Petfluencer Media Kit: Structure, Content and Examples

Key takeaways

• A media kit is your calling card for pet brands: one page with your profile, audience, real metrics and content formats.
• Brands pay more attention to engagement rate than follower count alone. Calculate it honestly and include it.
• Bought reach and inflated figures get exposed. Smaller, honest numbers with genuine engagement are more convincing.
• Keep your media kit to one clearly designed page, saved as a PDF. That makes it easy to read and email.
• Clearly label paid collaborations as advertising in Germany, Austria and Switzerland. It’s required and helps protect you.

A media kit is your one-page pitch to pet brands: it shows at a glance who you are, who you reach and what a partnership can offer. You need one as soon as you want to pitch collaborations or respond professionally to enquiries. In this article, we’ll walk through what belongs in a good influencer media kit, how to design it and how to send it to brands.

I’m Michael, a mantrailing trainer from Vienna, and I’ve spent years supporting people who want to build an online presence with their pets. What I’m sharing here is practical advice that works. No promises, no shortcuts.

What is a media kit for, and when do you need one?

A media kit brings together everything a brand needs to know about you on one page. The global influencer marketing market was worth around 32.55 billion US dollars in 2025 and is expected to grow to roughly 34.1 billion in 2026 (Influencer Marketing Hub, Benchmark Report 2026). In other words, budgets are available, and brands are looking for partners they can assess quickly.

You don’t need a media kit on day one. It becomes useful when you reach one of these three stages:

• You want to contact brands yourself and propose a collaboration.
• You’re receiving your first enquiries and want to respond professionally.
• You want to present your pricing and services clearly.

Pet brands operate in a large market. In the US alone, the pet industry reached a value of around 158 billion US dollars in 2025 (World Animal Foundation, Pet Industry Statistics, 2026). People in German-speaking countries also spend a lot on their animals. Brands want to be where genuine animal lovers are. That’s where you come in.

Petra, my Heideterrier, showed me this early on. A short video of her mantrailing gets more genuine comments than any polished promotional post. Brands notice that difference. Your media kit should make it visible.

If you’re just starting out, first read this guide to getting going: Become a Petfluencer: How to Get Started with Your Pet.

What should your media kit include?

A good media kit answers four questions: who are you, who do you reach, how is your account performing and what do you offer? Keep each answer brief. A brand will often read your kit in under a minute. The clearer the structure, the better.

Your profile

Start by introducing yourselves. Include your account name, your pet’s name, species and breed. Add a sentence or two about your story and your focus. For example: a cat account about life with two indoor cats, a horse account about recreational riding or a dog account about scent work. Include a strong profile photo, too. Your niche helps brands understand what you’re about. If you haven’t found yours yet, this article can help: Positioning Your Dog Training Business: Find Your Niche in 5 Steps.

Your audience

Brands want to know who they can reach through you. Use the data from your account analytics: top countries, age range and gender breakdown. Two or three lines are enough. For example: 70 percent Germany, 20 percent Austria, 10 percent Switzerland, mainly aged 25 to 44, predominantly female. This lets a cat food brand see straight away whether your audiences are a good match.

Your metrics

This is where you show your follower count, average engagement rate and reach per post. Engagement rate is often more important than follower count alone. On average, smaller accounts achieve noticeably higher engagement rates than very large ones. For brands, that means an engaged community beats a large but silent following.

Your formats and services

Finally, list what you offer: a Reel, a Story series, a feed post, a product feature or a joint giveaway. Explain what each includes. You can list prices or make them available on request. If you’re unsure how to price your services, the approach in this article can help: Calculating Your Dog Training Prices: How to Get It Right.

Why honest numbers beat inflated figures

Honest numbers win because brands can check them. Engagement rates are no longer a mystery, and many businesses deliberately work with smaller accounts because their communities are more active. Anyone who inflates their numbers or buys reach won’t stand up to scrutiny. Once you’ve lost credibility, it’s hard to earn it back.

Calculate your engagement rate yourself. Add up the likes and comments on a post, divide the total by your follower count and multiply by 100. Do this for your last ten to fifteen posts and calculate the average. Put that figure in your media kit. That’s it.

Honesty matters legally, too. A study published in the RAND Journal of Economics examined how stricter disclosure requirements affect behaviour on social media (Wiley Online Library, 2025). Transparency has measurable effects, which makes accurate figures and clear advertising disclosures all the more important. Read about the rules for paid collaborations here: Advertising Disclosures for Petfluencers: The Rules in Germany, Austria and Switzerland.

A word on animal welfare: no metric in the world justifies poses that stress your pet. Brands you’ll want to work with over the long term share that view. Genuine, relaxed moments are more compelling than forced setups anyway.

How do you design a good media kit?

A media kit should fit on one page. Everything a brand needs should be clear without scrolling or asking follow-up questions. Use a clear structure, minimal text and two or three good photos. The simpler it is, the more professional it looks.

Follow this checklist:

• One page, exported as a PDF.
• Your name, your pet and a strong photo at the top.
• Four clear sections: profile, audience, metrics and formats.
• Two or three of your best photos.
• Your contact details and, if available, a link to your account.
• A consistent font and a limited colour palette that matches your account.

You don’t need a design degree. Choose a simple template, add your content and export it as a PDF. Readability matters more than visual effects. If you want to create copy, bio wording or image ideas more quickly, an AI tool can help with the first draft. This article shows what that looks like in practice: ChatGPT for Dog Trainers: 7 Time-Saving Uses.

Update the PDF every few months. Numbers change, and you may add new formats. An outdated media kit can quickly look neglected.

How do you send your media kit to pet brands?

Even the best media kit is no use if nobody receives it. Send it selectively to brands that genuinely fit you and your pet. A short, personal message beats any mass email. Quality over quantity is especially important here.

Here’s how to approach it:

1. Make a list of 10 to 15 brands that fit your pet and your audience.
2. Find the right contact. There’s often a dedicated email address for collaborations or a contact person in marketing.
3. Write a short email: introduce yourselves, explain why you’re a good fit for the brand and make a specific proposal.
4. Attach your media kit as a PDF and suggest a clear next step.
5. If you haven’t had a reply after about a week, send a friendly follow-up.

Make your proposal specific. Rather than "I’d love to collaborate", try "I’ll feature your new wet food in a Reel and show my cats’ reactions". The more concrete your offer, the easier it is to say yes. You’ll find more on outreach and community building here: An Instagram Account for Your Cat: Get Started in 7 Steps.

Be patient. Not every brand will reply, and that’s normal. Two or three good collaborations are worth more than twenty half-hearted pitches. Keep your numbers up to date, deliver reliably and approach every partnership in a way that makes the brand want to work with you again.

Your next step

Set aside twenty minutes today and fill in the four sections using real figures from your account. An honest, one-page first draft is worth more than a perfect kit that never gets finished. You can refine it bit by bit afterwards.

If you want to know where your account stands and what to focus on next, take the free Petfluencer-Check from Schnauze. You’ll get an honest assessment and concrete next steps, with no promises of rapid growth in reach.

Frequently asked questions

What is a petfluencer media kit?

A media kit is a short presentation of your pet account for potential advertising partners. It includes your profile, audience, key metrics and the content formats you offer. It’s usually a one-page PDF.

How many followers do I need before creating a media kit?

There’s no fixed threshold. Many brands enjoy working with smaller accounts because their engagement rates are often higher. If you want to start pitching collaborations, a media kit can be worthwhile with just a few thousand engaged followers.

Which metrics should go in my media kit?

Your follower count, average engagement rate, reach per post and a few audience details such as country, age and gender. You’ll find all these figures in your account analytics. Use real numbers, not estimates.

Do I have to disclose paid collaborations?

Yes. In Germany, Austria and Switzerland, you must clearly label advertising, for example with the German words “Werbung” or “Anzeige” (advertising or advertisement). This applies regardless of your account size. If you’re unsure, seek legal advice.