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Sponsored posts

What a sponsored post does against the creator's normal post. The study measured 175,104 sponsored Instagram posts at 0.69x the usual likes and comments, gifted posts at 0.94x.

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Do sponsored posts perform worse? We measured 175,104 Instagram posts (2026)

Sponsored Instagram posts get 0.69x the likes and comments of the same creator's normal post, and about half for creators over 500K followers. Gifted posts get 0.94x. Data from 391,731 creators, with a CSV.

Oct 2, 2026 11 min read

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TikTokReference Read TikTok retention data with the creator Read sponsored TikTok retention with the creator, compare report definitions, and use a hypothetical viewing drop to separate observations from possible causes. Sep 30, 2026
YouTubeReference Ask for a product correction in a published YouTube video Verify a product error, check current YouTube editing options, and send a focused correction request that keeps fair criticism and viewer context intact. Sep 27, 2026
YouTubeReference Use YouTube paid promotion disclosures Declare paid promotion in YouTube Studio, place spoken and visible disclosures, and check US FTC guidance with a dated pre-publication checklist. Sep 27, 2026

Sponsored posts

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Do sponsored posts perform worse? We measured 175,104 Instagram posts (2026)

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