Beverages Influencer Marketing Benchmarks

What is a good engagement rate for Beverages content?

Paid Beverages content engages at about a third of the organic rate, which sets the bar for any brand putting money behind creators here. The three listed brands sit on opposite sides of the two benchmarks: each beats the organic average, and each falls short of the paid one. McDonald's holds its paid rate best at 0.72%, though that figure shed 0.93 pp on the prior quarter while its organic rate edged up. Heineken falls furthest, with paid engagement of 0.3% against 3.46% organic, and its paid rate barely moved on a quarter earlier. Powerade is the one brand whose paid rate added ground, up 0.44 pp.

Brand	Organic ER	Paid ER
McDonald's	4.14%	0.72%
Powerade	3.93%	0.58%
Heineken	3.46%	0.3%

Who are the most visible creators in Beverages in Italy?

Valentina Ferragni and Valentino Rossi draw almost identical view totals, but their engagement sits far apart: 2.5% for Valentino Rossi against 0.76% for Valentina Ferragni. Rossi's rate stands apart on this list and sits above the category's organic benchmark. Ferragni's lands closer to what paid content earns, and a rate that low may reflect more of her views being boosted. No engagement rate is shown for Chiara Biasi, so the contrast rests on the other two. The 20 most viewed creators hold 15.26% of category views, which leaves visibility in Beverages spread well beyond a handful of names.

1. 1Chiara Biasi@chiarabiasi76M viewsER n/a
2. 2Valentina Ferragni@valentinaferragni42M views0.76% ER
3. 3Valentino Rossi@valeyellow4642M views2.5% ER

The 20 most viewed creators hold 15.26% of all Beverages views in Italy.

How much of Beverages are official partnerships?

Counted by views instead of posts, paid support weighs considerably more. Posts with a paid partnership or a boost took 15.28% of Beverages views, down from 17.6% the prior quarter, a slip of 2.32 pp. That share combines content that was a paid collaboration from the start with organic posts boosted after the fact. Even so, most of what people watch in this category comes from posts with no paid support behind them.

Which Beverages posts got the most paid reach?

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

• 6M reach
  ANSELMO PRESTINI@anselmoprestini_

  Features Lipton1 ad
• 5.8M reach
  Valeria Vedovatti@valevedovatti

  Features Lipton Ice Tea1 ad
• 5.7M reach
  Andrea Cerioli@iamandreacerioli

  Features Lipton1 ad

Also in the full report

• Timing of BoostingThe median boost starts 1 day 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

• Beverages 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