Media kit template for advertisers

A media kit (also called a rate card or ad deck) is a concise document that presents your Telegram channel's key metrics, audience profile, and advertising options to potential sponsors. A well-crafted media kit turns casual inquiries into closed deals by giving advertisers everything they need to say "yes" — without back-and-forth messages.

What Is a Telegram Channel Media Kit?

A media kit is your channel's professional résumé for advertisers. It packages your reach, engagement data, audience demographics, and pricing into a single shareable file — typically a PDF, a Notion page, or a dedicated landing page.

Unlike social networks that offer built-in creator marketplaces, Telegram has no native ad platform for channels. That means you are responsible for presenting your value. A polished media kit signals professionalism and saves both parties time during negotiations.

Why Every Channel Over 1,000 Subscribers Needs One

  • Advertisers compare dozens of channels before booking. A media kit makes your channel easy to evaluate.
  • It pre-qualifies leads: advertisers who read your kit and still reach out are genuinely interested.
  • It anchors pricing. When you state rates upfront, you avoid low-ball offers.
  • It reduces repetitive DMs — no more answering the same five questions from every brand.

Essential Sections of a Telegram Media Kit

1. Channel Overview

Start with the basics. Include your channel name, @username, a one-sentence description, niche/topic, language, and a link to the channel (or its web mirror on a platform like tgchannel.space, which gives advertisers a quick preview without needing Telegram installed).

Example:

@TechPulseDaily — Daily tech news, gadget reviews, and startup coverage in English. Active since March 2023.

2. Audience Metrics

This is the section advertisers care about most. Include:

  • Subscribers: Current count (e.g., 47,200)
  • Average post reach: How many unique users see a typical post within 24 and 48 hours (e.g., 18,500 views / 24h)
  • Engagement Rate (ER): Reactions + comments + shares divided by reach, expressed as a percentage (e.g., 4.8%)
  • Growth rate: Net new subscribers per month (e.g., +2,100/month over last 90 days)
  • ERR (Engagement Rate by Reach): This metric is more honest than ER by subscribers because it accounts for algorithmic reach

Pro tip: Pull these numbers from TGStat, Telemetr, or Telegram's built-in channel statistics (Channel Info → Statistics). Advertisers know these tools — inflated numbers will be caught immediately.

3. Audience Demographics

Share what you know about your readers:

  • Geography: Top 3–5 countries or cities by percentage (e.g., USA 38%, UK 15%, Canada 12%)
  • Language: Primary language(s) of your audience
  • Gender split: If available from polls or third-party analytics
  • Interests / profession: Describe your typical reader (e.g., "SaaS founders, product managers, and early-stage investors aged 25–40")
  • Device split: iOS vs. Android ratio can matter for app advertisers

If you lack hard demographic data, run a quick poll — even 500 responses give advertisers useful signal.

4. Content & Posting Schedule

  • Post frequency: e.g., 3–5 posts per day, Monday through Saturday
  • Content types: News digests, long-form reviews, polls, video content
  • Tone: Professional, casual, humorous — let advertisers judge brand fit
  • Sample posts: Include 2–3 screenshots of your best-performing posts with view counts visible

5. Advertising Formats & Pricing

Clearly list every ad option you offer. A common structure:

Format Description Price (USD) 1/24 Sponsored post, pinned for 1 hour, stays in feed for 24 hours before deletion $150 1/48 Same as above but stays 48 hours $220 Native post Written by you in your channel's voice, permanent $350 Permanent post Sponsored post that stays in the feed indefinitely $500 Poll sponsorship Branded interactive poll with sponsor mention $120 Story mention Telegram Story with link to advertiser $80 Bundle (3 posts) Three native posts over 7 days $900

Include notes about:
- Whether prices include VAT/tax
- Accepted payment methods (crypto, bank transfer, PayPal)
- Minimum lead time (e.g., "Book at least 48 hours in advance")
- Cancellation/refund policy

6. Case Studies or Past Collaborations

Nothing sells like proof. Include 2–3 short examples:

Example:

"We ran a 1/48 campaign for a VPN service in January 2026. The post reached 21,400 views and drove 870 clicks (4.1% CTR) to their landing page."

If you are new to advertising and have no case studies, offer the first 1–2 advertisers a discounted rate in exchange for permission to use the results in your media kit.

7. Contact & Booking Information

  • Admin's Telegram @username for direct messages
  • Email address for formal inquiries
  • Link to a booking form (Google Forms, Calendly, or a simple Typeform)
  • Expected response time (e.g., "We reply within 12 hours")

How to Create Your Media Kit: Step-by-Step

Step 1: Gather Your Data

Open your channel's statistics in Telegram (Channel Info → Statistics). Screenshot or note down subscriber count, average reach, growth graph, and top posts. Cross-reference with TGStat for independent verification.

Step 2: Choose a Format

  • PDF (Canva, Figma, Google Slides exported to PDF): Best for email outreach. Looks professional, easy to share.
  • Notion page: Easy to update, always current. Share a public link.
  • Web page: Host on your own domain or use your channel's page on tgchannel.space as a public-facing reference that advertisers can browse without installing Telegram.

Step 3: Design the Document

Keep it clean — 4 to 6 pages maximum. Use your channel's brand colors. Include your logo or avatar prominently. Use charts and graphs for metrics instead of raw numbers where possible.

Step 4: Set Your Pricing

Research competitors in your niche and subscriber range. A general benchmark for English-language channels:

  • 5K–20K subscribers: $30–$150 per post
  • 20K–50K subscribers: $100–$400 per post
  • 50K–200K subscribers: $300–$1,500 per post
  • 200K+ subscribers: $1,000–$5,000+ per post

These vary wildly by niche. Finance and crypto channels command higher CPMs than entertainment channels.

Step 5: Publish and Distribute

  • Pin a message in your channel: "For advertising inquiries → [link to media kit]"
  • Add the link to your channel description
  • Include it in your bio on all listing platforms
  • Send it proactively when advertisers message you

Tips & Best Practices

  • Update monthly. Stale numbers (especially if your channel has grown) leave money on the table. Set a calendar reminder.
  • Use real screenshots. Advertisers trust actual Telegram statistics screenshots more than self-reported numbers in a spreadsheet.
  • Offer tiered pricing. Give advertisers 2–3 options at different price points. This shifts the conversation from "should I buy?" to "which option should I pick?"
  • Include a rate for bundles. Offering a discount for 3+ posts encourages larger commitments and recurring revenue.
  • Add a "Why us?" section. One paragraph explaining what makes your audience uniquely valuable (e.g., "78% of our subscribers are active crypto traders who have purchased tokens in the last 30 days").
  • Translate if needed. If your channel is in Russian but you want international advertisers, provide an English version of your media kit as well.

Common Mistakes

Mistake 1: Inflating subscriber counts with bought followers
Why it's wrong: Advertisers check ER and reach-to-subscriber ratios. A channel with 50,000 subscribers but 2,000 views per post is an obvious red flag.
How to avoid: Focus on organic growth. A channel with 15,000 real subscribers and 8,000 average reach is far more attractive than a bloated channel with dead followers.

Mistake 2: Not listing prices at all
Why it's wrong: "DM for pricing" scares away busy media buyers who are evaluating 20 channels at once. They will skip you and book someone who shows rates upfront.
How to avoid: Always include at least a starting price or a price range. You can still negotiate — but give advertisers a ballpark.

Mistake 3: Sending a wall of text instead of a designed document
Why it's wrong: A plain-text message with stats pasted in looks unprofessional and is hard to forward to a client's marketing team for approval.
How to avoid: Invest 1–2 hours in a clean PDF or Notion page. Free Canva templates exist specifically for media kits.

Mistake 4: Forgetting to include content guidelines
Why it's wrong: Without clear rules on what you will and won't promote, you may receive requests for scams, adult content, or competitors of existing sponsors.
How to avoid: Add a short section: "We do not accept ads for gambling, adult content, financial scams, or political campaigns."

Mistake 5: Using outdated metrics
Why it's wrong: Showing stats from six months ago — especially if your channel has shrunk — erodes trust the moment the advertiser checks your current numbers.
How to avoid: Date-stamp your media kit and refresh it at least once a month.

Frequently Asked Questions

What file format should I use for my media kit?
PDF is the most universally accepted format. It preserves your design across devices, is easy to email, and can be opened without special software. For a living document that you update often, a public Notion page works well too.

How many pages should a Telegram media kit be?
Aim for 4–6 pages. Anything shorter may look incomplete; anything longer risks losing the reader's attention. Advertisers want to evaluate your channel quickly — respect their time.

Should I include CPM (cost per thousand views) in my media kit?
Yes — many media buyers think in CPM terms. Calculate it as (price / average views) × 1,000. For example, if you charge $200 for a post that averages 15,000 views, your CPM is $13.33. Including this saves the advertiser a calculation step.

Can I use my tgchannel.space page as part of my media kit?
Absolutely. Linking to your channel's web mirror gives advertisers an easy way to browse your content history, see posting frequency, and evaluate content quality — all without needing a Telegram account.

How often should I raise my advertising prices?
Review pricing quarterly. If your channel has grown 20%+ in subscribers or reach since your last update, a price increase is justified. Notify existing advertising partners in advance as a courtesy.