Food & Snacks Influencer Marketing Benchmarks

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

The category-wide drop on paid content hides three very different brand stories. Nutella falls furthest. Its organic posts engage at 5.17%, but its paid content lands at 1.11%. Over the prior quarter the two moved in opposite directions: organic added 2.23 pp while paid slipped 1.17 pp. KitKat follows the same pattern less sharply, with its paid rate slipping 0.83 pp on the prior quarter. Lay's runs the other way, at 6.96% paid against 3.74% organic. It is the only listed brand whose paid content out-engages its own organic posts, and its paid rate added 5.33 pp on the prior quarter. Among the listed snack brands, paying costs engagement for some and adds it for one.

Brand	Organic ER	Paid ER
Nutella	5.17%	1.11%
KitKat	5.14%	1.54%
Lay's	3.74%	6.96%

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

Among the most visible creators, reach and engagement come apart. Joaquin Gomes stands apart at 8.13%, while CENANDO CON PABLO draws a comparable volume of views at 1.6%. Vinicius Jr. sits between the two at 3.77% on a far larger audience. A low rate on large view counts can reflect boosting, since bought views add reach without bringing interactions in the same proportion. That makes the 1.6% a possible sign of paid amplification rather than a verdict on how audiences received the content. Visibility is also spread thin at the top: the 20 most viewed creators hold 12.1% of category views, so no small group of names controls what Food & Snacks audiences see.

1. 1Vinicius Jr. ⚡️🇧🇷@vinijr135M views3.77% ER
2. 2Joaquin Gomes@lafamiliagomes44M views8.13% ER
3. 3CENANDO CON PABLO@cenandoconpablo42M views1.6% ER

The 20 most viewed creators hold 12.1% of all Food & Snacks views in Spain.

How much of Food & Snacks are official partnerships?

Paid partnerships and boosts account for roughly a fifth of what Food & Snacks audiences watch. Posts with paid support took 19.37% of the category's views, against 19.38% the prior quarter. The 0.01 pp slip leaves the share where it was. Paid reach in this category held its level from one quarter to the next.

Which Food & Snacks posts got the most paid reach?

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

• 5.7M reach
  Paloma Reina@palomaremeso

  Features Hero Baby1 ad
• 5.3M reach
  ALICIA@byhermoss

  Features Fuze Tea1 ad
• 5M reach
  Cocina con Coqui@cocinaconcoqui

  Features Doritos2 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.

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 Spain 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 Spain benchmarksAll markets and categories