Ravineo Quarterly Market Report
Home & Garden Influencer Marketing Benchmarks
Home & Garden is a small corner of the Italian creator feed, but brand money does much of the work in it. Against the prior quarter, the clearest movement is commercial. The share of category views gained on posts with paid support rose. On the wider measure that counts partnered, sponsored and boosted posts, the category sits near the top of the country's ranking, well above the typical category. That spending does not buy engagement at the same rate. Paid content engages below organic content across the category, and the gap falls unevenly from one brand to the next. Some brands' paid rates sit below their organic ones, while one brand's paid posts engage above its organic posts.
- Share of the feed
- 4.55%
- 9th of 21 categories
- Engagement rate
- 1.59% organic
- 1.17% paid
- Top 20 creators
- 14.03%
- of the category's views
- Official partnerships
- 15.98%
- 4th of 21 categories
Who are the most visible creators in Home & Garden in Italy?
Sara Luna Canola carries the most views on the list, at about 72.7 million. Hers is the only engagement rate the list prints, at 0.81%, so she is the one whose engagement stands apart. Valentina Ferragni and Aimee Song show views but no stored rate, which leaves no basis for setting them against her. A low rate on a high-reach creator can partly reflect more boosting, since paid distribution adds views faster than interactions. Views are not tightly held at the top. The 20 most viewed creators account for 14.03% of category views, so most of the audience is spread across a much longer tail of voices.
- 1
Sara Luna Canola@saralunacanola73M views0.81% ER - 2
Valentina Ferragni@valentinaferragni41M viewsER n/a - 3
Aimee Song@aimeesong40M viewsER n/a
The 20 most viewed creators hold 14.03% of all Home & Garden views in Italy.
7 more creators in the full reportWhat is a good engagement rate for Home & Garden content?
Paying costs engagement in Home & Garden. Organic content engages at 1.59%, and paid content sits noticeably below at 1.17%. Among the listed brands, the gap behaves very differently. Vileda reverses it, with paid content engaging at 4.43% against 2.05% organic. Its paid rate also added 2.39 pp on the prior quarter, while its organic rate barely moved. Electrolux holds its paid rate almost level with its organic one, the closest match on the table. Kenwood falls furthest below, with paid at 1.71% under organic. Its paid rate also slipped 0.74 pp on the prior quarter, a bigger drop than its organic rate took. So the same act of paying lifts one brand, leaves another flat and pulls a third down.
Engagement rate, organic against paid, Home & Garden, Italy, Q3 2026
Engagement divided by views across every post scored to the category. Paid covers posts declared as a partnership, sponsored, or boosted.
| Brand | Organic ER | Paid ER |
|---|---|---|
 Vileda | 2.05% | 4.43% |
 Electrolux | 2.05% | 2.04% |
 Kenwood | 1.97% | 1.71% |
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, Italy, Q3 2026 they carry 6.63% of the paid reach.
Paid reach that leaves no trace on a profile, Home & Garden, Italy, Q3 2026
Ads delivering in the quarter, pro-rated to the days each ran inside it. A boosted post and a dark ad count once each; one person can be counted twice across ads.
937K reach🎀✨MANUELA CARRIERO✨🎀@manuela_crrPaid by Kijimea - Italia18 ads839K reach
Martina Moretto | Designer e Content Creator@martinamatildemPaid by Freshly Cosmetics4 ads601K reach
Giordana e Matteo@giordanaematteoPaid by krups.italia2 ads
Also in the full report
- Timing of BoostingThe median boost starts 4 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.
