Sanrio Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 1.6k pieces of influencer content sponsored by Sanrio over the last 12 months.
This report breaks down where & how Sanrio 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 Sanrio, see here: Sanrio influencers.
Influencer activity throughout the year
Sanrio'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.
Sanrio's influencer activity by month
Number of sponsored posts
Sanrio's sponsored post volume appears to trend upward over the 12-month period, rising from 77 posts in January to 66 in December. The peak month, August, reached 337 posts, 157% higher than the monthly average of 131.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Sanrio's sponsored influencer collaborations break down by social platform:
- Instagram: 737 posts (46.3%)
- TikTok: 693 posts (43.5%)
- YouTube: 162 posts (10.2%)
Sanrio's influencer activity by platform
Share of sponsored content by social network
Content format by platform
Share of all sponsored posts.
Instagram influencer marketing is a clear focus for Sanrio.
Here are 3 examples of Sanrio's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
camilapudim x Sanrio
![Instagram post by @camilapudim for Sanrio. Caption reads: [...] @esmaltecolorama @hellokittybrasil....](https://images.od.modash.io/d4589bbc21998d9cda7fdc4bead0c178b38b0ed9)
Influencer bio
Beauty Creator Founder @pudimbeauty 💜 Embaixadora @esmaltecolorama camilla.pudim@nonstopproducoes.com.br
Collaboration metrics
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themeganplays x Sanrio
![TikTok post by @themeganplays for Sanrio. Caption reads: [...] UGC and items to collect now! @Official....](https://images.od.modash.io/478e4fffd95ad9bbb3cd7b21d7d11a0221e76995)
Influencer bio
(AOT fan page) YT: MEGANPLAYS 💌Business: Meganplays@cesddigital.com
Collaboration metrics
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jamsaijs x Sanrio
Influencer bio
ติดต่องานทักได้เลยค่ะ🙏🏻 ID Line : jamsai.ii Email : jalalam.work@gmail.com ติดตามแจ่มใสช่องทางอื่นได้ที่ TikTok : jamsai.rachaya IG : jamsai_rachaya FB : jamsai rachaya https://www.facebook.com/ra.chaya.184
Collaboration metrics
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If you break this down further by content type on Instagram, this is what it looks like:
- Reels: 56.7%
- Posts: 43.3%
💡 Related resource: How To Find Instagram Influencers.
Influencer audience size breakdown (by views)
For their top social platform (Instagram), here is a breakdown of the type of influencers Sanrio 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.
Sanrio's influencers average views (Instagram)
Based on each influencer's average views per post
Sanrio'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 Instagram (489.5k avg views/post):
brutailopes x Sanrio
![Instagram post by @brutailopes for Sanrio. Caption reads: [...] @esmaltecolorama @hellokittybrasil....](https://images.od.modash.io/c115ea9e40e68f0410fb084449d72f395ab597c1)
Influencer bio
sp, brasil brutailopescontato@gmail.com
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 (7.6k avg views/post):
achadinhoscariocas x Sanrio
![Instagram post by @achadinhoscariocas for Sanrio. Caption reads: [...] @esmaltecolorama @hellokittybrasil....](https://images.od.modash.io/4026dd1b3b243a0a9abcce7adb087cf68197ea85)
Influencer bio
• Todos os dias um novo achado • Por Jéssica e Camila • Achados | Moda | Dicas 📧 contatoachadoscariocas@gmail.com GRUPOS NO LINK ABAIXO ⬇️
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Sanrio's repeat partnerships
Out of 943 unique influencers in our dataset, 16 of them (2%) posted content for Sanrio in 3 or more separate calendar months. The most consistent partner is @3rdminami, who has collaborated across 9 months with 27 total posts.
Here are 3 examples of Sanrio's repeat influencer partnerships, with links to the sponsored content.
3rdminami x Sanrio
![TikTok post by @3rdminami for Sanrio. Caption reads: [...] #サンリオ #ガチャガチャ #開封動画 @Official Sanrio....](https://images.od.modash.io/0636964dc6332b31b43b84e85aae91d32d4bb21e)
![TikTok post by @3rdminami for Sanrio. Caption reads: [...] #可愛い #kawaii #購入品紹介 @Official Sanrio.](https://images.od.modash.io/275ea63a17effa4ebbe2bfc7b10275ff77286150)
![TikTok post by @3rdminami for Sanrio. Caption reads: [...] #サンリオ#シール #シール帳 #可愛い @Official Sanrio.](https://images.od.modash.io/352901185235439cf6e36ce462a1d2d32396d966)
isabella.sayuri x Sanrio
![Instagram post by @isabella.sayuri for Sanrio. Caption reads: [...] @hellokittybrasil @sanriobrasil Um look....](https://images.od.modash.io/3ef78ac8cacfb88750de01fe672c2e21e408eedb)
![Instagram post by @isabella.sayuri for Sanrio. Caption reads: [...] @hellokittybrasil @sanriobrasil Gente, to....](https://images.od.modash.io/fd03b89f8db842cd71d892836cdfb536d9efda41)
![Instagram post by @isabella.sayuri for Sanrio. Caption reads: [...] @hellokittybrasil @sanriobrasil Depois de....](https://images.od.modash.io/91eb4a8492e33f03a5d3b4ed9906363c7fc93ac0)
andie.vela x Sanrio
![TikTok post by @andie.vela for Sanrio. Caption reads: [...] United States @Official Sanrio #minisosanrio....](https://images.od.modash.io/281a4b487d467b470bc0073b277c546ae4ef9ffe)
![TikTok post by @andie.vela for Sanrio. Caption reads: [...] for baby girl. 👸🏻 @Official Sanrio....](https://images.od.modash.io/b12220804f333028bb1a5e36c421a90010c92aaa)
![TikTok post by @andie.vela for Sanrio. Caption reads: [...] she is a natural ☺️ @Official Sanrio....](https://images.od.modash.io/0d2569b07783e3e0636dc8664c5a82a14be79f96)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where Sanrio had the most influencer activity. 21.7% 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:
- Japan (21.7%)
- Brazil (15.3%)
- Taiwan (7.2%)
Sanrio's influencer activity by market
Here is another example of Sanrio collaborating with an influencer in United States.
lanaslifeee x Sanrio
![TikTok post by @lanaslifeee for Sanrio. Caption reads: [...] My Hello Kitty Cafe on ROBLOX! @Official....](https://images.od.modash.io/3d3011d780ade0325b8939f2cb605387b9c80807)
Sanrio's influencer activity vs. related brands
Sanrio, Bratz, and Youtooz compete in character-led collectibles and licensed merchandise that thrives on fandom communities. Influencer content for all three often centers on hauls, unboxings, and limited-edition releases.
Total influencer content
Sanrio vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Bratz leads with 1.8k sponsored posts, marginally ahead of Sanrio (1.6k posts) and Youtooz (1.5k posts). Across all three brands, the average volume is 1.6k posts, suggesting established influencer marketing investments. The relatively balanced activity suggests comparable influencer marketing investment across the category.
By social platform
Sanrio vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, Youtooz leads on Instagram and YouTube and Bratz leads on TikTok. The gap is most notable on TikTok, with Bratz at 1.1k, Sanrio at 693, Youtooz at 313 posts. On YouTube, Sanrio (162 posts) and Youtooz (200 posts) are far ahead of Bratz (15 posts).
By geographical market
Sanrio vs. related brands influencer activity (by country)
Estimated sponsored posts in Sanrio's top markets
Youtooz has the highest estimated sponsored-post volume in United States (990 posts, 67.9%), United Kingdom (122 posts, 8.4%), while Sanrio has the highest estimated sponsored-post volume in Japan (345 posts, 21.7%), Brazil (244 posts, 15.3%), while Bratz has the highest estimated sponsored-post volume in Mexico (100 posts, 5.6%), Thailand (98 posts, 5.5%). Looking at United States specifically, the split is Youtooz at 990 posts (67.9%), Bratz at 805 posts (45.1%), Sanrio at 345 posts (21.7%). Sanrio's strength in Japan may indicate a home-market focus, while Bratz shows broader regional investment.
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Bratz's Influencer Marketing Strategy
- Youtooz's Influencer Marketing Strategy
- New Era Cap's Influencer Marketing Strategy
- BOMBSHELL SPORTSWEAR's Influencer Marketing Strategy
- TYMO Beauty'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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