TalentM
Start free
Creator marketing

Media kit (SetCard)

A creator's compact portfolio — bio, audience demographics, platform stats and brand collaborations. German talent agencies call it a SetCard.

What a media kit is

A media kit is a creator's business card in long form: a compact document or page that tells a brand who the creator is, who is listening, and what working together looks like. German agencies often call it a SetCard — a term inherited from the model industry's composite cards (Sedcards) — and use the two words interchangeably for talent one-pagers.

What belongs in it

Bio and positioning — niche, content style, formats, languages and brand-safety notes.
Platform stats — followers or subscribers, average views or impressions per format, engagement rate (with formula and time window stated).
Audience demographics — age bands, gender split, top countries and cities; for German agencies pitching DACH campaigns, the domestic-audience share is often the deciding number.
Collaboration highlights — past brand work and content examples, ideally with outcomes.
Practicalities — contact details and, depending on strategy, rate indications or a pointer to the rate card.

Fresh beats pretty

The classic failure mode is the beautiful PDF with numbers from three quarters ago. Buyers know platform dynamics move monthly, and stale or screenshot-based stats invite discounting — screenshots are also trivially doctored, which sophisticated brands know. Media kits built on live, API-sourced platform data carry more weight in negotiations precisely because they cannot quietly age. TalentM generates shareable SetCards from the roster with live platform stats attached, so what a brand receives reflects the current audience, not last quarter's.

In agency practice

Media kits are working assets in pitching: campaign proposals are assembled from the SetCards of matching roster talent, so consistency across kits — same metrics, same definitions, same layout — makes an agency look institutional rather than improvised. Keep an eye on data protection when kits circulate: audience demographics are aggregates and unproblematic, but anything creator-personal beyond business contact data should be included deliberately, not out of habit. And align the kit with the rate card — if the kit advertises formats the card does not price, every negotiation starts with confusion.

Related terms

Rate cardEngagement rate

Have these handled instead of memorized.

GoBD-ready invoicing, self-billing and campaign workflows — one workspace. Start free.

Start free See pricing