We analyzed 10.7k pieces of influencer content sponsored by Free Soul over the last 12 months.
This report breaks down where & how Free Soul 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 Free Soul, see here: Free Soul influencers.
Free Soul's influencer marketing output shows strong seasonal variation, with some months seeing 3x or more activity than others. The chart below shows month-by-month data for total sponsored posts tracked.
Number of sponsored posts
Free Soul's influencer activity appears to have tapered over the year, from 3.1k posts in January down to 725 in December. January was the busiest month at 3.1k posts, 256% above the monthly average.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Free Soul's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Free Soul.
Here are 2 examples of Free Soul's recent sponsored collaborations (one each for TikTok, YouTube).
Influencer bio
23| all things health & wellness UGC creator 🎧✨☁️ 💌 leilatudorugc@yahoo.com
Collaboration metrics
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Influencer bio
Oversharing since 2012.
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 Free Soul 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 68.8% of partnerships featuring creators averaging <1K views, Free Soul'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 (411.9k avg views/post):
Influencer bio
✨Your bossy big sister 📧 sallyanne@unleashedtalent.co.uk 👇🏼Socials & LTK Outfits
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.9k avg views/post):
Influencer bio
∞︎︎ ℒ𝒾𝓋𝒾𝓃ℊ 𝓁𝒾𝒻ℯ 𝓉ℴ 𝓉𝒽ℯ 𝒻𝓊𝓁𝓁ℯ𝓈𝓉 ∞︎︎ beautybyshell@myyahoo.com
Collaboration metrics
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Out of 3.9k unique influencers in our dataset, 396 of them (10%) posted content for Free Soul in 3 or more separate calendar months. The most consistent partner is @janet.osayande, who has collaborated across 13 months with 170 total posts.
Here are 3 examples of Free Soul'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 Kingdom is where Free Soul had the most influencer activity. 43.1% of their live influencer content in the last 12 months was posted by British influencers.
Based on the percentage of influencer content per market, other important markets include:
Here is another example of Free Soul collaborating with an influencer in United Kingdom.
Free Soul overlaps with Women’s Best and Lemme in female-focused wellness and supplements, competing for the same creator-led routine content and community-driven purchase behavior.
Total sponsored posts tracked (last 12 months)
Women's Best leads with 15.6k sponsored posts, marginally ahead of Lemme (14.8k posts) and Free Soul (10.7k posts). Across all three brands, the average volume is 13.7k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
Free Soul leads on YouTube, while Women's Best has the most activity on Instagram and Lemme has the most activity on TikTok. The gap is most notable on Instagram, with Women's Best at 12.2k, Free Soul at 0, Lemme at 0 posts. Free Soul's activity is particularly concentrated on TikTok. Instagram activity is concentrated with Women’s Best, while TikTok activity is concentrated with Free Soul and Lemme.
Estimated sponsored posts in Free Soul's top markets
Women's Best has the highest estimated sponsored-post volume in United States (7.3k posts, 47.1%), France (843 posts, 5.4%), while Free Soul has the highest estimated sponsored-post volume in United Kingdom (4.6k posts, 43.1%), Canada (611 posts, 5.7%). Looking at United States specifically, the split is Women's Best at 7.3k posts (47.1%), Free Soul at 4.4k posts (41%).
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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