List of benchmarks for influencer programs for auditing.

For you if:

• Head of brand marketers checking whether their influencer programme is actually working.
• You want to know what your programme is actually producing, not a guess, and the usual benchmarks get that wrong.
• Outcome benchmarks measured from our own placements, corrected where the usual number is wrong.

What an outcome benchmark is, and what it is not

1. Compare your programme against a wide base

Set your own numbers against 852,116 placements, 48,404 creators and 66,227 brands.

852,116 recorded paid placements across 48,404 creators and 66,227 brands.

Counted in our own data, 2026-09-18

2. Check what a reach number actually counts

A reach number is only as good as what got tracked.

Ours covers 184,607 of 852,116 placements, 21.7%.

184,607 of the 852,116 placements carry a view count, 21.7 percent.

Counted in our own data, 2026-09-18

What one booking buys

3. Expect more reach, not a better rate

A bigger creator buys more views, not a better rate, across 152,831 placements since January 2024.

Measured over 152,831 placements uploaded since the start of 2024.

Counted in our own data, 2026-09-18

4. Watch views per subscriber barely move

Median views per subscriber run from 0.087 to 0.111 no matter the creator's size.

Median views per subscriber by band: 0.100, 0.108, 0.111, 0.097, 0.087.

Counted in our own data, 2026-09-18

5. Compare the smallest and largest creators

Under 25k subscribers, one placement gets a median of 1,662 views.

Over 1M subscribers, the median is 191,581 views.

Median views for one placement: 1,662 for the smallest creators against 191,581 for the largest.

Counted in our own data, 2026-09-18

The one number that is an outcome, and how it is usually wrong

6. Question the repeat rate you hear

Across 2,539 brands with at least 40 placements, the usual way of counting says 74.1% of creators come back.

Across 2,539 brands holding at least 40 placements each, 409,669 in all, the median repeat rate is 74.1 percent counted the obvious way.

Counted in our own data, 2026-09-18

7. Count a discount code as one deal

Treat a creator's standing discount code as one arrangement, not one booking per video, and the real repeat rate is 37.0%, measured 2026-09-11.

The same brands come to 37.0 percent once a standing code counts once, and 2,205 of them hold one. Measured 2026-09-11.

Counted in our own data, 2026-09-18

What a normal relationship looks like

8. See how most relationships end after one video

Out of 244,496 brand-creator relationships measured today, 59.8% are one video and nothing else.

146,309 of 244,496 brand-creator relationships are one video and nothing else, 59.8 percent.

Counted in our own data, 2026-09-18

9. Notice how rare a real rehire is

Only 7.5% are a genuine rehire, more than 180 days apart.

That is rarer than a package of videos bought at one time.

7.5 percent are a re-hire, more than 180 days apart, against 13.3 percent bought as a package inside 60 days.

Counted in our own data, 2026-09-18

10. Look at what happens in between

13.3% are a package bought at once, 9.1% come back 61 to 180 days later, and 10.2% hold a standing discount code.

The rest: 9.1 percent 61 to 180 days apart, and 10.2 percent on a standing code of 4 or more videos.

Counted in our own data, 2026-09-18

The benchmark nobody can publish, including us

11. See why we will not publish a rate

Our rate table holds 27 rows, and only 13 of those carry a quoted rate.

Our rate table holds 27 rows, 13 of them with a quoted rate.

Counted in our own data, 2026-09-18

Which of these numbers is yours

Founder or CEO

Only 10 of 3,969 brand-side job ads are a founder or CEO, because a founder does not advertise their own job.

Your number: The usual way of counting puts creators coming back at 74.1%, counted properly it's 37.0%.

Do this: Separate affiliate arrangements from repeat bookings before reporting repeat rate upward.

Head of marketing

204 of 3,969 brand-side job ads carry this title, across 155 companies.

Your number: Only 21.7% of the placements we hold carry a view count, so most reach is never measured.

Do this: Report reach numbers only over placements with a recorded view count.

Head of influencer or creator marketing

177 of 3,969 brand-side job ads carry this title, across 110 companies.

Your number: 59.8% of creator relationships end after one video, and only 7.5% become a real rehire.

Do this: Track rehire rate separately from one-off and package bookings each quarter.

Influencer marketing manager

468 of 3,969 brand-side job ads carry this title, across 295 companies.

Your number: We hold only 13 quoted rates out of 27 rate rows, far short of a benchmark.

Do this: Negotiate rate and contract case by case, not off a published benchmark.

Influencer coordinator or specialist

261 of 3,969 brand-side job ads carry this title, across 165 companies.

Your number: A creator under 25k subscribers draws a median 1,662 views, one over 1M draws 191,581.

Do this: Vet creators on total reach needed, not on per-subscriber efficiency alone.

Affiliate or partnerships manager

383 of 3,969 brand-side job ads carry this title, across 231 companies.

Your number: 2,205 of the 2,539 brands with a repeat rate run a standing discount code arrangement.

Do this: Count each standing discount code as one arrangement, not per video.

Social media or community manager

671 of 3,969 brand-side job ads carry this title, across 425 companies.

Your number: Views per subscriber barely moves, only 0.087 to 0.111, whether a creator is small or huge.

Do this: Set reach expectations on absolute views, since the per-subscriber rate barely changes with size.

Paid social or growth

322 of 3,969 brand-side job ads carry this title, across 185 companies.

Your number: Our full base is 852,116 placements across 66,227 brands, and 184,607 of them carry a view count.

Do this: Check whether a post has a recorded view count before setting an amplification budget.

Creative director

481 of 3,969 brand-side job ads carry this title, across 256 companies.

Your number: None of the eleven benchmarks on this page measures what a creative brief changes.

Do this: Score briefs on creator fit and format.