Shopping & Fashion Influencer Marketing Benchmarks

How much of the Italy creator feed is Shopping & Fashion?

First of 21 categories with 31% of the feed, but the margin is thin: Entertainment (TV, Film, Music) sits almost level at 30.1%. Those two form a tier of their own. Beauty & Wellness and Food & Drink each draw roughly half the attention fashion does or a little less. Luxury & Lifestyle, the category closest in subject matter, sits at 11.9%. For a brand, this is the largest audience pool in the Italian feed, and the content it sits nearest to in reach is entertainment, not luxury or beauty.

Who are the most visible creators in Shopping & Fashion in Italy?

The names at the top of fashion visibility share a surname but not an engagement profile. Chiara Ferragni engages at 2%, a level that stands apart from the other two. Valentina Ferragni turns her views into interactions at 0.25%, and Elisa Maino at 0.52%. Reach on this scale does not bring engagement with it automatically. A low rate may partly reflect more boosting, since bought views widen an audience without adding interactions at the same pace. Visibility is also spread well beyond the biggest accounts: the 20 most viewed creators together hold 12.2% of category views, so most of the category's attention sits elsewhere.

1. 1Valentina Ferragni@valentinaferragni560M views0.25% ER
2. 2Chiara Ferragni ✨@chiaraferragni507M views2% ER
3. 3ELISA MAINO@la_mainoo418M views0.52% ER

The 20 most viewed creators hold 12.24% of all Shopping & Fashion views in Italy.

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

Across the category, paid content engages at 1% against 2.23% organic, so a paid post earns less than half the interaction rate of an unpaid one. That gap is the norm. What varies is how much of it each brand absorbs. Puma gives up very little, at 2.69% paid against 2.94% organic, and its paid rate added 1.93 pp on the prior quarter. Adidas sits at the other end: an organic rate above 3% drops to 0.9% on paid posts, just below the category's paid level. Dolce & Gabbana lands in between, though its paid rate slipped 2.82 pp from a quarter earlier while its organic rate added ground. Three brands with similar organic engagement end up far apart once they pay.

Brand	Organic ER	Paid ER
Dolce & Gabbana	3.18%	1.79%
Puma	2.94%	2.69%
Adidas	3.07%	0.9%

How much of the category are official partnerships?

Fashion ranks third of 21 categories on commercial weight. 16.8% of views on posts published in the quarter came on posts carrying a partnership, sponsorship or boost, against a cross-category median of 5.5%. Only Tech & Gadgets and Beauty & Wellness sit higher, with Home & Garden close behind. Measured inside each quarter, the share of views earned on paid-supported posts started at 16.2% and peaked at 23.55% in the second quarter shown. It held just under 20% for the next two, then added ground in the latest to 20.35%.

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, Italy, Q3 2026 they carry 18.21% of the paid reach.

• 15M reach
  Giulia Andrea Gaudino@giuliagaudino

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

  Paid by Capelli Pantene6 ads
• 14M reach
  Vi🍒@vittoria.milanese

  Paid by Capelli Pantene8 ads

Also in the full report

• Timing of BoostingThe median boost starts 3 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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