Marketing benchmarks, sourced and dated

Four 2026 benchmark reports in one place: what creators charge, how their engagement compares by platform and tier, what Meta and Google Ads cost and return by category, and how beauty brands perform on Meta. Every figure names its source and the period it covers.

4 reports

Benchmark reports

  1. Influencer Pricing 2026: Rates by Platform and Tier

    Creator rates by platform and tier: published rate cards next to what brands actually paid, in USD.

    Median paid cost per deliverable: $134 for nano creators and $2,727 for mega creators, across 1,527 paid deliverables. Source: OpenSponsorship, July 2026.

  2. Influencer Engagement Rate Benchmarks 2026 by Platform

    Engagement rate percentiles by platform and follower tier for Instagram, TikTok and YouTube.

    Median Instagram engagement rate: 2.79% for nano creators and 0.97% for micro creators. Source: IQFluence, September 2026.

  3. D2C Paid Media Benchmarks 2026: Meta and Google CPM, CPC, CTR and ROAS by Category

    Meta and Google Ads CPM, CTR, conversion rate, CPA and ROAS by ecommerce category.

    Median CPM $15.06 and ROAS 1.88 on Meta, against $15.35 and 3.27 on Google Ads, across 40,000+ ecommerce brands. Source: Triple Whale, 2026.

  4. Facebook ads benchmarks for beauty brands (2026)

    Meta purchase medians for beauty brands, plus traffic and lead campaign costs.

    Median beauty ROAS on Meta: 1.57, against an all-industry median of 1.86, at a $37.92 cost per acquisition. Source: Triple Whale, 2026.

Updated

Headline figures

BenchmarkFigurePeriodSource
Influencer cost per deliverable, nano (median)$134Deals from Jan 2025 to Jun 2026OpenSponsorship, July 2026As published in Influencer Pricing 2026: Rates by Platform and Tier
Influencer cost per deliverable, mega (median)$2,727Deals from Jan 2025 to Jun 2026OpenSponsorship, July 2026As published in Influencer Pricing 2026: Rates by Platform and Tier
Instagram engagement rate, nano / micro (median)2.79% / 0.97%Counted September 2026IQFluence, September 2026As published in Influencer Engagement Rate Benchmarks 2026 by Platform
TikTok engagement rate, nano / micro (median)2.29% / 0.62%Counted September 2026IQFluence, September 2026As published in Influencer Engagement Rate Benchmarks 2026 by Platform
YouTube engagement rate, nano / micro (median)0.64% / 0.29%Counted September 2026IQFluence, September 2026As published in Influencer Engagement Rate Benchmarks 2026 by Platform
Meta CPM / ROAS, all industries (median)$15.06 / 1.88Aug 2025 to Jul 2026Triple Whale, 2026As published in D2C Paid Media Benchmarks 2026: Meta and Google CPM, CPC, CTR and ROAS by Category
Google Ads CPM / ROAS, all industries (median)$15.35 / 3.27Aug 2025 to Jul 2026Triple Whale, 2026As published in D2C Paid Media Benchmarks 2026: Meta and Google CPM, CPC, CTR and ROAS by Category
Meta ROAS, beauty / all industries (median)1.57 / 1.86Calendar 2025Triple Whale, 2026As published in Facebook ads benchmarks for beauty brands (2026)
Meta cost per acquisition, beauty (median)$37.92Calendar 2025Triple Whale, 2026As published in Facebook ads benchmarks for beauty brands (2026)

Figures are medians as each source publishes them. The two Triple Whale ROAS figures for Meta differ (1.88 and 1.86) because they cover different periods. Medians describe the sources’ own samples, so compare your numbers with the same platform, tier, category and period before drawing conclusions.

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