Shopping & Fashion Influencer Marketing Benchmarks

How much of the United Kingdom creator feed is Shopping & Fashion?

It leads the feed. At 35.5%, Shopping & Fashion ranks first of 21 categories, and only Entertainment (TV, Film, Music), at 30%, comes close. Behind those two the field thins out. Beauty & Wellness and Sports & Fitness sit at around 16% and 15%, each under half the category's share. Luxury & Lifestyle draws 8.3%, so far more of the feed is tagged to mainstream shopping and fashion than to the luxury end.

Who are the most visible creators in Shopping & Fashion in United Kingdom?

Reach and response come apart at the top of this list. skincarewithqm and diyaaa 🌙🌏 each pull roughly half a billion views, yet engage at 0.08% and 0.06%. Saurabh Pandey stands apart at 2.03% on a comparable view count. Engagement that thin on that much reach may reflect more boosting behind those posts. Even accounts this large do not concentrate the category. The 20 most viewed creators hold 7.73% of its views, so attention is spread widely across creators.

1. 1skincarewithqm@skincarewithqm543M views0.08% ER
2. 2diyaaa 🌙🌏@lavendersloveee__511M views0.06% ER
3. 3Saurabh Pandey@saurabhinsync479M views2.03% ER

The 20 most viewed creators hold 7.73% of all Shopping & Fashion views in United Kingdom.

What is a good engagement rate for Shopping & Fashion content?

Paid posts in Shopping & Fashion engage at 1.42%, well under half the 3.45% organic rate. The listed brands are more telling than the average. Their organic rates are almost level, all close to 4.3%, but their paid rates split apart. Adidas holds paid engagement at 2.21%, the closest to its organic rate, and its paid rate added 0.28 pp on the prior quarter. Louis Vuitton falls furthest, to 0.99%, after its paid rate dropped 1.45 pp on the prior quarter. Gucci sits between the two on paid. Its organic rate added 0.85 pp on the prior quarter while its paid rate barely moved.

Brand	Organic ER	Paid ER
Gucci	4.28%	1.15%
Adidas	4.35%	2.21%
Louis Vuitton	4.27%	0.99%

How much of the category are official partnerships?

On commercial weight, Shopping & Fashion ranks 4th of 21 categories. Posts published in the quarter that carry a partnership, sponsorship or boost account for 15.7% of its views, well above the cross-category median of 7.1%. Only Tech & Gadgets, Beauty & Wellness and Business & Careers rank higher. The share of views earned inside each quarter on posts with paid support has not moved in a straight line. It stood at 20.2% three quarters earlier, fell to its lowest point two quarters earlier, and has risen in each quarter since, reaching 19.2%.

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, United Kingdom, Q3 2026 they carry 19.26% of the paid reach.

• 16M reach
  Andrew Georgiades@andrewgeorgiades

  Paid by Ralph Lauren38 ads
• 8.4M reach
  OLIVIA ATTWOOD@olivia_attwood

  Paid by LOOKFANTASTIC8 ads
• 7M reach
  VeryBritishProblems@verybritishproblemsofficial

  Paid by yfood6 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.

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