Send the right asset
UGC media kit vs portfolio
Compare a UGC portfolio, media kit, outreach deck and rate card. Use a buyer-request worksheet to choose what to send without duplicating everything.
Published by PitchHoney · Practical editorial guide · Updated
Short answer: A UGC portfolio demonstrates the content you can create. A media kit summarises who you are, the services you offer and any relevant, verified audience information. Lead with the portfolio for a content-production brief; add a media kit when the buyer needs background or audience context.
Supporting workYour point of view.Portfolio layout specimen
What is the difference between the four pitch assets?
Each asset answers a different buying question. You can combine them when that helps the reader, but do not hide the actual work behind several downloads.
Portfolio: can you make the work?
Show relevant playable samples, what the brief was, your role and a way to enquire. A buyer should be able to assess the work before contacting you.
Media kit: who would we be working with?
Summarise your identity, formats, niches and working details. Include audience statistics only when distribution to your audience is part of the offer and the numbers are current and sourced.
Outreach deck: what are you proposing for us?
Explain the proposed concept, why it fits that specific brief and which sample supports your ability to deliver it. It is a proposal, not a second copy of every portfolio page.
Rate card: what does the quoted scope include?
State the deliverables, price or quote process, usage scope, revisions and separately quoted extras. Use the rate-card scope worksheet to make the boundaries explicit.
Canva’s media-kit guide describes a kit as information tailored to its industry and purpose, including biography and services. That flexibility is useful: a UGC production kit does not have to imitate an influencer audience report.
Which asset should you send for a particular request?
Match the attachment or link to what the buyer still needs to decide. This routing worksheet is our editorial method; it is not a claim about how every brand buys.
“Can we see product demonstrations?”
Send a direct link to relevant portfolio samples, with a short explanation of your role. Do not make the buyer open a general deck to find them.
“Who is your audience?”
Send a media kit with genuine platform analytics, the measurement period and a clear description of the proposed posting deliverable. If you are offering production only, clarify that before presenting unrelated follower counts.
“What would you make for this launch?”
Send a short tailored concept or deck plus a sample supporting the proposed execution. Label an uncommissioned concept as a proposal.
“What would this cost?”
Confirm the deliverables and usage first, then send the relevant rate-card scope or a specific quote. A price without those boundaries cannot be compared reliably.
How do you keep your assets consistent?
Keep one source for your service names, contact details and approved facts, then check every asset against it. A portfolio and PDF that disagree make the buyer do avoidable reconciliation.
Copy this consistency record: Fact [ ] · Source [ ] · Portfolio value [ ] · Media-kit value [ ] · Deck value [ ] · Rate-card value [ ] · Last checked [ ] · Fix required [ ]. Start with contact details, then service scope and any public prices. Check audience data against the original platform export rather than another document.
Avoid sending all four assets by default. If one portfolio link answers the question, keep the next step there. Use the portfolio checklist to check completeness and the pitch email guide to write the covering message.