and terms | A price per format, what is included, and how long you may reuse the content | One price for everything, with no usage terms |
| Disclosure plan | A line saying how they will mark the post as paid or gifted | "I never need to disclose" |
| A business contact | An email you can reply to, as well as a DM | Only a link in bio that goes to a third-party form |

Seven rows, seven asks. You do not need to ask for all seven from every creator. For a free-product test, rows one to four are enough. For a paid post, ask for all seven.

## Why the audience page matters more than the follower count

A follower count tells you how many accounts follow. It does not say where they live or whether they would buy from a Shopify store like yours.

Instagram, TikTok and YouTube show the creator this data. Shopify's Instagram guide says the data typically includes age range, gender and top cities or countries. It needs more than 100 followers ([Shopify, Instagram](https://www.shopify.com/blog/instagram-insights), 18 July 2024, checked 30 October 2026). Shopify's TikTok guide lists gender, age and the top countries where viewers live ([Shopify, TikTok](https://www.shopify.com/blog/tiktok-analytics), 10 September 2024, checked 30 October 2026).

A creator who cannot show you this page may be on an account type that does not show it. Or they may choose not to share it. Ask which.

YouTube adds a catch. Its help page says demographic data may be limited. You won't see it for private or unlisted videos. A low-traffic period can show "Not enough demographic data" ([YouTube Help](https://support.google.com/youtube/answer/9101241), checked 30 October 2026). The page gives no minimum number. So a blank audience panel on YouTube is not proof of anything. Ask for a longer date range instead.

## How do you work out engagement yourself?

Do not trust a rate printed on a kit. Work it out from the posts. The method is simple. Add up the likes and comments on the last six posts. Divide by six. Then divide by followers.

Here is a made-up worked example you can copy.

| Step | Example figure | Where it comes from |
|---|---|---|
| Followers | 12,000 | The profile |
| Likes plus comments, last 6 posts | 1,500 | Add them from the posts, or from the creator's screenshot |
| Average per post | 250 | 1,500 divided by 6 |
| Engagement rate | 2.1% | 250 divided by 12,000 |

Is 2.1% good? A fair comparison is hard, because no one runs a public standard. A Shopify guide quotes average rates by size from an unnamed site. Shopify sells store software, so read these as a rough guide. It gives 1.68% for 10,000 to 100,000 followers and 2.61% for 1,000 to 10,000 ([Shopify guide](https://www.shopify.com/blog/influencer-marketing), 25 September 2026, checked 30 October 2026). Our 12,000-follower example sits in the 1.68% band, so 2.1% is a little above that figure. Don't read much into the gap. Leave saves out of the rate and use them as extra signal.

Our rule is to compare a creator with their own last six posts, not with an industry average. A creator whose six posts are close together is steady. One post at 5,000 and five at 100 is a viral spike, and the average hides it. For more on spotting that, see [how to check a creator is a real promoter](https://recruitaffiliates.ai/blog/check-creator-is-real-promoter).

## What should you expect for rates?

Expect a wide range, and expect the creator to name the price first. The same Shopify guide gives ranges, again with no method shown. It lists $10 to $100 a post for a nano creator (1,000 to 10,000 followers). It lists $100 to $2,000 a campaign for a micro creator (10,000 to 100,000). It adds that commission averages 5% to 15% for physical goods ([Shopify guide](https://www.shopify.com/blog/influencer-marketing), 25 September 2026, checked 30 October 2026). These are guide figures from a seller of store software, not a price list. The two lines use different units, a post and a campaign, so do not compare them. A creator with a good audience can ask for more.

Use the numbers to spot a quote that is far off, not to haggle by the dollar. A price per format, such as one video or one post, is easier to compare than one package price. If a kit hides its rates, ask for them in your first reply. Our guide to [writing a one-page collaboration proposal](https://recruitaffiliates.ai/blog/influencer-collaboration-proposal) shows where the price and the usage line go. For small creators, read [what a nano-influencer is](https://recruitaffiliates.ai/blog/nano-influencers) before you decide what to pay.

## What do the disclosure rules mean for the kit?

Put the disclosure plan in writing before the post goes live. In the US, the Federal Trade Commission (FTC) sets the rule. An influencer must disclose any financial, employment, personal or family tie to a brand. Free or discounted product counts ([FTC, Disclosures 101](https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers), November 2019, checked 30 October 2026). The influencer has to disclose first. Don't bury it in a group of hashtags.

The brand is not off the hook. The FTC's question-and-answer page says a company should have reasonable ways to train and monitor its promoters. That means explaining what they can say and how to disclose. It also means checking what they post and acting on problems. It also says sending free product and asking them to disclose is not enough on its own ([FTC, Endorsement Guides](https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-asking), undated page, checked 30 October 2026).

So ask the creator how they will disclose, then keep a copy of the reply. [Affiliate disclosure examples](https://recruitaffiliates.ai/blog/affiliate-disclosure-examples-for-brands) has wording you can lift. This is US guidance, not legal advice. Other countries have their own rules, so check those where you sell.

## What do you do once the kit checks out?

Pick the smallest next step. Reply with a short note. Say what in the kit fits your brand. Offer one clear deal. A gifted product with a tracked link is the lowest-risk start. Our [PR package guide](https://recruitaffiliates.ai/blog/pr-package-for-influencers) covers what goes in the box. The [outreach email template](https://recruitaffiliates.ai/blog/influencer-outreach-email-template) has the words for the first reply.

Check the result after a set time, not after a feeling. If the creator's link made sales, offer more. If not, you lost one product.

## What if there is no media kit at all?

Many small creators do not have one, and that is normal. Ask for the same seven items in a message. A screenshot of the audience page and the last six posts should be quick to send. A creator who sends them quickly is easier to work with. One who cannot is telling you something too.

## Where RecruitAffiliates.ai fits

RecruitAffiliates.ai finds the people before they send you anything. You enter your website. It finds the sites, blogs, newsletters, podcasts, YouTube channels and creators already covering shops like yours. Each one comes with the page that shows it, so you can judge the fit.

It looks for each person's email and checks what it finds, so you get a [verified email](https://docs.recruitaffiliates.ai/credits#what-each-result-means). AI drafts a personal first email, you approve it, and it sends from your own inbox. It does not pay anyone or track sales, so you still need an affiliate tool for that. See the [Shopify page](https://recruitaffiliates.ai/for/shopify) for the five steps.

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