We analyzed 119 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.
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.
Number of sponsored posts
Lull's sponsored post volume peaks in November with 19 posts, 90% higher than the monthly average of 10. February recorded the lowest activity at 4 posts, 60% below average.
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:
Share of sponsored content by social network
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).
Influencer bio
Jesus is King 🕊 | TX📍 Check out my reels!🎞 Email for business 📧: Joenavarrobusiness@gmail.com
Collaboration metrics
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Influencer bio
📍arkansas everyday life, motherhood, books, & plants hello@theoverbys.com
Collaboration metrics
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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
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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 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.
Based on each influencer's average views per post
With 44% 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 (29.0k avg views/post, 618.9k followers):
Influencer bio
Educator Andrea BOOK IS OUT NOW! ✨Author, Comedian, Educator, Speaker, professor, podcaster, & your teacher bestie✨ Andreamichelle@educatorandrea.com
Collaboration metrics
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And here is another example with a smaller creator on Instagram (3.8k avg views/post, 20.1k followers):
Influencer bio
nyc | founder @modishdecorpillows available at @nordstrom @bloomingdales @wayfair
Collaboration metrics
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Out of 101 unique influencers in our dataset, 1 of them (1%) posted content for Lull in 3 or more separate calendar months. The most consistent partner is @LynetteYoder, who has collaborated across 4 months with 4 total posts.
Here are 1 examples of Lull'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 Lull had the most influencer activity. 77.5% 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:
Here is another example of Lull collaborating with an influencer in United States.
Lull competes in sleep and home comfort where trust, reviews, and creator lifestyle content heavily influence consideration. Brooklinen and Ruggable are strong home-category peers competing for the same home-upgrade budget and influencer attention.
Total sponsored posts tracked (last 12 months)
Ruggable leads with 1.4k sponsored posts, significantly outpacing Brooklinen (353 posts) and Lull (119 posts). Across all three brands, the average volume is 637 posts, suggesting moderate but consistent investment. Ruggable has far more total posts than Lull and Brooklinen.
Sponsored posts by platform
Among these brands, Ruggable leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with Ruggable at 937, Brooklinen at 214, Lull at 72 posts. Ruggable has far more posts than Lull and Brooklinen on Instagram and TikTok.
Estimated sponsored posts in Lull's top markets
Ruggable has the highest estimated sponsored-post volume in United States (946 posts, 65.8%), United Kingdom (151 posts, 10.5%), Canada (85 posts, 5.9%), suggesting a North America focus, while Lull leads in Brazil with 5 posts (4.6%). Looking at United States specifically, the split is Ruggable at 946 posts (65.8%), Brooklinen at 283 posts (80.1%), Lull at 92 posts (77.5%).
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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