Skims Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 14.1k 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.
Influencer activity throughout the year
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.
Skims's influencer activity by month
Number of sponsored posts
Skims's influencer posting pattern appears irregular, with notable fluctuations month to month. December saw the highest output at 1.7k posts (46% above the 1.2k monthly average), while April was the quietest at 480 posts.
Social platforms breakdown
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:
- TikTok: 7.5k posts (53.5%)
- Instagram: 6.5k posts (46.3%)
- YouTube: 22 posts (0.2%)
Skims's influencer activity by 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).
kimkardashian x Skims
Influencer bio
@SKIMS @drinkupdate
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
tiannarobillard x Skims
Influencer bio
tiannarobillardteam@gmail.com / UTA IG: Tiannarobillard Snap: TTchickenbone
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
hazi.original x Skims
![YouTube post by @hazi.original for Skims. Caption reads: [...] Leave your thoughts in the comment ;) @skims....](https://images.od.modash.io/2b73f857c809c84336641df78bafadf90f9136f4)
Influencer bio
hazi.original@gmail.com https://www.instagram.com/hazi.original Vlogger, fashion, beauty, workout, lifestyle and more ... ❤︎ YouTube, instagram, 小红书
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:
- Videos: 95%
- Carousels: 5%
💡 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 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.
Skims's influencers average views (TikTok)
Based on each influencer's average views per post
With 34.3% 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 27.9%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (6.7M avg views/post):
juttaleerdam x Skims
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 (9.8k avg views/post):
lilytodos x Skims
Influencer bio
fits, thrifts & general girliness ₊ ⊹ 💌 lilytodos11@gmail.com 🇺🇦
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Skims's repeat partnerships
Out of 9.8k unique influencers in our dataset, 173 of them (2%) posted content for Skims in 3 or more separate calendar months. The most consistent partner is @brittbratstyles, who has collaborated across 12 months with 73 total posts.
Here are 3 examples of Skims's repeat influencer partnerships, with links to the sponsored content.
brittbratstyles x Skims
_kais.spam_ x Skims
![TikTok post by @_kais.spam_ for Skims. Caption reads: [...] for a campus reset 🤍📖 #skimspartner....](https://images.od.modash.io/c754478e3819b10c45860c865116a7c6689c8470)
annadawnphillips x Skims
![TikTok post by @annadawnphillips for Skims. Caption reads: [...] Fridays @Kosas @Princess Polly @SKIMS.](https://images.od.modash.io/bf8fe7cb830b0d1d655bddb11f16a7979ae579e4)
![TikTok post by @annadawnphillips for Skims. Caption reads: [...] Labs @Wayfair @DAILYDR!LLS @SKIMS....](https://images.od.modash.io/c1037a1a6135c77c81726d5e24d42b50f5233851)
![TikTok post by @annadawnphillips for Skims. Caption reads: [...] #reset #vlog #clean #unbox #pr @SKIMS @One....](https://images.od.modash.io/d1db8ca43b1677b0177ea4955b4f1ac1634934cf)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where Skims had the most influencer activity. 60.6% 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:
- United Kingdom (6.8%)
- Brazil (3.5%)
- Canada (2.7%)
Skims's influencer activity by market
Here is another example of Skims collaborating with an influencer in United States.
naraazizasmith x Skims
Skims's influencer activity vs. related brands
Skims, SPANX, and Shapermint compete head-to-head in shapewear and intimates where fit, comfort, and inclusivity are key purchase drivers. Their influencer strategies commonly revolve around try-ons, sizing guidance, and wardrobe-essential positioning.
Total influencer content
Skims vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Skims leads with 14.1k sponsored posts, significantly outpacing SPANX (3.3k posts) and Shapermint (1.6k posts). Across all three brands, the average volume is 6.3k posts, indicating mature, scaled influencer programs. Skims has more than 4 times the total posts of SPANX and more than 8 times the total posts of Shapermint.
By social platform
Skims vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Skims leads on Instagram and TikTok, while SPANX leads on YouTube. The gap is most notable on TikTok, with Skims at 7.5k, Shapermint at 572, SPANX at 497 posts. SPANX's activity is particularly concentrated on Instagram. On TikTok, Skims has more than 13 times the posts of SPANX and more than 13 times the posts of Shapermint.
By geographical market
Skims vs. related brands influencer activity (by country)
Estimated sponsored posts in Skims's top markets
Skims has the highest estimated sponsored-post volume in United States (8.5k posts, 60.6%), United Kingdom (958 posts, 6.8%), Brazil (493 posts, 3.5%), while SPANX leads in Canada with 153 posts (4.7%). Looking at United States specifically, the split is Skims at 8.5k posts (60.6%), SPANX at 2.4k posts (74.7%), Shapermint at 1.1k posts (70.1%). Skims's strength in United States and United Kingdom may indicate a home-market focus, while SPANX 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:
- SPANX's Influencer Marketing Strategy
- Shapermint's Influencer Marketing Strategy
- Jaded LDN's Influencer Marketing Strategy
- FIGS's Influencer Marketing Strategy
- DFYNE'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:
Scaling your influencer program?
When you outgrow your mishmash of spreadsheets & free tools, try Modash. Find & email influencers, track campaigns, ship products & more - all in one place.