SALT & STONE Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 4.2k pieces of influencer content sponsored by SALT & STONE over the last 12 months.
This report breaks down where & how SALT & STONE 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 SALT & STONE, see here: SALT & STONE influencers.
Influencer activity throughout the year
SALT & STONE'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.
SALT & STONE's influencer activity by month
Number of sponsored posts
SALT & STONE's sponsored post volume appears to trend upward over the 12-month period, rising from 536 posts in January to 731 in December. The peak month, December, reached 731 posts, 111% higher than the monthly average of 346.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of SALT & STONE's sponsored influencer collaborations break down by social platform:
- TikTok: 3.2k posts (76%)
- Instagram: 997 posts (24%)
- YouTube: 2 posts (0%)
SALT & STONE's influencer activity by platform
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for SALT & STONE.
Here are 2 examples of SALT & STONE's recent sponsored collaborations (one each for Instagram, TikTok).
nilsani x SALT & STONE
Influencer bio
nyc nil@portraitmgmt.com
Collaboration metrics
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ootd x SALT & STONE
Influencer bio
your go-to source for outfit inspo ✨ the official #ootd tiktok 🖤 follow our IG: @ootd
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 94.1%
- Carousels: 5.9%
💡 Related resource: How To Find TikTok Influencers.
Influencer audience size breakdown (by views)
For their top social platform (TikTok), here is a breakdown of the type of influencers SALT & STONE 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.
SALT & STONE's influencers average views (TikTok)
Based on each influencer's average views per post
With 62.4% of partnerships featuring creators averaging <1K views, SALT & STONE'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 (382.4k avg views/post):
oliviajadeg x SALT & STONE
![TikTok post by @oliviajadeg for SALT & STONE. Caption reads: [...] is to be a walking stick of butter @SALT &....](https://images.od.modash.io/164647b9a91ee8c095af7ea17b23460f0a6d65b7)
Influencer bio
youtube- olivia jade 🐢 @opiccola founder
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 TikTok (9.6k avg views/post):
mayimbathecreator x SALT & STONE
![TikTok post by @mayimbathecreator for SALT & STONE. Caption reads: [...] #hygienetips #unisexfragrance @SALT & STONE.](https://images.od.modash.io/53c33112c0f7796a0947255e519f0196be3cae31)
Influencer bio
Beauty | Curvy Fashion | Life Style I review stuff 😜 📧mayimbaempire@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
SALT & STONE's repeat partnerships
Out of 2.9k unique influencers in our dataset, 73 of them (3%) posted content for SALT & STONE in 3 or more separate calendar months. The most consistent partner is @gracesynod_, who has collaborated across 6 months with 18 total posts.
Here are 3 examples of SALT & STONE's repeat influencer partnerships, with links to the sponsored content.
gracesynod_ x SALT & STONE
![TikTok post by @gracesynod_ for SALT & STONE. Caption reads: [...] the screen it’s so good @SALT & STONE....](https://images.od.modash.io/b45ee2424fb72bcc6a84c38d6c93f8f06b88dda3)
![TikTok post by @gracesynod_ for SALT & STONE. Caption reads: [...] purse sized deodorants by @SALT & STONE and....](https://images.od.modash.io/676d07b15686845e175939cc246b126aac8a79c2)
![TikTok post by @gracesynod_ for SALT & STONE. Caption reads: @SALT & STONE this body wash is so good [...].](https://images.od.modash.io/17200f9288560f50e449cd6b5e547a156adad0f7)
aqua4me x SALT & STONE
![TikTok post by @aqua4me for SALT & STONE. Caption reads: @SALT & STONE you have SPOILED us with [...].](https://images.od.modash.io/9a4cf5762c55801c88638b348a4d495631f9c77a)
![TikTok post by @aqua4me for SALT & STONE. Caption reads: [...] someone’s rich auntie😏 @SALT & STONE....](https://images.od.modash.io/5c528d87d6886e47454291e8fd44f06548e02236)
![TikTok post by @aqua4me for SALT & STONE. Caption reads: [...] Saffron and Cedar from @SALT & STONE ve you....](https://images.od.modash.io/1332deec3c0e7553f1ede4ad844f15d474adc7a1)
the_edmonsons x SALT & STONE
![TikTok post by @the_edmonsons for SALT & STONE. Caption reads: @SALT & STONE #perfume #perfumetiktok [...].](https://images.od.modash.io/aec0630bbf020097b05d19b56212c083d1114d21)
![TikTok post by @the_edmonsons for SALT & STONE. Caption reads: [...] from Salt and Stone! @SALT & STONE #perfume....](https://images.od.modash.io/4fc8a6218cdd3dd1a0f32990896217fed88e7329)
![TikTok post by @the_edmonsons for SALT & STONE. Caption reads: @SALT & STONE #fragrance [...].](https://images.od.modash.io/a35779603f9908fdcb97f4e45eb918feba45295c)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where SALT & STONE had the most influencer activity. 61.5% 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:
- Canada (7.8%)
- United Kingdom (7%)
- Brazil (4.2%)
SALT & STONE's influencer activity by market
Here is another example of SALT & STONE collaborating with an influencer in United States.
averyywoods x SALT & STONE
![TikTok post by @averyywoods for SALT & STONE. Caption reads: [...] with all my favorite things 🚗🤌🏼✨ @SALT &....](https://images.od.modash.io/aa76d2913d7e4592c0296b3b3b9153ff64d192ac)
SALT & STONE's influencer activity vs. related brands
SALT & STONE competes with Native and Kopari in elevated personal care (deodorant/body care), where scent, ingredient positioning, and lifestyle aesthetic are amplified through creators.
Total influencer content
SALT & STONE vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Kopari Beauty leads with 5.9k sponsored posts, significantly outpacing SALT & STONE (4.2k posts) and Native (3.9k posts). Across all three brands, the average volume is 4.6k posts, indicating mature, scaled influencer programs.
By social platform
SALT & STONE vs. related brands influencer activity (by social platform)
Sponsored posts by platform
SALT & STONE leads on Instagram, while Kopari Beauty has the most activity on TikTok and Native has the most activity on YouTube. The gap is most notable on TikTok, with Kopari Beauty at 5k, Native at 3.9k, SALT & STONE at 3.2k posts. SALT & STONE's activity is particularly concentrated on TikTok. TikTok post counts differ widely, with Kopari Beauty and Native having thousands more posts than SALT & STONE.
By geographical market
SALT & STONE vs. related brands influencer activity (by country)
Estimated sponsored posts in SALT & STONE's top markets
Kopari Beauty has the highest estimated sponsored-post volume in United States (4.2k posts, 72.3%), United Kingdom (375 posts, 6.4%), Brazil (205 posts, 3.5%), while SALT & STONE leads in Canada with 324 posts (7.8%). Looking at United States specifically, the split is Kopari Beauty at 4.2k posts (72.3%), SALT & STONE at 2.6k posts (61.5%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Native's Influencer Marketing Strategy
- Kopari Beauty's Influencer Marketing Strategy
- Dagne Dover's Influencer Marketing Strategy
- Flower Knows's Influencer Marketing Strategy
- Comfrt's Influencer Marketing Strategy
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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