Research
A €24k Creator Boost Reached 9.7M People in February
1M paid-partnership ads, 8.1B in adjusted reach – and one beauty brand's €24k boost reached 9.7M people. February's numbers from the Paid Partnership Report.
February's EU totals from the Paid Partnership Report: 1M boosted partnership ads, 8.1B in adjusted reach, and a modeled €57–86M behind them.
5.7B impressions ran with no public trace
71% of February's boosted-partnership reach was dark – 5.7B impressions with no matching post on any creator's profile, invisible to the feed and to every social listening tool reading it.
That's the majority of the channel. Whatever your competitors spent on creator partnerships in February, most of what it bought never crossed your monitoring.
370 more brands boosted a partnership than in January
2,722 brands ran at least one boosted partnership in the EU in February, up 16% from January's 2,350. The creator side grew with it: 13,000 creators fronted at least one boost, up from 11,200.
A beauty brand cracked the top 10 by boosting in the open
Temu still sat on more than half of all EU boosted-partnership reach. The more telling entry sat further down the rankings: Charlotte Tilbury reached 62M adjusted impressions from just 174 partnership ads, and ran most of that reach public.
The single biggest public boost of the month was theirs too: one partnership video with a 5.6M-follower Italian creator reached 9.7M people, on a modeled €16–24k. Boosting a creator with real reach of her own turns out to be efficient media.
February's biggest public partnership ads
Largest single public partnership ads by adjusted reach, EU-27
| Brand | Adjusted reach | Modeled spend |
|---|---|---|
| Charlotte Tilbury | 9.7M | €16–24k |
| TUI | 9.2M | €39–58k |
| Lidl GB | 7.7M | €31–47k |
| Head & Shoulders | 7.2M | €14–21k |
| Netto | 7.2M | €29–44k |
One ad per row; reach adjusted for delivery inside February.
Country spotlight: Germany
German audiences saw 1.1B boosted-partnership impressions in February – 63% of them dark, noticeably below the EU's 71%. 481 brands and 3,100 creators were behind them.
The month's cleanest contrast came from beauty retail. Douglas put 29M impressions behind just 40 partnership ads with 2 creators and ran every single one dark. Eau Thermale Avène ran 82% of its 23M in the open. Same category, same country, opposite playbooks.
Where these numbers come from
Every Meta ad marked as a paid partnership, across all 27 EU countries. Reach is adjusted for how long each ad ran inside the month. Spend is a model built from reach breakdowns and CPM benchmarks, shown as a range. The per-country detail – top public and dark boosts, brand rankings, the creators behind them – is in the report, free per country.
See the full picture
Media intelligence across the entire creator economy – every partnership, boost, and mention.
