# How to read a media kit you did not commission

> Screenshots are a claim, not a record. The four exports that settle it, and what each one leaves out.

- Tag: Benchmarks
- Published: 25 Sep 2026
- Updated: 28 Oct 2026
- Reading time: 4 min
- By: Analytics

![A staircase follower graph beside a vertical step: how to read an influencer media kit, vexo.club](https://media.vexo.club/media/reading-a-media-kit-cf148cc8-1600x900.webp)

Every creator media kit is a marketing document about a marketing service. That is not a criticism: it is a reason to ask for the underlying exports before making a decision with a budget behind it.

**Reading a media kit, in short**

1. A creator media kit is a marketing document about a marketing service. Ask for the underlying exports.
2. Four platform-native exports, for the last ninety days: reach, audience demographics, top posts by saves and the follower growth curve.
3. A follower graph should look like a staircase, with jumps that line up with a post you can find.
4. Open the last ten posts and read the replies. Specific, on-topic comments from accounts with histories are the signal.

## Which exports should you ask for?

Platform-native exports for the last ninety days, four of them, and each one leaves something out:

- **Reach.** It does not show how much of that audience the other creators on the list also reach.
- **Audience demographics.** They give location, age and gender, not the language the audience speaks.
- **Top posts by saves.** The list does not say which of those posts were sponsored and which were not.
- **The follower growth curve.** It shows when a step happened, not why.

**Figure: The order to read a media kit in**

1. Ask for the exports · Not the deck. Platform-native, from the creator’s own app.
2. Read the growth curve · Every jump should match a post you can find.
3. Read the comments · The replies under the last ten posts.
4. Decide · With the budget behind it, on a record and not a claim.

**Figure: The four exports to ask a creator for**

![Checklist of the four exports to ask for when reading an influencer media kit: reach, demographics, saves, growth](https://media.vexo.club/media/reading-a-media-kit-four-exports-0c52d2e2.png)

All four are two taps away in the creator app. A creator who will not send them is telling you something.

**Figure: Asking for the exports**

| Do | Don’t | Note |
| --- | --- | --- |
| Ask for the exports: reach, audience demographics, top posts by saves and the growth curve | Decide from the deck | A media kit is a marketing document about a marketing service. |
| Ask the creator to send all four from their own app | Let a creator who will not send them pass without a question | All four are two taps away. A creator who will not send them is telling you something. |

## Read the growth curve first

A follower graph should look like a staircase, with jumps that line up with a post you can go and find. A vertical step with nothing behind it may be a paid promotion or a purchase, and it is worth one question before it is worth a conclusion.

**Figure: Two shapes a follower graph can take**

*A staircase*

- Steps that line up with a post you can go and find
- Growth with a reason behind it

*A vertical step*

- Nothing behind it
- Possibly a paid promotion or a purchase
- Worth one question before it is worth a conclusion

**Figure: What to do with a vertical step in the growth curve**

![Quote card: a vertical step with nothing behind it is worth one question, reading an influencer media kit growth curve](https://media.vexo.club/media/reading-a-media-kit-vertical-step-acbec786.png)

## Then read the comments

No export captures whether an audience is present. Open the last ten posts and read the replies. The full order of checks, from the exports to the comments, is in [how to check an influencer’s audience](https://vexo.club/blog/checking-an-influencers-audience).

Specific, on-topic comments from accounts with histories are the signal. Emoji strings from accounts with no posts are not an audience, whatever the reach figure says.

**Figure: What the replies tell you**

*An audience*

- Specific, on-topic comments
- From accounts with histories of their own

*Not an audience*

- Strings of emoji
- From accounts with no posts
- Whatever the reach figure says

*No export captures whether an audience is present. Reading the replies does.*

**Figure: What a present audience looks like in the comments**

![Do and do-not pairs for reading influencer comments: specific replies from accounts with histories, not emoji strings](https://media.vexo.club/media/reading-a-media-kit-comments-signal-be132dd6.png)

## Questions brands ask

**Why ask for exports and not the deck?** A media kit is a marketing document about a marketing service. The platform-native exports are the underlying record.

**Which exports?** Reach, audience demographics, top posts by saves and the follower growth curve, for the last ninety days. Each leaves something out: overlap with other creators, the audience’s language, which posts were sponsored, and why the curve stepped.

**What if a creator will not send them?** A creator who will not send them is telling you something.

**What should a follower graph look like?** A staircase, with jumps that line up with a post you can go and find. A vertical step with nothing behind it is worth one question.

**Do the exports show whether an audience is present?** No. Open the last ten posts and read the replies: specific, on-topic comments from accounts with histories are the signal.

## Related.

- [Micro influencer marketing](https://vexo.club/micro-influencer-marketing)
- [Who are the top YouTubers in India? Channels by category, and how to read the lists](https://vexo.club/blog/youtubers-in-india)
- [How to read an agency proposal for influencer marketing: a scorecard, the lines that end the meeting, and how fees should be shown](https://vexo.club/blog/influencer-marketing-agency-proposal-scorecard)
- [Retainer, commission or fixed fee: how influencer agencies charge](https://vexo.club/blog/influencer-agency-fee-models)

## Cite this page.

How to read a media kit you did not commission. vexo.club, published 25 Sep 2026, updated 28 Oct 2026. https://vexo.club/blog/reading-a-media-kit

## Brief the desk.

Send a brief at https://vexo.club/contact, email mail@vexo.club or WhatsApp +91 78276 16675 (https://wa.me/917827616675).

---

Source: https://vexo.club/blog/reading-a-media-kit