Home & Garden Influencer Marketing Benchmarks

How much of the United Kingdom creator feed is Home & Garden?

Home & Garden ranks 7th of 21 categories at 7.75% of the feed, squarely in the middle pack. Shopping & Fashion and Entertainment operate on a different scale, each several times its size, and Beauty & Wellness, Sports & Fitness and Food & Drink form a second tier well clear of it. Its real company is Luxury & Lifestyle just above and Travel & Outdoors just below. Home & Garden draws attention on a scale closer to those two than to the fashion and entertainment content that leads UK creator feeds, so brands here compete for a smaller pool of views.

Who are the most visible creators in Home & Garden in United Kingdom?

Engagement splits widely among the most visible accounts. Anastasiia Klymko (louie.hacks) engages at 2.28% and Joseph's Machines at 1.31%. The lg_global account stands apart at 0.36%, well below both. Low engagement on large view counts can come from heavier boosting, which adds reach without adding interactions at the same pace, so that rate may reflect how the views were distributed as much as the content itself. Attention is not locked up by a few names: the 20 most viewed creators hold 15.21% of category views, so most of the category's attention sits with accounts outside that group.

1. 1Anastasiia Klymko@louie.hacks276M views2.28% ER
2. 2LG Global@lg_global171M views0.36% ER
3. 3Joseph's Machines@josephsmachines157M views1.31% ER

The 20 most viewed creators hold 15.21% of all Home & Garden views in United Kingdom.

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

Paid posts engage at 1.54%, a little over half the 2.75% organic rate. The listed brands show how differently that drop lands. All three engage above the category's organic rate on their own posts, yet both paid rates in the table sit below the category's paid figure. Smeg holds its paid rate closest to its organic one, at 1.24%, about a third of what it earns organically, and that paid rate added 0.39 pp on the prior quarter. KitchenAid falls furthest, to 0.6% on paid, after its paid rate slipped 1.99 pp from a quarter earlier, a much steeper drop than its organic rate saw. Magic Bullet shows only an organic rate, which added 2.31 pp on the prior quarter.

Brand	Organic ER	Paid ER
MMagic Bullet	4.02%	—
Smeg	4.09%	1.24%
KitchenAid	3.61%	0.6%

How much of the category are official partnerships?

Measured by views on posts carrying a partnership, sponsorship or boost, Home & Garden ranks 5th of 21 at 13%, well above the 7.09% cross-category median. That puts it nearer to Shopping & Fashion than to the median, with Food & Drink almost level just below. Only Tech & Gadgets stands far out ahead. Home & Garden is more commercial than its 7th place in the feed would suggest. On a separate measure, the share of views gained within each quarter on paid-supported posts rose from 4.49% four quarters earlier to 8.18%, dipping once along the way and adding a little on the prior quarter.

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, United Kingdom, Q3 2026 they carry 14.73% of the paid reach.

• 4.4M reach
  Bethany Tyson@bethanyhome_

  Paid by SURI / discoversuri93 ads
• 4.3M reach
  Angela McGill@aspen.home.x

  Paid by SURI / discoversuri16 ads
• 2.5M reach
  Beth Turbutt-Rogers@budgetingmumofficial

  Paid by Butternut Box9 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.

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