Luxury & Lifestyle Influencer Marketing Benchmarks

How much of the Italy creator feed is Luxury & Lifestyle?

Luxury & Lifestyle takes 11.9% of the Italian creator feed, fifth of 21 categories. That places it in the middle pack rather than the top tier. Two categories pull well clear: Shopping & Fashion at 31% and Entertainment at 30% each hold a far larger slice of attention. Below them the field bunches tightly. Beauty & Wellness, Food & Drink, Luxury & Lifestyle and Sports & Fitness are separated by small margins, so the order within that band rests on a few points either way. Luxury holds a real place in the Italian feed, but it competes for attention alongside a much larger fashion category.

Who are the most visible creators in Luxury & Lifestyle in Italy?

Valentina Ferragni and Chiara Ferragni sit almost level on views, yet engagement pulls them far apart. Chiara Ferragni's 2.07% stands apart from Valentina Ferragni's 0.21% and Elisa Maino's 0.5%, both well under the rate the category's organic posts reach. A low rate on a large view count can come from boosting, since bought reach adds views faster than it adds interactions. The two lower figures may therefore partly reflect paid distribution rather than a weaker audience response. Beyond these names, the 20 most viewed creators hold 16.6% of category views, so visibility here is not concentrated in a handful of accounts.

1. 1Valentina Ferragni@valentinaferragni468M views0.21% ER
2. 2Chiara Ferragni ✨@chiaraferragni454M views2.07% ER
3. 3ELISA MAINO@la_mainoo355M views0.5% ER

The 20 most viewed creators hold 16.58% of all Luxury & Lifestyle views in Italy.

What is a good engagement rate for Luxury & Lifestyle content?

In this category, paid posts engage at 1.08% against 2.55% for organic ones, well under half. The difference between brands is in how far each one's own paid rate drops. Coca-Cola has the strongest organic rate of the listed brands at 4.88% and the steepest fall: its paid posts engage at 0.45%, roughly a tenth of its organic level. Nike and Dolce & Gabbana both keep their paid rates at a little under half of organic, with Nike's 1.6% the highest paid figure in the table. The prior quarter separates those two. Nike's paid rate added 0.55 pp, while Dolce & Gabbana's dropped 3.36 pp even as its organic rate added 0.8 pp.

Brand	Organic ER	Paid ER
Coca-Cola	4.88%	0.45%
Nike	3.59%	1.6%
Dolce & Gabbana	3.38%	1.46%

How much of the category are official partnerships?

On views from posts carrying a partnership, sponsorship or boost, Luxury & Lifestyle ranks 8th of 21 categories at 8.0%, above the cross-category median of 5.5%. That makes it more commercial than the typical Italian category, though well short of the categories it sits beside in the feed. Shopping & Fashion and Beauty & Wellness both rank higher, as do Tech & Gadgets and Home & Garden. The quarterly measure of views gained on paid-supported posts has trended down. After a peak of 16.8% it eased back and held near 12.6% for two quarters, then dropped to 8.2%, the lowest of the five quarters shown.

Advertising you cannot see on a creator profile

Dark boosts are creator-collaboration ads that never appear on the creator’s profile. In Luxury & Lifestyle, Italy, Q3 2026 they carry 52.17% of the paid reach.

• 15M reach
  Giulia Andrea Gaudino@giuliagaudino

  Paid by Pandora5 ads
• 14M reach
  Ginevra Ferro@ginevraferro

  Paid by Capelli Pantene6 ads
• 6.8M reach
  Michelangelo@michelangelo.vizzini

  Paid by Magnum8 ads

Also in the full report

• Timing of BoostingThe median boost starts 3.5 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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