Merino socks and apparel for every outdoor adventure.
Reaching 197.4K followers on Instagram, Smartwool is a verified Travel brand. Its posts sit across travel and art. The account has published 3,155 posts, currently around 4 posts a week. Engagement runs at 0.1%, or about 150 likes and 37 comments per post.
Tracked in the InstME index, Smartwool is a Travel account with 197.4K followers and a back catalogue of 3,155 posts.
Against 977 Travel accounts with 100K–1M followers in the InstME index, Smartwool's 0.1% engagement rate lands in the bottom quarter (median: 0.92%).
The audience comments once per 4 likes on average, an unusually discussion-heavy audience.
In recent weeks Smartwool has kept to about 4 posts per week.
Smartwool scores 76/100 on InstME's audience-quality checks, with about 20% of followers flagged low-quality or inactive, a solid result.
Smartwool keeps its following list short (1,337) relative to 197.4K followers, as established creators and brands tend to.
Estimated sponsored-post value
$690–$1,300
Based on 197.4K followers and a 0.1% engagement rate, a single sponsored post by Smartwool is worth an estimated $690–$1,300. This is a modeled range, not a quoted rate, actual pricing varies by niche, content format, usage rights and exclusivity.
Audience Health
~20% of followers look low-quality or inactive.
View Full AuditThere’s more behind this audience. See what the full audit reveals.Audience (estimated)
Est.| Metric | Smartwool | Cohort median |
|---|---|---|
| Engagement rate | 0.1% | 0.92% |
| Average likes | 150 | 1,974 |
| Average comments | 37 | 53 |
| Posts per week | 4.01 | 0.73 |
Median values from 977 Travel accounts with 100K–1M followers in the InstME index, refreshed Jul 19, 2026.
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Last reviewed: Apr 24, 2026
Smartwool is a verified travel brand on Instagram, with 197.4K followers.
Smartwool has 197,372 followers on Instagram (197.4K) as of Apr 24, 2026.
Smartwool's engagement rate is 0.1%, calculated from average likes and comments per post relative to followers. That is in the bottom quarter (median: 0.92%) for Travel accounts with 100K–1M followers in the InstME index.
Posts by Smartwool average 150 likes and 37 comments.
Smartwool posts about 4 times per week on average.
InstME's audience-quality analysis estimates about 20% of Smartwool's followers are low-quality or inactive, giving an audience-quality score of 76/100.
Smartwool is registered as a business account on Instagram and is verified.
Smartwool is categorized as a travel and art account in the InstME index, based on the profile's bio and Instagram category across 3,155 posts.
Yes. Smartwool carries the blue verified badge on Instagram.
Total Posts
3,155
Avg Comments
37
More women than men · mostly 25–44
Typical for Travel creators, modeled from the niche, not measured for this account.
Content Focus
Primary: Travel
Secondary: Art
557.9K
Engagement
0.37%
A sponsored post from Smartwool is estimated at $690 to $1,300. This is a model based on audience size and engagement, not a rate card, so real pricing is set by the creator.
