We analyzed 2.0k pieces of influencer content sponsored by 12th Tribe over the last 12 months.
This report breaks down where & how 12th Tribe invests in influencer marketing, which social platforms they prioritize, top geographical markets, and more.
The data in this report comes from Modash's Brand Collaborations API.
P.S. for a simple list of influencers who have collaborated with 12th Tribe, see here: 12th Tribe influencers.
12th Tribe's influencer campaigns are active year-round with notable month-to-month fluctuation. The chart below shows month-by-month data for total sponsored posts tracked.
Number of sponsored posts
12th Tribe's influencer output appears relatively consistent throughout the year, averaging about 161 sponsored posts per month. December recorded the highest volume at 247 posts (53% above average), while February was the quietest at 118 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of 12th Tribe's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for 12th Tribe.
Here are 3 examples of 12th Tribe's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
FASHION• INSPO•LIFESTYLE ✨ fashion • style inspo • positivity ✨🟦 Life is DYNAMIC 💫 pr / collab: mssmarjorieann@gmail.com #style
Collaboration metrics
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Influencer bio
professional mother 🪿 I like clothes & books 💌:katharinegill27@yahoo.com
Collaboration metrics
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Influencer bio
I want your Ecommerce business to grow. I want to help you sell more and sell faster. My name is Chase Clymer and I am the host of Honest Ecommerce. Our channel is about educating and giving actionable advice around ecommerce and its many related topics. The podcast is uploaded here weekly as well as bonus videos, courses, and free resources from time to time.
Collaboration metrics
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If you break this down further by content type on Instagram, this is what it looks like:
💡 Related resource: How To Find Instagram Influencers.
For their top social platform (Instagram), here is a breakdown of the type of influencers 12th Tribe are collaborating with, by audience size.
Note: this breakdown is based on each influencer's average views (not follower/subscriber count), because views typically correlate more closely with influencer pricing and impact.
Based on each influencer's average views per post
With 34.7% of partnerships featuring creators averaging 1K-5K views, 12th Tribe's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators. The 10K-50K views segment is also prominent at 27.5%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (14.1k avg views/post):
Influencer bio
✨Mia✨| Style influencer 📍NC ~Macy’s Style Crew ‘25 ~Believer, wife, and mom ~YouTube: The Glam Corridor ~📧 Management: taylor@jexyagency.com
Collaboration metrics
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And here is another example with a smaller creator on Instagram (4.1k avg views/post):
Influencer bio
🌻 wyoming 🪶writer | solo-mom | animal rescuer | trailblazer | lotta bit of everything 🤍John 13:7 🐕@angelas_ark | 👜@shopwildergray
Collaboration metrics
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Out of 1.1k unique influencers in our dataset, 53 of them (5%) posted content for 12th Tribe in 3 or more separate calendar months. The most consistent partner is @dhencayabyab, who has collaborated across 7 months with 9 total posts.
Here are 3 examples of 12th Tribe's repeat influencer partnerships, with links to the sponsored content.
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
In our dataset, United States is where 12th Tribe had the most influencer activity. 80.3% of their live influencer content in the last 12 months was posted by American influencers.
Based on the percentage of influencer content per market, other important markets include:
Here is another example of 12th Tribe collaborating with an influencer in United States.
12th Tribe shares a festival-to-vacation womenswear vibe with Peppermayo and Beginning Boutique, all competing for the same Instagram/TikTok style creators and trend-cycle shoppers.
Total sponsored posts tracked (last 12 months)
PEPPERMAYO leads with 51.5k sponsored posts, significantly outpacing Beginning Boutique (3.3k posts) and 12th Tribe (2k posts). Across all three brands, the average volume is 18.9k posts, indicating mature, scaled influencer programs. PEPPERMAYO has far more total posts than 12th Tribe and Beginning Boutique.
Sponsored posts by platform
Among these brands, PEPPERMAYO leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with PEPPERMAYO at 30.6k, Beginning Boutique at 1.7k, 12th Tribe at 1.1k posts. On Instagram and TikTok, PEPPERMAYO has far more posts than 12th Tribe and Beginning Boutique.
Estimated sponsored posts in 12th Tribe's top markets
PEPPERMAYO has the highest estimated sponsored-post volume in United States (24k posts, 46%), United Kingdom (5.7k posts, 11.1%), Australia (5.2k posts, 10.1%), while 12th Tribe leads in Canada with 63 posts (3.2%). Looking at United States specifically, the split is PEPPERMAYO at 24k posts (46%), Beginning Boutique at 1.8k posts (55.2%), 12th Tribe at 1.6k posts (80.3%).
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
Or, if you want to access data like this for your own software or processes, take a look at Modash's API products:
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