We analyzed 1.9k pieces of influencer content sponsored by Playboy over the last 12 months.
This report breaks down where & how Playboy 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 Playboy, see here: Playboy influencers.
Playboy'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
Playboy's influencer output appears relatively consistent throughout the year, averaging about 158 sponsored posts per month. October recorded the highest volume at 230 posts (46% above average), while February was the quietest at 55 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Playboy's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for Playboy.
Here are 3 examples of Playboy's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
📍Mallorca ❤️J 💙V❤️J💙D❤️J 🧿 📩(Koops) Management@buechner.es 📺(TV) bmay@right-time.de
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Influencer bio
💄 MAKE-UP & UNTERHALTUNG 💄 📩 isabell@soulcial.de 📩 IG : beauty_benzz
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Influencer bio
New videos every week! Subscribe to see product reviews, try-ons, clothing hauls, and unboxings! PATREON: www.patreon.com/littlefitdevil NEW LIFESTYLE CHANNEL: www.youtube.com/@carlaslifechannel NEW GAMING CHANNEL: www.youtube.com/@carlaraids All my links for social media and discounts are here: https://linktr.ee/littlefitdevil For collaborations, send me an e-mail: collaborations@devilscreativemedia.com Thank you for being here! Love, Carla
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:
💡 Related resource: How To Find Instagram Influencers.
For their top social platform (Instagram), here is a breakdown of the type of influencers Playboy 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 29.9% of partnerships featuring creators averaging 10K-50K views, Playboy's strategy suggests cost-efficiency and engagement-focused partnerships. The 1K-5K views segment is also prominent at 25.4%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (817.0k avg views/post):
Influencer bio
fashion • lifestyle ✨| Founder: @es.levitate @eslevitate.lounge @lovestitch_bootleg FOOTSHOP: STEPANKA10 & STEPANKA15 stepanka.zaspalova@seznam.cz📩
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 (5.2k avg views/post):
Influencer bio
🅳🅴🅽🅸 🅶🇨🇿 🅁🄸🄽🄶 🄶🄸🅁🄻1️⃣ 🄷🄾🅂🅃🎤 100% Natural PLAYMATE @playboyczechrepublic 🐰 @komagazincz ➡️ @novasport_tv Denisa za kormidlem ➡️ @primacooltv Ing. 🎓🤓
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Out of 1.3k unique influencers in our dataset, 25 of them (2%) posted content for Playboy in 3 or more separate calendar months. The most consistent partner is @iam.yanj, who has collaborated across 9 months with 17 total posts.
Here are 3 examples of Playboy'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 Playboy had the most influencer activity. 47.1% 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:
Here is another example of Playboy collaborating with an influencer in United States.
Playboy operates as a lifestyle and licensing brand, similar to other IP-driven brands like Harry Potter and Sanrio that monetize through collaborations and merch. These peers are useful benchmarks for creator-led collab launches and fandom-based marketing.
Total sponsored posts tracked (last 12 months)
Sanrio leads with 5.4k sponsored posts, significantly outpacing Playboy (1.9k posts) and Harry Potter (232 posts). Across all three brands, the average volume is 2.5k posts, indicating mature, scaled influencer programs. Sanrio has more total posts than Playboy and Harry Potter combined.
Sponsored posts by platform
Among these brands, Sanrio leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with Sanrio at 4k, Playboy at 1.6k, Harry Potter at 217 posts. Playboy's activity is particularly concentrated on Instagram. Sanrio has more posts than Playboy and Harry Potter combined on Instagram, TikTok, and YouTube.
Estimated sponsored posts in Playboy's top markets
Sanrio has the highest estimated sponsored-post volume in Japan (1.5k posts, 27.7%), United States (1.4k posts, 26.2%), Brazil (625 posts, 11.5%), while Playboy has the highest estimated sponsored-post volume in United Kingdom (150 posts, 7.9%), Germany (114 posts, 6%), suggesting a Europe focus. Looking at Japan specifically, the split is Sanrio at 1.5k posts (27.7%), Harry Potter at 21 posts (9.2%). Playboy's strength in United Kingdom and Germany may indicate a home-market focus, while Sanrio shows broader regional investment.
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.