Influencer marketing in Luxembourg 2026: the market in numbers

LetzCreators follows creators with a connection to Luxembourg on Instagram and TikTok. This report freezes what the platform knew on 23 October 2026: 235 active creator profiles with data on that day, 234 of them on Instagram and 18 on TikTok. Every figure describes a group of at least ten creators. Nobody is named, and there are no highest or lowest values. The methodology at the end explains how each number is calculated.

An Instagram market

Luxembourg's creators publish on Instagram first. 234 of the 235 counted creators are active there; on TikTok, only 18 reach the threshold of the evaluation. That matches how residents use the platforms: in STATEC's 2025 survey, the share of social network users on Instagram rose from 58 % to 68 % since 2021, and on TikTok from 19 % to 31 %.

For a brand, this means that a campaign aimed at Luxembourg residents will almost always start on Instagram. On TikTok, the local pool is still small, and most of it sits in a single size class.

Mostly small accounts

On Instagram, 60.3 % of the counted creators are nano accounts below 10,000 followers, and 36.8 % are micro creators between 10,000 and 99,999. Larger accounts exist, but there are too few of them to report on as a group.

On TikTok the picture is reversed: 61.1 % of the 18 creators there have between 100,000 and 999,999 followers. The smaller TikTok classes have fewer than ten creators each and are therefore not shown.

Smaller accounts, higher engagement

The median engagement rate of Instagram nano creators is 7.3 %; micro creators reach 2.1 %. On TikTok, the macro creators reach a median of 5.6 %. Research on 802 Instagram campaigns explains why: a smaller account signals a closer relationship with its followers, so a larger share of them reacts to a post.

Over the 90 days before the evaluation date, the median Instagram nano creator grew by 1.4 % in followers, while the median micro creator stayed flat at −0.1 %. Nano creators published a median of 0.5 posts per week, micro creators 0.9.

Engagement by niche

Eleven niches on Instagram have enough creators for a figure. Beauty (7.4 %), fitness and sports (7.3 % each), fashion (7.2 %) and art (6.8 %) lead; lifestyle, the largest niche with 115 creators, sits at 4.8 %. Food stands out at the low end with 1.1 %. Niches mix size classes, so part of the difference comes from how many small accounts a niche has.

Reels and the evening

Reels make up 59.9 % of all Instagram posts in the 90 days before the evaluation date, ordinary posts with images or carousels 40.1 %. Most posts go out in the evening: 28.0 % between 18:00 and 21:00, followed by 22.4 % between 15:00 and 18:00. Before 09:00, there is little activity. Saturday is the quietest day on Instagram with 11.1 % of the posts; the other days lie between 13.7 % and 15.6 %.

Many languages at once

Creators in Luxembourg rarely use one language only. English appears for 91.9 % of the creators, French for 39.1 %, Luxembourgish for 37.4 % and German for 14.5 %. These shares are estimated: the languages come from automatic detection, not from the creators themselves.

What this means for brands

The figures point to three practical conclusions. First, plan for Instagram and look at nano and micro creators, because that is where the local market is. Second, compare engagement only within the same size class: a nano creator at 5 % is below the median of the group, a micro creator at 5 % far above it. Third, check which languages a creator actually uses before you brief them, because the audience you want to reach in Luxembourg may expect French, Luxembourgish or English.

The guide on finding creators in Luxembourg turns these figures into a step-by-step approach, and the guide on the engagement rate explains how to read the numbers. The trends by niche show how activity develops week by week.