FIGS Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 2.5k pieces of influencer content sponsored by FIGS over the last 12 months.
This report breaks down where & how FIGS 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 FIGS, see here: FIGS influencers.
Influencer activity throughout the year
FIGS's influencer campaigns are active year-round with notable month-to-month fluctuation. The two charts below show month-by-month data for:
- Total sponsored posts tracked
- Total views those posts generated
FIGS's influencer activity by month
Number of sponsored posts
FIGS's sponsored post volume appears to trend upward over the 12-month period, rising from 332 posts in January to 285 in December. The peak month, January, reached 332 posts, 66% higher than the monthly average of 200.
FIGS's influencer activity by month (views)
Total views on sponsored video posts
October generated the most views at 16.9M, while March recorded the least at 3.2M. Across all tracked posts in the 12-month window, average views per post were 47.2k. Interestingly, the highest-view month (October) does not align with peak post volume (January), which could indicate performance differences across months. At a quarterly level, performance is strongest in Q4 (Oct-Dec). The top-performing tracked post, by @mdphdchronicles, generated 6.9M views.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of FIGS's sponsored influencer collaborations break down by social platform:
- Instagram: 1.5k posts (60.8%)
- TikTok: 955 posts (38.7%)
- YouTube: 13 posts (0.5%)
FIGS's influencer activity by platform
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for FIGS.
Here are 3 examples of FIGS's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
tahmfray x FIGS
![Instagram post by @tahmfray for FIGS. Caption reads: [...] nuevo color favorito ✨💫 Dandelion x....](https://images.od.modash.io/3298f2f74a290da226af11d23873cde99d8036e4)
Influencer bio
Doctora residente de gine 🩺🌸 R2 🇲🇽 | vida real pero aesthetic Estudio, pilates & guardias Med tips | FIGS ambassador ✨ ✉️ medtahamarafray@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
mdphdchronicles x FIGS
![TikTok post by @mdphdchronicles for FIGS. Caption reads: [...] sooo flattering 💋🌹💃🏾🍒 #scrubs #wearfigs....](https://images.od.modash.io/c615d163fa54558ea746b14967916f5b2734b2b1)
Influencer bio
a Dr. Dr. to be med • advice • lifestyle 💌 mdphdchronicles@gmail.com 📍 mtl
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
OffTheVinePodcast x FIGS
![YouTube post by @OffTheVinePodcast for FIGS. Caption reads: [...] Learn more at https://JOINBLVD.com.
Figs:....](https://images.od.modash.io/165543e1cc8e4c91939c085c3bc052275c8b645f)
Influencer bio
On the charts since 2017, Off The Vine isn’t just a podcast—it’s a full-bodied pour of unfiltered conversations, deep dives, and downright ridiculous moments. Hosted by Kaitlyn Bristowe—former Bachelorette, DWTS champ, and your go-to girl for keeping it real—OTV is like catching up with your bestie over a glass of wine (Spade & Sparrows, because, duh). Whether you’re a day-one Vino or a first-time listener, expect a mix of thought-provoking chats, pop culture deep dives, personal growth, spirituality, and the occasional joke that probably crosses the line. Sip, stay, and let’s get into it! You can find new episodes of Off the Vine on Apple Podcasts, Spotify and YouTube every Tuesday and Thursday!
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
If you break this down further by content type on Instagram, this is what it looks like:
- Reels: 73.3%
- Posts: 26.7%
💡 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 FIGS 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.
FIGS's influencers average views (Instagram)
Based on each influencer's average views per post
FIGS's creator selection appears relatively diversified across size tiers, with no single segment dominating. This suggests a balanced approach to influencer partnerships, spreading investment across different audience sizes.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (1.6M avg views/post):
jays__days x FIGS
Influencer bio
Husband | Dad | Nurse ➕@wearfigs ambassador 📩 hello.jaysdays@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
And here is another example with a smaller creator on Instagram (10.0k avg views/post):
nurse.maddi x FIGS
![Instagram post by @nurse.maddi for FIGS. Caption reads: [...] body and baby !!!
.
.
.
.
.
.
#wearfigs....](https://images.od.modash.io/7de63f4c66ce0efdb942f3a0ef0c2eb64c9f52cc)
Influencer bio
»» nursing / lifestyle / pregnant with my ivf miracle 🏥 icu nurse // bsn, rn, ccrn 🐚 coronado, ca 💌 hello@nursemaddi.com 🐾 mom to @islanddogduo
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
FIGS's repeat partnerships
Out of 876 unique influencers in our dataset, 189 of them (22%) posted content for FIGS in 3 or more separate calendar months. The most consistent partner is @ladyspinedoc, who has collaborated across 13 months with 40 total posts. @ninablifestyle alone accounts for 13% of all tracked sponsored content.
Here are 3 examples of FIGS's repeat influencer partnerships, with links to the sponsored content.
ladyspinedoc x FIGS
![Instagram post by @ladyspinedoc for FIGS. Caption reads: [...] of you! Thank you to @wearfigs 💖....](https://images.od.modash.io/21d60f652332733bace11f26e54ba3a79e16455c)
![Instagram post by @ladyspinedoc for FIGS. Caption reads: [...] #PhysicianAssistant #wearfigs....](https://images.od.modash.io/571f1f9d67384b257cda63a55b75c57b1ba17931)
![Instagram post by @ladyspinedoc for FIGS. Caption reads: [...] it all 😌 Filmed by Bea 😜#wearfigs....](https://images.od.modash.io/474acccdd22035fce9bdb4c2ddb9f0f7634fb15c)
drterrysimpsonmd x FIGS
![Instagram post by @drterrysimpsonmd for FIGS. Caption reads: [...] tea and listen to history. @wearfigs....](https://images.od.modash.io/d16e7880b7b6be2ba797b245b4ea324603776042)
![Instagram post by @drterrysimpsonmd for FIGS. Caption reads: [...] health.
#sponsored
#wearfigs....](https://images.od.modash.io/40ed4e2f8a69d5ad00742e39ce7008288c6c02dc)
![Instagram post by @drterrysimpsonmd for FIGS. Caption reads: [...] and while I miss my @wearfigs scrubs for....](https://images.od.modash.io/bb34e798829e7740e4a3aeba89b1ed36ee5f15ff)
ninablifestyle x FIGS
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where FIGS had the most influencer activity. 74.2% 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:
- United Kingdom (4.4%)
- Canada (3.9%)
- Mexico (3.1%)
FIGS's influencer activity by market
Here is another example of FIGS collaborating with an influencer in United States.
yournursingeducator x FIGS
![TikTok post by @yournursingeducator for FIGS. Caption reads: fall figs drop 🤎🤎🤎 the walnut colour >>>> [...].](https://images.od.modash.io/c41b975f56806bfc152004ebd38bd717d1ad5ccd)
FIGS's influencer activity vs. related brands
FIGS competes in apparel with a strong community identity, centered on workwear for healthcare professionals. Gymshark and Bombas are useful benchmarks for brand community building and influencer-led storytelling around everyday uniforms and lifestyle.
Total influencer content
FIGS vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Gymshark leads with 11.2k sponsored posts, significantly outpacing FIGS (2.5k posts) and Bombas (861 posts). Across all three brands, the average volume is 4.8k posts, indicating mature, scaled influencer programs. Gymshark has several times more total posts than FIGS and Bombas.
By social platform
FIGS vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, Gymshark leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with Gymshark at 8.3k, FIGS at 1.5k, Bombas at 345 posts. Gymshark's activity is particularly concentrated on Instagram. On Instagram and TikTok, Gymshark has several times more posts than FIGS and Bombas, and on YouTube, Gymshark and Bombas each have several times more posts than FIGS.
By geographical market
FIGS vs. related brands influencer activity (by country)
Estimated sponsored posts in FIGS's top markets
Gymshark has the highest estimated sponsored-post volume in United States (5.7k posts, 50.9%), United Kingdom (1.6k posts, 13.9%), Mexico (404 posts, 3.6%), suggesting a North America focus, while FIGS leads in Canada with 96 posts (3.9%). Looking at United States specifically, the split is Gymshark at 5.7k posts (50.9%), FIGS at 1.8k posts (74.2%), Bombas at 679 posts (78.9%).
Read more influencer strategy breakdowns
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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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