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US creator paid partnerships

How many active US Instagram and TikTok creators post paid partnerships, by follower tier and profile category, from public profiles in the Starcovery catalog. Updated Nov 13, 2026.

Key figures

16.9% of 86,212 active US creator accounts posted at least one paid partnership from Aug 15, 2026 to Nov 13, 2026: 14.7% of 46,843 on Instagram and 19.6% of 39,369 on TikTok. 2.6% of their 1,452,878 posts were paid partnerships: 2.4% on Instagram and 2.9% on TikTok.

Instagram

14.7%Accounts that posted a paid partnership
2.4%Posts that were paid partnerships
2.1%
Nano
8.7%
Micro
18.5%
Mid
24.9%
Macro
23.2%
Mega

TikTok

19.6%Accounts that posted a paid partnership
2.9%Posts that were paid partnerships
6.2%
Nano
12.5%
Micro
18.7%
Mid
22.7%
Macro
29.6%
Mega

By follower tier

Share of active accounts that posted at least one paid partnership.

Follower tierInstagram shareInstagram accountsTikTok shareTikTok accounts
Nano 1,000 to 9,9992.1%10,0396.2%5,266
Micro 10,000 to 49,9998.7%9,83712.5%5,497
Mid 50,000 to 249,99918.5%12,23018.7%7,935
Macro 250,000 to 999,99924.9%9,14422.7%13,199
Mega 1,000,000 or more23.2%5,59329.6%7,472

Plays per post

Median plays of a paid partnership post, then of any other post, by follower tier.

Follower tierInstagram paid partnershipInstagram other postTikTok paid partnershipTikTok other post
Nano 1,000 to 9,9992,4242,048578648
Micro 10,000 to 49,9997,2975,7361,1571,182
Mid 50,000 to 249,99923,46619,0324,5963,521
Macro 250,000 to 999,99965,49464,42920,69818,925
Mega 1,000,000 or more247,879248,43588,73483,152

By profile category

The 25 Instagram profile categories with the most accounts that posted a paid partnership, each with its accounts and the share that posted one.

CategoryAccountsShare
Digital creator2,70631.5%
Reel creator1,10526.1%
Athlete1,63115.8%
Artist2,4898.2%
Public figure1,25416.0%
Entrepreneur1,3168.4%
Personal blog47520.4%
Comedian73211.3%
Actor40319.1%
Blogger21728.1%
Product/service47311.2%
Health/beauty22614.6%
Musician/band8863.6%
Coach3488.9%
Photographer4267.3%
Chef10229.4%
Shopping & retail25311.1%
Community4006.8%
Education21011.4%
Beauty, cosmetic & personal care13317.3%
Brand20810.1%
Writer12816.4%
Fitness Trainer1949.8%
Creator6527.7%
Musician4294.2%

Method

Posts published from Aug 15, 2026 to Nov 13, 2026.

SourcePublic Instagram and TikTok profiles in the Starcovery catalog with 1,000 or more followers, whose country in the catalog is the US, with at least one post in that range.Paid partnershipA post the platform labels as a paid partnership. A sponsored post without that label is not counted.ShareAccounts with at least one paid partnership post, divided by accounts with any post in the range.PlaysThe play count the platform showed when the catalog last read the post. Each figure is the median across posts.Follower tierNano 1,000 to 9,999, micro 10,000 to 49,999, mid 50,000 to 249,999, macro 250,000 to 999,999, and mega 1,000,000 or more, by the follower count in the catalog.CategoryThe category an Instagram profile shows. TikTok profiles show none.CoverageThe catalog adds creators through the accounts creators follow, so it is not a random sample of US creators. A creator with an Instagram and a TikTok account counts once on each.

By Starcovery. Updated .