Research
A Creator With 786 Followers Fronted June's Biggest Public Boost
659k paid-partnership ads, 7.7B in adjusted reach, €49–73M in modeled spend – and the month's loudest public boost came from a creator with under 800 followers. June's numbers from the Paid Partnership Report.
June's EU totals from the Paid Partnership Report: 659k boosted partnership ads, 7.7B in adjusted reach, and a modeled €49–73M behind them.
The biggest public boost: 786 followers, 7.6M reached
A hair-care brand put a modeled €31–47k behind a single partnership video from a UGC creator with 786 followers. It reached 7.6M people – the largest public creator boost in Europe that month.
A three-digit follower count, seven-figure reach. The gap between those two numbers is the media budget.
4.5B impressions ran with no public trace
58% of June's boosted-partnership reach was dark: no matching post on the creator's profile, nothing in the feed, nothing for social listening to catch. If you watch profiles, most of the partnership activity in your category simply doesn't exist.
The dark end had June's biggest single boosts, too. An Italian publisher's dark partnership reached 15.1M people, and a luxury hair-care brand put a modeled €45–68k behind one dark video that reached 11.2M – with zero visible engagement anywhere.
4,178 brands boosted a partnership in June
In January, 2,350 brands ran at least one boosted partnership in the EU. In June: 4,178, with 17,300 creators fronting the ads.
Boosting partnerships used to be an early-adopter tactic. Five months of this curve says it's becoming the default – which means the invisible layer around your category is getting more crowded, whoever you compete with.
Brands running boosted partnerships in the EU
Advertiser pages with at least one active paid-partnership ad in the month
EU-27, Meta. Same methodology as the report.
Country spotlight: Poland
Poland took 695M boosted-partnership impressions in June from 566 brands – a wider brand base than Germany showed back in February, in a much smaller market.
Old Spice Polska was the biggest non-Temu booster at 27M impressions, two-thirds of it public. The most Polish data point in the report: one of the market's top dark boosts was fronted by a deal-hunting creator whose whole feed is spotting promotions, boosted dark by the consumer-goods giant behind the deals.
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.
