We analyzed 11.4k pieces of influencer content sponsored by drinknello over the last 12 months.
This report breaks down where & how drinknello 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 drinknello, see here: drinknello influencers.
drinknello'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
drinknello's influencer output appears relatively consistent throughout the year, averaging about 939 sponsored posts per month. January recorded the highest volume at 1.3k posts (36% above average), while August was the quietest at 540 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of drinknello's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for drinknello.
Here are 2 examples of drinknello's recent sponsored collaborations (one each for Instagram, TikTok).
Influencer bio
💍@jenniferlaffleck ✉️: ZacAffleck@select.co
Collaboration metrics
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Influencer bio
Skincare + beauty + trending finds ✨ Your perfect routine, simplified🤍 All of the things ⬇️
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
💡 Related resource: How To Find TikTok Influencers.
For their top social platform (TikTok), here is a breakdown of the type of influencers drinknello 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 75.1% of partnerships featuring creators averaging <1K views, drinknello'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 TikTok (412.8k avg views/post):
Influencer bio
28 • ATX Beauty, fitness, events!! 💌 Partnerships: jennapalekcollab@gmail.com
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.7k avg views/post):
Influencer bio
✨ Sharing my fave outfits 🎀& gem products - for UGC & collabs email tiktokkerimiller46@yahoo.com - palm beach girly
Collaboration metrics
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Out of 3.6k unique influencers in our dataset, 420 of them (12%) posted content for drinknello in 3 or more separate calendar months. The most consistent partner is @joliolioliver, who has collaborated across 12 months with 56 total posts.
Here are 3 examples of drinknello'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 drinknello had the most influencer activity. 83.1% 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 drinknello collaborating with an influencer in United States.
drinknello competes in the better-for-you beverage space with Poppi and OLIPOP, which fight for the same wellness-curious soda alternative audience. These brands are strong influencer benchmarks due to their heavy sampling, UGC, and lifestyle content strategies.
Total sponsored posts tracked (last 12 months)
drinknello leads with 11.4k sponsored posts, marginally ahead of Poppi (10.2k posts) and OLIPOP (6.3k posts). Across all three brands, the average volume is 9.3k posts, indicating mature, scaled influencer programs. drinknello has the highest total post count, with more than 5,000 more posts than Poppi.
Sponsored posts by platform
drinknello leads on TikTok, while Poppi has the most activity on Instagram and OLIPOP has the most activity on YouTube. The gap is most notable on TikTok, with drinknello at 11.2k, Poppi at 7.4k, OLIPOP at 3.1k posts. drinknello's activity is particularly concentrated on TikTok. On TikTok, drinknello’s post count is more than 3,800 higher than Poppi and more than 8,000 higher than OLIPOP.
Estimated sponsored posts in drinknello's top markets
drinknello has the highest estimated sponsored-post volume in United States (9.5k posts, 83.1%), India (274 posts, 2.4%), while Poppi has the highest estimated sponsored-post volume in Canada (481 posts, 4.7%), United Kingdom (358 posts, 3.5%). Looking at United States specifically, the split is drinknello at 9.5k posts (83.1%), Poppi at 8.3k posts (80.9%), OLIPOP at 5.2k posts (82.7%). drinknello's strength in United States may indicate a home-market focus, while Poppi shows broader regional investment.
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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