What Is a YouTube Media Kit and How to Build One

Start with one useful idea

Do not start a pitch by sending a big file and asking for a deal. First, find one clear way you could help the company.

Only pitch a product you can stand behind. Your viewers' trust comes first.

You may see that the company has no simple YouTube video about its product. You may know that your viewers ask about the problem it solves. You may have an idea for a fair product test. You may also be able to make a short video the company could use in an ad.

Pick the best idea. Tell the company what you saw and how you could help. This gives the pitch a point.

Your first note should have a few facts in the text. You might share your usual views, where most of your viewers live, or a past result you can prove. Do not make the reader open a link just to learn why you may be a fit.

Media kit vs. rate card

Do not give a rate before the brand has shown some interest in your idea. You also need to know what the brand wants you to make. Rights, edits, and extra posts can change the fee.

When the work is clear, use our YouTube sponsor rate guide to help with the fee talk.

What to put in your media kit

A good kit is easy to scan. Put the most useful facts near the top.

1. A short channel note. Say what you make and who it is for.
2. Your main topic. Name the problem your videos help people solve.
3. Your channel facts. Add your usual views, total fans, and other facts that help show reach.
4. Your audience. Add the top places, age groups, and other facts that matter for the brand.
5. A few video samples. Pick recent work that shows what you can make.
6. Past brand work. Add names or results only when you have the right to share them and can prove them.
7. One contact. Give one clear email address for the next step.

How to show your average views

Start with recent videos. Each video should be old enough to have reached its usual views. Do not count a new video that is still growing.

Take out clear outliers. An outlier is a video that did far better or worse than your normal work. Make sure at least 10 videos are left. Then add their views. Divide the total by the number of videos you kept.

For example, say 10 videos have 200,000 views in all. Your average is 20,000 views. Show the sample you used and the date you checked it. This makes the number easy to trust.

Do not mix Shorts and long videos in one average. They are not the same type of work. If both matter, show each group on its own.

Use facts that fit the company

A bank may care most about where your viewers live. A work app may care about job roles. A new tool may care about past clicks or sales. Put the facts that help the reader judge your idea.

Do not fill the page with every number in YouTube Studio. More facts do not make a better kit. Pick the ones that help make the fit clear.

What to leave out

• Your rate. Price comes after the idea and scope are clear.
• A sales promise. Share past facts, but do not say you can promise a set number of sales.
• One viral hit. A rare high view count does not show your usual reach.
• Old facts. Check each number before you send the kit.
• A long life story. The brand needs to know who your work helps.
• Data you cannot share. Keep private brand and viewer data out.

Creators Agency has helped negotiate and facilitate 4,000+ sponsored deliverables since 2021. A deliverable is one paid post or video. Most were US deals paid in US dollars. One lesson is simple: a brand needs clear facts, but it also needs a clear plan for how the creator can help.

How to build the file

Use a PDF or a page that is easy to open and share. Use large text and clear names for each part. Make sure it works on a phone. A simple file is fine.

Put your name, channel, topic, and email at the top. Next, add your short channel note and main facts. Then add your audience, video samples, and past work.

Ready to make yours? Use our free media kit builder. You can fill it in, copy it, or save it as a PDF.

Want to see how this looks? View our clear media kit examples.

For a step-by-step version with fields you can copy, use our finance creator media kit guide.

Read it once on your phone. Check that the text is not too small. Check every link. Ask a friend if they can tell who you help and what you make. If they cannot, make it more clear.

When to send your media kit

You may add the kit to your first pitch, but you do not need to. The first note should stand on its own. It should share your idea and your best proof in the email text.

Send the full kit when the company shows an interest or asks to see more. This is also a good time to ask what work it needs, where the work will run, and what rights it wants.

Do not send a rate yet. First, make sure the company likes the idea. Then agree on the scope. Scope means the full list of work, edits, dates, and rights in the deal. Once that is clear, you can price the real work.

For help with the first note, use our YouTube sponsorship email template.

How a brand may read your kit

A brand may check your recent views, how steady those views are, where your viewers live, and how well your topic fits its product. It may also look at your past ads and the way your viewers respond.

If you work at a brand, our guide on how to read YouTube facts for brands shows how to review these numbers with care.

A simple check before you send

• Do I have one clear idea for this company?
• Did I put my best proof in the email?
• Does the kit use recent, fair data?
• Did I use at least 10 mature videos after I took out clear outliers?
• Did I leave out clear outliers?
• Are my rates in a different file?
• Can the brand see one clear next step?

A media kit can help a good pitch. It cannot fix a weak idea. Start with how you can help. Use the kit to prove that you can do the work.