What the label tells you
- Instagram puts "Paid partnership with" and the brand's name at the top of the post.
- Meta keeps every labelled post in a public index you can search by brand. Of the 4,774 we hold from it, 4,394 are on our ads board: posts by creators, in English, for brands in supplements, drinks, fitness, beauty, food and grooming.
- A brand can also run a creator's video from its own page with no label at all, so these counts are the least that happened.
What brands paid for
| Format | Posts | Share |
|---|---|---|
| Reels | 3,678 | 84% |
| Picture posts | 538 | 12% |
| Stories | 178 | 4% |
- The reel in the middle ran 38 seconds. Of the 1,628 reels with a length on file, 593 ran under 30 seconds, 699 ran 30 to 60 seconds and 336 ran a minute or more.
- By shelf, supplements have the most on our board, 2,623 posts, then drinks with 644 and fitness with 343.
Source: Our own count of the paid partnership posts on our ads board, August 2023 to September 2026
Some brands rebook, others almost never do
The 4,394 posts came from 2,079 pairs of one creator and one brand. 660 of those pairs made two or more, and together they made 2,975 of the posts.
| Brand | Posts | Creators | Posts from creators it used 3 or more times |
|---|---|---|---|
| Gymshark | 98 | 19 | 86% |
| Ketone-IQ | 399 | 85 | 84% |
| Vuori | 125 | 32 | 81% |
| Myprotein | 140 | 45 | 74% |
| G Fuel | 517 | 162 | 70% |
| Magic Mind | 140 | 92 | 26% |
| Hungryroot | 142 | 107 | 7% |
| ILIA | 107 | 95 | 6% |
| Chomps | 73 | 69 | 4% |
What it means if you're buying content
- When a creator's video works, book them again. The brands at the top of the table got most of their posts from creators they had already used.
- Keep adding new creators beside them, so there's always someone new to test.
- Ask for reels. The most common length was 30 to 60 seconds.