Home & Garden Influencer Marketing Benchmarks

How much of the Germany creator feed is Home & Garden?

Home & Garden ranks seventh of 21 categories, with 9.68% of the feed. It sits in the crowded middle rather than near the top. Sports & Fitness at 10.52% and Luxury & Lifestyle at 10.01% are only a short step above it, and Travel & Outdoors sits further back at 6.87%. The leaders operate at another scale entirely: Shopping & Fashion holds 35.5%, several times the space Home & Garden occupies. In attention terms, the category sits alongside the other lifestyle verticals and well apart from the handful of categories that define the feed.

Who are the most visible creators in Home & Garden in Germany?

The two biggest names engage at almost the same level, Khabane Lame at 3.07% and Mohamed ∞ Veronika at 2.93%. The one that breaks the pattern is Ana Johnson, whose engagement sits at 0.31%, a small fraction of the other two despite large view counts. A rate that low next to heavy reach can reflect boosting, where paid distribution adds views faster than it adds interactions, though these figures alone do not separate the two. Visibility is also spread wide: the 20 most viewed creators hold 13.54% of category views, so no small group of accounts controls attention here.

1. 1Khabane Lame@khaby00387M views3.07% ER
2. 2⠀ Mohamed ∞ Veronika@mo.ve__206M views2.93% ER
3. 3Ana Johnson@anajohnson106M views0.31% ER

The 20 most viewed creators hold 13.54% of all Home & Garden views in Germany.

What is a good engagement rate for Home & Garden content?

Paid Home & Garden content engages at 1.06%, about half the 2.02% organic rate. That gap is normal. The useful finding is how unevenly the drop lands across brands with almost identical organic rates. Miele holds its paid rate closest, at 1.54% paid against 2.69% organic, and it does so even though its paid rate fell 0.71 pp on the prior quarter. Bosch matches Miele almost exactly on organic but falls to 1.16% on paid, although its paid rate slipped only 0.12 pp in the quarter. Smeg, close behind both on organic, records 0% on paid, so its paid posts register no engagement at all. Three brands start from nearly the same organic baseline and end up far apart once spend is involved.

Brand	Organic ER	Paid ER
Miele	2.69%	1.54%
Bosch	2.67%	1.16%
Smeg	2.56%	0%

How much of the category are official partnerships?

Measured by the share of views on posts carrying a partnership, sponsorship or boost, Home & Garden ranks 4th of 21 at 13.77%, well above the cross-category median of 5.83%. It sits almost level with Food & Drink at 13.72% and just behind Shopping & Fashion, both categories with far more feed attention. Within each quarter, the share of views gained on paid-supported posts dipped to 5.08% two quarters earlier, then rose to 7.09% and to 9.48%, the highest of the five quarters shown. For a category of middling feed size, a notable part of what reads as attention is brand-funded, and that part has grown for two quarters running.

Advertising you cannot see on a creator profile

Dark boosts are creator-collaboration ads that never appear on the creator’s profile. In Home & Garden, Germany, Q3 2026 they carry 18.44% of the paid reach.

• 11M reach
  Sara | Sauerteig & Alltagsrezepte@saraelisa.an

  Paid by REWE1 ad
• 5.7M reach
  Jan Sosniok@jansosniok

  Paid by e.on4 ads
• 4.8M reach
  Tahsim Durgun@tahdur

  Paid by MILRAM3 ads

Also in the full report

• Timing of BoostingThe median boost starts 5 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.
• Top Dark Boosts17 more dark placements ranked by the paid reach they delivered.

How these numbers are measured

• Ranked by total public views in the category; share is the creator's category views divided by the category total.
• Cumulative ads reach counts the ads delivering in the quarter, pro-rated to the days each one ran inside it, and a boosted post and a dark ad count once each. No cross-ad deduplication, so one person can be counted twice.
• 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.
• Dark boosts are creator-collab ads that never appear on the creator's profile.
• Posts were tagged with categories differently in Q2 2026 than in Q3 2026, so this page does not compare the category's share of the feed with earlier quarters.

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