We analyzed 2.9k pieces of influencer content sponsored by Fender over the last 12 months.
This report breaks down where & how Fender 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 Fender, see here: Fender influencers.
Fender'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
Fender's influencer output appears relatively consistent throughout the year, averaging about 239 sponsored posts per month. October recorded the highest volume at 315 posts (32% above average), while February was the quietest at 101 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Fender's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for Fender.
Here are 3 examples of Fender's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
Tattoo Artist, Musician, Nature Lover, Published Author, Coach @hillsidetattoo @natursurvival
Collaboration metrics
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Influencer bio
my music journal ‧₊˚♪ 𝄞₊˚⊹ IG: harmonycalata
Collaboration metrics
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Influencer bio
Play guitar and have fun!
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 Fender 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 30% of partnerships featuring creators averaging 10K-50K views, Fender's strategy suggests cost-efficiency and engagement-focused partnerships. The 1K-5K views segment is also prominent at 24.9%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (179.4k avg views/post):
Influencer bio
UK TOUR THIS FALL! 🇬🇧👇
Collaboration metrics
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And here is another example with a smaller creator on Instagram (5.5k avg views/post):
Influencer bio
🎸#shred and #jazzfusion lover 🎸 +40k on YouTube ⬇️PROVA GRATIS ALTERNATE PICKING WORKOUT⬇️
Collaboration metrics
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Out of 1.4k unique influencers in our dataset, 34 of them (2%) posted content for Fender in 3 or more separate calendar months. The most consistent partner is @nickmobassman, who has collaborated across 11 months with 37 total posts.
Here are 3 examples of Fender'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 Fender had the most influencer activity. 57.2% 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:
Here is another example of Fender collaborating with an influencer in United States.
Fender’s guitar and music-creator ecosystem is most directly comparable to Gibson as a legacy guitar brand, while Universal Musiek is a relevant adjacent competitor for musician audiences and influencer-led music culture.
Total sponsored posts tracked (last 12 months)
Universal Musiek leads with 7.3k sponsored posts, significantly outpacing Fender (2.9k posts) and Gibson (2.1k posts). Across all three brands, the average volume is 4.1k posts, indicating mature, scaled influencer programs. Universal Musiek has more than twice as many total posts as Fender and Gibson.
Sponsored posts by platform
Fender leads on TikTok and YouTube, while Universal Musiek leads on Instagram. The gap is most notable on Instagram, with Universal Musiek at 6.9k, Gibson at 2.1k, Fender at 2k posts. Fender's activity is particularly concentrated on Instagram. Gibson has no posts shown on TikTok or YouTube.
Estimated sponsored posts in Fender's top markets
Fender has the highest estimated sponsored-post volume in United States (1.6k posts, 57.2%), United Kingdom (232 posts, 8.1%), while Universal Musiek has the highest estimated sponsored-post volume in Brazil (1.5k posts, 20.2%), India (574 posts, 7.9%), while Gibson leads in The Netherlands with 208 posts (10%). Looking at United States specifically, the split is Fender at 1.6k posts (57.2%), Universal Musiek at 1.1k posts (14.6%), Gibson at 981 posts (47.3%). Fender's strength in United States and United Kingdom may indicate a home-market focus, while Universal Musiek 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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