We analyzed 5.9k pieces of influencer content sponsored by OUAI over the last 12 months.
This report breaks down where & how OUAI 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 OUAI, see here: OUAI influencers.
OUAI'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
OUAI's influencer output appears relatively consistent throughout the year, averaging about 490 sponsored posts per month. December recorded the highest volume at 735 posts (50% above average), while February was the quietest at 296 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of OUAI's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for OUAI.
Here are 3 examples of OUAI's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
asmr | lifestyle | self care | home | wellness | food hi@galiciagordon.com
Collaboration metrics
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Influencer bio
beauty, fashion, and lifestyle — chicago ✉️ dana@underscoretalent.com
Collaboration metrics
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Influencer bio
Just a beige Becky creating garbage content for the masses. 💌 Business Inquiries » jaime@jakerosenentertainment.com Instagram: @jaime.french Snapchat: jaimepants X: @jaimepantss TikTok: @jaimefrench
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 OUAI 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
OUAI's creator selection appears relatively diversified across size tiers, with no single segment dominating. This suggests a balanced approach to influencer partnerships, spreading investment across different audience sizes.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (2.4M avg views/post):
Influencer bio
💓💓 management: talent@pontefirm.com // modeling: print@photogenicsmedia.com
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.9k avg views/post):
Influencer bio
ur shopping bestie
Collaboration metrics
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Out of 4k unique influencers in our dataset, 103 of them (3%) posted content for OUAI in 3 or more separate calendar months. The most consistent partner is @psychictexas, who has collaborated across 12 months with 57 total posts.
Here are 3 examples of OUAI'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 OUAI had the most influencer activity. 54.4% 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 OUAI collaborating with an influencer in United States.
OUAI overlaps with Living Proof and Briogeo in premium, routine-based haircare, where creators drive discovery via wash-day content, styling tutorials, and fragrance/texture callouts.
Total sponsored posts tracked (last 12 months)
Living Proof leads with 6.5k sponsored posts, marginally ahead of OUAI (5.9k posts) and Briogeo (135 posts). Across all three brands, the average volume is 4.2k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
OUAI leads on TikTok and YouTube, while Living Proof leads on Instagram. The gap is most notable on Instagram, with Living Proof at 2.7k, OUAI at 1.8k, Briogeo at 134 posts. Briogeo's activity is particularly concentrated on Instagram. On TikTok, OUAI and Living Proof each have thousands of posts while Briogeo has none, and on Instagram Briogeo has far fewer posts than OUAI or Living Proof.
Estimated sponsored posts in OUAI's top markets
Living Proof has the highest estimated sponsored-post volume in United States (4k posts, 61.7%), United Kingdom (787 posts, 12.2%), Canada (258 posts, 4%), suggesting a North America focus, while OUAI leads in India with 290 posts (4.9%), while Briogeo leads in Brazil with 9 posts (6.3%). Looking at United States specifically, the split is Living Proof at 4k posts (61.7%), OUAI at 3.2k posts (54.4%), Briogeo at 91 posts (67.4%).
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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