If you want brands in Nairobi, Mombasa or a county town to book you for paid campaigns, a clear, data-driven influencer media kit matters. This guide teaches Kenyan creators and influencers how to build a high-converting influencer media kit template (PDF + slide-ready), what metrics to include, pricing examples in KES, design tips that work on mobile, and where to host a downloadable file so brands can sign off quickly.
What is an influencer media kit and why it matters
A media kit (sometimes called a press kit) is a one- or two-page sales sheet that tells a brand exactly who your audience is, how your content performs, what you charge and what they get. For Kenyan creators, a strong media kit turns WhatsApp inquiries into paid bookings with clear expectations — saving you time and reducing awkward price haggles.
Before you start: collect reliable data
- Platform analytics: Instagram Insights, TikTok Pro, YouTube Studio, Facebook Page Insights, and X analytics.
- Top-performing posts: export the last 6–12 months (screenshots or CSV). Brands value evidence.
- Audience details: location (counties), age brackets, gender split, languages, and top cities like Nairobi, Kisumu, Nakuru.
- Engagement numbers: likes, comments, shares, saves, watch time and average view duration.
- Case study metrics: reach, impressions, clicks or conversions for previous paid work (even small wins are useful).
Which metrics to include (and how to calculate them)
- Followers / Subscribers — list by platform (Instagram, TikTok, YouTube, X, Facebook).
- Average Reach / Impressions per post — more useful than follower count for local brands.
- Average Engagement Rate (ER) — (likes + comments + saves) / followers × 100. Example: (300+20+15)/10,000 = 3.35% ER.
- Average Views for Reels/TikToks/YouTube — adds weight for video-first campaigns.
- Demographics — % in Nairobi vs counties, top age ranges, and languages (Swahili/English/local dialects).
- Top interests — food, fashion, fintech, travel, parenting — helps brands see fit.
- Call-to-action success — click-throughs, M-Pesa payment taps, or coupon redemptions if you ran one.
- Case studies / testimonials — short 1–2 line results from previous campaigns (with numbers where possible).
Step-by-step: build your influencer media kit template
1. Header and contact
Top-left: your name, niche and one-sentence value prop (e.g., "Lifestyle creator — Kampala/Nairobi-based, known for accessible cooking for busy families"). Top-right: one professional headshot and WhatsApp business number (Kenyan brands expect WhatsApp first contact). Also include an email and link to your Anga profile — join Anga and paste your public profile link.
2. Quick stats (at-a-glance)
One row of icons: followers per platform, average reach, engagement rate, top city (Nairobi), languages. Use rounded numbers and the date of the snapshot (e.g., "Data: Jul 2026").
3. Audience breakdown
Show county-level location bubbles where relevant. Kenyan brands care about local reach — list % in Nairobi, Coast, Rift Valley, etc. Add age bands (18-24, 25-34, 35-44) and top interests.
4. What you offer (deliverables)
List deliverables clearly: Instagram Reel (30–60s), single-feed photo, carousel, TikTok native video, YouTube integration (see our YouTube SEO guide for creators) — YouTube SEO Kenya 2026 — Step-by-step Guide for Creators.
5. Pricing & packages (rate card)
Show platform-by-platform rates and example packages. Use KES and a rough USD equivalent for international PR folks. Be honest and include a note that rates are negotiable for long-term partnerships or bundles.
| Profile | Deliverables | Price (KES) | Approx USD |
|---|---|---|---|
| Nano — 5k IG followers | 1 IG photo + story (3 slides) | 5,000 | ≈ $35 |
| Micro — 25k IG followers | 1 Reel + 1 feed photo + 2 stories | 25,000 | ≈ $175 |
| Mid — 120k followers | 1 Reel + branded YouTube mention (short) | 120,000 | ≈ $850 |
Notes: These are examples. For help benchmarking your rates, see our pricing guide: How much to charge for sponsored posts Kenya 2026 — Pricing. Use Anga to list platform rate cards — brands can invite you directly and payments are held in escrow, with M-Pesa payouts.
6. Licensing and usage
State content usage terms: social-only (7 days included), extended usage (30 days +25%), exclusive usage (3 months +50%), full buyout (price negotiable). For details on structuring licensing, read our guide: Content licensing for creators: Step-by-step guide 2026.
7. Case study and testimonials
Include one short case study: brand name, campaign objective, deliverables and result. Example: "Naivas (leading Kenyan supermarket) — 2 Reels + 4 stories; reached 45k unique users, drove 1,200 coupon redemptions — sales uplift of KES 250,000 during campaign window." If you don't have big brand names yet, use small-business wins — they matter to local brands.
8. Clear call-to-action
End with a line like: "Ready to brief me? WhatsApp: +2547xxxxxxx — or see my rates and request a proposal on Anga." Link to join Anga for an easy way to publish your rate cards and receive campaign invitations.
Pricing templates and a simple rate-card calculator
Use three pricing options for negotiation: base, bundle, and premium. Base = single deliverable. Bundle = cross-platform discount. Premium = longer usage + faster turnaround + edits.
| Package | Deliverables | Price KES | When to offer |
|---|---|---|---|
| Base | 1 Reel (30s) + caption | 20,000 | Small budgets / test campaigns |
| Bundle | 1 Reel + 2 Stories + 1 Feed Photo | 30,000 | Local store activations |
| Premium | 2 Reels + YouTube mention + campaign report | 60,000 | Brand campaigns or product launches |
How to set a quick CPM/CPV expectation: CPM = (Price / Estimated reach) × 1,000. Example: KES 20,000 price, estimated reach 25,000 → CPM = (20,000 / 25,000) × 1,000 = KES 800 (≈ $5.70). Use this to justify rates to brands who ask about value.
Design tips for Kenyan creators
- Keep it 1–2 pages. Busy brand teams don't read long PDFs.
- Mobile-first: Many Kenyan marketers review kits on phones; large fonts, single-column layout, and tappable WhatsApp link help.
- Use real screenshots of analytics (hide personal data). A cropped Instagram Insights screenshot is powerful proof.
- Brand colours but neutral overall layout — the kit sells you, not a design stunt.
- Save as PDF (locked but not passworded) and include a Google Slides link for editable versions if requested by larger agencies.