Sanrio Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 3.5k 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 campaigns are active year-round with notable month-to-month fluctuation. 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 output appears relatively consistent throughout the year, averaging about 295 sponsored posts per month. October recorded the highest volume at 388 posts (32% above average), while June was the quietest at 118 posts.
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: 2.8k posts (79.2%)
- TikTok: 735 posts (20.7%)
- YouTube: 2 posts (0.1%)
Sanrio's influencer activity by platform
Share of sponsored content by social network
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).
hellokitty x Sanrio
Influencer bio
Official account for Hello Kitty 🎀 You can never have too many friends! 💖 Tap to shop and more 🛍 ⤵
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
💌 Meganplays@cesddigital.com (AOT fan page)
Collaboration metrics
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TiffyQuake x Sanrio
![YouTube post by @TiffyQuake for Sanrio. Caption reads: [...] on IG and get ready for the cuteness!....](https://images.od.modash.io/6d3faa918d9f880fa959a91ef46261856f0a76e9)
Influencer bio
Helping you re-discover your magic through creative play ✨ Hey everyone my name is Tiffy! Here I explore beauty, wellness, creative expression, and family life in hopes of igniting a spark within you. I am here to help you re-discover your fun, flirty and feminine side, while I also embark on the journey. After a health scare, struggling with my mental health, feeling stuck and transitioning into Motherhood, I felt called to help others finds their light again and level up. Moving forward with confidence, self love and grace, I hope to inspire you and lead you to the best version of yourself. 💖 🖤 ALL the links here - https://linkpop.com/ihascupquake Fanmail - fanmail@tiffyquake.com Business inquiries - collab@tiffyquake.com
Collaboration metrics
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If you break this down further by content type on Instagram, this is what it looks like:
- Posts: 55.6%
- Reels: 44.4%
💡 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 (1.0M avg views/post):
erictriesit x Sanrio
![Instagram post by @erictriesit for Sanrio. Caption reads: [...] is now available on Nintendo Switch! @sanrio....](https://images.od.modash.io/04dad5c0c86c7d5a38fc830eac9c9308e84fbcc1)
Influencer bio
🇨🇦Vancouver 🇩🇪Berlin TikTok: erictriesit (500k) erictriesit@gmail.com ⬇️ My recipes 🥣
Collaboration metrics
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And here is another example with a smaller creator on Instagram (9.0k avg views/post):
mariharuno x Sanrio
![Instagram post by @mariharuno for Sanrio. Caption reads: [...] Americanas! Qual o seu favorito? 👀💜....](https://images.od.modash.io/48b1d9a5733a99eb61406202f3ec4984b93590e8)
Influencer bio
✨️atriz | dubladora✨️ 🎙 Voz da Kuromi, Aurora (LoL) e + 🎀 Sanrio squad ♡ 💌 mariharunocontato@gmail.com 🌻 TEA 🌻
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Sanrio's repeat partnerships
Out of 1.8k unique influencers in our dataset, 44 of them (2%) posted content for Sanrio in 3 or more separate calendar months. The most consistent partner is @hellokitty, who has collaborated across 12 months with 100 total posts.
Here are 3 examples of Sanrio's repeat influencer partnerships, with links to the sponsored content.
hellokitty x Sanrio
![Instagram post by @hellokitty for Sanrio. Caption reads: [...] partnering with my friends @sanrio to bring....](https://images.od.modash.io/13e3f6a1ef0e87ff6b2a893b7c4bd18402e01e2d)
_yokopii_ x Sanrio
![Instagram post by @_yokopii_ for Sanrio. Caption reads: [...] #키티 #凯蒂猫 #大耳狗 #肉桂狗 #시나모롤 #sanrio #hellokitty....](https://images.od.modash.io/9f43a59dc5a88e2d154694b3ea1d35aa86a91156)
![Instagram post by @_yokopii_ for Sanrio. Caption reads: [...] #酷洛米 #산리오 #마이멜로디 #쿠로미 #모스버거 #sanrio....](https://images.od.modash.io/be5183a46956c7f7d18663cdbece6b4ff5eedd96)
![Instagram post by @_yokopii_ for Sanrio. Caption reads: [...] #三丽鸥 #산리오 #hapidanbui #sanrio #hangyodon....](https://images.od.modash.io/a1e2753c038cb2a000bf0b8a4593b1014d2634e0)
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)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, Japan is where Sanrio had the most influencer activity. 28.8% of their live influencer content in the last 12 months was posted by Japanese influencers.
Based on the percentage of influencer content per market, other important markets include:
- United States (23.5%)
- China (9.4%)
- Brazil (9.2%)
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 is a character-driven brand that monetizes through collectibles, collaborations, and lifestyle merch. Bratz and Harry Potter also rely on fandom communities and drop-style campaigns, making them close competitors for influencer and community marketing tactics.
Total influencer content
Sanrio vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Sanrio leads with 3.5k sponsored posts, significantly outpacing Bratz (1.8k posts) and Harry Potter (1.3k posts). Across all three brands, the average volume is 2.2k posts, indicating mature, scaled influencer programs. Sanrio has roughly twice as many total posts as Bratz and nearly three times as many as Harry Potter.
By social platform
Sanrio vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Sanrio leads on Instagram, while Bratz has the most activity on TikTok and Harry Potter has the most activity on YouTube. The gap is most notable on Instagram, with Sanrio at 2.8k, Harry Potter at 1.3k, Bratz at 714 posts. Sanrio's activity is particularly concentrated on Instagram. On Instagram, Sanrio has more than twice as many posts as Harry Potter and nearly four times as many as Bratz, while on TikTok, Bratz has more posts than Sanrio and Harry Potter has none.
By geographical market
Sanrio vs. related brands influencer activity (by country)
Estimated sponsored posts in Sanrio's top markets
Sanrio has the highest estimated sponsored-post volume in Japan (1k posts, 28.8%), United States (833 posts, 23.5%), China (333 posts, 9.4%), suggesting a Asia focus, while Bratz has the highest estimated sponsored-post volume in Thailand (115 posts, 6.2%), Mexico (104 posts, 5.6%), while Harry Potter leads in Brazil with 115 posts (8.8%). Looking at Japan specifically, the split is Sanrio at 1k posts (28.8%), Harry Potter at 132 posts (10.1%). Sanrio's strength in Japan and United States 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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