The saturation rate shows the percentage of sponsored content that an influencer has in their feed, analyzing the past 3-month period. The percentage takes into consideration:
Content that is considered sponsored by inclusion of certain hashtags, such as paid, partner, ad, or sponsored
Sponsored posts
Content that contains a brand mention
What's an acceptable saturation rate?
Though there are variations for each market, the general rule of thumb is: the bigger the influencer, the higher the percentage can go, and conversely, the smaller the influencer, the lower the saturation rate should be.
Here are some recommendations you can follow based on influencer tier:
Mega Influencers (1M+ Followers): 20%–35%
Macro Influencers (300K-1M): 15%–25%
Mid Influencers (100K-300K): 10%–20%
Micro (10k-100k): 5%–15%