Food & Snacks Influencer Marketing Benchmarks

What is a good engagement rate for Food & Snacks content?

Paid posts here engage at less than half the organic rate. That is the normal cost of paying for reach, and the useful reading is how unevenly brands absorb it. Lay's is the exception. Its paid rate of 3.2% sits level with its organic 3.16%, so paying costs it essentially nothing in engagement. Its paid rate also added 2.37 pp on the prior quarter. McDonald's shows the opposite profile. It starts from the strongest organic rate of the three at 3.76%, yet falls furthest once it pays, to 0.93%, roughly a quarter of its organic level. Its paid rate slipped 0.35 pp on the prior quarter. Milbona follows the McDonald's pattern from a lower base, with 2.83% organic against 0.83% paid. So two of the three listed brands lose most of their engagement when they pay, and one does not.

Brand	Organic ER	Paid ER
McDonald's	3.76%	0.93%
Lay's	3.16%	3.2%
Milbona	2.83%	0.83%

Who are the most visible creators in Food & Snacks in Germany?

Among the creators with the most views, reach and engagement do not move together. Kim&Liz stands apart with an engagement rate of 2.35%, while Dagi sits at 0.24% and Paula Döringer at 0.72%. Low rates on very large view counts can be a sign of boosting. Bought reach adds views without a matching share of interactions, so part of the gap may come from how the views were gained rather than from the content itself. Visibility is also spread out. The 20 most viewed creators together hold 11.39% of category views, so the category's reach does not hinge on a handful of accounts.

1. 1Dagi@dagibee77M views0.24% ER
2. 2Kim&Liz@kimlizasmr66M views2.35% ER
3. 3Paula Döringer@paula_doeringer50M views0.72% ER

The 20 most viewed creators hold 11.39% of all Food & Snacks views in Germany.

How much of Food & Snacks are official partnerships?

Measured by views, paid support carries more weight. Posts with a paid partnership or a boost gained 18.35% of the category's views, up from 16.56% in the prior quarter, a move of 1.79 pp. Reach on boosted content is read from view counts, so this share includes reach that was bought after publication as well as reach earned by partnerships set up as paid from the start.

Which Food & Snacks posts got the most paid reach?

Public creator posts that brands boosted with Meta ads in Food & Snacks, Germany, Q3 2026, ranked by the paid reach those ads delivered.

• 7.3M reach
  cyprian@freecyp

  Features Ben & Jerry's4 ads
• 7.1M reach
  Dani Klieber@dani.klieber

  Features Maggi4 ads
• 6.3M reach
  Filiz Bütcü@diefiliz

  Features Jacobs1 ad

Also in the full report

• Timing of BoostingThe median boost starts 4 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

• Food & Snacks 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.

More influencer marketing benchmarks

All Germany benchmarksAll markets and categories