We analyzed 1.5k pieces of influencer content sponsored by Harry Potter over the last 12 months.
This report breaks down where & how Harry Potter 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 Harry Potter, see here: Harry Potter influencers.
Harry Potter'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
Harry Potter's influencer output appears relatively consistent throughout the year, averaging about 126 sponsored posts per month. August recorded the highest volume at 192 posts (52% above average), while February was the quietest at 54 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Harry Potter's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for Harry Potter.
Here are 2 examples of Harry Potter's recent sponsored collaborations (one each for Instagram, YouTube).
Influencer bio
✨Sharing my Harry Potter collection 💙🦅 ⚡️Harry Potter, Disney, Marvel, Star Wars ✉️DM/Email me for business inquiries 👇Link to my YouTube & more!
Collaboration metrics
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Influencer bio
Join Harry Potter experts J and Ben Carlin of the Super Carlin Brothers YouTube show in a chapter-by-chapter read-through of the entire Harry Potter Saga from "The Boy Who Lived" to "The Flaw in the Plan." These two brothers have made a career of studying and discussing the Wizarding World and invite you to join them on an in-depth analysis of the story from start to finish. We plan to explore our favorite moments and characters, discuss fan theories, and the art of a good plot hole. (This show will contain spoilers for the whole series.)
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 Harry Potter 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
Harry Potter'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 (4.7M avg views/post):
Influencer bio
Delivering Incredible Moments 🎂 Nationwide Shipping - Rush Overnight available 🎁
Collaboration metrics
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And here is another example with a smaller creator on Instagram (6.4k avg views/post):
Influencer bio
✨𝗪𝗘𝗟𝗖𝗢𝗠𝗘 𝗧𝗢 𝗠𝗬 𝗠𝗔𝗚𝗜𝗖𝗔𝗟 𝗖𝗢𝗥𝗡𝗘𝗥✨ Italian Potterhead🇮🇹 Witch🧙🏻♀️ Cosplayer🙋🏻♀️ Collector⚡️ 📨Business and Collab DM/e-mail
Collaboration metrics
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Out of 792 unique influencers in our dataset, 32 of them (4%) posted content for Harry Potter in 3 or more separate calendar months. The most consistent partner is @aimeeriddle7, who has collaborated across 12 months with 33 total posts.
Here are 3 examples of Harry Potter'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 Harry Potter had the most influencer activity. 36% 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 Harry Potter collaborating with an influencer in United States.
Harry Potter functions as an IP-led merchandising brand; Playboy and Sanrio are the closest comparable licensing-driven franchises in the list that similarly monetize fandom through influencer culture and collectibles.
Total sponsored posts tracked (last 12 months)
Sanrio leads with 5.4k sponsored posts, significantly outpacing Playboy (1.9k posts) and Harry Potter (1.5k posts). Across all three brands, the average volume is 3k posts, indicating mature, scaled influencer programs. Sanrio has several times more posts than Harry Potter and Playboy.
Sponsored posts by platform
Among these brands, Sanrio leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with Sanrio at 4k, Playboy at 1.6k, Harry Potter at 1.5k posts. Harry Potter's activity is particularly concentrated on Instagram. On TikTok and YouTube, Sanrio has several times more posts than Harry Potter and Playboy.
Estimated sponsored posts in Harry Potter's top markets
Sanrio has the highest estimated sponsored-post volume in Japan (1.5k posts, 27.7%), United States (1.4k posts, 26.2%), Brazil (625 posts, 11.5%), while Playboy has the highest estimated sponsored-post volume in United Kingdom (150 posts, 7.9%), Germany (114 posts, 6%), suggesting a Europe focus. Looking at Japan specifically, the split is Sanrio at 1.5k posts (27.7%), Harry Potter at 151 posts (9.9%).
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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