Brands in Kenya get pitched every day. What separates a creator who lands a KES 40,000 campaign from one who gets ignored is rarely follower count — it is how clearly they present their value. That's what a media kit does. It's a one- or two-page document (or short PDF) that shows a brand exactly who your audience is, what you charge, and why you're worth it.
This guide walks you through building a media kit for content creators Kenya-style: real M-Pesa-friendly pricing, Nairobi and county-town realities, and a structure that converts a cold DM into a signed deal. Whether you have 2,000 engaged followers or 200,000, by the end you'll have a kit you can send with confidence.
What a media kit actually is (and isn't)
A media kit is your professional introduction to a brand. It is not a CV, and it is not a place to dump every screenshot you own. Think of it as a pitch deck compressed into 1–3 pages that answers three questions a marketing manager at, say, Naivas — a leading Kenyan supermarket chain — asks before spending budget:
- Who follows this person, and are they my customers?
- Do their numbers hold up, or is this inflated?
- What will it cost, and what do I get?
Get those three right and you've done 80% of the work. Everything else is polish.
Step 1: Gather your real numbers first
Before you open any design tool, collect accurate data. Brands can smell rounded-up nonsense, and being caught inflating numbers ends the relationship instantly. Pull the last 28–90 days from your native analytics:
- Follower count per platform (Instagram, TikTok, YouTube, X, Facebook).
- Engagement rate — likes + comments + shares + saves divided by reach, as a percentage.
- Average reach and views per post and per Reel or video.
- Audience breakdown: top locations (Nairobi, Mombasa, Kisumu, Nakuru), age range, gender split.
- Best-performing content — 2–3 posts with strong numbers.
If you're unsure how to calculate reach honestly, our guide to influencer reach measurement in Kenya breaks down exactly which metrics brands trust. And because inflated stats are a real problem in this market, brands increasingly know how to spot fake influencers — so honest numbers are your competitive advantage, not a weakness.
Step 2: The exact sections to include
Here's the structure that works for Kenyan creators, in order:
1. Header — name, niche, photo
A clear photo of you (or your brand logo), your name or handle, and a one-line niche description. Example: "Wanjiku Kamau — Nairobi food & budget-cooking creator." Specificity beats "lifestyle influencer."
2. Short bio (2–3 sentences)
Who you are, what you make, and who watches. Keep it human. Example: "I make affordable Kenyan recipe Reels for young families on a budget. My audience is mostly women aged 24–35 in Nairobi and Nakuru who cook daily and shop weekly."
3. Audience snapshot
This is what brands scroll to first. Use a small table:
| Metric | Value |
|---|---|
| Total following (all platforms) | 38,400 |
| Instagram engagement rate | 6.2% |
| Top locations | Nairobi 54%, Nakuru 12%, Mombasa 9% |
| Audience age | 25–34 (61%) |
| Gender | Women 72%, Men 28% |
4. Platform breakdown
List each platform with its follower count and typical performance. If Reels are your strength, say so — and if you want to grow that revenue stream, our guide on making money on Instagram Reels in Kenya pairs well with a strong kit.
5. Content samples
Two or three of your best pieces, with the numbers underneath ("142K views, 3,200 saves"). A photo of the post plus a screenshot of its analytics builds instant trust.
6. Past collaborations or testimonials
Even one line — "Worked with a local skincare brand; their promo code hit 60 uses in a week" — signals you're reliable. No brand deals yet? Include a testimonial from an audience member or a small local business you've helped.
7. Services and rates
Your rate card. We'll cover pricing presentation below.
8. Contact and call-to-action
WhatsApp (Kenya's business default), email, and your Anga profile link. End with a clear line: "Ready to collaborate? Reach me on WhatsApp or invite me on Anga."
Step 3: Present your pricing so it converts
Pricing is where most creators freeze. Two rules: never leave rates off entirely (it creates friction), and never present a single naked number. Package your rates so the brand sees options and value.
Here's a realistic 2026 rate card for a Kenyan micro-creator with 30,000–50,000 engaged followers. Adjust up or down based on your niche and engagement — beauty and finance command more than general lifestyle:
| Deliverable | Rate (KES) | Approx. USD |
|---|---|---|
| 1 Instagram Reel | 15,000 | ~$115 |
| 1 TikTok video | 12,000 | ~$92 |
| 3-post Instagram Story set | 6,000 | ~$46 |
| Bundle: 1 Reel + 1 TikTok + 3 Stories | 28,000 | ~$215 |
| Monthly ambassador (4 posts) | 50,000 | ~$385 |
Notice the bundle is cheaper than buying pieces separately — that's deliberate. It nudges brands toward higher-value orders. If you're unsure what to charge on TikTok specifically, our TikTok money guide for Kenya has current benchmarks.
A few pricing tips that protect you:
- Add "from" to base prices so you have room to quote up for complex briefs.
- State what's included: one revision, usage rights for 30 days, posting on a set date.
- Charge extra for exclusivity and paid ad usage (whitelisting) — brands running your content as ads should pay 30–50% more.
- Don't undercut yourself to "get exposure." Exposure doesn't pay for mobile data or M-Pesa transaction fees.
Step 4: Design it (free tools that work in Kenya)
You don't need Adobe or expensive software. Canva has free media kit templates that work fine on a mid-range Android phone and light data. Keep design principles simple:
- One or two brand colours plus white space. Cramped kits look amateur.
- One clean font. Two at most.
- Export as PDF (not a giant image) so it opens fast even on slow connections and looks sharp on a laptop.
- Keep the file under 5MB so it sends easily over WhatsApp and email.
- Make a WhatsApp-friendly version — a single strong image or a 2-page PDF that previews well on mobile.
Update your kit every 60–90 days. Stale numbers from a year ago make brands doubt everything else.