Quick Answer
A YouTube media kit is a 1–2 page PDF or webpage that shows brandswho you reach, how engaged they are, what a campaign includes, and how to book you. Lead with recent average views, top countries, packages, and a professional email — not a 20-page biography. Update it every quarter.
Key Takeaways
- Brands buy risk reduction. Honest recent averages beat one viral outlier.
- One to two pages (or 4–8 slides) is enough until you are regularly booked.
- Include packagesor a starting rate so the first reply is not “what do you charge?”
- Country mix matters as much as subscriber count — a 20k US-heavy channel can beat a 200k low-intent audience.
- Follow up once. Then send one custom concept, not five more PDFs.
Sponsorships often pay more than AdSense — but brands buyrisk reduction. A media kit is how you prove you are a safe, professional partner.
What is a YouTube media kit?
A media kit (one-sheet or creator deck) summarizes:
- Your positioning(niche + promise)
- Youraudience proof(who watches)
- Yourperformance proof(views, CTR, retention where relevant)
- Youroffer(what brands get)
- Yourprocess(timeline, usage rights, contact)
Media kit template (copy this structure)
1. Cover / hero
- Channel name + logo
- One-line value prop (“I help remote workers automate their work stack”)
- Subscribers +monthly views last 28/90 days
- Location / primary language / content format
2. About the creator
3–5 sentences: expertise, why the audience trusts you, content pillars. No origin-story novel.
3. Audience demographics
From YouTube Analytics (when available):
- Top countries
- Age ranges
- Gender split if meaningful
- Devices / interest categories if relevant
Brands care about fit, not vanity.
4. Performance snapshot
| Metric | Why brands care | Where to get it |
|---|---|---|
| Avg views (last 10 videos) | Realistic reach | Studio → Content |
| Subscriber growth rate | Momentum | Analytics → Audience |
| Avg CTR (impressions) | Packaging strength | Analytics → Reach |
| Avg view duration / retained | Attention quality | Analytics → Engagement |
| Engagement rate | Comments/likes vs views | Engagement calculator |
5. Content examples
3–6 thumbnails or titles of best-fitvideos with links. Prefer the same category as the brand’s product.
6. Past collaborations
Logos, a one-line result, or “As seen with…” only if true. No fake brands.
7. Packages (sample — customize)
| Package | Deliverables | Best for |
|---|---|---|
| Spark | 1 integrated 60–90s mention + description link | Product launches |
| Standard | 1 dedicated mid-roll segment + pinned comment + 1 Short | Consideration |
| Campaign | 1 long-form integration + 2 Shorts + community post | Full-funnel |
Liststarting rates or “custom quote.” Never invent competitor prices as “market rates.”
8. What you need from the brand
Brief, talking points, do/don’t claims, tracking links, legal disclaimers, asset deadlines.
9. Contact
Professional email, response-time expectation, calendar link optional.
Copy-paste one-sheet (plain text)
[Channel name] — YouTube media kit
- Promise: [who you help + outcome]
- Audience: [subs], [monthly views], top countries [1 / 2 / 3]
- Format: [long-form / Shorts / both], language [EN]
- Recent average views (last 10): [n]
- Typical CTR / AVD: [n] / [n]
- Packages: Spark / Standard / Campaign — starting at [rate] or custom
- Usage: organic YouTube only unless whitelisting is priced
- Contact: [email] · reply in [48 hours]
Paste into Google Docs or Canva. Keep one visual row of 3 best thumbnails.
Outreach email that does not get ignored
Subject: [Brand] × [your niche] — [one specific video idea]
Hi [Name] — I make [format] for [audience] (about [monthly views], mostly [top country]).
Your [product] fits a video I already owe this audience: “[working title].” I can deliver [package] in [timeline].
One-sheet: [link]. If the timing is wrong, I am happy to stay on your list for Q[n].
How to price without guessing wildly
- Estimate production hours × a fair hourly rate
- Add value for exclusivity, whitelisting, and paid usage
- Cross-check against AdSense on a similar video with the earnings calculator
- Raise prices when you are booked 2–3 weeks out
Country CPM context helps when your story is Tier-1 — share CPM by country only if it supports the audience you actually have.
Metrics brands actually open the PDF for
- Audience countryalignment
- Recentaverage views, not one viral spike
- Brand safety(no policy drama)
- ClearCTA capability(links, codes)
- Professionalcommunication
Common media kit mistakes
- Inflating stats or using lifetime totals as “average views”
- 20 pages of fluff
- No packages
- Broken sample links
- Outdated subscriber counts
- Sending the same PDF with no custom angle
Tools to assemble proof faster
- Channel audit checklist
- Engagement calculator
- Content calendar
- Title generator for concept angles
After you send the kit
- Follow up once at day 5–7
- Offer one custom concept tied to their product
- Keep a simple CRM sheet of brands contacted
- Update the kit after every major milestone (10k, 50k, new format)
Related guides
Related guides on this topic: YouTube Monetization Guide · YouTube Earnings Calculator · YouTube Sponsorship Rate Calculator · YouTube Channel Valuation Calculator · YouTube Creator Tax & Write-Off Calculator.
Topics
❓Frequently Asked Questions
What should be in a YouTube media kit?
Include your channel overview, audience demographics, key performance metrics, content examples, past brand work, packages or starting rates, deliverables, and contact details. Keep stats recent and honest.
How long should a creator media kit be?
One to two pages (or 4–8 slides) is enough for most creators. Brands skim. Lead with proof and packages, not a long biography.
Do I need a media kit before 10,000 subscribers?
Yes, if you want brand deals. Smaller channels with niche, high-intent audiences still land micro-sponsorships when the kit is clear and professional.
Should I publish my rates publicly?
Either list starting packages or say rates are custom. Public starting ranges save time; fully fixed public rates can underprice you as you grow.
What metrics do brands care about most?
Audience fit (especially country), average views on recent videos, engagement quality, and brand safety. A single viral video matters less than a reliable baseline.
PDF or website page for a media kit?
PDF is still common for email outreach. A clean webpage works well if you update stats often. Many creators keep both: a page plus a downloadable PDF.
How do I calculate engagement rate for a media kit?
A simple planning formula is (likes + comments + shares) ÷ views. Use the free engagement rate calculator so the number is consistent across videos, then show a recent average rather than your best video only.
Free tools for this topic
Apply what you just read with free creator tools — no signup required.