12th Tribe Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 2.3k 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.
Influencer activity throughout the year
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.
12th Tribe's influencer activity by month
Number of sponsored posts
12th Tribe's influencer output appears relatively consistent throughout the year, averaging about 190 sponsored posts per month. April recorded the highest volume at 272 posts (43% above average), while August was the quietest at 119 posts.
Social platforms breakdown
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:
- Instagram: 1.2k posts (53.3%)
- TikTok: 1.1k posts (46.3%)
- YouTube: 9 posts (0.4%)
12th Tribe's influencer activity by 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).
msmarjorieann x 12th Tribe
![Instagram post by @msmarjorieann for 12th Tribe. Caption reads: [...] for summer bohemian ❤️🔥 @shop12thtribe .....](https://images.od.modash.io/7723a8603dfa7e8eace8528f2291ef1b206eec61)
Influencer bio
FASHION• INSPO•LIFESTYLE ✨ fashion • style inspo • vibes ✨🟦 Life is DYNAMIC 💫 pr / collab: mssmarjorieann@gmail.com #style
Collaboration metrics
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jblenssie x 12th Tribe
Influencer bio
some of my fav tt shop finds 🌷 insta - jblenssie ✨ 💌 inquires: jblensse@gmail.com
Collaboration metrics
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FashionSteeleNYC x 12th Tribe
Influencer bio
A beautifully curated life — travel, home, fashion, solitude, abundance VIDEOS EVERY SUNDAY & WEDNESDAY SHOP ALL MY OUTFITS HERE: https://www.shopltk.com/explore/monroesteele EMAIL FOR BUSINESS INQUIRIES ONLY: Monroe.Steele@gmail.com @monroesteele on all platforms
Collaboration metrics
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If you break this down further by content type on Instagram, this is what it looks like:
- Posts: 53.7%
- Reels: 46.3%
💡 Related resource: How To Find Instagram Influencers.
Influencer audience size breakdown (by views)
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.
12th Tribe's influencers average views (Instagram)
Based on each influencer's average views per post
With 37.5% 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.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (196.3k avg views/post, 622.4k followers):
toriacurbelo x 12th Tribe
Influencer bio
Your ‘wearable whimsy’ bestie 🍂🍄🟫🔮 My heart won’t stay entirely in this rib-caging. INFJ 🧚 HSP 🥹 toriacurbelo@gmail.com Charlotte, NC
Collaboration metrics
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And here is another example with a smaller creator on Instagram (587 avg views/post, 4.6k followers):
marinamitrakos x 12th Tribe
![Instagram post by @marinamitrakos for 12th Tribe. Caption reads: [...] year friendship trip!!!! dress is....](https://images.od.modash.io/6fd56dd33dab9187838b53bbd24c783111c79010)
Influencer bio
🗽NYC Content Creator with a 9 to 5 💍 2027 Bride 🇬🇷🇻🇳 Greek & Vietnamese 💌 collabs: marinamitrakos@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
12th Tribe's repeat partnerships
Out of 1.2k unique influencers in our dataset, 61 of them (5%) posted content for 12th Tribe in 3 or more separate calendar months. The most consistent partner is @kaganbrooks, who has collaborated across 8 months with 14 total posts.
Here are 3 examples of 12th Tribe's repeat influencer partnerships, with links to the sponsored content.
kaganbrooks x 12th Tribe
![TikTok post by @kaganbrooks for 12th Tribe. Caption reads: [...] this zebra print dress from @12TH TRIBE 🦓🤎....](https://images.od.modash.io/080c75d7ff3c515ad9f1b12a189da7235232ba81)
![TikTok post by @kaganbrooks for 12th Tribe. Caption reads: [...] to @𖤐Reuniclussy🜏 😉 @12TH TRIBE @Nylon....](https://images.od.modash.io/6cc6c6b4419e149bcc60c74fb4fc78dc0b35fb44)
gemma_noelle x 12th Tribe
![TikTok post by @gemma_noelle for 12th Tribe. Caption reads: [...] #outfitideas #sunset @12TH TRIBE.](https://images.od.modash.io/34b7a3d33e2ece895974b7a345a303dcf84e7ab4)
![TikTok post by @gemma_noelle for 12th Tribe. Caption reads: [...] with this style dress🤭 @12TH TRIBE....](https://images.od.modash.io/bb66a535752b7ddf9ff24bba79b16c1ebdc3c579)
megkapral x 12th Tribe
![Instagram post by @megkapral for 12th Tribe. Caption reads: [...] to be a part of the @shop12thtribe fam! I....](https://images.od.modash.io/a88833c21bd395b766aacf2ef1cb0b5d9ee1d869)
![Instagram post by @megkapral for 12th Tribe. Caption reads: [...] in this dress 🧜♀️🩵 @shop12thtribe....](https://images.od.modash.io/b590ff5a7806cbc0bcbe663aa83bc942b18e4f42)
![Instagram post by @megkapral for 12th Tribe. Caption reads: [...] NY 🖤 Always wearing @shop12thtribe....](https://images.od.modash.io/7b13dcb6ee0dbf2d4e46c840c9ddd18f78ebb748)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where 12th Tribe had the most influencer activity. 79.2% 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:
- Canada (3.3%)
- Brazil (2.8%)
- United Kingdom (2.7%)
12th Tribe's influencer activity by market
Here is another example of 12th Tribe collaborating with an influencer in United States.
katharinegilll x 12th Tribe
![TikTok post by @katharinegilll for 12th Tribe. Caption reads: [...] #falloutfits #fashioninspo @12TH TRIBE.](https://images.od.modash.io/0e4fb6c100dec8068bfca0f7599b45f0f9745a90)
12th Tribe's influencer activity vs. related brands
12th Tribe competes with Beginning Boutique and Hello Molly in boutique-style women’s fashion, targeting similar shoppers through outfit hauls, seasonal edits, and creator-driven styling content.
Total influencer content
12th Tribe vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Beginning Boutique leads with 3.8k sponsored posts, significantly outpacing 12th Tribe (2.3k posts) and Hello Molly (1.7k posts). Across all three brands, the average volume is 2.6k posts, indicating mature, scaled influencer programs.
By social platform
12th Tribe vs. related brands influencer activity (by social platform)
Sponsored posts by platform
12th Tribe leads on YouTube, while Beginning Boutique has the most activity on Instagram and TikTok. The gap is most notable on TikTok, with Beginning Boutique at 2k, 12th Tribe at 1.1k, Hello Molly at 818 posts. Beginning Boutique posts on TikTok are roughly double 12th Tribe and Hello Molly.
By geographical market
12th Tribe vs. related brands influencer activity (by country)
Estimated sponsored posts in 12th Tribe's top markets
Beginning Boutique has the highest estimated sponsored-post volume in United States (2.1k posts, 55.8%), Australia (853 posts, 22.5%), United Kingdom (197 posts, 5.2%), while 12th Tribe has the highest estimated sponsored-post volume in Canada (76 posts, 3.3%), Brazil (64 posts, 2.8%). Looking at United States specifically, the split is Beginning Boutique at 2.1k posts (55.8%), 12th Tribe at 1.8k posts (79.2%), Hello Molly at 1.1k posts (63.8%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Beginning Boutique's Influencer Marketing Strategy
- Hello Molly's Influencer Marketing Strategy
- Tower 28 Beauty's Influencer Marketing Strategy
- Daniel Wellington's Influencer Marketing Strategy
- More Nutrition's Influencer Marketing Strategy
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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