We analyzed 2.6k pieces of influencer content sponsored by Gibson over the last 12 months.
This report breaks down where & how Gibson 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 Gibson, see here: Gibson influencers.
Gibson'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
Gibson's influencer output appears relatively consistent throughout the year, averaging about 217 sponsored posts per month. October recorded the highest volume at 272 posts (25% above average), while February was the quietest at 98 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Gibson's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for Gibson.
Here are 3 examples of Gibson's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
12 Year Old guitarist showcasing her skills in genres like Thrash Metal, TOOL songs & Indian Classical Carnatic music. Account Managed by Parents
Collaboration metrics
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Influencer bio
wellness, nourishing foods & healthy habits contact: heaven@inspiraragency.nl 🎧🥯☕️🥥🤍
Collaboration metrics
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Influencer bio
Pete Thorn's gear demos, guitar lessons, and other guitar-centric videos... enjoy! If you like what I do here, PLEASE SUBSCRIBE! And please "like" my Facebook music page: facebook.com/guitarnerd
Collaboration metrics
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If you break this down further by content type on Instagram, this is what it looks like:
💡 Related resource: How To Find Instagram Influencers.
For their top social platform (Instagram), here is a breakdown of the type of influencers Gibson 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
Gibson'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 (629.0k avg views/post):
Influencer bio
Fun Guitar Content Feeding your Gear Addiction reel by reel! 🎸 Dad Rock 🤘🏼🔥❤️🔥
Collaboration metrics
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And here is another example with a smaller creator on Instagram (3.5k avg views/post):
Influencer bio
Apoyamos a los futuros músicos y promovemos la investigación y preservación de la música latina brindando becas, subvenciones y programas educativos.
Collaboration metrics
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Out of 1k unique influencers in our dataset, 22 of them (2%) posted content for Gibson in 3 or more separate calendar months. The most consistent partner is @vintagelespaul, who has collaborated across 12 months with 191 total posts. @vintagelespaul alone accounts for 7% of all tracked sponsored content.
Here are 3 examples of Gibson'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 Gibson had the most influencer activity. 46.3% 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 Gibson collaborating with an influencer in United States.
Fender is Gibson’s closest direct competitor in guitars and related music gear, often targeting the same musician segments. Universal Music is a major adjacent-category competitor in the broader music ecosystem, competing for artist relationships, brand partnerships, and influence in music culture.
Total sponsored posts tracked (last 12 months)
Universal Musiek leads with 7.3k sponsored posts, significantly outpacing Fender (2.9k posts) and Gibson (2.6k posts). Across all three brands, the average volume is 4.2k posts, indicating mature, scaled influencer programs. Universal Musiek has multiple times more total posts than Gibson or Fender.
Sponsored posts by platform
Among these brands, Universal Musiek leads on Instagram and Fender leads on TikTok and YouTube. The gap is most notable on Instagram, with Universal Musiek at 6.9k, Gibson at 2.1k, Fender at 2k posts. Gibson's activity is particularly concentrated on Instagram. On Instagram, Universal Musiek has multiple times more posts than Gibson or Fender.
Estimated sponsored posts in Gibson's top markets
Fender has the highest estimated sponsored-post volume in United States (1.6k posts, 57.2%), United Kingdom (232 posts, 8.1%), while Universal Musiek has the highest estimated sponsored-post volume in Brazil (1.5k posts, 20.2%), India (574 posts, 7.9%), while Gibson leads in The Netherlands with 263 posts (10.1%). Looking at United States specifically, the split is Fender at 1.6k posts (57.2%), Gibson at 1.2k posts (46.3%), Universal Musiek at 1.1k posts (14.6%).
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:
When you outgrow your mishmash of spreadsheets & free tools, try Modash. Find & email influencers, track campaigns, ship products & more - all in one place.