Home & Garden Influencer Marketing Benchmarks

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

Home & Garden takes 8.21% of the France creator feed, seventh of 21 categories. That puts it in the lower middle. It sits in a tight band with Travel & Outdoors just below and Luxury & Lifestyle a few points above. The top of the feed is a different scale: Shopping & Fashion and Entertainment each draw several times this category's share. Home & Garden competes for a slice of attention closer to lifestyle verticals than to the mass categories, which matters once you see how much paid money is concentrated in it.

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

Cleaning content leads the most visible creators. Two of the three handles are built around it, and the third trades in household tips. On engagement, Eva Ortega stands apart at 3.71%, with Jo & Tips close behind at 3.5%. Gabie Vigneault pulls far more views than either but engages at 2.84%, the lowest of the three. A gap like that often comes with reach that is partly bought, since boosting adds views faster than it adds interactions. Attention is fairly spread out: the 20 most viewed creators hold 20.17% of category views, so no small group of accounts owns the audience.

1. 1Gabie Vigneault@cleaningwithgabie129M views2.84% ER
2. 2Eva Ortega@cleanyourhomee77M views3.71% ER
3. 3Jo & Tips 🧪🇷🇪@jo.and.tips66M views3.5% ER

The 20 most viewed creators hold 20.17% of all Home & Garden views in France.

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

Organic content in Home & Garden engages at 2.6%, and paid content sits well below that at 1.76%. The brands in the table differ most on how much of that drop they absorb. Ryobi has the strongest organic rate of the three at 3.36%, yet it posts a paid rate of 0.4%, the deepest fall in the table. That paid rate also slipped 0.67 pp on the prior quarter. Einhell holds its paid content much closer to its organic level, at 2.49% paid against 3.08% organic, even though its paid rate lost 0.4 pp on a quarter earlier. Yardworks shows an organic rate but no paid figure, so it gives no read on the gap.

How much of the category are official partnerships?

Home & Garden is one of the most commercial categories in the French feed. Among posts published in the quarter, those carrying a partnership, sponsorship or boost account for 18.27% of views. That ranks third of 21 and sits far above the cross-category median of 8.22%. Only Tech & Gadgets and Beauty & Wellness rank higher, with Shopping & Fashion just behind. Within the quarter itself, the share of views gained on paid-supported posts reached 12.81%, the highest of the five quarters shown. It had dipped to 6.39% two quarters earlier before climbing back to 11.28% and then to its current level. That puts heavy commercial weight on a category holding under a tenth of the feed.

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, France, Q3 2026 they carry 3.09% of the paid reach.

• 866K reach
  Man🫶🏼@manon_blch_

  Paid by Good Goût1 ad
• 769K reach
  Chlo@chloebuiret

  Paid by DASH Water2 ads
• 440K reach
  Chlo@chloebuiret

  Paid by Typology1 ad

Also in the full report

• Timing of BoostingThe median boost starts 3 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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