Food & Drink Influencer Marketing Benchmarks

How much of the Spain creator feed is Food & Drink?

Food & Drink takes 11.91% of the Spain creator feed, fifth of 21 categories. That puts it outside the top tier. Entertainment (TV, Film, Music) and Shopping & Fashion each hold far larger shares, and Sports & Fitness sits clearly ahead as well. Its closest neighbour is Beauty & Wellness, only a short way above, while Luxury & Lifestyle trails at a visible distance. The category belongs to a crowded middle group of interests drawing similar levels of attention, not to the handful of categories that set the tone of the feed.

Who are the most visible creators in Food & Drink in Spain?

Two of the three listed creators engage in a narrow band, and the third breaks from it. Iuliia Velcheva and Roberto ChefBosquet draw close to the same reach and engage at 3.03% and 2.85%. Vinicius Jr. reaches roughly half their audience yet posts the highest rate of the three at 3.5%. A lower rate on bigger reach is not proof of weaker content. Boosted views tend to pull engagement rate down, so part of the gap may reflect how much of that reach was paid for. Visibility in the category is also widely spread: the 20 most viewed creators hold 9.75% of category views, so no small group of names accounts for most of its attention.

1. 1Iuliia Velcheva@by_velcheva221M views3.03% ER
2. 2Roberto ChefBosquet@chefbosquet212M views2.85% ER
3. 3Vinicius Jr. ⚡️🇧🇷@vinijr107M views3.5% ER

The 20 most viewed creators hold 9.75% of all Food & Drink views in Spain.

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

Paid Food & Drink content engages at 1%, well under half the 2.64% organic rate. The listed brands show how wide that drop can run. Coca-Cola holds its paid rate closest to its organic one, at 1.1% against 3.39%. Oreo's paid posts sink the most against a strong organic rate. At 0.49%, Oreo has the only listed paid rate below the category's 1%. Nutella has the highest organic engagement of the three, but its two rates moved apart against the prior quarter: organic added 1.84 pp while paid slipped 1.17 pp, so its paid rate held up worse than a quarter earlier.

Brand	Organic ER	Paid ER
Nutella	4.73%	1.11%
Oreo	3.84%	0.49%
Coca-Cola	3.39%	1.1%

How much of the category are official partnerships?

On the share of views earned by posts carrying a partnership, sponsorship or boost, Food & Drink ranks 4th of 21 at 15.45%, well above the cross-category median of 6.85%. It sits in the upper group behind Tech & Gadgets, Beauty & Wellness and Home & Garden, and almost level with Shopping & Fashion. That places it alongside categories built around buying products, not near the middle of the ranking. Across the quarters shown, the share of views gained on paid-supported posts dipped to 6.24% two quarters earlier, then rose in each of the next two quarters to 13.71%, the highest bar in the series.

Advertising you cannot see on a creator profile

Dark boosts are creator-collaboration ads that never appear on the creator’s profile. In Food & Drink, Spain, Q3 2026 they carry 7.72% of the paid reach.

• 5.8M reach
  Oscar Carrasco Fernández@oscaritocomedia

  Paid by Gillette España3 ads
• 4.6M reach
  Noel Horcajada@noelhorcajada

  Paid by Head and Shoulders5 ads
• 4.2M reach
  Guille Fernandez@guillefernandez

  Paid by Fanta2 ads

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.
• 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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