Ravineo Quarterly Market Report
Apparel & Accessories Influencer Marketing Benchmarks
Fewer of the German posts that feature clothing and accessories came with money behind them. Posts carrying a paid partnership or boost made up 8.02% of the posts where a product from the category was detected, down from 10.99% the prior quarter, a slip of 2.97 points. The large majority of category content runs without paid backing, which matters given how engagement splits here: paid posts draw a far lower engagement rate than organic ones, and how much a brand gives up when it pays varies widely from one brand to the next.
- Posts with paid support
- 8.02%
- -2.97 pp on Q2 2026
- Engagement rate
- 3.02% organic
- 1.26% paid
- Top 20 creators
- 11.91%
- of the category's views
- Views with paid support
- 8.74%
- -3.07 pp on Q2 2026
What is a good engagement rate for Apparel & Accessories content?
Paying costs engagement in this category, and by a wide margin: paid posts land at well under half the organic rate. How much each brand gives up varies far more than the category average suggests. Puma posts the strongest organic rate of the three listed brands at 4.54% but the weakest paid rate at 1.02%, which sits below even the category's paid figure. Dior has the lowest organic rate of the three and the best paid rate at 2.17%, so its paid content stays closest to its organic level. The prior quarter sharpens the contrast. Dior's paid rate added 0.81 pp, while Ralph Lauren's paid rate lost 2.82 pp even as its organic rate climbed. Its current paid rate sits between the other two. Organic engagement rose for all three brands, so the spread between them comes almost entirely from how their paid content performed.
Engagement rate, organic against paid, Apparel & Accessories, Germany, Q3 2026
Engagement divided by views across every post scored to the category. Paid covers posts declared as a partnership, sponsored, or boosted.
| Brand | Organic ER | Paid ER |
|---|---|---|
 Puma | 4.54% | 1.02% |
 Ralph Lauren | 4.45% | 1.65% |
 Dior | 4.06% | 2.17% |
Who are the most visible creators in Apparel & Accessories in Germany?
Reach and engagement come apart among the most-viewed creators. The three listed names drew similar audiences, each somewhere between about 235 million and 260 million views, yet DJ KHALED converts that reach into a 1.7% engagement rate, far above Heidi Klum at 0.36% and Dagi at 0.44%. Comparable view counts with rates this low can point to boosted reach, which adds views without a matching rise in likes and comments, so the view figures alone overstate how much audience response those posts generated. The biggest names also account for only a modest slice of the category: the 20 most viewed creators hold 11.9% of category views, which leaves most of the attention on posts from creators outside that group.
- 1
DJ KHALED@djkhaled260M views1.7% ER - 2
Heidi Klum@heidiklum241M views0.36% ER - 3
Dagi@dagibee235M views0.44% ER
The 20 most viewed creators hold 11.91% of all Apparel & Accessories views in Germany.
7 more creators in the full reportWhich Apparel & Accessories posts got the most paid reach?
Public creator posts that brands boosted with Meta ads in Apparel & Accessories, Germany, Q3 2026, ranked by the paid reach those ads delivered.
6.5M reachMaren Schiller@marenschillerFeatures Nike1 ad
6.3M reachNoel Robinson@noelFeatures Samsung3 ads
3.7M reachLuan Hasani@iamluan.10Features Nike4 ads
Also in the full report
- Timing of BoostingThe median boost starts 6 days after the post goes up.
- Brand Leaderboard20 brands ranked by the public views their creator content earned.
- Paid vs. Earned media20 brands compared on what they bought against what they earned.
How these numbers are measured
- Apparel & Accessories counts the posts where we detected a named brand's product in this category, not every post on the subject, so it covers part of the creator feed in Germany rather than all of it.
- Ranked by total public views in the category; share is the creator's category views divided by the category total.
- Creators counts everyone whose content for the brand was live in the quarter, matching the Share of Influence dashboard's own gates; views counts what brand-scored content gained inside it, so the two sit on different populations.
- The paid column counts the ads that delivered in the quarter, public and dark together, each ad's reach pro-rated to the days it ran inside it. The organic column counts views the brand's content gained in the same window.
- Product detection improves from quarter to quarter, so part of a quarter over quarter move can come from better detection rather than from the market.
