We analyzed 16.2k pieces of influencer content sponsored by Skims over the last 12 months.
This report breaks down where & how Skims 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 Skims, see here: Skims influencers.
Skims'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
Skims's influencer output appears relatively consistent throughout the year, averaging about 1.3k sponsored posts per month. December recorded the highest volume at 2k posts (50% above average), while July was the quietest at 1k posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Skims's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Skims.
Here are 3 examples of Skims's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
STR / MCR / LA parece brasileña ⭐️🤷🏽♀️ alylylel@luxe-connect.agency 💌 - alyly_business@icloud.com @thefourmodels @fashionnova
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Influencer bio
Creative studio specializing in Full CGI & Mixed Reality campaigns for global brands. 📧 hello@whycgi.media
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Influencer bio
I make videos about fashion. Inquiries: contact@timdessaint.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
If you break this down further by content type on TikTok, this is what it looks like:
💡 Related resource: How To Find TikTok Influencers.
For their top social platform (TikTok), here is a breakdown of the type of influencers Skims 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 33.4% of partnerships featuring creators averaging 1K-5K views, Skims'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 27.8%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (6.5M avg views/post):
Influencer bio
Olympic champion speedskating ✨
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 (10.0k avg views/post):
Influencer bio
🇲🇽 Bilingual Lifestyle | Beauty | Fashion 📧 awebbcall@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Out of 10.7k unique influencers in our dataset, 267 of them (3%) posted content for Skims in 3 or more separate calendar months. The most consistent partner is @brittbratstyles, who has collaborated across 12 months with 68 total posts.
Here are 3 examples of Skims'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 Skims had the most influencer activity. 61.7% 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:
Here is another example of Skims collaborating with an influencer in United States.
SKIMS, Spanx, and Shapermint all compete in shapewear and body-focused basics, often winning through fit proof, before/after demos, and creator try-ons. These two brands are clear reference points for creator affiliate and product-drop playbooks in the category.
Total sponsored posts tracked (last 12 months)
Skims leads with 16.2k sponsored posts, significantly outpacing SPANX (3k posts) and Shapermint (711 posts). Across all three brands, the average volume is 6.6k posts, indicating mature, scaled influencer programs. Skims has multiple times more total posts than SPANX and Shapermint.
Sponsored posts by platform
Skims leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with Skims at 8k, SPANX at 497, Shapermint at 193 posts. SPANX's activity is particularly concentrated on Instagram. Skims has multiple times more posts on Instagram, TikTok, and YouTube than SPANX and Shapermint.
Estimated sponsored posts in Skims's top markets
Skims has the highest estimated sponsored-post volume in United States (10k posts, 61.7%), United Kingdom (1.2k posts, 7.4%), Brazil (599 posts, 3.7%), while SPANX leads in Canada with 147 posts (4.9%). Looking at United States specifically, the split is Skims at 10k posts (61.7%), SPANX at 2.3k posts (75.2%), Shapermint at 501 posts (70.4%). Skims's strength in United States and United Kingdom may indicate a home-market focus, while SPANX 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:
When you outgrow your mishmash of spreadsheets & free tools, try Modash. Find & email influencers, track campaigns, ship products & more - all in one place.