Home & Garden Influencer Marketing Benchmarks

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

At 4.59% of the feed, Home & Garden ranks 9th of 21 categories. That is mid-table by rank but small by volume. The top of the feed belongs to Entertainment (TV, Film, Music) at 31.57% and Shopping & Fashion at 30.82%. Food & Drink, the closest neighbour for kitchen and household content, also sits well clear of it. The categories just above it, Education & Knowledge at 7.2% and Luxury & Lifestyle at 8.27%, are the nearest on the chart. Home & Garden is a niche slice of attention in a feed where shopping and food content draw far more views.

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

Iuliia Velcheva's engagement stands apart at 2.87%. Alicia Martínez and María Fernández are both cleaning-and-order accounts, by the hogar, limpieza and orden in their profile names. They sit at 0.63% and 1.24%. A low rate on a large view count does not by itself mean weak content. Views lifted by boosting can pull engagement rate down, so part of that gap can come from paid reach rather than audience response. Past these names, attention is spread wide: the 20 most viewed creators hold 16.19% of category views, a modest share for a top 20. No small group of accounts locks up the category.

1. 1Iuliia Velcheva@by_velcheva130M views2.87% ER
2. 2Alicia Martínez HOGAR•LIMPIEZA•ORDEN@aly_deco_home89M views0.63% ER
3. 3María Fernández✨ LIMPIEZA | ORDEN| HOGAR@marianordichouse82M views1.24% ER

The 20 most viewed creators hold 16.19% of all Home & Garden views in Spain.

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

As a category norm, organic Home & Garden content engages at 2.7%, and paid content at 1.55%, a little over half the organic rate. That average hides a wide spread between brands. Bambu Lab is the one listed brand whose paid rate beats its organic rate, at 9.84% paid against 6.63% organic, and both of its rates added ground on the prior quarter. Fairy sits at the other end. It has a strong 5.64% organic rate but only 1.58% paid, the furthest drop of the listed brands. Its paid rate also slipped 1.03 pp on the prior quarter even as its organic rate added 3.31 pp. Bork shows an organic rate only, so it offers no paid comparison.

Brand	Organic ER	Paid ER
BBambu Lab	6.63%	9.84%
Fairy	5.64%	1.58%
BBork	2.92%	—

How much of the category are official partnerships?

Measured on every view earned by posts that carry a partnership, sponsorship or boost, Home & Garden ranks 3rd of 21 at 17.02%, far above the cross-category median of 6.85%. Only Tech & Gadgets and Beauty & Wellness sit higher, with Food & Drink and Shopping & Fashion close behind. A category that is small in the feed is among the most heavily paid-supported. The quarterly picture points the same way. The share of views gained inside each quarter on paid-supported posts climbed from 4.96% to 10.92% across the five quarters shown, with one dip to 5.95% two quarters earlier. The latest bar is the highest 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 Home & Garden, Spain, Q3 2026 they carry 17.7% of the paid reach.

• 5.3M reach
  ᴏᴍᴀʀ ʙɪᴇʟꜱᴀ | ʜᴏᴍᴇᴅᴇᴄᴏʀ@omar_homedecor

  Paid by Sanytol4 ads
• 3.3M reach
  Rachihome Orden,Organizacion & lifestyle@rachihome

  Paid by Pelo Pantene3 ads
• 1.6M reach
  Marga Díaz@decorbymaggie

  Paid by Sanytol3 ads

Also in the full report

• Timing of BoostingThe median boost starts 6 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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