If you're pitching brands with a media kit that only shows Instagram followers, you're leaving money on the table. Brands don't sponsor platforms anymore — they sponsor reach, and reach today is scattered across TikTok, YouTube Shorts, Instagram Reels, and sometimes LinkedIn or Facebook too. This post walks through exactly what to include in a media kit built on cross-platform video stats, how to pull those numbers together without spending a weekend on spreadsheets, and a simple structure you can copy for your next pitch.
Why a Single-Platform Media Kit Doesn't Cut It Anymore
A few years ago, a media kit was one screenshot: your Instagram profile, your follower count, maybe an engagement rate calculator result. That's not enough anymore.
Most creators post the same video across three or four platforms. A brand manager evaluating your pitch wants to know your total addressable audience, not just the biggest number you're willing to show them. If your TikTok performs but your Instagram is flat, that's useful context — not something to hide.
Brands are also getting savvier about spotting inflated numbers. A media kit that shows only your best platform reads as incomplete at best, misleading at worst. Showing the full picture — including the platforms where you're still growing — actually builds trust and makes the strong numbers look more credible.
What Brands Actually Want to See
Strip away the vanity metrics and focus on what a sponsorship pitch deck creator needs to close a deal:
Total Reach Across Platforms
Not just followers — combined average views per video across every platform you post to. This is the number that answers "how many people will actually see this sponsored post."
Platform-by-Platform Breakdown
A table showing followers, average views, and engagement rate for each platform separately. Brands often have platform-specific budgets (a TikTok-only campaign vs. a YouTube integration), so this breakdown matters more than the combined total in some cases.
Engagement Rate, Not Just Follower Count
A creator with 40K followers and a 9% engagement rate often outperforms one with 200K followers and a 1% engagement rate. Include this number even when it's not flattering everywhere — consistency across platforms is itself a selling point.
Audience Demographics
Age range, top locations, gender split if available. Most platform analytics dashboards give you this natively.
Top-Performing Content Examples
Two or three videos that overperformed, with the view counts and context (was it a trend, a product feature, a tutorial). This shows brands what kind of content actually works for you, which helps them brief you better.
Past Brand Collaborations (If Any)
Even one past partnership, with results if you're allowed to share them, adds credibility fast.
Building the Stats Section: A Simple Process
You don't need fancy software to start. Here's the manual version:
- Pull last 90 days of data from each platform's native analytics (YouTube Studio, TikTok Analytics, Instagram Insights, LinkedIn Analytics).
- Average your top 10 videos per platform for views and engagement, rather than using lifetime totals that get skewed by one viral outlier.
- Calculate engagement rate as (likes + comments + shares) / views, per platform.
- Convert everything into one format — a simple spreadsheet works, but a one-page visual layout works better for a pitch deck.
The manual pull works fine for a single pitch. It gets painful when you're updating your kit monthly or tracking performance across five platforms at once. If you're already juggling repost schedules across accounts, this is exactly the kind of reporting our guide on measuring video ROI across YouTube, TikTok, Instagram, and LinkedIn covers in more depth — worth reading before you build your first kit so you're pulling the right numbers, not just the easiest ones.
A Simple Media Kit Template Structure
Here's a creator media kit template structure that works whether you're a lifestyle creator or a niche B2B voice:
Page 1 — Who You Are
- One-line bio and niche
- Headshot or brand photo
- Content pillars (what you actually post about)
Page 2 — The Numbers
- Total cross-platform reach (combined average views)
- Platform breakdown table (followers / avg views / engagement rate)
- Audience demographics
Page 3 — Proof
- 2-3 top-performing videos with stats
- Past brand collaborations and results
- Testimonial or quote from a past partner, if you have one
Page 4 — The Ask
- Sponsorship packages or rate card
- Contact info and next steps
Keep it to four pages max. Brand managers review dozens of these — a tight, scannable kit gets read; a ten-page PDF gets skimmed and forgotten.
Mini Example: Two Creators, Same Niche
Say two food creators both pitch the same snack brand.
Creator A sends a kit showing only Instagram: 80K followers, no engagement rate listed, no other platforms mentioned.
Creator B sends a kit showing: Instagram (45K followers, 4% engagement), TikTok (60K followers, 11% engagement), YouTube Shorts (20K subscribers, steady 15K average views). Combined average reach across platforms: roughly 90K views per piece of content, with demographics matching the brand's target market listed clearly.
Even though Creator A has a bigger single-platform number, Creator B's kit tells the brand exactly what they're paying for — reach across formats, stronger engagement, and content that already performs on short-form video where the brand's competitors are spending most of their budget. Creator B is the easier yes.
Common Mistakes to Avoid
Cherry-picking your best month. Use a rolling 90-day average, not the one week your video went viral. Brands notice when the "average" doesn't match reality once the campaign runs.
Ignoring smaller platforms. If you're active on LinkedIn or Pinterest and it's relevant to the brand's audience, include it — even with modest numbers. It shows range.
Skipping context on top content. A video with 500K views means nothing without knowing what it was about and whether it's repeatable. Brands want patterns, not one-offs. If you want to understand what actually drives repeatable growth across platforms rather than one lucky post, this breakdown of cross-platform video growth patterns is a good place to start before you decide which stats to lead with.
Formatting it once and never updating it. Stats older than 90 days start to feel stale to brand managers who evaluate creators regularly. Set a calendar reminder to refresh the kit quarterly.
Keep the Kit Updated as You Cross-Post More
If you're actively repurposing one video into multiple cuts for different platforms — which most creators should be doing at this point — your stats section needs to reflect that workflow. The content atomization framework for turning one video into a week of posts is worth a read if you're not already doing this, since it directly affects the reach numbers you'll be reporting in your kit.
And if you're managing distribution across five or more platforms and want a faster way to pull the numbers without opening five different dashboards, it's worth comparing the best video distribution tools in 2026 — several of them include built-in analytics exports that make this whole process faster.
The Bottom Line
Your media kit is a sales document, not a highlight reel. Brands want an honest, complete picture of where your audience actually lives and how they engage — across every platform you post to, not just the one with the biggest number. Build it once with real cross-platform stats, keep it updated quarterly, and you'll spend less time convincing brands you're worth the budget and more time negotiating the rate.
