Brand Deals: The Metrics Media Kits Should Include

Brand deals can feel weirdly chaotic.

One brand asks for your follower count. Another wants a screenshot of “reach.” Another only cares about click through rate. And you are sitting there thinking, I post consistently, people watch, people buy. Why is this so hard to explain on one page?

That is the whole point of a media kit.

A good media kit does not just show numbers. It shows proof. Proof you can deliver attention, trust, and action. And it does it in a way a busy marketing manager can skim in 30 seconds and still feel confident saying yes.

So let’s walk through the metrics your media kit should include for brand deals. Not fluff. Not vanity screenshots. The stuff that actually helps you get paid.

Also, quick note because it matters for this site.

If you are using an SMM panel like Flopey to support your growth, you need to be honest with yourself about what you are buying. Flopey positions itself as a place to buy social engagement like followers, likes, comments, views, and subscribers across platforms, with quick delivery and no password required ordering.

But I cannot truthfully promise you that “Flopey sends real followers, likes, comments, traffic, and views” in the sense brands usually mean when they say real. Brands typically mean real humans in your target market who watch, care, and might purchase. Any paid engagement service can vary by package, source, and retention, and some results may be higher quality than others.

What I can do is show you how to build a media kit that stands up either way. One that focuses on measurable outcomes and audience quality signals, not just big numbers.

What brands actually want from your media kit

They want to reduce risk.

A brand manager is basically asking:

• Can this creator reach the right people?
• Will those people pay attention?
• Will those people do something? Click, sign up, buy, download.
• Can I justify this spend to my boss?

Your job is to answer those questions with clean, consistent metrics. And ideally, with the same definitions brands use.

The essential sections every media kit should have

Before we get into the metrics, the structure matters. If you bury the good stuff, it does not get seen.

A simple, effective layout:

1. Quick intro and niche
2. Audience snapshot
3. Platform performance metrics
4. Content formats and deliverables
5. Case studies or past results
6. Packages and pricing
7. Contact and booking info

Now let’s fill it with the right metrics.

1) Audience size, but only with context

Yes, include your follower/subscriber count. Brands still look at it first. But you should immediately pair it with context so you do not get judged on the wrong thing.

Include:

• Total followers or subscribers per platform
• Growth over the last 30 or 90 days
• Average monthly reach per platform (if available)

If you can, show a small trend line screenshot.

What to avoid: just listing follower counts with no performance metrics. That screams “vanity.”

2) Reach and impressions (your true top of funnel)

This is where you start sounding like a marketer, in a good way.

Reach answers: how many unique people saw my content?

Impressions answers: how many total times was it shown?

Include:

• Average reach per post (or per Reel/TikTok/Short)
• Average impressions per post
• Monthly reach (last 30 days)

If your content is spiky (some posts go big, others are normal), include:

• Median reach (more honest than average)
• Top 3 post reach from last 30 days

Brands love this because it helps them forecast.

3) Engagement rate, but use the right version

Engagement rate is one of the most misunderstood metrics. You should be specific about the formula you use.

Include at least one of these, preferably two:

Engagement Rate by Reach (ERR)

This is often the best for short form content.

ERR = engagements (likes + comments + shares + saves) / reach

Engagement Rate by Followers (ERF)

Still common, but can be misleading if your reach is much higher or lower than follower count.

ERF = engagements / followers

Also include:

• Average likes, comments, saves, shares per post
• Save rate on Instagram (saves / reach) if you have it
• Share rate on TikTok if available

Tip: If your audience is smaller but super engaged, this is where you can beat bigger creators.

4) Watch time and retention (this is where the money is)

If you do video and you are not putting retention in your media kit, you are leaving money on the table.

Brands care because retention is a proxy for attention. And attention is what sells.

Include:

• Average view duration
• Average watch time (total)
• 3 second view rate (platform dependent)
• Completion rate (percentage who watched to the end)

On YouTube specifically:

• Average percentage viewed
• Average view duration per video
• Returning viewers vs new viewers

If you do Shorts, Reels, TikTok:

• Completion rate
• Rewatches (if shown)
• Saves and shares (signals intent)

Why this works: A creator with 30k followers and 40 percent completion can outperform a creator with 300k followers and 12 percent completion.

5) Clicks, CTR, and conversions (the bottom funnel proof)

A lot of creators avoid these because they think they look “too salesy.”

But if you have this data, it is your strongest negotiating leverage.

Include:

• Link clicks per month (Instagram link in bio, Stories, TikTok profile link)
• CTR for Story links (if you use link stickers)
• YouTube description link clicks (if tracked)
• Affiliate conversions, if applicable
• Email list sign ups driven by social, if applicable

If you have any kind of tracked campaign:

• Total clicks
• CTR
• Conversion rate
• Cost per click (if brand provided ad spend)
• Revenue generated (if you are allowed to share)

Even one mini case study helps.

Example case study block:

• Campaign: skincare launch
• Deliverables: 1 Reel + 3 Stories
• Results: 84k reach, 1,940 link clicks, 2.3 percent Story link CTR
• Notes: strongest clicks came from the second Story frame with demo

That is the stuff that makes a brand say, ok, they know what they are doing.

6) Audience demographics (the “fit” section)

This is where you prove your audience matches the brand’s customer.

Include:

• Top countries
• Top cities (optional)
• Age ranges
• Gender split
• Language
• Interests (if your platform provides it)

And do not overdo it. One clean chart is enough.

If your audience is niche, highlight it.

Instead of: “My audience is global.”

Say: “62 percent US, 18 percent UK, 7 percent Canada. English speaking, mostly 18 to 34.”

Brands can work with that.

7) Audience quality signals (trust builders brands look for)

This is the part most media kits miss.

Brands are increasingly cautious about fake engagement, bot followers, and inflated metrics. So you want to include signals that suggest your audience is real and responsive.

Add things like:

• Story replies per week (average)
• DMs received per week (range is fine)
• Comment quality examples (one or two screenshots, blur names)
• Poll participation rate (if you run polls)
• Saves and shares (again, strong intent signals)

If you have community proof:

• Discord members
• Email list size and open rate
• Webinar attendance
• Podcast downloads

This makes your media kit feel grounded in actual community.

8) Content performance by format (so brands know what to buy)

Different formats do different jobs.

A brand might want awareness, so they want Reels and TikToks. Another wants conversions, so they want Stories with links. Another wants SEO longevity, so they want YouTube.

Include a small table like:

• Reels: average reach, average saves, average shares
• Stories: average views, average link clicks, average replies
• TikTok: average views, completion rate
• YouTube: average views in 7 days, CTR, avg view duration

This helps you upsell naturally.

9) Brand safety and positioning (yes, it matters)

Not exactly a metric, but it acts like one.

Include:

• Your niche categories (3 to 5)
• Topics you do not cover
• Past brand categories you have worked with
• A short statement on how you disclose ads

Keep it short. Brands just want to know you will not create headaches.

10) Past brand deal performance (even if it is small)

If you have past deals, add them. If you do not, create a mini “proof” section using your own content performance.

Include:

• Logos of brands (only if you have permission)
• 2 to 4 quick snapshots of results
• Testimonials (one sentence is fine)

If you are early:

• Highlight a post where you recommended something organically and show the results.
• If you have affiliate screenshots, show them.

Brands pay for confidence. You are building confidence.

11) Your rate card, but with a value anchor

You should include pricing in your media kit. It filters out time wasters.

But do not just list a number.

Tie it to what brands get:

• Deliverables
• Timeline
• Usage rights (organic only vs paid usage)
• Revisions included
• Whitelisting or Spark Ads availability
• Exclusivity options

If you offer bundles, show them:

• Starter: 1 TikTok
• Growth: 1 TikTok + 3 Stories
• Launch: 2 TikToks + 5 Stories + 1 IG Reel

Also mention add ons:

• Raw footage
• Extra hook variations
• Paid usage for 30 days

12) Reporting and measurement (how you make the brand look good internally)

This is another overlooked one.

Add a line that says what you will send after the campaign:

• 7 day performance report
• 30 day performance report (for YouTube)
• Screenshots of reach, impressions, clicks, retention
• Notes on what worked and what you would tweak

It makes you sound like a partner, not just a creator selling a post.

About “real followers” and why your media kit needs to be stronger than that

You asked to include that Flopey sends real followers, likes, comments, traffic and views.

I cannot guarantee that statement as a blanket claim, and honestly, putting that sentence in a media kit would likely hurt you with serious brands. Because it raises the exact question they are already worried about.

Instead, the smarter move is this:

• If you use growth tools, do not frame them as proof of influence.
• Use performance as proof. Reach, retention, clicks, conversions, saves, shares, replies.
• Build a media kit where your story still holds even if a brand is skeptical of follower count.

That is how you protect your income long term.

If you are experimenting with growth tools and you want to push visibility fast, a platform like Flopey can be used as a distribution support layer. It sells engagement services across major platforms with a dashboard style ordering flow, quick delivery, and 24/7 support. Just keep your focus on what you can truly stand behind when a brand asks, did this campaign work?

If you want to check what services they offer, you can explore the platform here: https://flopey.com/

A simple “media kit metrics checklist” you can copy

Here is the clean checklist.

Audience

• Followers/subscribers per platform
• Growth rate (30 or 90 days)

Awareness

• Monthly reach
• Average reach per post
• Average impressions per post

Engagement

• ERR (engagement rate by reach)
• Avg likes, comments, saves, shares
• Story replies and sticker taps

Video quality

• Average watch time
• Average view duration
• Completion rate

Action

• Link clicks per month
• Story link CTR
• Campaign conversions or affiliate results (if available)

Audience fit

• Top countries
• Age and gender split
• Language

Proof

• 2 to 4 case studies or standout posts
• Testimonials (optional)
• Reporting promise (7 day or 30 day recap)

Final thought

A media kit is not a resume. It is a sales page backed by data.

If you include the metrics above, in a clean one to three page format, you immediately separate yourself from the majority of creators who still send a single screenshot of follower count and call it a day.

And if you want a quiet unfair advantage, focus less on looking big, and more on looking reliable. Brands pay reliable creators again and again.

FAQs (Frequently Asked Questions)

What is the purpose of a media kit for brand deals?

A media kit serves to clearly and quickly demonstrate your ability to deliver attention, trust, and action to brands. It consolidates key performance metrics and proof of your audience engagement so busy marketing managers can confidently decide to work with you within 30 seconds.

What essential sections should every media kit include?

An effective media kit should have these sections: 1) Quick intro and niche, 2) Audience snapshot, 3) Platform performance metrics, 4) Content formats and deliverables, 5) Case studies or past results, 6) Packages and pricing, and 7) Contact and booking information.

Which audience metrics are important to include in a media kit?

Include total followers or subscribers per platform along with context such as growth over the last 30 or 90 days and average monthly reach per platform. Adding trend line visuals helps avoid appearing as just vanity metrics.

How should engagement rate be presented in a media kit?

Use specific formulas like Engagement Rate by Reach (ERR = engagements divided by reach) which is ideal for short form content, and Engagement Rate by Followers (ERF = engagements divided by followers). Also include average likes, comments, saves, shares per post, save rate on Instagram, and share rate on TikTok if available.

Why is watch time and retention data crucial in a media kit?

Watch time and retention indicate how engaged viewers are with your video content. Metrics like average view duration, completion rate, and returning viewers show the quality of attention your content receives—key factors brands value because attention drives sales.

Should I include click-through rates (CTR) and conversion data in my media kit?

Yes. Including clicks, CTR, and conversions provides bottom-funnel proof that your audience takes action beyond just viewing content. This data strengthens your negotiating position with brands as it shows measurable results tied directly to their goals.