We analyzed 1.9k pieces of influencer content sponsored by Native over the last 12 months.
This report breaks down where & how Native 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 Native, see here: Native influencers.
Native'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.
Number of sponsored posts
Native's sponsored post volume appears to trend upward over the 12-month period, rising from 189 posts in January to 267 in December. The peak month, October, reached 294 posts, 88% higher than the monthly average of 156.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Native's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Native.
Here are 2 examples of Native's recent sponsored collaborations (one each for TikTok, YouTube).
Influencer bio
black ballerina/content creator bride to be 💍 || 1908 💕💚 💌kira@a-listme.com
Collaboration metrics
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Influencer bio
YouTube's Daredevil 😈 For business Inquiries: michellekhare+business@gmail.com Challenge Accepted follows Michelle Khare as she attempts the world's most difficult lifestyles, stunts, and professions. AWARDS: 2023 Streamy WINNER - Show of the Year - Challenge Accepted 2022 Streamy WINNER - Best Unscripted Series - Challenge Accepted 2022 Streamy Nominee - Show of The Year 2019 Shorty Nominee - Creator of The Year REPRESENTATION: Gersh - Keith Bielory PUBLICITY: imPRint - Emily Rennert, Lauren Denker SPEAKING ENGAGEMENTS: Lavin - Charles Yao
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
💡 Related resource: How To Find TikTok Influencers.
For their top social platform (TikTok), here is a breakdown of the type of influencers Native 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 53% of partnerships featuring creators averaging <1K views, Native's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (11.7M avg views/post):
Influencer bio
🍓mum of 2 life & healthy family food🍓 📍London 💌 katieduarte@thestand.agency
Collaboration metrics
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And here is another example with a smaller creator on TikTok (7.1k avg views/post):
Influencer bio
Costco & Sam's Club Fashion & Deals! shelleynsolomon@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Out of 1.4k unique influencers in our dataset, 29 of them (2%) posted content for Native in 3 or more separate calendar months. The most consistent partner is @just.beingjessica, who has collaborated across 4 months with 9 total posts.
Here are 3 examples of Native'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 Native had the most influencer activity. 71.3% 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 Native collaborating with an influencer in United States.
Native, Salt & Stone, and Dr. Squatch all compete in deodorant/body care with strong scent positioning and lifestyle branding. They’re natural comparators for influencer sampling, routine content, and subscription/repurchase narratives.
Total sponsored posts tracked (last 12 months)
SALT & STONE leads with 4k sponsored posts, significantly outpacing Native (1.9k posts) and Dr. Squatch (1.8k posts). Across all three brands, the average volume is 2.6k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
Among these brands, SALT & STONE leads on Instagram and TikTok and Dr. Squatch leads on YouTube. The gap is most notable on TikTok, with SALT & STONE at 3.2k, Native at 1.9k, Dr. Squatch at 1.6k posts. Native's activity is particularly concentrated on TikTok. SALT & STONE has more than twice as many TikTok posts as Native and Dr. Squatch.
Estimated sponsored posts in Native's top markets
SALT & STONE has the highest estimated sponsored-post volume in United States (2.5k posts, 62.8%), Canada (306 posts, 7.6%), United Kingdom (286 posts, 7.1%), suggesting a North America focus. Looking at United States specifically, the split is SALT & STONE at 2.5k posts (62.8%), Native at 1.4k posts (71.3%), Dr. Squatch at 1.3k posts (74%).
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:
When you outgrow your mishmash of spreadsheets & free tools, try Modash. Find & email influencers, track campaigns, ship products & more - all in one place.