We analyzed 1.1k pieces of influencer content sponsored by Liquid Death over the last 12 months.
This report breaks down where & how Liquid Death 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 Liquid Death, see here: Liquid Death influencers.
Liquid Death'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
Liquid Death's sponsored post volume peaks in January with 212 posts, 130% higher than the monthly average of 92. November recorded the lowest activity at 44 posts, 52% below average.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Liquid Death's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for Liquid Death.
Here are 3 examples of Liquid Death's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
The best of beauty for every 👀👄🤩 ✨e.l.f. Clean. Vegan. Cruelty-free. Fair Trade Certified. @elfskincare = our skincare BFF
Collaboration metrics
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Influencer bio
📧: Vanessa@trashygasstationlady.com
Collaboration metrics
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Influencer bio
Despite her best efforts to remain on the sidelines, being part of football’s favorite family means the world has found out about Kylie Kelce. Now, armed with one mic and zero f*cks, Kylie is ready to open up — on her own terms. Join Kylie each week on Not Gonna Lie, as she shares her personal story beyond being just a “football wife,” setting the record straight on gossip and speaking her truths on topics like modern parenting, social media trends, women in sports and more. Plus, each episode features Kylie sitting down for revealing conversations with special guests across pop culture, sports and entertainment. New episodes drop every Thursday starting December 5th & check out the show on social media for more content throughout the week. A Wave Sports + Entertainment Original.
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 Liquid Death 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 33.8% of partnerships featuring creators averaging 10K-50K views, Liquid Death's strategy suggests cost-efficiency and engagement-focused partnerships.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (24.1k avg views/post):
Influencer bio
welcome to my life🦋☁️✨💘🌸 ⚡️miami | orlando ✰ @ucfalumni | @uflorida ✰ 💌ugc & collabs: nicole.munar24@gmail.com
Collaboration metrics
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And here is another example with a smaller creator on Instagram (7.8k avg views/post):
Influencer bio
Creative Director at @liquiddeath. Co-creator of Mr. Pickles on @adultswim. Dad at @demonicdads
Collaboration metrics
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Out of 778 unique influencers in our dataset, 9 of them (1%) posted content for Liquid Death in 3 or more separate calendar months. The most consistent partner is @Tim_Black, who has collaborated across 11 months with 129 total posts. @Tim_Black alone accounts for 12% of all tracked sponsored content.
Here are 3 examples of Liquid Death'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 Liquid Death had the most influencer activity. 75.4% 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 Liquid Death collaborating with an influencer in United States.
Liquid Death competes in beverages with a brand-first, culture-driven approach; Vita Coco and Red Bull are strong comparators for lifestyle positioning and influencer-led brand building in drink categories.
Total sponsored posts tracked (last 12 months)
Red Bull leads with 7.4k sponsored posts, significantly outpacing Vita Coco (3.2k posts) and Liquid Death (1.1k posts). Across all three brands, the average volume is 3.9k posts, indicating mature, scaled influencer programs. Red Bull has multiple times more total posts than Liquid Death and Vita Coco.
Sponsored posts by platform
Among these brands, Red Bull leads on Instagram and YouTube and Vita Coco leads on TikTok. The gap is most notable on Instagram, with Red Bull at 4.2k, Vita Coco at 1k, Liquid Death at 529 posts. Red Bull posts multiple times more on Instagram and YouTube than Liquid Death and Vita Coco, while Vita Coco posts multiple times more on TikTok than Liquid Death and Red Bull.
Estimated sponsored posts in Liquid Death's top markets
Vita Coco has the highest estimated sponsored-post volume in United States (2k posts, 61.8%), United Kingdom (408 posts, 12.6%), Canada (104 posts, 3.2%), suggesting a North America focus, while Red Bull has the highest estimated sponsored-post volume in Brazil (860 posts, 11.6%), India (675 posts, 9.1%). Looking at United States specifically, the split is Vita Coco at 2k posts (61.8%), Red Bull at 1.9k posts (25%), Liquid Death at 833 posts (75.4%).
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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