Sanrio Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 1.3k 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 influencer activity appears to have tapered over the year, from 67 posts in January down to 52 in December. May was the busiest month at 245 posts, 123% above the monthly average.
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:
- TikTok: 702 posts (53%)
- Instagram: 621 posts (46.9%)
- YouTube: 1 posts (0.1%)
Sanrio's influencer activity by platform
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Sanrio.
Here are 2 examples of Sanrio's recent sponsored collaborations (one each for Instagram, TikTok).
erictriesit x Sanrio
Influencer bio
🇨🇦Vancouver 🇩🇪Berlin TikTok: erictriesit (500k) erictriesit@gmail.com ⬇️ My recipes 🥣
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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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 95.2%
- Carousels: 4.8%
💡 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 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 (TikTok)
Based on each influencer's average views per post
With 29.6% of partnerships featuring creators averaging 1K-5K views, Sanrio's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators. The 10K-50K views segment is also prominent at 24.7%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (394.2k avg views/post):
justjadejj x Sanrio
Influencer bio
🌞 feel-good content 📌 sidequest girlie 🇧🇪Twitch & YouTube 📩justjadebelgium@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 TikTok (9.6k avg views/post):
wetnwildbeauty x Sanrio
![TikTok post by @wetnwildbeauty for Sanrio. Caption reads: [...] and mischievous surprises await in our....](https://images.od.modash.io/5b7a1b0c67490c73844c037746ecef668e5cdc70)
Influencer bio
🤑 wild value since 1979 🧼 wild CLEAN ingredients 🐰 wild friends not tested
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Sanrio's repeat partnerships
Out of 754 unique influencers in our dataset, 17 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 24 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)
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)
taurusmoonthings x Sanrio
![TikTok post by @taurusmoonthings for Sanrio. Caption reads: [...] it really does fit a TON 😂 #sanrio....](https://images.od.modash.io/7cee1d02e0ba9ff7178973151a924743dc097c1d)
💡 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. 28.6% 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:
- Japan (17.6%)
- Brazil (15.6%)
- Taiwan (9.9%)
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 overlaps with Bratz and Harry Potter as iconic character-driven brands that thrive on collectibles, collabs, and fandom communities. Influencer content around unboxings, nostalgia, and limited drops makes them strong comparative competitors.
Total influencer content
Sanrio vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Bratz leads with 1.8k sponsored posts, significantly outpacing Harry Potter (1.3k posts) and Sanrio (1.3k posts). Across all three brands, the average volume is 1.5k posts, suggesting established influencer marketing investments.
By social platform
Sanrio vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, Harry Potter leads on Instagram and YouTube and Bratz leads on TikTok. The gap is most notable on Instagram, with Harry Potter at 1.3k, Bratz at 649, Sanrio at 621 posts. Harry Potter's activity is particularly concentrated on Instagram. Harry Potter has far more Instagram posts than Sanrio and Bratz, while it has no TikTok posts.
By geographical market
Sanrio vs. related brands influencer activity (by country)
Estimated sponsored posts in Sanrio's top markets
Bratz has the highest estimated sponsored-post volume in United States (766 posts, 43.3%), United Kingdom (106 posts, 6%), Mexico (96 posts, 5.4%), suggesting a North America focus, while Sanrio has the highest estimated sponsored-post volume in Japan (233 posts, 17.6%), Brazil (207 posts, 15.6%). Looking at United States specifically, the split is Bratz at 766 posts (43.3%), Harry Potter at 452 posts (33.5%), Sanrio at 379 posts (28.6%). 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
- Harry Potter'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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