FIGS Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 16.5k 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 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 (36% above average), while July was the quietest at 613 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 (62.5%)
- Instagram: 6.2k posts (37.5%)
FIGS's influencer activity by platform
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for FIGS.
Here are 2 examples of FIGS's recent sponsored collaborations (one each for Instagram, TikTok).
tahmfray x FIGS
![Instagram post by @tahmfray for FIGS. Caption reads: [...] los accesorios posibles obviamente ✨....](https://images.od.modash.io/561e6aa2a2642f9ba3cab5b3d7abcbfaf1c83f38)
Influencer bio
Doctora residente de gine 🩺🌸 R2 🇲🇽 | vida real pero aesthetic Estudio, pilates & guardias Med tips | FIGS ambassador ✨ ✉️ medtahamarafray@gmail.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
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 93.5%
- Carousels: 6.5%
💡 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 37.9% 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 (5.6M avg views/post):
thesleepyviet x FIGS
![TikTok post by @thesleepyviet for FIGS. Caption reads: [...] loungewear and scrubs/jacket from @wearfigs....](https://images.od.modash.io/432aeba16707b00281b38c4216a5874840496a94)
Influencer bio
Learning Southern Vietnamese 🇻🇳 Psych Nurse rediscovering my culture Calgary, Canada 📍 @wearfigs ambassador 💌 thesleepyviet@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 TikTok (10.0k avg views/post):
allisonmomco x FIGS
![TikTok post by @allisonmomco for FIGS. Caption reads: [...] #microinfluencer #momlife #content @wearfigs....](https://images.od.modash.io/46a2b1e1565b92d9425fc63b68c44cda93efd6e0)
Influencer bio
LETS HAVE FUN😎 Working mom!!! cothcollabs@gmail.com IG allisonmomco
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
FIGS's repeat partnerships
Out of 4.1k unique influencers in our dataset, 540 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 146 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: [...] para el verano caluroso 🩵🌊 #figsambassador....](https://images.od.modash.io/af9ed3e021639e522f401311afa487773c3ca8b0)
![Instagram post by @tahmfray for FIGS. Caption reads: [...] ya está en la página de @wearfigs 🤍 Me....](https://images.od.modash.io/e14f75db5ee2fc95e063c7282274a9b66272d75f)
kelly.herr x FIGS
![TikTok post by @kelly.herr for FIGS. Caption reads: [...] fireside and purple haze!! @wearfigs....](https://images.od.modash.io/37fbfc3898e720ed8e8405fc1448658c84065c72)
![TikTok post by @kelly.herr for FIGS. Caption reads: [...] celery + deep purple!! @wearfigs ||....](https://images.od.modash.io/082b071ff03fd1011831d0cd36454770592dea33)
![TikTok post by @kelly.herr for FIGS. Caption reads: [...] + forest green!!! 💐🌸💫 @wearfigs isabel....](https://images.od.modash.io/cfbb6f3851e08211f93aa2d54b34dc0e15f38dd4)
darbyyyyb_ x FIGS
![TikTok post by @darbyyyyb_ for FIGS. Caption reads: [...] Any guesses on the color? @wearfigs....](https://images.od.modash.io/23dff54b8918b74456565e287b91372a3bfe929c)
![TikTok post by @darbyyyyb_ for FIGS. Caption reads: New FIGS holiday drop 😚 Showing the [...].](https://images.od.modash.io/fb1e006128b028afe91d195fecb119044f588df2)
💡 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. 72.7% 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 (4.1%)
- Mexico (3.6%)
- United Kingdom (3.5%)
FIGS's influencer activity by market
Here is another example of FIGS collaborating with an influencer in United States.
chandlerrose x FIGS
![Instagram post by @chandlerrose for FIGS. Caption reads: FIGS invited me to DC to lobby for the [...].](https://images.od.modash.io/dc739440adb0b92ff7727bce165d8953e0b876bc)
FIGS's influencer activity vs. related brands
SPANX and Bombas are adjacent apparel competitors for FIGS in the comfort-and-performance essentials space, competing for similar everyday-wear budgets. Like FIGS, both brands use creator storytelling around fit, function, and lifestyle utility.
Total influencer content
FIGS vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
FIGS leads with 16.5k sponsored posts, significantly outpacing SPANX (3.2k posts) and Bombas (1.7k posts). Across all three brands, the average volume is 7.1k posts, indicating mature, scaled influencer programs. FIGS has several times more total posts than SPANX and Bombas.
By social platform
FIGS vs. related brands influencer activity (by social platform)
Sponsored posts by platform
FIGS leads on Instagram and TikTok, while SPANX leads on YouTube. The gap is most notable on TikTok, with FIGS at 10.3k, Bombas at 971, SPANX at 515 posts. SPANX's activity is particularly concentrated on Instagram. On TikTok, FIGS has many more posts than SPANX and Bombas.
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, 72.7%), Canada (675 posts, 4.1%), Mexico (593 posts, 3.6%), suggesting a North America focus, while SPANX leads in United Kingdom with 171 posts (5.3%). Looking at United States specifically, the split is FIGS at 12k posts (72.7%), SPANX at 2.4k posts (74.1%), Bombas at 1.4k posts (80.4%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- SPANX's Influencer Marketing Strategy
- Bombas's Influencer Marketing Strategy
- MONDAY Haircare's Influencer Marketing Strategy
- – Get Raw Nutrition's Influencer Marketing Strategy
- WOLFpak'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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