FIGS Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 16.2k 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 chart below shows month-by-month data for total sponsored posts tracked.
FIGS's influencer activity by month
Number of sponsored posts
FIGS's influencer output appears relatively consistent throughout the year, averaging about 1.4k sponsored posts per month. January recorded the highest volume at 1.9k posts (37% above average), while May was the quietest at 343 posts.
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:
- TikTok: 10.3k posts (63.2%)
- Instagram: 6.0k posts (36.7%)
- YouTube: 8 posts (0%)
FIGS's influencer activity by platform
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for FIGS.
Here are 3 examples of FIGS's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
drashleytop x FIGS
Influencer bio
🧚🏻💕my life as a dentist & mom! cute scrubs + cute outfits sk, canada 💌 drashleytop@shinetalentgroup.com
Collaboration metrics
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tahamarafray x FIGS
![TikTok post by @tahamarafray for FIGS. Caption reads: [...] está muy agusto para las guardias @wearfigs....](https://images.od.modash.io/65f00916ac09727b621fc56177f504bab940a4a6)
Influencer bio
Soy doctora, R3 de Gine 🌸 @wearfigs ambassador 💫 Med tips, guardias, wellness
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
RenaMalikMD x FIGS
![YouTube post by @RenaMalikMD for FIGS. Caption reads: [...] things. Love the shirt? Get yours at Figs....](https://images.od.modash.io/c1abcf5f3cf1212fce16a6718a179d76398066e2)
Influencer bio
I’m Dr. Rena Malik, a Urologist & Pelvic Surgeon. On my channel I post weekly videos with education about urologic, sexual, bladder health and more! Learn more: https://learn.renamalikmd.com
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 TikTok, this is what it looks like:
- Videos: 93.4%
- Carousels: 6.6%
💡 Related resource: How To Find TikTok Influencers.
Influencer audience size breakdown (by views)
For their top social platform (TikTok), 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 (TikTok)
Based on each influencer's average views per post
With 37.7% of partnerships featuring creators averaging 1K-5K views, FIGS'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 (3.8M avg views/post):
kat.hovs.pa x FIGS
Influencer bio
#Nurse 👨🏼⚕️🏥 Surgical PCU
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 TikTok (10.0k avg views/post):
jakegrez x FIGS
![TikTok post by @jakegrez for FIGS. Caption reads: [...] 🍵 and magenta scrubs- out now!! @wearfigs....](https://images.od.modash.io/c379c1e37ca49064a5b0a1248668c13861a42602)
Influencer bio
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
FIGS's repeat partnerships
Out of 4k unique influencers in our dataset, 530 of them (13%) posted content for FIGS in 3 or more separate calendar months. The most consistent partner is @tahmfray, who has collaborated across 12 months with 150 total posts.
Here are 3 examples of FIGS's repeat influencer partnerships, with links to the sponsored content.
tahmfray x FIGS
![Instagram post by @tahmfray for FIGS. Caption reads: [...] favorito ✨💫 Dandelion x @wearfigs....](https://images.od.modash.io/3298f2f74a290da226af11d23873cde99d8036e4)
![Instagram post by @tahmfray for FIGS. Caption reads: [...] ya está en la página de @wearfigs 🤍 Me....](https://images.od.modash.io/e14f75db5ee2fc95e063c7282274a9b66272d75f)
![Instagram post by @tahmfray for FIGS. Caption reads: [...] mi chamarra favorita ! 🌸 #figsambassador....](https://images.od.modash.io/15fd19496f5b45a73c964270735631475eeaa5b9)
luvnanxy x FIGS
![TikTok post by @luvnanxy for FIGS. Caption reads: [...] for free coffee>>💝✨ @wearfigs @Dunkin'....](https://images.od.modash.io/a7bdc62ee92ddba54b9918633d2338c1489863a6)
![TikTok post by @luvnanxy for FIGS. Caption reads: [...] weekendddd🫶🏼🫶🏼🫶🏼 @wearfigs @lululemon....](https://images.od.modash.io/c43440525589e734e2fa9f82ff8a517262556dda)
kelly.herr x FIGS
![TikTok post by @kelly.herr for FIGS. Caption reads: [...] underscrub + isabel wide leg + FIGS x NB....](https://images.od.modash.io/2984f08ad8a68c92027fb43be451251cf9258907)
![TikTok post by @kelly.herr for FIGS. Caption reads: [...] + forest green!!! 💐🌸💫 @wearfigs isabel....](https://images.od.modash.io/cfbb6f3851e08211f93aa2d54b34dc0e15f38dd4)
![TikTok post by @kelly.herr for FIGS. Caption reads: [...] going to work 1000x better @wearfigs ||....](https://images.od.modash.io/300ed8a30d3ce07b780c323a6b09ac284256ae3d)
💡 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. 71.8% 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 (4.7%)
- Canada (4.2%)
- Mexico (3.3%)
FIGS's influencer activity by market
Here is another example of FIGS collaborating with an influencer in United States.
jacksde x FIGS
![TikTok post by @jacksde for FIGS. Caption reads: [...] #nursesoftiktok #nurselife #nursetok....](https://images.od.modash.io/1af89e3872a5caed722dd17062df69e84f2466b8)
FIGS's influencer activity vs. related brands
Skims and SPANX are adjacent apparel competitors for FIGS’ core customers around comfort, fit, and function, and they similarly leverage creator testimonials to sell performance essentials.
Total influencer content
FIGS vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
FIGS leads with 16.2k sponsored posts, notably outpacing Skims (14.1k posts) and SPANX (3.1k posts). Across all three brands, the average volume is 11.1k posts, indicating mature, scaled influencer programs. FIGS and Skims have a similar total number of posts, while SPANX has far fewer.
By social platform
FIGS vs. related brands influencer activity (by social platform)
Sponsored posts by platform
FIGS leads on TikTok, while Skims has the most activity on Instagram and SPANX has the most activity on YouTube. The gap is most notable on TikTok, with FIGS at 10.3k, Skims at 7.5k, SPANX at 495 posts. SPANX's activity is particularly concentrated on Instagram. On TikTok, FIGS has more posts than Skims and far more than SPANX, and on YouTube SPANX has far more posts than FIGS and Skims.
By geographical market
FIGS vs. related brands influencer activity (by country)
Estimated sponsored posts in FIGS's top markets
FIGS has the highest estimated sponsored-post volume in United States (12k posts, 71.8%), Canada (682 posts, 4.2%), suggesting a North America focus, while Skims has the highest estimated sponsored-post volume in United Kingdom (958 posts, 6.8%), Brazil (493 posts, 3.5%). Looking at United States specifically, the split is FIGS at 12k posts (71.8%), Skims at 8.5k posts (60.6%), SPANX at 2.3k posts (75.1%). FIGS's strength in United States may indicate a home-market focus, while Skims shows broader regional investment.
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Skims's Influencer Marketing Strategy
- SPANX's Influencer Marketing Strategy
- THATSSOFETCH.COM.AU's Influencer Marketing Strategy
- Clean Simple Eats's Influencer Marketing Strategy
- Bondisands'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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