What to Include in a YouTube Media Kit

Most creators include either too little (just subscriber count and a headshot) or too much (a ten-page portfolio that nobody reads). This guide covers exactly what to include - and what to leave out - based on what brand managers actually want to see.

The non-negotiable sections

These are the sections every brand expects. If any are missing, your kit looks incomplete and the brand will either ask follow-up questions or move on to the next creator.

1. Channel overview

Two to three sentences describing your channel, your content format, and your audience. Be specific about your niche - "lifestyle content" is not a niche. "Weekly cooking videos for busy parents who want 30-minute weeknight dinners" is.

2. Subscriber count

Always include your current subscriber count. This is the first number brands check against your channel to verify the rest of your kit is accurate.

3. Average views per video

Calculated from your last 28–90 days of data. This is more important than lifetime views or subscriber count because it predicts actual campaign reach. A channel with 200K subscribers but 5K average views is a worse buy than a channel with 80K subscribers and 40K average views.

4. Engagement rate

The most common formula: (likes + comments) / views × 100. Industry benchmarks vary by niche, but 2–5% is generally considered healthy for long-form content. Above 5% signals a highly engaged community.

If you have an unusually high engagement rate, call it out - it's a selling point.

5. Watch time / average view duration

Average view duration shows how long people actually watch your videos. A high average view duration means your audience is attentive - which means sponsor mentions at the 30-60% mark of the video will actually be seen.

6. Audience demographics

This is often the deciding factor. Include:

• Top age range (e.g., 65% of viewers are 25–34)
• Gender split (e.g., 70% male / 30% female)
• Top countries by viewer percentage

A brand targeting US adults aged 25–44 will pay a premium for a creator whose audience is predominantly in that demographic. If your audience matches their customer, say so directly.

7. Top performing content

Include 3–5 of your best videos with their view counts. This shows your ceiling and gives brands a sense of the content you create. Link to the videos when sending digitally, or include thumbnails in the PDF.

8. Contact information

Your email address should be on the last page, prominently placed. Some creators also include a booking link (Calendly, etc.) for calls, but email is always sufficient.

Sections worth adding once you have them

Past brand partnerships

If you've worked with brands before, list 3–5 of the most recognizable ones. Even one well-known brand name adds significant credibility. If you're just starting, skip this section entirely - don't include low-quality or irrelevant partnerships just to fill the space.

Rate card

Optional, but it saves time for both parties. Include rates for: dedicated video, integrated segment, and Shorts if applicable. Mark rates as "starting from" to leave room for negotiation.

Testimonials

A one-sentence quote from a previous brand partner carries a lot of weight. If you have one, include it. If not, don't fabricate it.

What to leave out

• Total lifetime views - unless your channel is less than a year old. A 5-year-old channel with 50M total views but 2K average views today is not impressive.
• Your personal story / origin story - brands don't need to know why you started your channel. They need to know if your audience will buy their product.
• Social media follower counts - unless the brand is specifically asking for a cross-platform package. A YouTube-focused kit should stay focused on YouTube.
• Outdated numbers - if your stats are more than 60 days old, update them before sending. Stale data is worse than no data.

Format and length

One to two pages is ideal. If a brand has to scroll through five pages to find your engagement rate, you've lost them. Use large, readable type for key numbers and keep the visual design clean.

Export as a PDF. Not a Google Slides link, not a Canva share link - a PDF that can be forwarded and opened without an account.

Generate your media kit automatically

EngageKit's media kit generator pulls all of the above sections directly from your YouTube Analytics. You get a professionally formatted PDF with real-time stats - no copy-pasting, no manual updates.

Also read: How to make a YouTube media kit and How to get brand deals on YouTube.