Lull Influencer Marketing Strategy
(2026 Data & Insights)

We analyzed 88 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 appears to trend upward over the 12-month period, rising from 11 posts in January to 8 in December. The peak month, November, reached 19 posts, 111% higher than the monthly average of 9. No sponsored posts were tracked in June and July, 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: 60 posts (68.2%)
• TikTok: 24 posts (27.3%)
• YouTube: 4 posts (4.5%)

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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_alizej x Lull

_alizej

@_alizej

06 Mar, 26

86.4k

9.4k

[...] your sleeping arrangements using @Lull Bed makes it 10x better! Get the Friends [...]

Influencer bio

29 | ATH 🫶🏿 ATL | LIFESTYLE Black creative girlie stumbling through life. 💌: alize@acmtalent.com

Collaboration metrics

Post views86.4k

Post EMV $2.2k

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OrlandoQueen x Lull

OrlandoQueen

@OrlandoQueen

12 Oct, 25

2k

[...] mattress 🛏️✨ Get 60% OFF any Lull mattress PLUS a FREE Comfort Collection on [...]

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

Post views2.0k

Post EMV $59

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💡 Related resource: How To Find Instagram Influencers.

Influencer audience size breakdown (by views)

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 TikTok (18.2k avg views/post):

ttylerwells x Lull

ttylerwells

@ttylerwells

28 Nov, 25

19.1k

917

[...] a space that actually feels like mine. @Lull Bed made that so easy. the luxe premium [...]

Influencer bio

most likely at a festival or telling you some lore 📧: tylerwells@rangemp.com

Collaboration metrics

Post views19.1k

Post EMV $428

More influencer data

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And here is another example with a smaller creator on TikTok (3.2k avg views/post):

yanirapache x Lull

yanirapache

@yanirapache

28 Nov, 25

5.2k

99

[...] 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 views5.2k

Post EMV $108

More influencer data

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Geographical breakdown

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

• United Kingdom (4.1%)
• Brazil (4.1%)
• Canada (3.6%)

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

marissawenzler x Lull

marissawenzler

@marissawenzler

13 Feb, 26

207.7k

4k

[...] 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 and sleep category where Brooklinen (sleep textiles) and Ruggable (home refresh) capture similar audiences through cozy-room transformations and lifestyle influencer endorsements.

Total influencer content

Brooklinen leads with 1.2k sponsored posts, notably outpacing Ruggable (1.1k posts) and Lull (88 posts). Across all three brands, the average volume is 794 posts, suggesting moderate but consistent investment. Brooklinen and Ruggable each have over 1,000 posts, compared with 88 for Lull.

By social platform

Among these brands, Ruggable leads on Instagram and YouTube and Brooklinen leads on TikTok. The gap is most notable on TikTok, with Brooklinen at 693, Ruggable at 288, Lull at 24 posts. On Instagram and YouTube, Brooklinen and Ruggable have several hundred posts each, while Lull has 60 on Instagram and 4 on YouTube.

By geographical market

Brooklinen has the highest estimated sponsored-post volume in United States (965 posts, 78.6%), Canada (75 posts, 6.1%), suggesting a North America focus, while Ruggable leads in United Kingdom with 144 posts (13.5%), while Lull leads in Brazil with 4 posts (4.1%). Looking at United States specifically, the split is Brooklinen at 965 posts (78.6%), Ruggable at 681 posts (63.9%), Lull at 69 posts (78%).