Lull Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 81 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 marketing output shows strong seasonal variation, with some months seeing 3x or more activity than others. The chart below shows month-by-month data for total sponsored posts tracked.
Lull's influencer activity by month
Number of sponsored posts
Lull's sponsored post volume peaks in November with 19 posts, 171% higher than the monthly average of 7. July recorded the lowest activity at 1 posts, 86% below average. This could reflect a holiday-focused influencer strategy. No sponsored posts were tracked in June, which may suggest a planned pause in influencer activity.
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: 55 posts (67.9%)
- TikTok: 23 posts (28.4%)
- YouTube: 3 posts (3.7%)
Lull's influencer activity by platform
Share of sponsored content by social network
Content format by platform
Share of all sponsored posts.
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).
marissawenzler x Lull
![Instagram post by @marissawenzler for Lull. Caption reads: [...] been quite the adventure but shoutout....](https://images.od.modash.io/e3c80e63e7ab67a9eafa0505b23b43aede521fa6)
Influencer bio
@goodgood.girls | @goodgood 🎥🤍 Dayton, OH // Dallas, TX 🤠 Kentucky Golf Alum Joshua 1:9 ✞ 💌 wenzlergolf@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
_alizej x Lull
![TikTok post by @_alizej for Lull. Caption reads: [...] your sleeping arrangements using @Lull Bed....](https://images.od.modash.io/b4493ad098dd57a034db9ac7095a1c67e0bc49d9)
Influencer bio
29 | ATH 🫶🏿 ATL | LIFESTYLE Black creative girlie stumbling through life. 💌: alize@acmtalent.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
OrlandoQueen x Lull
![YouTube post by @OrlandoQueen for Lull. Caption reads: [...] mattress 🛏️✨ Get 60% OFF any Lull mattress....](https://images.od.modash.io/04c2d39dca09a947a82d5b24b00d2c63fa8c53c4)
Influencer bio
Hey Hey! ♥ My name is Kyla, I showcase all things Orlando, Theme Parks, Hotel Reviews, Best Restaurants, Cruises and even Travel Tips! Follow along the Orlando journey! ❤️ Tiktok: TikTok.com/@Orlandoqueen Instagram: Instagram.com/Theorlandoqueen
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
If you break this down further by content type on Instagram, this is what it looks like:
- Reels: 96.4%
- Posts: 3.6%
💡 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 Lull 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.
Lull's influencers average views (Instagram)
Based on each influencer's average views per post
With 38.3% 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 Instagram (30.7k avg views/post, 9.3k followers):
ebonyshamar x Lull
Influencer bio
inspired & inspiring✨ 📍nj — phl My Youtube Channel⬇️
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
And here is another example with a smaller creator on Instagram (3.9k avg views/post, 117.5k followers):
allthingsmely x Lull
![Instagram post by @allthingsmely for Lull. Caption reads: [...] better sleep for the whole family 🏡🛏️....](https://images.od.modash.io/71bd0d26bc83672a01f2e8c330af437dbc7ef12c)
Influencer bio
style • travel • hot spots a little glam + lot of real life mom • breast cancer survivor 📍Houston | PR: tracy@thebookd.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Geographical breakdown
In our dataset, United States is where Lull had the most influencer activity. 78.1% 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 (4.2%)
- Brazil (4.1%)
- Canada (3.6%)
Lull's influencer activity by market
Here is another example of Lull collaborating with an influencer in United States.
adaatude x Lull
![Instagram post by @adaatude for Lull. Caption reads: [...] my baby has a big girl bed! 🛌🥹💗👯♀️....](https://images.od.modash.io/2263f2193f9e12f7f8409342ee141e2ecebfd854)
Lull's influencer activity vs. related brands
Lull competes in sleep and home comfort alongside Brooklinen’s bedding focus and Blissy’s sleep-accessory niche, providing strong comparators for influencer content around sleep routines and bedroom upgrades.
Total influencer content
Lull vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Blissy leads with 3.1K sponsored posts, significantly outpacing Brooklinen (1.3K posts) and Lull (81 posts). Across all three brands, the average volume is 1.5K posts, suggesting established influencer marketing investments. Brooklinen and Blissy have posted many more times overall than Lull.
By social platform
Lull vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, Brooklinen leads on Instagram and Blissy leads on TikTok and YouTube. The gap is most notable on TikTok, with Blissy at 2.9K, Brooklinen at 716, Lull at 23 posts. Blissy's activity is particularly concentrated on TikTok. On TikTok, Brooklinen and especially Blissy have posted many more times than Lull.
By geographical market
Lull vs. related brands influencer activity (by country)
Estimated sponsored posts in Lull's top markets
Blissy has the highest estimated sponsored-post volume in United States (2.3K posts, 75%), Canada (286 posts, 9.3%), United Kingdom (234 posts, 7.6%), suggesting a North America focus, while Lull leads in Brazil with 3 posts (4.1%). Looking at United States specifically, the split is Blissy at 2.3K posts (75%), Brooklinen at 1K posts (77.3%), Lull at 63 posts (78.1%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Brooklinen's Influencer Marketing Strategy
- Blissy's Influencer Marketing Strategy
- Ooni's Influencer Marketing Strategy
- callitspring's Influencer Marketing Strategy
- AYBL's Influencer Marketing Strategy
Or, if you want to access data like this for your own software or processes, take a look at Modash's API products:
Frequently asked questions
Scaling your influencer program?
When you outgrow your mishmash of spreadsheets & free tools, try Modash. Find & email influencers, track campaigns, ship products & more - all in one place.