How Often Should You Update Your Creator Media Kit?

A media kit with a follower count from six months ago, an old brand collaboration list, and stats from a campaign that's no longer your best example undercuts every pitch it's attached to — even if the rest of the pitch is strong.

Stats should update on a fixed schedule, not reactively

Waiting to update follower counts and engagement stats until someone notices they're outdated means they're always at least somewhat stale. A monthly or quarterly refresh, done on a fixed schedule regardless of whether a pitch is imminent, keeps the numbers consistently current.

Swap in your best recent work, not just your most recent work

The newest collaboration isn't automatically the best example to lead with. Periodically reviewing which past partnerships actually produced strong results — and featuring those, even if they're a few months old — keeps the kit's strongest evidence in front, not just the latest.

Rates should reflect current demand, not last year's

As an audience and engagement grow, rates listed in a media kit should grow with them. A kit with outdated, underpriced rates either costs you revenue on deals that get signed at the old number, or creates an awkward renegotiation later.

Update the visuals when your content style shifts

If your actual content has evolved — a new aesthetic, a different format mix — a media kit still showing the old style sets a mismatched expectation for brands evaluating fit, which can cost you partnerships that would have actually suited your current work.

Treat it as a living document, not a one-time deliverable

The most effective approach is keeping a running draft updated continuously, with a final pass before any active pitching season — rather than scrambling to rebuild it from scratch every time a brand asks for one.