Food & Drink Influencer Marketing Benchmarks

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

Attention in the French feed concentrates elsewhere. Shopping & Fashion and Entertainment sit far above everything else, and Food & Drink belongs to the tight middle pack below them. At 14.4% of the feed it ranks fourth of 21, but the categories on either side are almost level with it: Beauty & Wellness at 16.5% just above, Sports & Fitness at 13.7% just below, and Luxury & Lifestyle at 11.8% not far behind. So the fourth place is narrow, a position shared with a cluster of lifestyle categories competing for a similar slice of the feed, rather than a clear lead over them.

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

Attention at the top of the category is spread thin. The 20 most viewed creators hold 15.1% of category views, so no small group of names controls what French audiences watch in Food & Drink. The three listed draw almost the same audience, each above 100 million views, yet their engagement splits them apart. Araya Alberta Hargate engages at 2.96% and Lou Elsener at 2.47%, while Toscane & Lucas engage at 1.07%, well under half the rate of either. Reach this close paired with engagement this far apart may point to how the views were earned. A lower rate can reflect more boosted distribution, because bought views widen reach without bringing the same share of interactions.

1. 1Araya Alberta Hargate@chomismaterialgirl113M views2.96% ER
2. 2Lou Elsener@louloukitchen_103M views2.47% ER
3. 3Toscane & Lucas@thewaywewantt100M views1.07% ER

The 20 most viewed creators hold 15.1% of all Food & Drink views in France.

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

Paid content in Food & Drink engages at 1.08%, well under half the 2.8% that organic posts earn. The listed brands differ in how much of their organic pull survives the paid step. Magnum keeps the most. Its paid rate of 2.46% is close to a third of its organic rate and not far below the category's organic benchmark, and it added 2.16 pp on the prior quarter. Coca-Cola sits at the other end, with 0.51% on paid, below the category's paid rate and a small fraction of its own organic rate. Its two rates also moved in opposite directions: organic added 2.91 pp on the prior quarter while paid slipped 1.79 pp. Kinder lands between the two, with a solid organic rate and a paid rate that keeps less of it than Magnum's.

Brand	Organic ER	Paid ER
Magnum	7.25%	2.46%
Kinder	6.87%	1.81%
Coca-Cola	5.55%	0.51%

How much of the category are official partnerships?

Counting every view earned by posts carrying a partnership, sponsorship or boost, Food & Drink ranks 6th of 21 at 14.1%, well above the cross-category median of 8.2%. That puts it among the more commercial categories without reaching the top group, where Tech & Gadgets stands clear of the rest. The quarterly share of views gained on paid-supported posts has been uneven. A jump to 9.6% early in the run was followed by a drop to 6.3% two quarters earlier. It then rose to 8.4% in the prior quarter and to 10.1% this quarter, the highest bar shown.

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, France, Q3 2026 they carry 9.71% of the paid reach.

• 11M reach
  Nadou | MAMA X 6@mama_nadou

  Paid by Booking.com2 ads
• 2M reach
  Andie Ella@andie_ella

  Paid by Shopify5 ads
• 1.4M reach
  Bertille@bertilledetrebons

  Paid by Typology4 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.

More influencer marketing benchmarks

All France benchmarksAll markets and categories