This page collects statistics that Kyra, a creator marketing company, has already published and checked on its own benchmark, calculator and data pages. There's no new research here. Each statistic is one sentence that says what was measured, on which platform, where, across how many posts or creators and over what dates, and links to the page it comes from. That page has the full method, including what was left out.
Every engagement figure is a median, not an average, so a few viral posts don't skew it. TikTok, Instagram and YouTube count engagement differently, so compare each figure only with figures from the same platform. A "median creator" figure takes each creator's own median first; a "median post" figure counts every post once. The two aren't the same number.
You're welcome to quote these statistics. Please credit Kyra and link to the statistic or the page it comes from.
Influencer marketing engagement rate statistics 2026
- The median UK or US micro TikTok creator (10,000 to 99,999 followers) tracked by Kyra had an engagement rate by views of 8.2%, (likes + comments + shares + saves) ÷ views, from July to September 2026, across 265,362 creators with at least 5 posts. (TikTok engagement rate benchmarks)
- Among UK and US micro TikTok creators (10,000 to 99,999 followers), the top quarter had a median engagement rate by views above 11.9%, and the top tenth above 16.4%, July to September 2026, across 265,362 creators with at least 5 posts. (TikTok engagement rate benchmarks)
- The median TikTok post by a UK or US micro creator (10,000 to 99,999 followers) had an engagement rate by views of 8.1%, (likes + comments + shares + saves) ÷ views, across 4,464,724 posts from July to September 2026. (TikTok engagement rate benchmarks)
- Among UK and US micro TikTok creators, the median creator's engagement rate by views ranged from 4.7% for scripted drama to 10.3% for motivation, depending on content category, July to September 2026. (TikTok engagement rate benchmarks)
- The median UK or US micro TikTok creator had an engagement rate by views of 8.2% in beauty, 4.9% in technology and 9.6% in fashion, (likes + comments + shares + saves) ÷ views, July to September 2026. (TikTok engagement rate benchmarks)
- The median UK or US micro Instagram creator (10,000 to 99,999 followers) tracked by Kyra had an engagement rate by plays of 3.1% on their Reels and videos, (likes + comments) ÷ plays, from July to September 2026, across 13,894 creators with at least 5 of them. (Instagram engagement rate benchmarks)
- Among UK and US micro Instagram creators (10,000 to 99,999 followers), the top quarter had a median engagement rate by plays above 4.8%, and the top tenth above 7.0%, July to September 2026, across 13,894 creators with at least 5 Reels or videos. (Instagram engagement rate benchmarks)
- By followers, counting every post, the median UK or US micro Instagram creator (10,000 to 99,999 followers) had an engagement rate of 0.89%, (likes + comments) ÷ followers, across 16,803 creators with at least 5 posts, July to September 2026. (Instagram engagement rate benchmarks)
- Among UK and US micro Instagram creators, the median creator's engagement rate by plays ranged from 2.5% for family to 6.2% for animals and pets, depending on content category, July to September 2026. (Instagram engagement rate benchmarks)
- Kyra's TikTok engagement rate benchmarks cover 8,156,113 TikTok posts by 642,741 UK and US creators with at least 1,000 followers, uploaded July to September 2026, with posts flagged as advertising, TikTok Shop posts and posts captured less than 7 days after upload left out. (TikTok engagement rate benchmarks)
- Kyra's Instagram engagement rate benchmarks cover 2,561,399 Instagram posts by 112,812 UK and US creators with at least 1,000 followers, uploaded July to September 2026: 1,858,428 Reels and videos, 517,429 carousels and 185,542 photos. (Instagram engagement rate benchmarks)
TikTok engagement rate by creator tier 2026
Each creator's median rate across their posts, for UK and US creators tracked by Kyra, July to September 2026. Tiers use current follower counts.
- The median UK or US nano TikTok creator (1,000 to 9,999 followers) had an engagement rate by views of 8.7%, (likes + comments + shares + saves) ÷ views, and 1.5% by followers, July to September 2026, across 22,375 creators with at least 5 posts. (TikTok engagement rate by tier)
- The median UK or US micro TikTok creator (10,000 to 99,999 followers) had an engagement rate by views of 8.2%, (likes + comments + shares + saves) ÷ views, and 0.64% by followers, July to September 2026, across 265,362 creators with at least 5 posts. (TikTok engagement rate by tier)
- The median UK or US mid-tier TikTok creator (100,000 to 499,999 followers) had an engagement rate by views of 7.7%, (likes + comments + shares + saves) ÷ views, and 0.15% by followers, July to September 2026, across 119,889 creators with at least 5 posts. (TikTok engagement rate by tier)
- The median UK or US macro TikTok creator (500,000 to 999,999 followers) had an engagement rate by views of 7.8%, (likes + comments + shares + saves) ÷ views, and 0.17% by followers, July to September 2026, across 16,742 creators with at least 5 posts. (TikTok engagement rate by tier)
- The median UK or US mega TikTok creator (1,000,000 followers or more) had an engagement rate by views of 8.4%, (likes + comments + shares + saves) ÷ views, and 0.18% by followers, July to September 2026, across 14,766 creators with at least 5 posts. (TikTok engagement rate by tier)
- By views, the median UK or US TikTok creator's engagement rate sits between 7.7% and 8.7% in every follower tier; by followers it falls from 1.5% for nano creators to 0.15% for mid-size creators (100,000 to 499,999 followers), July to September 2026. (Why engagement rate by followers falls)
Instagram engagement rate by creator tier 2026
For UK and US creators, July to September 2026: the median creator by followers, counting every post, and the median Reel or video by plays. The micro tier's median creator figures are in the first section. Tiers use current follower counts.
- By followers, counting every post, the median UK or US nano Instagram creator (1,000 to 9,999 followers) had an engagement rate of 1.9%, (likes + comments) ÷ followers, July to September 2026, across 1,400 creators with at least 5 posts. (Instagram engagement rate by tier)
- The median Reel or video by a UK or US nano Instagram creator (1,000 to 9,999 followers) had an engagement rate by plays of 2.9%, (likes + comments) ÷ plays, across 24,508 Reels and videos, July to September 2026. (Instagram engagement rate by tier)
- The median Reel or video by a UK or US micro Instagram creator (10,000 to 99,999 followers) had an engagement rate by plays of 3.1%, (likes + comments) ÷ plays, across 287,673 Reels and videos, July to September 2026. (Instagram engagement rate by tier)
- By followers, counting every post, the median UK or US mid-tier Instagram creator (100,000 to 499,999 followers) had an engagement rate of 0.33%, (likes + comments) ÷ followers, July to September 2026, across 57,970 creators with at least 5 posts. (Instagram engagement rate by tier)
- The median Reel or video by a UK or US mid-tier Instagram creator (100,000 to 499,999 followers) had an engagement rate by plays of 3.2%, (likes + comments) ÷ plays, across 1,142,170 Reels and videos, July to September 2026. (Instagram engagement rate by tier)
- By followers, counting every post, the median UK or US macro Instagram creator (500,000 to 999,999 followers) had an engagement rate of 0.38%, (likes + comments) ÷ followers, July to September 2026, across 8,905 creators with at least 5 posts. (Instagram engagement rate by tier)
- The median Reel or video by a UK or US macro Instagram creator (500,000 to 999,999 followers) had an engagement rate by plays of 3.4%, (likes + comments) ÷ plays, across 222,276 Reels and videos, July to September 2026. (Instagram engagement rate by tier)
- By followers, counting every post, the median UK or US mega Instagram creator (1,000,000 followers or more) had an engagement rate of 0.36%, (likes + comments) ÷ followers, July to September 2026, across 7,632 creators with at least 5 posts. (Instagram engagement rate by tier)
- The median Reel or video by a UK or US mega Instagram creator (1,000,000 followers or more) had an engagement rate by plays of 3.3%, (likes + comments) ÷ plays, across 181,801 Reels and videos, July to September 2026. (Instagram engagement rate by tier)
Beauty creator engagement statistics 2026
From Kyra's beauty creator content benchmarks, which cover UK and US beauty creators' posts from July to September 2026. That page has the method, including what was left out.
- Among UK and US beauty creators' posts tracked by Kyra, the median TikTok post not flagged as advertising had a 7.8% engagement rate by views, (likes + comments + shares + saves) ÷ views, across 660,735 posts from 1 July to 30 September 2026. (Beauty creator benchmarks 2026)
- The median Instagram video by a UK or US beauty creator, not flagged as advertising, had a 2.7% engagement rate by views, (likes + comments) ÷ plays, across 191,754 videos and Reels from 1 July to 30 September 2026. (Beauty creator benchmarks 2026)
- The median YouTube video by a UK or US beauty creator, not flagged as advertising, had a 3.6% engagement rate by views, (likes + comments) ÷ views, across 10,836 Shorts and long-form videos from 396 channels, 1 July to 30 September 2026. (Beauty creator benchmarks 2026)
- Among UK and US beauty creators' posts not flagged as advertising, get ready with me (GRWM) posts had the highest median engagement rate of the caption-tagged formats studied: 9.3% by views on TikTok, 1.19 times the median post (15,049 posts), and 3.6% on Instagram, 1.32 times (5,156 videos with views), 1 July to 30 September 2026. (Beauty benchmarks by content format)
- On TikTok, UK and US beauty creators' before-and-after and transformation posts had the lowest median engagement rate of the tagged formats, 5.2% by views or 0.67 times the median post, across 10,559 posts not flagged as advertising, 1 July to 30 September 2026. (Beauty benchmarks by content format)
- US beauty creators' posts had higher observed median engagement rates by views than UK posts: 8.1% against 6.8% on TikTok, and 2.9% against 2.1% on Instagram, for posts not flagged as advertising from 1 July to 30 September 2026. (Beauty creator benchmarks 2026)
Fashion creator engagement statistics 2026
From Kyra's fashion creator content benchmarks, which cover UK and US fashion creators' posts from July to September 2026. That page has the method, including what was left out.
- Among UK and US fashion creators' posts tracked by Kyra, the median TikTok post not flagged as advertising had a 9.3% engagement rate by views, (likes + comments + shares + saves) ÷ views, across 1,142,625 posts from 1 July to 30 September 2026. (Fashion creator benchmarks 2026)
- The median Instagram video by a UK or US fashion creator, not flagged as advertising, had a 2.8% engagement rate by views, (likes + comments) ÷ plays, across 220,130 videos and Reels from 1 July to 30 September 2026. (Fashion creator benchmarks 2026)
- The median YouTube video by a UK or US fashion creator, not flagged as advertising, had a 3.4% engagement rate by views, (likes + comments) ÷ views, across 6,061 Shorts and long-form videos from 262 channels, 1 July to 30 September 2026. (Fashion creator benchmarks 2026)
- On TikTok, UK and US fashion creators' outfit of the day (OOTD) and fit check posts were the only caption-tagged format above the median post: 9.8% by views, 1.06 times, across 35,173 posts not flagged as advertising, 1 July to 30 September 2026. (Fashion benchmarks by content format)
- Among UK and US fashion creators' posts not flagged as advertising, try-on posts had the lowest median engagement rate of the tagged formats on both platforms: 6.3% by views on TikTok, 0.68 times the median post (1,853 posts), and 2.3% on Instagram, 0.81 times (973 videos with views), 1 July to 30 September 2026. (Fashion benchmarks by content format)
- US fashion creators' posts had higher observed median engagement rates by views than UK posts: 9.5% against 8.3% on TikTok, and 3.1% against 2.0% on Instagram, for posts not flagged as advertising from 1 July to 30 September 2026. (Fashion creator benchmarks 2026)
- Among UK and US fashion creators' YouTube videos not flagged as advertising, long-form videos had a higher median engagement rate by views than Shorts, 3.8% against 3.3%, across 6,061 videos from 262 channels, 1 July to 30 September 2026. (Fashion creator benchmarks 2026)
Technology creator engagement statistics 2026
From Kyra's technology creator content benchmarks, which cover UK and US technology creators' posts from July to September 2026. That page has the method, including what was left out.
- Among UK and US technology creators' posts tracked by Kyra, the median TikTok post not flagged as advertising had a 4.6% engagement rate by views, (likes + comments + shares + saves) ÷ views, across 112,450 posts from 1 July to 30 September 2026. (Technology creator benchmarks 2026)
- The median Instagram video by a UK or US technology creator, not flagged as advertising, had a 2.5% engagement rate by views, (likes + comments) ÷ plays, across 26,697 videos and Reels from 1 July to 30 September 2026. (Technology creator benchmarks 2026)
- The median YouTube video by a UK or US technology creator, not flagged as advertising, had a 2.3% engagement rate by views, (likes + comments) ÷ views, across 1,560 Shorts and long-form videos from 69 channels, 1 July to 30 September 2026. (Technology creator benchmarks 2026)
- On TikTok, the median UK or US technology post not flagged as advertising had 3.62% likes per view, against 6.83% for beauty and 8.23% for fashion, measured the same way on posts from July to September 2026. (Why tech engagement runs lower)
- On TikTok, UK and US technology creators' posts about AI tools had the highest median engagement rate of the caption-tagged groups studied: 5.7% by views, 1.25 times the median post, across 1,614 posts not flagged as advertising, 1 July to 30 September 2026. (Technology benchmarks by content format)
- Unlike beauty, technology creators showed no UK–US gap on TikTok: the median engagement rate by views was 4.6% in both countries for posts not flagged as advertising, 1 July to 30 September 2026. (Technology creator benchmarks 2026)
Sponsored influencer post engagement statistics 2026
Each figure compares the same creators' own posts: the median of each creator's flagged median divided by their not-flagged median, for UK and US creators who posted both kinds from July to September 2026. "Flagged as advertising" means a platform label or a disclosure hashtag, so undisclosed paid posts may sit in the other group.
- Among UK and US beauty creators who posted both kinds, the median creator's TikTok Shop posts had 0.47 times the engagement rate by views of their posts not flagged as advertising (4,835 creators); the median TikTok Shop post had 2.6%, 1 July to 30 September 2026. (Beauty creator benchmarks 2026)
- Among UK and US fashion creators who posted both kinds, the median creator's TikTok Shop posts had 0.54 times the engagement rate by views of their posts not flagged as advertising (3,093 creators); the median TikTok Shop post had 2.9%, 1 July to 30 September 2026. (Fashion creator benchmarks 2026)
- Among UK and US technology creators who posted both kinds, the median creator's TikTok Shop posts had 0.44 times the engagement rate by views of their posts not flagged as advertising (394 creators), 1 July to 30 September 2026. (Technology creator benchmarks 2026)
These are counts of what Kyra's dataset holds, not totals for each platform. Accounts, creators and people are different numbers: one creator can have several accounts.
- As of October 2026, Kyra's dataset holds 1.39 billion social media accounts, more than 700 million of them creators who have posted, and 7 billion posts across TikTok, Instagram, YouTube and Facebook. (Kyra's creator data)
- Of the TikTok, Instagram and YouTube accounts in Kyra's dataset, each counted once, 255 million have 1,000 or more followers, 27.3 million have 10,000 or more, 2.99 million have 100,000 or more and 186,000 have 1 million or more, counted on 22 October 2026. (Kyra's creator data)
- Most social media accounts are small: of the 1.39 billion accounts in Kyra's dataset in October 2026, 18% have 1,000 or more followers, 2.0% have 10,000 or more, and about 1 in 7,500 has a million or more. (Kyra's creator data)
- 36.4 million creators are in Kyra's identity graph, which links accounts that belong to the same creator, and 1.53 million of them are linked on two or more of TikTok, Instagram, YouTube and Facebook, as of October 2026. (Kyra's creator data)
- Of the 255 million accounts with 1,000 or more followers in Kyra's dataset, 70.2 million (27%) had their profile collected again in the 90 days to 22 October 2026. (Kyra's creator data)
- Kyra's dataset takes in more than 100 million updates a week, and Kyra's AI runs more than 65 million scans a week, as of October 2026 (AI scans at the peak daily rate). (Kyra's creator data)
Earlier findings
When a source page is refreshed with new numbers, the statistics it replaces move here with the date they were replaced. They keep their links, so a citation of an older figure still lands on it. None have been replaced yet.
Updates
- 23 October 2026: first published.
