Shopping & Fashion Influencer Marketing Benchmarks

How much of the Germany creator feed is Shopping & Fashion?

No other category comes close. At 35.5%, Shopping & Fashion holds more than a third of the feed and ranks 1st of 21 categories, with Entertainment the only one within reach of it. Below that the field flattens out. Food & Drink and Beauty & Wellness sit almost level with each other, well under the leader. Luxury & Lifestyle, the category closest to fashion in subject, lands near the bottom of the chart, roughly level with Home & Garden. This is an everyday category rather than a niche one, competing for attention with general entertainment more than with its neighbours in luxury or beauty.

Who are the most visible creators in Shopping & Fashion in Germany?

Reach and engagement pull in opposite directions in this list. Heidi Klum carries by far the largest audience, but her engagement rate of 0.15% stands apart from the others. Paula Döringer reaches the smallest audience of the three and posts the strongest rate at 0.87%, with Dagi in between on both measures. A very low rate on a very large audience can reflect heavy boosting: bought reach, dark posts included, adds views faster than it adds interactions. The wider picture is dispersed. The 20 most viewed creators hold only 10.15% of category views, so attention spreads well beyond the familiar names.

1. 1Heidi Klum@heidiklum1.2B views0.15% ER
2. 2Dagi@dagibee613M views0.55% ER
3. 3Paula Döringer@paula_doeringer325M views0.87% ER

The 20 most viewed creators hold 10.15% of all Shopping & Fashion views in Germany.

What is a good engagement rate for Shopping & Fashion content?

For the category as a whole, paid content engages at 1.06%, well under half of the 2.42% organic rate. The listed brands show where the real differences lie. All three engage above the category on organic content, with Dior at 3.63%, yet their paid rates bunch tightly together, so a stronger organic base does not carry over once a post is paid. Adidas holds its paid rate closest to its organic one (1.12% against 3.09%). Dior falls furthest: the highest organic rate in the table, and a paid rate that lands exactly on the category paid figure. Dior's paid engagement slipped 0.41 pp on the prior quarter, while Adidas added 0.28 pp on paid. Puma moved most on the organic side, adding 1.13 pp.

Brand	Organic ER	Paid ER
Dior	3.63%	1.06%
Puma	3.61%	1.14%
Adidas	3.09%	1.12%

How much of the category are official partnerships?

Paid support is a large part of how this category reaches its audience. On views of posts carrying a partnership, sponsorship or boost, Shopping & Fashion ranks 3rd of 21 at 16.61%, far above the 5.83% cross-category median. Only Tech & Gadgets and Beauty & Wellness sit higher, and both are close to each other. The other measure, the share of views gained inside each quarter on paid-supported posts, has moved unevenly. It started the run at 14.46%, peaked at 21.68% three quarters back, eased over the next two quarters, and climbed to 19.36% in the latest one. The latest reading sits above where the run began but below its peak.

Advertising you cannot see on a creator profile

Dark boosts are creator-collaboration ads that never appear on the creator’s profile. In Shopping & Fashion, Germany, Q3 2026 they carry 12.49% of the paid reach.

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

  Paid by REWE1 ad
• 9.7M reach
  @brauchensie_s

  Paid by Temu Germany4,646 ads
• 8.2M reach
  dear_nithi@dear_nithi

  Paid by Fairy Germany3 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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