Creator engagement rate by category 2026

Functional Beverages: a 4.24% median engagement rate across 427 creator posts, measured to 16 May 2026. The lowest measured is DTC Supplements & Wellness at 0.28% across 551 posts.

On Instagram, creators with 10k to 100k followers earned a 0.33% median engagement rate across 568 posts about protein coffee and shake brands, measured to 28 June 2026. The median post reached 5,351 views and the top 10% passed 27,334.

Likes plus comments on a creator post, divided by its views, as a percentage, taken as the median across every measured post in the tier. Instagram images and carousels carry no view count, so view figures stand on video posts. The table holds 81 rows across 13 categories, generated on 10 September 2026.

Each category was measured in its own window (the dates in the table), because Sup measures whole categories one at a time. The rows are not adjusted to a common period; compare the windows before comparing two categories.

For each category, Sup measured every brand in it, then the top 1,500 creator posts by views on Instagram and the top posts on TikTok that tagged those brands, plus the brands' own posts and their Meta ads. The full method is on the methodology page, and each category with a published benchmark links to its report below.