We analyzed 3.4k pieces of influencer content sponsored by Selkie over the last 12 months.
This report breaks down where & how Selkie 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 Selkie, see here: Selkie influencers.
Selkie'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
Selkie's influencer output appears relatively consistent throughout the year, averaging about 281 sponsored posts per month. December recorded the highest volume at 434 posts (54% above average), while July was the quietest at 209 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Selkie's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for Selkie.
Here are 3 examples of Selkie's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
folklore & fashion 2 million on TikTok email to collaborate ✨IG is one page, read the whole story👇
Collaboration metrics
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Influencer bio
Author of THE IRON HEX, out August 4 | canada Victoria@victoriaswalsh.com
Collaboration metrics
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Influencer bio
Just a girl with an interest in Kbeauty, Skincare and all the beauty that life may bring. for business only: Lisa.sns@outlook.de
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 Selkie 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 29.5% of partnerships featuring creators averaging 1K-5K views, Selkie'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 26.1%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (1.4M avg views/post):
Influencer bio
🎀Femininity For Fat Women and Femmes 🎥Reels | Pretty Dresses | Fat Joy ❤️🔥Embrace Your Size > Hiding 📍RVA 💌 april@a-listme.com
Collaboration metrics
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And here is another example with a smaller creator on Instagram (8.1k avg views/post):
Influencer bio
Travel | Food | Fashion | Art | Slow Living 🏴Scotland 💌Jenni.seeks@gmail.com
Collaboration metrics
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Out of 767 unique influencers in our dataset, 91 of them (12%) posted content for Selkie in 3 or more separate calendar months. The most consistent partner is @theunwillingstar, who has collaborated across 13 months with 77 total posts. @victoriashaz alone accounts for 5% of all tracked sponsored content.
Here are 3 examples of Selkie'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 Selkie had the most influencer activity. 67.1% 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 Selkie collaborating with an influencer in United States.
Selkie’s romantic, statement womenswear competes with Patbo and STAUD for an occasionwear and fashion-editorial audience that responds strongly to styled shoots and creator-led event dressing.
Total sponsored posts tracked (last 12 months)
Selkie leads with 3.4k sponsored posts, significantly outpacing STAUD (76 posts) and Patbo (62 posts). Across all three brands, the average volume is 1.2k posts, suggesting established influencer marketing investments. Selkie has far more total posts (3434) than Patbo (62) and STAUD (76).
Sponsored posts by platform
Selkie leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with Selkie at 2.6k, STAUD at 58, Patbo at 55 posts. Selkie's activity is particularly concentrated on Instagram. On Instagram and TikTok, Selkie has many more posts (2582 and 835) than Patbo (55 and 7) and STAUD (58 and 18), and Selkie is also the only brand with any YouTube posts (17).
Estimated sponsored posts in Selkie's top markets
Selkie has the highest estimated sponsored-post volume in United States (2.3k posts, 67.1%), United Kingdom (254 posts, 7.4%), Brazil (130 posts, 3.8%), while Patbo leads in India with 1 posts (2.2%). Looking at United States specifically, the split is Selkie at 2.3k posts (67.1%), STAUD at 50 posts (65.3%), Patbo at 16 posts (25.3%). Selkie's strength in United States and United Kingdom may indicate a home-market focus, while Patbo 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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