Liquid Death Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 227 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.
Influencer activity throughout the year
Liquid Death's influencer marketing output shows strong seasonal variation, with some months seeing 3x or more activity than others. The two charts below show month-by-month data for:
- Total sponsored posts tracked
- Total views those posts generated
Liquid Death's influencer activity by month
Number of sponsored posts
Liquid Death's influencer activity appears to have tapered over the year, from 82 posts in January down to 22 in December. January was the busiest month at 82 posts, 332% above the monthly average.
Liquid Death's influencer activity by month (views)
Total views on sponsored video posts
December generated the most views at 26.6M, while October recorded the least at 2.9k. Across all tracked posts in the 12-month window, average views per post were 286.5k. Interestingly, the highest-view month (December) does not align with peak post volume (January), which could indicate performance differences across months. At a quarterly level, performance is strongest in Q4 (Oct-Dec). The top-performing tracked post, by @vflow_xo, generated 19.5M views.
Social platforms breakdown
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:
- Instagram: 118 posts (52%)
- TikTok: 96 posts (42.3%)
- YouTube: 13 posts (5.7%)
Liquid Death's influencer activity by 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).
yahoofantasy x Liquid Death
![Instagram post by @yahoofantasy for Liquid Death. Caption reads: [...] Guillotine Leagues, presented by....](https://images.od.modash.io/bd75a20bd0de3bce31be565a9e4145c0952956c6)
Influencer bio
Telling my fantasy team to lock in
Collaboration metrics
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vflow_xo x Liquid Death
Influencer bio
📧: Vanessa@trashygasstationlady.com
Collaboration metrics
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nglwithkylie x Liquid Death
![YouTube post by @nglwithkylie for Liquid Death. Caption reads: [...] episode of Not Gonna Lie presented by Liquid....](https://images.od.modash.io/f749cbeecedc746f7adee402a7718dc55aa20b42)
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:
- Reels: 88.1%
- Posts: 11.9%
💡 Related resource: How To Find Instagram Influencers.
Influencer audience size breakdown (by views)
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.
Liquid Death's influencers average views (Instagram)
Based on each influencer's average views per post
Liquid Death'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 (922.5k avg views/post):
zane x Liquid Death
Influencer bio
zane@mattermediagroup.com @zaneandheath @basicallyunfiltered
Collaboration metrics
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And here is another example with a smaller creator on Instagram (7.4k avg views/post):
willcarsola x Liquid Death
![Instagram post by @willcarsola for Liquid Death. Caption reads: [...] the pleasure of directing this insane....](https://images.od.modash.io/912326bb0a2674759fbc74bccd0799c03817acca)
Influencer bio
Creative Director at @liquiddeath. Co-creator of Mr. Pickles on @adultswim. Dad at @demonicdads
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Liquid Death's repeat partnerships
Out of 207 unique influencers in our dataset, 3 of them (1%) posted content for Liquid Death in 3 or more separate calendar months. The most consistent partner is @vanillawafer176, who has collaborated across 10 months with 10 total posts.
Here are 3 examples of Liquid Death's repeat influencer partnerships, with links to the sponsored content.
vanillawafer176 x Liquid Death
![YouTube post by @vanillawafer176 for Liquid Death. Caption reads: [...] of the Vanillawafer Channel
Liquid Death:....](https://images.od.modash.io/1018162cd9cc2b935f3b6a4c7cc7ec5829dc02a3)
![YouTube post by @vanillawafer176 for Liquid Death. Caption reads: [...] Gear Exclusively at Liquid Death: [...].](https://images.od.modash.io/1241379789236945fed6916eb6885c624382e6b9)
![YouTube post by @vanillawafer176 for Liquid Death. Caption reads: [...] of the Vanillawafer Channel
Liquid Death:....](https://images.od.modash.io/89b46bff737886d45991c17a091363b9e7540196)
willcarsola x Liquid Death
![Instagram post by @willcarsola for Liquid Death. Caption reads: [...] pleasure of directing this @liquiddeath....](https://images.od.modash.io/d4a9b0efbab18d6531f29727bc4a30d8cefcec6b)
rosstuckernfl x Liquid Death
![Instagram post by @rosstuckernfl for Liquid Death. Caption reads: [...] chugging on the beach?
@liquiddeath #ad.](https://images.od.modash.io/ac95da4fd9248c1945516fe57e244bb8cd831925)
![Instagram post by @rosstuckernfl for Liquid Death. Caption reads: [...] last day of beach season: @liquiddeath #ad....](https://images.od.modash.io/7089b83453bec8ce1827b2a1207592de5f87bb17)
![Instagram post by @rosstuckernfl for Liquid Death. Caption reads: [...] office view is presented by @liquiddeath,....](https://images.od.modash.io/88f3e6c44aaf6bf1924c20a6fb99f88a81090908)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where Liquid Death had the most influencer activity. 74.5% 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:
- United Kingdom (6.5%)
- Brazil (4.6%)
- Canada (3.3%)
Liquid Death's influencer activity by market
Here is another example of Liquid Death collaborating with an influencer in United States.
elfcosmetics x Liquid Death
Liquid Death's influencer activity vs. related brands
Liquid Death competes in better-for-you beverages with a distinct brand voice amplified by creators. Vita Coco and Poppi also fight for health-conscious drinkers and use influencer storytelling to win retail and online share.
Total influencer content
Liquid Death vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Poppi leads with 2.1k sponsored posts, significantly outpacing Vita Coco (1.4k posts) and Liquid Death (227 posts). Across all three brands, the average volume is 1.2k posts, suggesting established influencer marketing investments. Vita Coco and Poppi have posted several times more overall than Liquid Death.
By social platform
Liquid Death vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, Poppi leads on Instagram and TikTok and Vita Coco leads on YouTube. The gap is most notable on TikTok, with Poppi at 1.5k, Vita Coco at 865, Liquid Death at 96 posts. Poppi's activity is particularly concentrated on TikTok. On TikTok, Vita Coco and Poppi have posted many times more than Liquid Death.
By geographical market
Liquid Death vs. related brands influencer activity (by country)
Estimated sponsored posts in Liquid Death's top markets
Poppi has the highest estimated sponsored-post volume in United States (1.7k posts, 79%), Canada (134 posts, 6.4%), Brazil (69 posts, 3.3%), suggesting a North America focus, while Vita Coco leads in United Kingdom with 193 posts (14.1%). Looking at United States specifically, the split is Poppi at 1.7k posts (79%), Vita Coco at 836 posts (61%), Liquid Death at 169 posts (74.5%).
Read more influencer strategy breakdowns
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