We analyzed 17.6k 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.
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.
Number of sponsored posts
FIGS's influencer output appears relatively consistent throughout the year, averaging about 1.5k sponsored posts per month. January recorded the highest volume at 2.1k posts (41% above average), while February was the quietest at 743 posts.
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:
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).
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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Influencer bio
Soy doctora, R3 de Gine 🌸 @wearfigs ambassador 💫 Estudio, guardias, wellness
Collaboration metrics
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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
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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 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.
Based on each influencer's average views per post
With 35% 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. The 10K-50K views segment is also prominent at 27.8%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (1.9M avg views/post):
Influencer bio
There’s life outside of medicine 🤓 Aesthetic MD 💉 | Belo Medical Group - Rockwell
Collaboration metrics
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And here is another example with a smaller creator on TikTok (10.0k avg views/post):
Influencer bio
Plastic Surgery Nurse 🩺 Los Angeles 💌catejoanne93@gmail.com
Collaboration metrics
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Out of 4.1k unique influencers in our dataset, 635 of them (15%) posted content for FIGS in 3 or more separate calendar months. The most consistent partner is @drterrysimpsonmd, who has collaborated across 13 months with 19 total posts.
Here are 3 examples of FIGS'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 FIGS had the most influencer activity. 71.4% 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 FIGS collaborating with an influencer in United States.
Bombas and Alo Yoga are strong DTC apparel brands with premium positioning and heavy lifestyle/influencer-driven marketing, making them realistic competitors for FIGS’ audience and spend. Both compete for similar wellness-minded consumers and wardrobe share beyond just workwear.
Total sponsored posts tracked (last 12 months)
Alo Yoga leads with 32.6k sponsored posts, significantly outpacing FIGS (17.6k posts) and Bombas (870 posts). Across all three brands, the average volume is 17k posts, indicating mature, scaled influencer programs. Alo Yoga has nearly twice as many total posts as FIGS and far more than Bombas.
Sponsored posts by platform
FIGS leads on TikTok, while Alo Yoga has the most activity on Instagram and Bombas has the most activity on YouTube. The gap is most notable on Instagram, with Alo Yoga at 27.6k, FIGS at 6.8k, Bombas at 361 posts. Alo Yoga's activity is particularly concentrated on Instagram. Instagram is dominated by Alo Yoga, while TikTok is led by FIGS, and YouTube activity is concentrated in Bombas.
Estimated sponsored posts in FIGS's top markets
Alo Yoga has the highest estimated sponsored-post volume in United States (13k posts, 40.9%), Brazil (2.5k posts, 7.8%), United Kingdom (1.7k posts, 5.2%), while FIGS leads in Canada with 722 posts (4.1%). Looking at United States specifically, the split is Alo Yoga at 13k posts (40.9%), FIGS at 13k posts (71.4%), Bombas at 690 posts (79.3%).
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
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