We analyzed 19.7k pieces of influencer content sponsored by HarperCollins over the last 12 months.
This report breaks down where & how HarperCollins 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 HarperCollins, see here: HarperCollins influencers.
HarperCollins'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
HarperCollins's influencer output appears relatively consistent throughout the year, averaging about 1.6k sponsored posts per month. November recorded the highest volume at 2.2k posts (37% above average), while February was the quietest at 988 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of HarperCollins's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for HarperCollins.
Here are 3 examples of HarperCollins's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
🔪Cucina maleducata e parole a sproposito. No sentimenti, no cuori. ✏️ scrivo su @cook.corriere 🏚 @cucinare_stanza 🌱1/2 di @chemangiamo_ Info ⤵️
Collaboration metrics
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Influencer bio
book recs | professional homebody 19/100 📍illinois melissa.at.home.connect@gmail.com
Collaboration metrics
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Influencer bio
Brian Tyler Cohen is one of the most viewed independent progressive political hosts on YouTube. Subscribe for daily breaking news clips followed by in-depth commentary; interviews with top figures (including President Biden, Kamala Harris, Bernie Sanders, AOC, Elizabeth Warren, Jamie Raskin, Pete Buttigieg, Mark Cuban, Jen Psaki, Rachel Maddow, Nancy Pelosi, and many more); weekly video podcasts for a deep-dive into the week's most important stories; legal analysis on "The Legal Breakdown" with Glenn Kirschner and voting rights news on "Democracy Watch" with Marc Elias; and livestreams of major events, from debates to election results. In just a few minutes a day, Brian's videos will keep you informed on what's going on, why it's important, and how it affects you-- always in a way that you can understand. The goal of this channel is to give a clear, concise, honest, and entertaining look at what's happening in the US right now, because politics should be accessible to everyone.
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 HarperCollins 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
HarperCollins'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 (187.3k avg views/post):
Influencer bio
recomendo livros e entrevisto pessoas 📩 contatolucasbarrosd@gmail.com podcast: "não que alguém se importe" saiba mais e me acompanhe:
Collaboration metrics
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And here is another example with a smaller creator on Instagram (10.0k avg views/post):
Influencer bio
👩🏼💻 Social Media, Strategie, Moderation 🏔️ Literatur, Berge, Abenteuer 🪩 Lesereihe @sunsets_andbooks 📖 @monatslese.podcast & @almost.publishing
Collaboration metrics
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Out of 5.8k unique influencers in our dataset, 668 of them (12%) posted content for HarperCollins in 3 or more separate calendar months. The most consistent partner is @kezzadiaries, who has collaborated across 13 months with 215 total posts.
Here are 3 examples of HarperCollins'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 HarperCollins had the most influencer activity. 47% 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 HarperCollins collaborating with an influencer in United States.
HarperCollins is a major publishing brand; Universal Musiek and Harry Potter are strong benchmarks for creator strategy in adjacent entertainment IP ecosystems where audience development and fandom marketing are central.
Total sponsored posts tracked (last 12 months)
HarperCollins leads with 19.7k sponsored posts, significantly outpacing Universal Musiek (7.3k posts) and Harry Potter (232 posts). Across all three brands, the average volume is 9.1k posts, indicating mature, scaled influencer programs. HarperCollins has more total posts than Universal Musiek and Harry Potter combined.
Sponsored posts by platform
HarperCollins leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with HarperCollins at 14.1k, Universal Musiek at 6.9k, Harry Potter at 217 posts. HarperCollins's activity is particularly concentrated on Instagram. On Instagram and TikTok, HarperCollins has several times more posts than the other brands.
Estimated sponsored posts in HarperCollins's top markets
HarperCollins has the highest estimated sponsored-post volume in United States (9.2k posts, 47%), United Kingdom (3k posts, 15.1%), while Universal Musiek has the highest estimated sponsored-post volume in Brazil (1.5k posts, 20.2%), India (574 posts, 7.9%), while Harry Potter leads in Japan with 21 posts (9.2%). Looking at United States specifically, the split is HarperCollins at 9.2k posts (47%), Universal Musiek at 1.1k posts (14.6%), Harry Potter at 82 posts (35.5%). HarperCollins's strength in United States and United Kingdom may indicate a home-market focus, while Universal Musiek 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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