We analyzed 5.1k pieces of influencer content sponsored by Huel over the last 12 months.
This report breaks down where & how Huel 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 Huel, see here: Huel influencers.
Huel'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
Huel's influencer output appears relatively consistent throughout the year, averaging about 421 sponsored posts per month. September recorded the highest volume at 576 posts (37% above average), while April was the quietest at 239 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Huel's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
YouTube influencer marketing is a clear focus for Huel.
Here are 3 examples of Huel's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
The first person ever to run the full length of Africa🌍 Now chasing Team GB🇬🇧 @huel @hardestadventures @247represent
Collaboration metrics
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Influencer bio
Formerly biggycookthebook | New skits every Sunday-Thursday | New pod episodes 👇
Collaboration metrics
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Influencer bio
Will Taylor - Here to enlighten and inspire the masses Business Enquiries: willtaylormusician@gmail.com I’m Will Taylor — a musician using music and storytelling to spread positivity, remind people to stay grounded, and show that light always outweighs the dark. This channel is all about uplifting energy, growth, and connection through sound. Don’t let the negatives bring you down — let’s rise together.
Collaboration metrics
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If you break this down further by content type on YouTube, this is what it looks like:
💡 Related resource: How To Find YouTube Influencers.
For their top social platform (YouTube), here is a breakdown of the type of influencers Huel 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 37.6% of partnerships featuring creators averaging 10K-50K views, Huel's strategy suggests cost-efficiency and engagement-focused partnerships.
Here is an example of a sponsored collaboration with a larger-audience creator on YouTube (1.1M avg views/post, 1.4M followers):
Influencer bio
Hi Ich bin Dave. Ich mache Videos. Manchmal aufwendig und manchmal nicht.
Collaboration metrics
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And here is another example with a smaller creator on YouTube (9.9k avg views/post, 35.1k followers):
Influencer bio
Leeds United fanzine, podcasts and merchandise. Established 1989.
Collaboration metrics
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Out of 1.9k unique influencers in our dataset, 210 of them (11%) posted content for Huel in 3 or more separate calendar months. The most consistent partner is @TheRideCompanion, who has collaborated across 12 months with 90 total posts.
Here are 3 examples of Huel'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 Huel had the most influencer activity. 44.9% 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 Huel collaborating with an influencer in United States.
Like Huel, both AG1 and Magic Spoon are digitally native nutrition brands that rely heavily on creator-led education and lifestyle positioning. They compete for health-focused consumers seeking convenient, functional products and are strong benchmarks for performance-driven influencer marketing.
Total sponsored posts tracked (last 12 months)
Huel leads with 5.1k sponsored posts, significantly outpacing AG1 (3.6k posts) and Magic Spoon (3k posts). Across all three brands, the average volume is 3.9k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
Huel leads on Instagram, while Magic Spoon has the most activity on TikTok and AG1 has the most activity on YouTube. The gap is most notable on TikTok, with Magic Spoon at 2.3k, Huel at 1.3k, AG1 at 175 posts. Magic Spoon's activity is particularly concentrated on TikTok. Magic Spoon has multiple times more TikTok posts than Huel and AG1, while Huel and AG1 have multiple times more Instagram posts than Magic Spoon.
Estimated sponsored posts in Huel's top markets
Huel has the highest estimated sponsored-post volume in United States (2.3k posts, 44.9%), United Kingdom (1.5k posts, 29.2%), while AG1 leads in Germany with 277 posts (7.6%), while Magic Spoon leads in Canada with 174 posts (5.8%). Looking at United States specifically, the split is Huel at 2.3k posts (44.9%), Magic Spoon at 2.3k posts (75.4%), AG1 at 2.2k posts (61.8%). Huel's strength in United States and United Kingdom may indicate a home-market focus, while Magic Spoon 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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