TikTok Media Kit: Which Numbers Brands Check (and What If Your Reach Dropped)

What is a TikTok media kit?

A TikTok media kit is a short document, often one or two pages, that tells a brand who you are, who watches you, how your videos perform and what working with you looks like. Creators send it with a pitch or when a brand asks for “your numbers.”

TikTok doesn’t publish an official media kit template, so there’s no single required format. What TikTok does publish is what brands see about creators inside its own marketplace, and which metrics creators can export from TikTok Studio. Those two things together tell you what a credible media kit should contain: numbers a brand can recognise and, ideally, verify.

What do brands already see about you on TikTok One?

TikTok One (which absorbed the former TikTok Creator Marketplace) is where many brands search for creators. TikTok’s Business Help Center describes the filters brands use and what they review on a creator’s profile:

• Performance metrics — TikTok lists “median video views and engagement rate” as search filters.
• Audience — age range, gender ratio and country or region, plus audience personas.
• Performance over time — brands are told to review trends in follower growth, video views and engagement rate “to understand their performance consistency.”
• Content portfolio — recent organic and sponsored videos.
• Collaboration evaluation score — which TikTok says is based on recent content quality and reach, activity on TikTok One and how published content performed.

Two practical takeaways. First, brands look at median views, not your single best video. Second, because they can see trends over time, a recent drop in views is visible to them whether or not your media kit mentions it. That’s why honesty is the stronger strategy (more on that below).

To join TikTok One as a creator, TikTok lists three basic requirements: TikTok One has launched in your country or region, you’re at least 18, and you meet the Community Guidelines and Branded Content Policy. To take part in projects, TikTok says creators need at least 1,000 followers plus other requirements that vary by project and may change.

Which TikTok numbers belong in your media kit?

Everything below comes from TikTok Studio analytics (profile → menu → TikTok Studio → Analytics). TikTok’s Creator Academy says you can choose the last 7, 28, 60 or 365 days, or a custom range, and download up to 365 days at a time.

Three rules that make the numbers credible

1. Name the date range. “Median views, last 60 days” is checkable; “up to 2M views” isn’t.
2. Use typical, not best. Brands filter by median views on TikTok One, so lead with your typical video and show your best one as a highlight, labelled as such.
3. Say how you calculated engagement rate. TikTok One shows an engagement rate, but the help page doesn’t publish its formula. If you include your own, write the formula next to it (for example, likes + comments + shares divided by views) so the brand can compare like with like.

One caution about audience data: TikTok’s Creator Academy says viewer demographics are inferred from predictive models rather than confirmed user data. Present them as estimates, the same way TikTok does.

What if your reach dropped before a brand deal?

It happens at the worst moment: a brand asks for your numbers right after a few quiet weeks. Because brands can see view trends on TikTok One, hiding a dip rarely works; explaining it does. Before you send anything, work out what kind of drop it is.

1. Rule out a restriction. Open Account status in the TikTok app and check for warnings, violations or restricted posts. Our guide on how to check your TikTok account status walks through it.
2. Compare with your own usual, not your best week. TikTok’s Creator Academy says follower count and previous high-performing videos are not direct factors in the recommendation system, and that a dip in followers after a viral spike is extremely common. A post-viral comedown is not a penalty.
3. Check whether the drop is broad or one video. One slow upload is normal variance. A sharp drop across several posts in a row is the pattern worth investigating; see why TikTok views drop.
4. Look at the For You feed share. If your traffic source shows far less For You traffic than usual, some videos may not be getting recommended. TikTok never calls this a “shadowban”; the documented mechanism is For You feed ineligibility.

Then tell the brand plainly: show a longer window (60 or 365 days) next to the recent one, explain the dip in a sentence, and point to what you changed. A creator who understands their own numbers is easier to trust than one whose kit looks perfect.

If you’d rather not do this by hand, Shadowban Checker compares your newest videos with your usual through TikTok’s official, read-only login and gives you a 0–100 risk score with what it found. Pro checks your account every day and keeps a history of when a drop started and when your views came back, which is useful context when a brand asks. It’s our reading of your public numbers, not a message from TikTok.

Does disclosing a paid partnership hurt your numbers?

Many creators worry that turning on the Paid partnership label will make the sponsored video, and therefore their media kit numbers, look worse. TikTok’s Business Help Center addresses this directly:

Turning on the content disclosure setting and labelling your post as a Paid partnership will not affect the way TikTok recommends content to users.TikTok Business Help Center — About the Commercial Content Disclosure setting for creators

The same page says commercial content that isn’t properly disclosed may not be eligible for the For You feed, so skipping the label is the riskier choice. It also cites a TikTok study of nearly 2 million videos that found no performance difference with proper disclosure; note that it’s TikTok’s own study and was tested in Indonesia and Pakistan. We cover this in detail in does the Paid partnership label hurt your reach.

Disclosure is also a legal question, not just a TikTok setting. In the US, the FTC’s guidance for influencers says to disclose any financial, employment, personal or family relationship with a brand, to place the disclosure where it’s hard to miss, and to put it in the video itself when the endorsement is in a video. The FTC also says not to assume a platform’s disclosure tool is enough on its own, but to consider using it alongside your own clear disclosure.

Which media kit myths are wrong?

A media kit checklist you can copy

1. One line on who you are and what you make, plus your content category.
2. Median or typical views per video, with the date range.
3. Engagement rate, with the formula you used.
4. Audience: gender, age and top locations from the Followers tab, marked as estimates.
5. Average watch time or “watched full video” for a few representative posts.
6. Three to five top videos with links, including past sponsored work if you have it.
7. How you disclose: Paid partnership label plus a clear disclosure in the video.
8. Your rates or a starting price. TikTok’s own advice for TikTok One profiles is to provide an estimated pricing rate.
9. If your reach dipped recently: a one-sentence explanation and what changed since.

Before you send it, run a quick free reach check so the numbers you quote match what’s happening on your account right now.