Food & Snacks Influencer Marketing Benchmarks

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

In Food & Snacks a paid post earns 1.22% engagement where an organic one earns 2.93%, so a paid rate around half of organic is roughly par here. The three listed brands work at another level. Each one's organic rate is more than double the category's, and their paid rates also clear the category's paid figure. Paying costs all three a steep and similar drop. Magnum keeps the highest paid rate and Kinder sits lowest. The prior quarter is where they split. Magnum's paid rate added 1.81 pp and Kinder's added 0.65 pp, both moving with their organic gains. Bonne Maman added 5.89 pp organically, the most of the three, yet its paid rate slipped 1 pp on the quarter before. Its organic content gained ground while its paid content gave some up.

Brand	Organic ER	Paid ER
Magnum	7.19%	2.1%
Bonne Maman	7.04%	1.98%
Kinder	6.69%	1.81%

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

Reach and engagement pull apart among the category's most visible creators. Lili Azian and Chris Joyz both engage above 8%, close to the listed brands' organic rates. Rosanna Gray stands apart at 3.26%, near the category's organic benchmark, despite pulling tens of millions of views. A lower rate on a large view count can come from boosting, since bought reach adds views without adding the same share of interactions. The figures here do not show how much of any creator's reach was paid for. Visibility is spread out: the 20 most viewed creators hold 21.6% of category views, so most of the audience sits outside that group.

1. 1Lili Azian@liliazian91M views8.25% ER
2. 2Rosanna Gray@organizewithrosie60M views3.26% ER
3. 3𝑪𝒉𝒓𝒊𝒔 𝑱𝒐𝒚𝒛@chris_joyz48M views8.73% ER

The 20 most viewed creators hold 21.56% of all Food & Snacks views in France.

How much of Food & Snacks are official partnerships?

Counted in views rather than posts, paid support weighs more in Food & Snacks than the post figures suggest. Posts carrying a paid partnership or boost drew 18.1% of the category's views, up from 17.3% the prior quarter, an increase of 0.77 pp. Fewer than a fifth of views go to paid content. The rest of the category's audience reaches products through content that no one paid to place or push.

Which Food & Snacks posts got the most paid reach?

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

• 17M reach
  Claire Grand-Clement@danslacuisinedeclaire

  Features Doritos2 ads
• 5.6M reach
  Adèle 🎀 DIY@adele_renove

  Features IKEA2 ads
• 5.3M reach
  Sophie Davant@sophie_davant

  Features Japhy2 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.

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 France 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 France benchmarksAll markets and categories