Ravineo Quarterly Market Report
Shopping & Fashion Influencer Marketing Benchmarks
In Spain, fashion content competes for the top of the creator feed with entertainment, not with the rest of retail. Against the prior quarter, money behind the category added ground, as a larger slice of its views came on posts with paid support. It also ranks among the more commercial categories in the country, well clear of the cross-category median on partnered, sponsored and boosted views. That money buys reach more than response: paid posts engage at well under half the organic rate, the usual pattern, though how far each brand falls varies widely. What sets this market apart is who carries the visibility. Much of it runs through football, from the creators most seen in the category to the brands whose engagement is tracked here.
- Share of the feed
- 30.82%
- 2nd of 21 categories
- Engagement rate
- 3.19% organic
- 1.35% paid
- Top 20 creators
- 10.93%
- of the category's views
- Official partnerships
- 15.35%
- 5th of 21 categories
Who are the most visible creators in Shopping & Fashion in Spain?
Engagement splits these names more sharply than views do. Vinicius Jr. and Jude Bellingham, both names from football, sit close together at 3.57% and 3.74%. Inés pulls 6.91%, well clear of both, on a view count in the same range as theirs. The lower rates do not necessarily mean weaker audiences: when a share of views comes from boosting, reach grows faster than reactions, and lower engagement may be a result of more boosting. Beyond the headline names, attention is spread thin. The 20 most viewed creators hold only about 11% of category views, so no small group of accounts owns this feed.
- 1
Vinicius Jr. ⚡️🇧🇷@vinijr740M views3.57% ER - 2
Inés@ineesgaarcia696M views6.91% ER - 3
Jude Bellingham@judebellingham498M views3.74% ER
The 20 most viewed creators hold 10.93% of all Shopping & Fashion views in Spain.
7 more creators in the full reportWhat is a good engagement rate for Shopping & Fashion content?
Across the category, organic content engages at 3.2% and paid content at 1.35%, well under half. A drop is normal everywhere. What varies is how far each brand falls, and these three sit at opposite ends. FC Barcelona does not fall at all. Its paid rate of 5.59% edges above its organic 5.48%, and that paid rate added 3.21 pp on the prior quarter. Emirates sits at the other end, with paid at 1.63% against 3.8% organic, close to the category's own paid level. Adidas falls between the two, with its paid rate up 1.06 pp on the prior quarter. All three paid rates held up better than a quarter earlier, while their organic rates barely moved. The table is led by a club, with an airline and a sportswear label beside it, which fits the football thread running through this category.
Engagement rate, organic against paid, Shopping & Fashion, Spain, Q3 2026
Engagement divided by views across every post scored to the category. Paid covers posts declared as a partnership, sponsored, or boosted.
| Brand | Organic ER | Paid ER |
|---|---|---|
 FC Barcelona | 5.48% | 5.59% |
 Emirates | 3.8% | 1.63% |
 Adidas | 3.83% | 2.19% |
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, Spain, Q3 2026 they carry 18.08% of the paid reach.
Paid reach that leaves no trace on a profile, Shopping & Fashion, Spain, Q3 2026
Ads delivering in the quarter, pro-rated to the days each ran inside it. A boosted post and a dark ad count once each; one person can be counted twice across ads.
18M reach
leonor@nora.filmssPaid by Disney+14 ads12M reach
Bea Carpio 👩🏻⚕️🌪@bea_carpio_Paid by Disney+2 ads6.3M reach
Natalia Sánchez@natasanchezmolPaid by Freshly Cosmetics32 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.
