How Upfluence measures its platform data

Creator index

Two units appear on our pages and they are not interchangeable. A creator is a person. A profile is one account on one network. Headline figures are in creators. Network splits are in profiles, because that is what a network count means.

• Creators indexedDistinct creators with at least one profile on Instagram, TikTok, YouTube, X, Pinterest, or Twitch. A creator with accounts on several networks counts once. 14M+ as of October 2026.
• Creator profiles18M+ profiles. Instagram 9.2M, TikTok 5.4M, YouTube 2.7M, X 700K+, Pinterest 125K, Twitch 10K+. Profiles outnumber creators because 2.4M+ creators have accounts on two or more networks.
• Follower tiersEach creator is placed in a tier by their highest follower count across networks. 13M+ creators (89%) are under 100K followers: 4.8M nano (under 10K) and 8.3M micro (10K to 100K). Above that: 1.2M mid-tier (100K to 500K), 175K macro (500K to 1M), and 149K mega (over 1M).
• Posts analyzedDistinct Instagram posts, TikTok videos, and YouTube videos with engagement data. 1.7B+ as of June 2026 (Instagram 937M, TikTok 454M, YouTube 338M).
• Paid-partnership postsPosts carrying a platform paid-partnership tag or a detected brand partnership. 114M+ as of September 2026.
• Inferred creator age and genderProfiles (Instagram, TikTok, YouTube) where Upfluence’s classifier assigned an age bracket or gender to the creator. These describe the creator, not the audience. 12M+ profiles.
• Countries coveredCountries with at least 1,000 creators, by each creator’s stated or last known location. 150+ as of October 2026 (159 countries; 247 including territories with fewer creators).
• Largest creator countriesProfiles (Instagram, TikTok, YouTube) by the creator’s stated location, or the last known location when none is stated.
• Searchable onlyThe index counts creators who are searchable in the product.

Engagement benchmarks

For each creator we take the posts published in the 12 months to June 2026, compute the engagement rate of each post as (likes + comments) divided by the creator’s follower count at the time of the post (TikTok adds shares), and keep the creator’s median. Creators with fewer than 3 posts are excluded, as are Instagram posts with hidden likes. The benchmark is the median across creators in each network and follower tier.

Sample: 6.2M Instagram, 3.4M TikTok, and 1.5M YouTube creators. YouTube uses followers, not views, as the denominator. Because the sample includes every indexed creator rather than a curated set, medians are lower than averages quoted in most industry reports.

Kampagnen

• Campaigns runCampaigns created by customer workspaces since May 2018, excluding Upfluence’s own and test workspaces. 30,000+ as of September 2026.
• Campaigns built with JaiceCampaigns whose brief was created in a Jaice conversation. 3,100+ as of September 2026.

Outreach

• Outreach emails sentOutbound emails sent from Upfluence to creators, excluding replies.
• Creators contactedDistinct creators with at least one email thread.

Payments

• Payout methodsUpfluence Pay wallet, bank transfer, and PayPal.

Affiliate and seeding

• Collaborations with a unique discount code or affiliate linkCreator collaborations for which Upfluence generated a code or link.
• Distinct discount codes trackedCodes with at least one tracked order.
• Gifting collaborations and product shipmentsCollaborations with product gifting enabled, and those where the order reached shipped status. Product units: units selected by creators.

What we do not publish

We do not publish customer revenue or individual customer results without their consent. Each figure on our pages carries an as-of date.