What they check, in order
- Who your audience is. Not the number, the composition. Where they are, roughly how old, what they are interested in.
- Whether you have done this before, and for whom. One good example beats a list of logos.
- Whether you handle disclosure properly, because a creator who does not is a liability rather than an opportunity.
- How to reach you without going through direct messages that may not be read.
Anything not on that list is optional. Anything missing from it is a reason to move to the next name.
The media kit
A media kit is a short document, three or four pages at most, and it should be one tap from your bio page.
It carries audience composition, a couple of case studies with actual outcomes, the formats you offer, and a note on how you work. Rates are optional and there are good arguments both ways, though including a starting figure filters out enquiries that were never going to convert.
Put it behind a short link with a readable ending such as /work. That way it can go in an email, a direct message or a caption without looking like a tracking link.
Show that you know the rules
In the UK, paid content has to be clearly identifiable as advertising, and the responsibility sits with the creator as well as the brand.
A single line on your page saying that paid work is always disclosed does more for you than it looks like it should. It signals that a campaign with you will not turn into a problem for the person who commissioned it.
If you have past work, leave the disclosure labels visible on it. Scrubbing them looks like exactly what it is.
Separate the business route
Fan messages and business enquiries arriving in the same inbox means both get answered slowly.
- Create a separate route for enquiries: a form, a dedicated address, or an agent if you have one.
- Label it clearly on the page as being for business rather than for general messages.
- Say how quickly you reply, and then reply that quickly.
- Keep it above the fold on the page, not buried under the shop.
Agencies work to deadlines. Being reachable is a competitive advantage more often than being brilliant is.
Evidence beats claims
A statistics screenshot from a platform is easy to produce and easy to distrust. What is harder to fake, and more useful, is a link that shows a result.
If a previous campaign drove traffic, you can show the click figures from your own link statistics: how many people, from which platform, in which countries.
That is a stronger claim than a follower count, because it measures the thing the brand actually wants, which is people leaving the platform and doing something.
Keeping it credible
Nothing damages a media kit like a case study from a campaign four years ago presented as current.
Date everything. A dated example from two years ago reads as history; an undated one reads as a claim.
Review the page whenever your audience changes shape, which usually happens after a piece of work does unexpectedly well. That is also the moment when the enquiries arrive, so the page is worth checking before they do.