We analyzed 23.5k pieces of influencer content sponsored by Glow Recipe over the last 12 months.
This report breaks down where & how Glow Recipe 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 Glow Recipe, see here: Glow Recipe influencers.
Glow Recipe'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
Glow Recipe's sponsored post volume appears to trend upward over the 12-month period, rising from 2.2k posts in January to 2.4k in December. The peak month, November, reached 3.4k posts, 75% higher than the monthly average of 1.9k.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Glow Recipe's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Glow Recipe.
Here are 3 examples of Glow Recipe's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
beauty | lifestyle 🇸🇸 @forbesunder30 💌 | christina.jones@thedigitalbrandarchitects.com
Collaboration metrics
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Influencer bio
luckiest girl in the world 🦋
Collaboration metrics
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Influencer bio
🧪 Si t’as des problèmes de peau ou que tu as simplement des questions sur ta skincare routine, bienvenue sur ma chaîne SkincarebySamy ! Ici je t’explique les choses clairement, simplement, honnêtement et sans bullshit ! 🧬 Moi c’est Samy et j'ai longtemps souffert d'acné sévère, jusqu'à ce que je découvre des solutions efficaces grâce à des recherches approfondies et des expérimentations. Mon objectif est de partager ces astuces et techniques avoir la meilleure peau, peu importe ton type de peau, tes problèmes spécifiques et ton budget. 🔬Acné, rides, points noirs, peau grasse, peau sèche, taches, hyperpigmentation… J’aborde TOUS les sujets. 🧫 Je te parle des ingrédients clés, des skincare routines adaptées à ton type de peau et bien plus encore. ⚠️ SURTOUT SURTOUT SURTOUT n’hésite pas à commenter pour que je puisse te répondre ! ✅ Abonne-toi pour des vidéos régulières sur les tendances et astuces en matière de soins de la peau 📧Contact pro : hi@skincarebysamy.com
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 Glow Recipe 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 44.7% of partnerships featuring creators averaging <1K views, Glow Recipe'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 (4.5M avg views/post):
Influencer bio
your beauty obsessed big sister ❤️ glamzilla@glamzillapro.com
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.9k avg views/post):
Influencer bio
New York City Insta @torivoelker_ victoriavoelker@icloud.com
Collaboration metrics
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Out of 10k unique influencers in our dataset, 1k of them (10%) posted content for Glow Recipe in 3 or more separate calendar months. The most consistent partner is @jdavismoranti, who has collaborated across 12 months with 30 total posts.
Here are 3 examples of Glow Recipe'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 Glow Recipe had the most influencer activity. 47.7% 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:
Here is another example of Glow Recipe collaborating with an influencer in United States.
Glow Recipe, BYOMA, and Theinkeylist compete in results-focused skincare that performs well in routine education and ingredient explainers. They share similar audiences who shop based on creator-led recommendations and visible skin benefits.
Total sponsored posts tracked (last 12 months)
Glow Recipe leads with 23.5k sponsored posts, significantly outpacing BYOMA (12.3k posts) and Theinkeylist (6.1k posts). Across all three brands, the average volume is 14k posts, indicating mature, scaled influencer programs. Glow Recipe has nearly double the total posts of BYOMA and more than triple Theinkeylist.
Sponsored posts by platform
Glow Recipe leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with Glow Recipe at 18.9k, BYOMA at 10.5k, Theinkeylist at 5k posts. Glow Recipe's activity is particularly concentrated on TikTok. Glow Recipe is the only brand with YouTube posts, and it has more TikTok posts than the other brands.
Estimated sponsored posts in Glow Recipe's top markets
Glow Recipe has the highest estimated sponsored-post volume in United States (11k posts, 47.7%), Brazil (1.5k posts, 6.2%), while BYOMA has the highest estimated sponsored-post volume in United Kingdom (2k posts, 16%), France (653 posts, 5.3%), suggesting a Europe focus, while Theinkeylist leads in India with 380 posts (6.2%). Looking at United States specifically, the split is Glow Recipe at 11k posts (47.7%), BYOMA at 6k posts (48.7%), Theinkeylist at 2.5k posts (40.3%). Glow Recipe's strength in United States may indicate a home-market focus, while Theinkeylist shows broader regional investment.
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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