A media kit is not a design project. It is a sales document that answers one question for a brand manager who has eleven other tabs open: can this person deliver the result I need, and can I justify the spend to my boss?
Everything that does not help answer that question is decoration.
What brand managers actually read
In our conversations with brands hiring on Trim, the order of attention is remarkably consistent:
- 1Your best three pieces of content. They want to see the work before they read about it.
- 2Engagement rate and audience demographics. Location and age first, gender second, interests third.
- 3Past brand work and what it achieved. Names help. Numbers help more.
- 4Rates and packages. Nobody wants to email you to find out if you are in budget.
- 5Turnaround time and how you work. This is the section that closes deals with people who have been burned before.
Lead with proof, not personality
Open with three pieces of work, each with one line of context and one number. “Skincare Reel for a Lagos DTC brand: 142k views, 3,100 saves, 890 profile visits” does more work than a paragraph about your creative philosophy.
If you do not have brand work yet, use your best organic content and treat it the same way. Self-initiated content with real performance data is legitimate proof.
The numbers to include (and the ones to skip)
- Include: follower count per platform, average views per post, engagement rate, top three audience locations, age split, and saves or shares on your best-performing content.
- Include: any conversion data you have. Link clicks, promo code redemptions, sign-ups. This is the rarest and most persuasive data in a media kit.
- Skip: total lifetime impressions. It sounds big and means nothing.
- Skip: follower growth charts, unless the growth is recent and dramatic.
- Skip: anything you cannot back up if asked for a screenshot.
Price it on the page
Publish packages rather than single-post rates, for example a starter bundle, a standard campaign bundle, and a full-funnel bundle. Add a line stating that usage rights and exclusivity are quoted separately. This anchors the conversation at package level and protects you from having your content licensed as paid media for free.
Keep it alive
The reason most media kits go stale is that updating a designed PDF is a chore. Keep the design minimal enough that refreshing it takes ten minutes a month. Better still, let your profile do the work: a Trim creator profile keeps your platforms, audience stats and campaign history in one place and updates as you work, so brands browsing for their next campaign are always seeing your current numbers.
A media kit does not need to be beautiful. It needs to make saying yes to you the easiest decision in someone's afternoon.
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