We analyzed 5.4k 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.
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.
Number of sponsored posts
Sanrio's influencer output appears relatively consistent throughout the year, averaging about 451 sponsored posts per month. August recorded the highest volume at 592 posts (31% above average), while February was the quietest at 176 posts.
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:
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).
Influencer bio
💻 Cultura, estilo e comportamento 🔮 Astrologia & tudo de místico 🚨 Atenção: nunca fazemos contato por WhatsApp!
Collaboration metrics
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Influencer bio
💌 Meganplays@cesddigital.com
Collaboration metrics
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Influencer bio
U・S・A・M・I！宇佐美～！！ ジムトレーナーとヒーローをしている、宇佐美リトです！ 比較的声大きめです。 Twitter:https://twitter.com/usamirito_power Contact:https://www.nijisanji.jp/contact
Collaboration metrics
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If you break this down further by content type on Instagram, this is what it looks like:
💡 Related resource: How To Find Instagram Influencers.
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.
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 (1.3M avg views/post):
Influencer bio
Where players become Heroes ESRB: TEEN with Violence / Blood / Mild Language / Use of Tobacco
Collaboration metrics
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And here is another example with a smaller creator on Instagram (8.6k avg views/post):
Influencer bio
🎁 Pensou Brinquedo? Pensou ToyMania 💜 Visite nosso blog Mania de Brincar 🚀 #ToymaniaBrinquedos 👇🏻 Link 👇🏻
Collaboration metrics
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Out of 2.7k unique influencers in our dataset, 89 of them (3%) posted content for Sanrio in 3 or more separate calendar months. The most consistent partner is @hellokitty, who has collaborated across 12 months with 138 total posts.
Here are 3 examples of Sanrio'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, Japan is where Sanrio had the most influencer activity. 27.7% 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:
Here is another example of Sanrio collaborating with an influencer in Japan.
Sanrio, Bratz, and Harry Potter are all character/IP brands that compete for collector culture and collaboration-driven retail moments. They provide relevant comparisons for fandom engagement, unboxings, and limited-edition influencer drops.
Total sponsored posts tracked (last 12 months)
Sanrio leads with 5.4k sponsored posts, significantly outpacing Bratz (278 posts) and Harry Potter (232 posts). Across all three brands, the average volume is 2k posts, suggesting established influencer marketing investments. Sanrio has multiple times more total posts than Bratz and Harry Potter.
Sponsored posts by platform
Sanrio leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with Sanrio at 4k, Harry Potter at 217, Bratz at 139 posts. Sanrio's activity is particularly concentrated on Instagram. Sanrio has multiple times more posts on Instagram, TikTok, and YouTube than Bratz and Harry Potter.
Estimated sponsored posts in Sanrio's top markets
Sanrio has the highest estimated sponsored-post volume in Japan (1.5k posts, 27.7%), United States (1.4k posts, 26.2%), Brazil (625 posts, 11.5%), while Harry Potter leads in United Kingdom with 21 posts (9.2%), while Bratz leads in Thailand with 17 posts (6.2%). Looking at Japan specifically, the split is Sanrio at 1.5k posts (27.7%), Harry Potter at 21 posts (9.2%). Sanrio's strength in Japan and United States may indicate a home-market focus, while Bratz shows broader regional investment.
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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