Lull Influencer Marketing Strategy
(2026 Data & Insights)

We analyzed 95 pieces of influencer content sponsored by Lull over the last 12 months.

This report breaks down where & how Lull 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 Lull, see here: Lull influencers.

Influencer activity throughout the year

Lull'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.

Lull's sponsored post volume peaks in November with 19 posts, 138% higher than the monthly average of 8. April recorded the lowest activity at 1 posts, 88% below average.

Social platforms breakdown

In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Lull's sponsored influencer collaborations break down by social platform:

• Instagram: 65 posts (68.4%)
• TikTok: 28 posts (29.5%)
• YouTube: 2 posts (2.1%)

Instagram influencer marketing is a clear focus for Lull.

Here are 3 examples of Lull's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).

joechristianguy x Lull

joechristianguy

@joechristianguy

12 Aug, 25

433.6k

8.8k

Big thanks to @lullbed for sending me the comfiest mattress [...]

Influencer bio

Jesus is King 🕊 | TX📍 Check out my reels!🎞 Email for business 📧: Joenavarrobusiness@gmail.com

Collaboration metrics

Post views433.6k

Post EMV $13.9k

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jojohnsonoverby x Lull

jojohnsonoverby

@jojohnsonoverby

24 May, 25

1.1M

158.7k

[...] bunk beds 🥲😂 you can get 50% off any @Lull Bed mattress during their Early Access [...]

Influencer bio

📍arkansas everyday life, motherhood, books, & plants hello@theoverbys.com

Collaboration metrics

Post views1.1M

Post EMV $29.9k

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LynetteYoder x Lull

LynetteYoder

@LynetteYoder

01 Jul, 25

59.6k

Get 50% OFF your Lull Mattress with my link at and save an extra [...]

Influencer bio

Hi Friends! I’m Lynette Yoder! I do lots of videos documenting our life as a family of 6. Homemaking, Cooking, Decorating & more. I try to Upload every Tuesday. I hope to be an encouragement to Moms and Women especially, in Home Making! We live in Sarasota, Florida and Love it Here! Always Seek Christ!

Collaboration metrics

Post views59.6k

Post EMV $1.8k

More influencer data

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💡 Related resource: How To Find Instagram Influencers.

Influencer audience size breakdown (by views)

With 39.6% of partnerships featuring creators averaging 10K-50K views, Lull's strategy suggests cost-efficiency and engagement-focused partnerships. Notably, there appears to be minimal activity in the 500K+ segment.

Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (18.1k avg views/post):

ttylerwells x Lull

ttylerwells

@ttylerwells

20 Oct, 25

18.1k

1.8k

[...] move. so excited to be partnering with @Lull Bed on a new mattress and bed frame!!! [...]

Influencer bio

pop culture, festivals, & literally any story in between 💌: tylerwells@rangemp.com

Collaboration metrics

Post views18.1k

Post EMV $450

More influencer data

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And here is another example with a smaller creator on TikTok (2.4k avg views/post):

yanirapache x Lull

yanirapache

@yanirapache

28 Nov, 25

3.7k

86

[...] your kids to sleep through the night, a @Lull Bed mattress is a game changer. It’s so [...]

Influencer bio

Yaya Afro-Latina🇩🇴 Los Angeles🌴 Mom | Lifestyle | Fashion | Beauty | Actor 💌 pacheyanira@gmail.com

Collaboration metrics

Post views3.7k

Post EMV $79

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Geographical breakdown

Based on the percentage of influencer content per market, other important markets include:

• Brazil (5%)
• United Kingdom (3.7%)
• Canada (3.2%)

Here is another example of Lull collaborating with an influencer in United States.

marissawenzler x Lull

marissawenzler

@marissawenzler

13 Feb, 26

196.6k

3.9k

[...] been quite the adventure but shoutout @lullbed for making my move 10x smoother 🤩💝 • [...]

Lull's influencer activity vs. related brands

Lull competes in the home comfort category with Brooklinen’s sleep products and Ruggable’s home refresh positioning, all targeting consumers upgrading their spaces. They’re relevant benchmarks for creator home-makeover content and comfort-focused testimonials.

Total influencer content

Ruggable leads with 1.2k sponsored posts, marginally ahead of Brooklinen (1.1k posts) and Lull (95 posts). Across all three brands, the average volume is 808 posts, suggesting moderate but consistent investment. Brooklinen and Ruggable have over 10 times more total posts than Lull.

By social platform

Among these brands, Ruggable leads on Instagram and Brooklinen leads on TikTok and YouTube. The gap is most notable on Instagram, with Ruggable at 762, Brooklinen at 453, Lull at 65 posts. On Instagram, TikTok, and YouTube, Brooklinen and Ruggable each have multiple times more posts than Lull.

By geographical market

Brooklinen has the highest estimated sponsored-post volume in United States (894 posts, 78.6%), Canada (73 posts, 6.4%), suggesting a North America focus, while Ruggable leads in United Kingdom with 145 posts (12.2%), while Lull leads in Brazil with 5 posts (5%). Looking at United States specifically, the split is Brooklinen at 894 posts (78.6%), Ruggable at 744 posts (62.5%), Lull at 74 posts (78.1%).