Creator media kit and brand deal rates: a guide
How to build a creator media kit and rate card, what brands pay according to 2026 DeRev data, and how to disclose sponsored posts. Includes a checklist to copy.
A brand's first message almost always comes with the question: “What are your rates?” Without a media kit or a rate card you improvise a number, and you usually undercharge. This guide puts in order what to prepare, where to start on prices and what to write in the agreement.
The numbers we quote come from the Italian market and are averages from a report, not price lists: they give you an order of magnitude, not a verdict on what you are worth. We found no independent rate benchmark for other countries, so treat them as one regional reference. For the tax side of what you earn, see the guide to the Italian VAT number for creators.
What is a media kit and what should it contain?
A media kit is a one or two page document in which you introduce yourself to brands: who you are, who you speak to, the results you get and how you can work together. It should contain a bio, audience metrics, the formats on offer, samples of work and a contact. A good media kit answers the questions a brand manager asks in the first minute: who is this person, who listens to them and what would working together look like. It is not a résumé of everything you have done but a selection built for the reader. Lead with the audience and the results, add two or three samples that look like the work the brand wants and keep the rest for the conversation. A shorter kit that is easy to scan usually gets read; a long one gets skimmed or ignored.
The creator guides we read agree on a few elements (they are tool vendors' tips, not measurements):
- Who you are, in two lines. Name, niche, website and accounts. Better not to open with only a photo and a name.
- Audience metrics. Followers, average engagement over recent content (not your best result) and demographics: age, location, interests.
- What you offer. Formats: posts, Reels, stories, long videos, newsletter, events. The more specific, the easier to buy.
- Samples and past collaborations, with a short quote from brands if you can.
- A clear contact and a call to action.
Update it when your numbers change: a review every quarter is our own rule of thumb, not a standard, because followers and engagement change and a stale kit costs credibility. These are general tips, not measurements: check what works with brands in your own field.
Media kit or rate card: what goes where?
The media kit proposes the collaboration, the rate card negotiates price and terms. The rate card lists prices per platform and format and what is included: usage rights, posting timelines, revision rounds and optional extras. Keeping them apart lets you change prices freely.
| Media kit | Rate card | |
|---|---|---|
| Bio, niche and contacts | Yes | If you like |
| Metrics and audience data | Yes | No |
| Samples and past collaborations | Yes | No |
| Formats on offer | Yes | Yes |
| Prices per format | If you like | Yes |
| Usage rights, exclusivity, duration | No | Yes |
| Revision rounds and deliveries | No | Yes |
A summary of advice from creator guides, not a rule. Some creators put rates in the media kit: it depends on how you work with brands.
How much should you charge a brand for a post?
In 2026 DeRev data, a nano creator (under 10,000 followers) typically asks €100 to €300 for an Instagram post, a mid-size profile €1,600 to €5,500 and a macro one €5,500 to €9,500. These are Italian market averages, not guaranteed rates: your starting point depends on audience, format, usage rights and exclusivity.
According to the 2026 DeRev report, on Instagram a nano creator (under 10,000 followers) usually asks €100 to €300 a post, a micro profile €300 to €1,600, a mid-size one €1,600 to €5,500 and a macro one €5,500 to €9,500. On YouTube a long video runs from €500-1,250 for a nano to €3,000-7,800 for a mid-size creator.
See the data as a table
| Profile | Top of the range |
|---|---|
| Nano | 300 € |
| Micro | 1,600 € |
| Mid | 5,500 € |
| Macro | 9,500 € |
A few things to keep in mind when reading these numbers. They are averages, with a lot of variation behind each band. The report says that in 2026 fees for mid-tier profiles are rising (+9.2% on Instagram, +7.1% on TikTok) while celebrity fees fall (Open). Short videos on YouTube cost about a third of a long video.
What does the price depend on, beyond the post?
It depends on usage rights, exclusivity, duration, number of revisions, delivery times and whether the brand wants to reuse the content. A post the brand can use in its own ads for a year is worth more than one that stays on your profile.
Four items to always write down:
- Usage rights. Where the brand can use the content and for how long. If you don't write it, a misunderstanding follows.
- Exclusivity. If you can't work with competitors for a period, exclusivity has a price.
- Revisions. How many you include. Extra ones are paid.
- Payment. Amount, due date and invoice. Before you sign, read our guide to rights over your content.
An honest note: there is no official price list, and the Italian sources do not give market prices for every type of collaboration. Use the data as a reference and check with other creators of your size.
How do you disclose a sponsored post?
In Italy the IAP Digital Chart rules ask that the advertising nature be clear and recognisable, for instance at the start of the post or in the first scenes of a video. The version of 30 October 2024 extends the rules to podcasts and to services offered, such as stays or dinners.
A hashtag at the end of a long caption is not enough: in one case the IAP censured a reel for exactly that reason (Il Fatto Alimentare). The DeRev data show that disclosure is still rare on the most engaging content: TikTok 0.78%, Instagram 4.46% and YouTube long videos 29%.
See the data as a table
| Platform | Share |
|---|---|
| TikTok | 0.78% |
| 4.46% | |
| YouTube, long videos | 29% |
If you publish elsewhere, check your own country's advertising rules: the principle (clear, early, recognisable) is the same in most places, but the details differ. The picture is still evolving, including with Italy's communications authority AGCOM, so always check the current text of the rules before you publish.
A checklist before you answer a brand
Before you answer a brand, check six things: an up-to-date media kit, the price of each format, usage rights and duration in writing, the number of revisions, how the sponsorship will be disclosed and how you will invoice. These are the items behind almost every misunderstanding and late payment.
- Is your media kit updated within the last three months?
- Do you know what you charge for each format, and what is included?
- Have you asked in writing for usage rights, duration and exclusivity?
- Have you decided how many revisions you grant?
- Will the sponsorship be disclosed at the start of the content?
- Do you have a VAT number or a way to invoice? See the guide.
Sponsorships are just one of ten ways to earn: to see the others, read how creators make money.
What does a rate card look like?
An effective rate card reads in thirty seconds. Here is the structure, with the fields to fill in: name and contacts, one line on what you do, then a table by platform and format with price and what is included (number of revisions, delivery time, length of use). Below, the extras with their price: usage rights for paid advertising, exclusivity, an additional draft, rush delivery. Don't put in figures at random: they start from what the content costs you to produce, from market data and from the value the brand gets. If DeRev data indicate €100-300 for a nano creator's post, remember those are averages: your starting point depends on your audience. For production costs, use the course profit calculator even for a single piece of content.
How to update and send the media kit
Treat the media kit as a living document: a one or two page PDF to attach to emails and a web page with the same data, easier to update. Check the metrics when they change significantly, replace older samples with recent ones and rewrite the introduction line if your niche has sharpened.
Send it only to the right brands: a short, personal message referring to one of their pieces or campaigns works better than a mass mailing. Log whom you sent it to and when, in a sheet with the date of the next contact. And always ask for feedback: even a “no, thanks” tells you something about what brands in your field are looking for.
Common media kit mistakes
- Metrics with no date or source: state the period and the platform they come from.
- A single number (followers) with no engagement or audience data.
- No concrete example of work already done.
- Too many formats offered: a short, specific list is easier to buy.
- An unclear contact or an email address you don't check.
How do you negotiate with a brand?
Always answer with your rate card, not an improvised number, and first ask for the campaign's goal. If the budget is lower, reduce the scope rather than the price: fewer revisions, a single format, no exclusivity. It is easier to defend a price than to explain why you were worth less today. Be careful with brands that offer only products: for a nano creator it is common, and it can make sense if the product is really useful and the content helps you. Write it down as an exchange, with the same clauses as paid work, and assess the tax effects with a professional, as we explain in the VAT number guide. To see where sponsorships sit among other income sources, read how creators make money.
A template reply to a brand
A typical reply, to adapt: thank them, ask for the campaign goal and expected budget, attach the media kit and the rate card, say what the price includes (formats, revisions, length of use) and propose a short call. Then wait for the answer without lowering the price in advance.
If the brand asks for a discount, answer by proposing a smaller scope. If it asks for wider usage rights, state the price of the extension. If it asks for exclusivity, state duration and category. Remember that every item you add by voice goes into the agreement: a confirmation email with the agreed terms is better than nothing, but a signed contract is better still, as we explain in creator content rights.
Key terms. A media kit is a one or two page document that introduces a creator to brands. A rate card is a list of prices and terms per format. Usage rights are permissions to use content, limited by time, territory and channel.
How we checked this. We found the same market total and the same Instagram range for nano creators in Open and in Il Sole 24 Ore. We found the IAP case about a hashtag at the end of a caption in Il Fatto Alimentare. We found no independent rate benchmark for other countries. Contact: hi@heytea.app. Editorial note: we fact-check every figure against the sources listed below and correct mistakes openly.
Frequently asked questions
What is a media kit for creators?
A media kit is a one or two page document, as a PDF or a web page, in which a creator introduces themselves to brands: who they are, who they speak to, what results they get and which collaborations they offer. It holds a bio, audience metrics, the formats on offer, samples of work and a contact. Update it every few months, because followers and engagement change.
How much should a creator charge a brand for a post?
It depends on platform, format, audience and the rights requested. According to 2026 DeRev data on the Italian market, on Instagram a nano creator typically asks €100 to €300 a post and a mid-size profile €1,600 to €5,500; on YouTube a long video runs from €500-1,250 for a nano to €3,000-7,800 for a mid-size creator. These are market averages, not guaranteed rates.
What is the difference between a media kit and a rate card?
The media kit presents who you are and pitches the collaboration; the rate card lists prices and terms. In the rate card it helps to list prices per platform and format and what is included: usage rights, posting time frames, revision rounds and optional extras. Many creators keep the two apart so they can change prices without redoing the kit.
How do you disclose a sponsored post?
Rules differ by country. In Italy, the IAP's Digital Chart asks that the advertising nature be clear and recognisable, for example at the start of the post or in the first scenes of a video: a hashtag at the end of a caption is not enough. The 30 October 2024 version extends the rules to podcasts and services offered. Always check the current text of the rules where you publish.
Can you charge with a small following?
Yes, but calibrate expectations. DeRev data places nano creators, under 10,000 followers, at €100 to €300 for an Instagram post, while many brands only offer products. A small but precise audience with high engagement and a clear niche can be worth more than a large generic one: show it in your media kit with real data.
Sources
- Open, 2 July 2026, “How much does an influencer earn”: fees by band, DeRev data. open.online
- Il Sole 24 Ore, 2 July 2026, on the DeRev report (sample of about 5,000 profiles). en.ilsole24ore.com
- Il Sole 24 Ore, new version of the IAP Digital Chart (30 October 2024). ntplusdiritto.ilsole24ore.com
- Il Fatto Alimentare, on the IAP case of a reel without clear disclosure. ilfattoalimentare.it