We analyzed 4.0k 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.
SALT & STONE'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
SALT & STONE's sponsored post volume appears to trend upward over the 12-month period, rising from 592 posts in January to 787 in December. The peak month, December, reached 787 posts, 137% higher than the monthly average of 332.
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:
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).
Influencer bio
not a chef, just hungry ✉️megoneil@outreachtalentgroup.com @fridaynightwithmeg
Collaboration metrics
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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:
💡 Related resource: How To Find TikTok Influencers.
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.
Based on each influencer's average views per post
With 55.4% 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):
Influencer bio
youtube- olivia jade 🐢
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.6k avg views/post):
Influencer bio
Beauty | Curvy Fashion | Life Style I review stuff 😜 📧mayimbaempire@gmail.com
Collaboration metrics
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Out of 2.8k unique influencers in our dataset, 78 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.
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
In our dataset, United States is where SALT & STONE had the most influencer activity. 62.6% 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 SALT & STONE collaborating with an influencer in United States.
SALT & STONE’s deodorant and body-care positioning overlaps with Native and Kopari Beauty, which also focus on modern personal care with strong scent and clean-leaning messaging. These brands compete for the same wellness and lifestyle creator audiences.
Total sponsored posts tracked (last 12 months)
Kopari Beauty leads with 7k sponsored posts, significantly outpacing SALT & STONE (4k posts) and Native (1.9k posts). Across all three brands, the average volume is 4.3k posts, indicating mature, scaled influencer programs. Kopari Beauty has notably more total posts than SALT & STONE and Native.
Sponsored posts by platform
Among these brands, Kopari Beauty leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with Kopari Beauty at 6k, SALT & STONE at 3.2k, Native at 1.9k posts. SALT & STONE's activity is particularly concentrated on TikTok. Native has no Instagram posts shown, while SALT & STONE and Kopari Beauty each have hundreds, and Kopari Beauty has notably more TikTok posts than SALT & STONE and Native.
Estimated sponsored posts in SALT & STONE's top markets
Kopari Beauty has the highest estimated sponsored-post volume in United States (5.1k posts, 72.7%), United Kingdom (417 posts, 6%), while SALT & STONE leads in Canada with 331 posts (8.2%). Looking at United States specifically, the split is Kopari Beauty at 5.1k posts (72.7%), SALT & STONE at 2.5k posts (62.6%), Native at 1.4k posts (71.3%).
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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