Apparel & Accessories Influencer Marketing Benchmarks

What is a good engagement rate for Apparel & Accessories content?

Across the category, a paid post earns roughly half the engagement of an organic one. That average hides a wide spread among the listed brands. Puma comes closest to keeping its audience when it pays. Puma's paid rate of 2.89% sits above the category's organic benchmark and well above the paid average, and it added 1.92 pp on the prior quarter. Juventus and Adidas both land at 0.8% on paid posts, a small fraction of their organic rates. Juventus falls furthest, because its organic rate is the higher of the two. Adidas's paid rate slipped 0.43 pp from a quarter earlier, while its organic rate improved. For anyone benchmarking a paid budget here, the brand matters at least as much as the category average.

Brand	Organic ER	Paid ER
Puma	4.2%	2.89%
Juventus	3.86%	0.8%
Adidas	3.58%	0.8%

Who are the most visible creators in Apparel & Accessories in Italy?

The three listed creators combine large reach with clearly different engagement. Lautaro Javier Martinez stands apart at 3.59% engagement, comfortably above Paulo Dybala at 2.65% and Chiara Ferragni at 1.94%. That gap does not necessarily mean audiences respond less to Ferragni's posts. A lower rate can reflect more boosted reach, which adds views faster than it adds interactions. Visibility here is not held by a handful of names, either. The 20 most viewed creators account for 16.58% of category views, which leaves most of the attention spread well beyond the top of the list.

1. 1Paulo Dybala@paulodybala501M views2.65% ER
2. 2Chiara Ferragni ✨@chiaraferragni335M views1.94% ER
3. 3Lautaro Javier Martinez@lautaromartinez253M views3.59% ER

The 20 most viewed creators hold 16.58% of all Apparel & Accessories views in Italy.

How much of Apparel & Accessories are official partnerships?

Measured by views, paid support carries less weight in Apparel & Accessories than it did a quarter earlier. Posts with an official partnership (a platform label, a boost or an ad hashtag) gathered 7.62% of category views, down from 13.1% the prior quarter. That is a drop of 5.48 pp. Most of the views this category earns come from content no one paid to push.

Which Apparel & Accessories posts got the most paid reach?

Public creator posts that brands boosted with Meta ads in Apparel & Accessories, Italy, Q3 2026, ranked by the paid reach those ads delivered.

• 11M reach
  Nunzio Fresi@nunzio.fresi

  Features Nike1 ad
• 8.6M reach
  Il Boss del Freestyle@ilbossdelfreestyle

  Features Adidas1 ad
• 8.1M reach
  Emanuela Catalano@emanuelacatalano_

  Features Revolut6 ads

Also in the full report

• Timing of BoostingThe median boost starts 2 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

• Apparel & Accessories 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 Italy 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 Italy benchmarksAll markets and categories