Reach is already local
75.8% of Colombian creators keep 40% of their audience at home and 59.7% keep 60%, among the highest in this study. Follower count converts into domestic reach with little discount.
Colombia market study · 2026
Colombia's Creator Economy in 2026
Using Click Analytic's own database of 400M+ creator profiles, we counted every one of the 80,359 Colombian Instagram accounts above 10,000 followers and measured how they actually perform.
How domestic Colombian audiences really are, what engagement and view counts look like at each follower size, how many accounts are still posting, and how much of the market has never worked with a brand. Every figure below has its own chart, data table and source line.
By Paul BouletMeasured September 2026
80,359Instagram creators with 10K+ followers in Colombia
75.8%keep 40% or more of their audience in Colombia, second only to Turkey
70.4%have never run detected branded content
64.3%posted in the last 30 days
About this study
This report maps the Colombian creator market on Instagram from Click Analytic's own creator database. It is not a survey, not a panel and not a sample.
We counted every Instagram account with at least 10,000 followers whose location resolves to Colombia, then measured follower size, creator gender, audience location, engagement rate, average Reel views, posting activity, follower growth and brand-deal history across all 80,359 of them. Nano accounts between 1,000 and 10,000 followers are counted separately and excluded from every total and share here.
This study covers Colombian creators on Instagram. Every cross-market comparison below is Instagram against Instagram.
Eight findings from the data, starting with the one that makes Colombian reach unusual.
On this page
Key findings
The Colombian creator market in numbers. Each finding has its own link, so a single statistic can be cited on its own.
75.8% of Colombian creators keep 40% of their audience at home
59.7% keep 60% or more, the 2nd highest domestic concentration of the 12 markets measured, after Turkey. Against Switzerland at 15.0%, Colombian reach is genuinely local.
56,533 Colombian creators have never run a brand deal
70.4% of the market shows no detected branded content, the lowest brand-deal rate of the 12 markets measured.
Colombian engagement is the lowest we measure
14.5% of creators clear a 3% engagement rate, against 27.9% in France. The median at 10K to 50K followers is around 0.56%.
56.5% of Colombian Instagram creators are women
45,429 accounts against 34,930 run by men, a clear female majority.
80,359 Colombian Instagram creators above 10K followers
Plus 600,562 nano accounts, 7.5 for every one already above the line. Colombia is 8th of the 12 markets measured by Instagram base.
64.3% posted in the last 30 days
The 6th highest activity rate of the 12 markets measured, ahead of every European market in this study.
Only 3.4% average 100K or more Reel views
2,763 accounts, the lowest six-figure rate of the 12 markets measured. 164 average a million.
1,800 Colombian accounts doubled their following in six months
8.8% grew by at least a fifth and 3,340 by at least half.
How many influencers are there in Colombia?
Colombia holds 80,359 Instagram accounts with 10,000 or more followers, and 600,562 more between 1,000 and 10,000. Counted together that is 680,921 accounts.
That places Colombia 8th of the 12 markets measured on Instagram, behind Mexico at 103,329 and Spain at 108,392 in the Spanish-speaking group. The bench below holds 7.5 nano accounts for every one already above the line.
75.2% of Colombian creators sit between 10K and 50K followers, 11.0% between 100K and 500K and 746 accounts have passed a million.
For a market of 52 million people, that is a substantial creator base, and the audience-location section below explains why it is worth more to a Colombian brand than its size alone suggests.
Swipe or scroll sideways to view the full chart.
View data table
| Follower size | Instagram (accounts) | Instagram (share) |
|---|---|---|
| 10K-50K | 60,457 | 75.2% |
| 50K-100K | 9,264 | 11.5% |
| 100K-500K | 8,861 | 11.0% |
| 500K-1M | 1,032 | 1.3% |
| 1M+ | 746 | 0.9% |
Bands are exclusive and sum to the Instagram base.
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For marketers
Colombia is a mid-sized market by count and a strong one by relevance. The filters that matter here are engagement and activity, not reach, because reach is already local.
Next, the number Colombia leads the whole study on.
Where Colombian creators' audiences are located
75.8% of Colombian Instagram creators keep at least 40% of their audience in Colombia, the 2nd highest domestic concentration of the 12 markets measured, after Turkey.
88.9% clear a 20% threshold and 59.7% clear 60%. Compare that with Germany at 40.3%, Canada at 25.6% and Switzerland at 15.0%.
Colombian creators are read in Colombia. That is the single most valuable property this market has for a domestic advertiser, because it means a follower count converts into in-country reach with almost no discount, which is not true in most of the markets in this study.
The audience that does sit outside the country is largely elsewhere in Latin America and among Colombians abroad, which for many brands is additional relevant reach rather than waste.
For marketers
In Colombia you can shortlist on follower count and be roughly right about domestic reach. Spend the filtering effort on engagement instead, where the market is weakest.
Which is the next section, and it is the honest one.
Engagement rate benchmarks for Colombian influencers
14.5% of Colombian Instagram creators clear a 3% engagement rate, the lowest of the 12 markets Click Analytic has measured.
35.4% exceed 1%, 14.5% exceed 3% and 8.2% exceed 5%. The median at 10K to 50K followers is around 0.56%, around 0.39% at 50K to 250K and around 0.39% above 250K.
Against France at 27.9% on the 3% threshold, Colombia is running at roughly half. This is a real difference in how Colombian audiences behave rather than a measurement artefact: the same method, the same filters and the same platform produced both numbers.
These medians are rounded, so read them as benchmarks rather than exact values.
Swipe or scroll sideways to view the full chart.
View data table
| Engagement rate | Instagram (accounts) | Instagram (share) |
|---|---|---|
| 1%+ | 28,481 | 35.4% |
| 3%+ | 11,687 | 14.5% |
| 5%+ | 6,608 | 8.2% |
Engagement is calculated per platform, so a rate compares within a platform only. Thresholds are cumulative.
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Swipe or scroll sideways to view the full chart.
View data table
| Follower size | |
|---|---|
| 10K-50K followers | 0.56% (range 0.53% to 0.59%) |
| 50K-250K followers | 0.39% (range 0.36% to 0.42%) |
| 250K+ followers | 0.39% (range 0.36% to 0.42%) |
Each median is rounded and is a benchmark, not an exact value.
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For marketers
A 3% engagement floor written for a European market rejects 85.5% of Colombia. Benchmark against around 0.56% at 10K to 50K instead, and judge a creator against their own size band.
And reach, where the low engagement has a visible consequence.
Views and reach in the Colombian market
27.1% of Colombian Instagram creators average at least 10,000 Reel views. 3.4% average 100,000, the lowest six-figure rate in this study.
2,763 Colombian accounts average six-figure views and 164 average a million. Colombia ranks 12th of 12 on this measure, behind France.
The offset is that those views are overwhelmingly Colombian. A Colombian creator averaging 50,000 views is delivering close to 50,000 Colombian views, where a British or Canadian creator at the same number is delivering a fraction of it domestically. For a Colombia-only brief that changes the comparison completely.
Swipe or scroll sideways to view the full chart.
View data table
| Average views per video | Instagram (accounts) | Instagram (share) |
|---|---|---|
| 10K+ | 21,752 | 27.1% |
| 100K+ | 2,763 | 3.4% |
| 1M+ | 164 | 0.2% |
Average Reel views. Thresholds are cumulative.
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For marketers
Compare Colombian creators on cost per thousand domestic views. On that measure the market looks considerably better than the raw six-figure rate suggests.
A view only counts if the account is still posting, and Colombia does well there.
How many Colombian creators are active, and which are growing
64.3% of Colombian Instagram accounts posted in the last 30 days, the 6th highest activity rate of the 12 markets measured.
28,674 accounts have gone quiet for a month or more. Colombia posts more consistently than every European market in this study and than the global Creator Economy Report figure of 55.9%.
Growth is moderate. 8.8% of Colombian creators grew their following by at least 20% over six months, placing Colombia 10th of 12, 3,340 grew by half or more and 1,800 doubled.
Swipe or scroll sideways to view the full chart.
View data table
| Platform | Posted in the last 30 days | Share of the platform base | Did not post |
|---|---|---|---|
| 51,685 | 64.3% | 28,674 |
Activity is measured from the most recent post we hold for the account.
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View data table
| Follower growth, six months | Instagram (accounts) | Instagram (share) |
|---|---|---|
| +20% | 7,085 | 8.8% |
| +50% | 3,340 | 4.2% |
| +100% | 1,800 | 2.2% |
Thresholds are cumulative: an account that grew 100% is also counted at 50% and 20%.
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For marketers
High activity and low engagement together mean the problem in Colombia is not supply of content, it is picking the accounts whose audience actually responds. Filter on engagement against the size band, not on posting frequency.
And the commercial question, where Colombia is the most open market in this study.
Brand deals and creator quality in Colombia
29.6% of Colombian Instagram creators have run branded content, the lowest rate of the 12 markets measured, leaving 56,533 accounts with no detected brand history.
Against Sweden at 48.8% and the global Creator Economy Report figure of 28.8%, Colombia is barely worked. That is a straightforward opportunity for a brand arriving now, and a warning about briefing overhead: most Colombian creators have never been briefed to a disclosure requirement.
Read it alongside the audience figure. A market where 59.7% of creators hold a majority-Colombian audience and 70.4% have no sponsor is an unusual combination, and it does not last once a category gets competitive.
Undisclosed and gifted collaborations are not captured by this measurement, so treat the brand-deal figure as a floor rather than a census.
Swipe or scroll sideways to view the full chart.
View data table
| Platform | Has run branded content | Share of the platform base | No branded content detected |
|---|---|---|---|
| 23,826 | 29.6% | 56,533 |
At least one detected sponsored or branded post. Undisclosed or gifted collaborations are not captured.
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For marketers
Budget for briefing. In the least worked market in this study, the cost of a first-time partner is not the fee, it is the time spent getting the brief and the disclosure right.
Next, who those creators are.
Who Colombian creators are
56.5% of Colombian Instagram creators above 10,000 followers are women and 43.5% are men.
45,429 accounts are run by women and 34,930 by men, a female majority close to the split in Mexico.
Creator gender is inferred from the profile. Accounts with no identifiable individual creator, such as brands, shops and media outlets, are outside the measured population rather than counted separately. This study reports creator gender, not audience gender. Creator demographics should not be used as a substitute for follower demographics.
Swipe or scroll sideways to view the full chart.
View data table
| Platform | Women | Share | Men | Share |
|---|---|---|---|---|
| 45,429 | 56.5% | 34,930 | 43.5% |
Gender is inferred from the profile. Accounts with no identifiable individual creator, such as brands and media outlets, are not counted.
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For marketers
Creator gender is not audience gender. Filter on audience composition directly rather than inferring it from who is holding the camera.
Every figure above, side by side, in one table.
Every Colombian creator market metric in one table
Every published figure from the Colombian study, as an account count and a share of the platform base.
| Metric | |
|---|---|
| Market size | |
| Creator accounts, 10K+ followers | 80,359 |
| Nano accounts, 1K-10K followers | 600,562 |
| Follower size | |
| 10K-50K | 60,457 (75.2%) |
| 50K-100K | 9,264 (11.5%) |
| 100K-500K | 8,861 (11.0%) |
| 500K-1M | 1,032 (1.3%) |
| 1M+ | 746 (0.9%) |
| Creator gender | |
| MALE | 34,930 (43.5%) |
| FEMALE | 45,429 (56.5%) |
| Audience located in Colombia | |
| 20%+ in-country | 71,420 (88.9%) |
| 40%+ in-country | 60,932 (75.8%) |
| 60%+ in-country | 47,970 (59.7%) |
| Engagement rate | |
| Engagement rate 1%+ | 28,481 (35.4%) |
| Engagement rate 3%+ | 11,687 (14.5%) |
| Engagement rate 5%+ | 6,608 (8.2%) |
| Median engagement rate | |
| Median, 10K-50K | 0.56% |
| Median, 50K-250K | 0.39% |
| Median, 250K+ | 0.39% |
| Average views per video | |
| Average views 10K+ | 21,752 (27.1%) |
| Average views 100K+ | 2,763 (3.4%) |
| Average views 1M+ | 164 (0.2%) |
| Activity | |
| Posted in last 30 days | 51,685 (64.3%) |
| Follower growth, six months | |
| Growth +20% | 7,085 (8.8%) |
| Growth +50% | 3,340 (4.2%) |
| Growth +100% | 1,800 (2.2%) |
| Commercial readiness | |
| Has run branded content | 23,826 (29.6%) |
Every share uses its own platform base (80,359 Instagram).
Next, Colombia against the global market.
Colombia against the global creator economy
We compared these Colombian figures against Click Analytic's Creator Economy Report 2026, a separate study of 23.6M creator accounts globally using a full-year 2025 snapshot. Its published 25-market breakdown covers a subset of that cohort.
Colombia is ahead of the world on activity, at 64.3% of Instagram accounts posting in the last month against 55.9% globally, and behind it on engagement, with a median of around 0.56% at 10K to 50K followers against a global 0.80%.
Brand-deal history runs 29.6% against 28.8% globally, the lowest of the markets in this study, and roughly level with the world average. Everything else on this page should be read through that fact.
Swipe or scroll sideways to view the full chart.
View data table
| Metric | Colombia | Global |
|---|---|---|
| Instagram median engagement rate, 10K-50K followers | 0.56% | 0.8% |
| Instagram creators with previous branded content | 29.6% | 28.8% |
| Instagram creators who posted in the last 30 days | 64.3% | 55.9% |
Global figures: Click Analytic Creator Economy Report 2026, based on 23.6M creator accounts globally, with data from the whole of 2025. Its published 25-market breakdown covers a subset of that cohort. A metric with no comparable global figure is left out rather than estimated.
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For marketers
A global benchmark will make Colombia look weak on engagement and will completely miss what makes it strong, which is that its audiences are actually in the country.
Here is what that changes about planning a Colombian campaign.
What this means for marketers working in Colombia
Six rules for planning influencer campaigns in Colombia, each grounded in a figure above.
Spend the filtering effort on engagement
14.5% clear a 3% rate, the lowest we measure. This is where a Colombian shortlist is won or lost.
Do not import a foreign engagement floor
The median at 10K to 50K is around 0.56%. Judge a Colombian creator against their own market and their own size band.
The market is barely worked
56,533 Colombian accounts have no detected brand history, 70.4% of the base and the lowest brand-deal rate in this study.
Budget for briefing, not just for fees
First-time partners need disclosure guidance and a fuller brief. In the least worked market here, that is most of the shortlist.
Compare on cost per domestic view
Colombia has the lowest six-figure view rate in this study and one of the highest domestic shares. On domestic views delivered, the ranking changes.
Want to see the creators behind these numbers?
Find the Colombian creators behind these numbers
Every metric on this page is a filter in Click Analytic: audience location, engagement against the benchmarks above, average views, posting activity and brand history.
Other country studies
The same measurement, repeated market by market.
Australia Creator Economy Report
57,713 Instagram creator accounts measured September 2026.
Canada Creator Economy Report
62,935 Instagram creator accounts measured September 2026.
France Creator Economy Report
88,385 Instagram creator accounts measured September 2026.
Germany Creator Economy Report
97,105 Instagram creator accounts measured September 2026.
Mexico Creator Economy Report
103,329 Instagram creator accounts measured September 2026.
Spain Creator Economy Report
108,392 Instagram creator accounts measured August 2026 and September 2026.
Sweden Creator Economy Report
14,493 Instagram creator accounts measured September 2026.
Switzerland Creator Economy Report
9,182 Instagram creator accounts measured August 2026.
Turkey Creator Economy Report
193,677 Instagram creator accounts measured September 2026.
United Kingdom Creator Economy Report
142,382 Instagram creator accounts measured September 2026.
United States Creator Economy Report
929,228 Instagram creator accounts measured September 2026.
Methodology
Account totals count profiles matching the stated filters in the Click Analytic creator database. Percentages use the population specified for each metric. Medians are estimated from threshold queries and published as rounded benchmarks.
- Population
- Creator accounts with 10,000-100,000,000 followers (subscribers on YouTube) located in Colombia, with an inferred gender.
- Base per platform
- 80,359 Instagram. Every share on this page uses its own platform base.
- Nano tier
- Accounts with 1,000 to 10,000 followers, counted separately under the same location rules and excluded from every 10K+ total and share: 600,562 Instagram.
- Measured
- Instagram in September 2026.
- Counting, not sampling
- Account totals count profiles matching the stated filters in the Click Analytic creator database, which indexes over 400 million public profiles. These totals are database counts, not survey estimates.
- Accounts, not people
- Accounts are counted per platform. A creator active on two platforms appears in both totals, so the cross-platform figure is a count of creator accounts rather than of individuals.
- Engagement rate
- Calculated per platform. The definitions differ, so a rate is comparable within a platform and not across platforms.
- Medians
- Each median is published rounded, as a benchmark rather than an exact value.
Notes and limits
- This study covers Colombian creators on Instagram.
- The medians on this page are reported per follower band.
- Followers elsewhere in Latin America and among Colombians abroad count as outside Colombia throughout. For a Spanish-language campaign, read the full country split on the shortlist.
Still have questions? Most of them are answered below.
Frequently asked questions
How many influencers are there in Colombia?
Click Analytic counts 80,359 Instagram accounts with 10,000 or more followers located in Colombia, measured in September 2026. Adding nano creators between 1,000 and 10,000 followers brings the total to 680,921 accounts.
How much of a Colombian influencer's audience is actually in Colombia?
More than in almost any market we measure; only Turkey is higher. 75.8% of Colombian creators keep at least 40% of their audience in Colombia and 59.7% keep at least 60%.
What is a good engagement rate for a Colombian Instagram influencer?
Lower than a European benchmark would suggest. The median is around 0.56% at 10K to 50K followers, around 0.39% at 50K to 250K and around 0.39% above 250K. 14.5% of Colombian creators clear 3%.
How many Colombian influencers have done brand deals?
23,826 accounts, 29.6% of the market, show at least one detected branded post. That is the lowest rate of the 12 markets measured and leaves 56,533 creators with no detected brand history.
How many views does a Colombian Instagram creator get?
27.1% of Colombian creators average at least 10,000 Reel views, 3.4% average at least 100,000 and 164 accounts average a million.
Are Colombian influencers mostly men or women?
Women. 56.5% of Colombian Instagram creators above 10,000 followers are women, 45,429 accounts against 34,930 run by men.
How was this data collected?
Account totals count profiles matching the stated filters in Click Analytic's database of 400M+ creator profiles. They are database counts, not survey estimates. Instagram was measured in September 2026. Medians are estimated from threshold queries and published rounded.