Skims Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 15.6k 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 output appears relatively consistent throughout the year, averaging about 1.3k sponsored posts per month. December recorded the highest volume at 1.8k posts (40% above average), while June was the quietest at 475 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: 7.9k posts (50.5%)
- Instagram: 6.8k posts (43.5%)
- YouTube: 933 posts (6%)
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
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mayasfavefinds x Skims
Influencer bio
tiktok shop finds & faves🎀🍰✨ 💌 mayasummers17@yahoo.com lifestyle account @Maya Summers
Collaboration metrics
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BaileySarian x Skims
![YouTube post by @BaileySarian for Skims. Caption reads: [...] gifts for everyone on your list - the SKIMS....](https://images.od.modash.io/c0225a3c23636af0b77e82e4629d0c64f7ba4935)
Influencer bio
Hi my name is Bailey Sarian and I am here to talk about History, True Crime & Makeup. Yes its an odd combination, but I am a curious cat myself and love learning. Im here to share stories, gain knowledge, enjoy makeup, and tell stories. Hope you have a good day and make good choices xo ☆ M Y S O C i A L S H E R E : https://linktr.ee/baileysarian ♡
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
- Videos: 95.7%
- Carousels: 4.3%
💡 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 27.2%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (3.8M avg views/post):
isabellacarr x Skims
![TikTok post by @isabellacarr for Skims. Caption reads: [...] @Nordstrom @Nordstrom NYC @SKIMS.](https://images.od.modash.io/bda714fe2db0235a132183aa16e49a8e20823d9b)
Influencer bio
New York legend
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 (8.5k avg views/post):
andyldaniels x Skims
![TikTok post by @andyldaniels for Skims. Caption reads: [...] #longervideos #materialgirl #filmtok @SKIMS.](https://images.od.modash.io/23d78825b8ea1a09cecee0f3a6ca63acad971a13)
Influencer bio
Notthecoolkid@yahoo.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Skims's repeat partnerships
Out of 10.5k unique influencers in our dataset, 253 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 69 total posts.
Here are 3 examples of Skims's repeat influencer partnerships, with links to the sponsored content.
brittbratstyles x Skims
twoparentsandapod x Skims
![YouTube post by @twoparentsandapod for Skims. Caption reads: [...] $1 per month trial today at *SKIMS: Shop....](https://images.od.modash.io/1f1fc82c91dafde9108f4c386c5276bc5988ad16)
![YouTube post by @twoparentsandapod for Skims. Caption reads: [...] a Fora Advisor today at *Skims: Shop....](https://images.od.modash.io/1dc6301597e54e97fa9d558f4c840fa6066ec5ee)
![YouTube post by @twoparentsandapod for Skims. Caption reads: [...] free shipping at #Tumble #ad *SKIMS: Shop....](https://images.od.modash.io/b4f2302f9ee3b8260a177f7d98a34aa9fd1d1a98)
KillerInstinctPodcast x Skims
![YouTube post by @KillerInstinctPodcast for Skims. Caption reads: [...] a scandal no one saw coming. #skimspartner....](https://images.od.modash.io/664ca6c6c9d5cde3d9e434aa6903b3444a4ac936)
![YouTube post by @KillerInstinctPodcast for Skims. Caption reads: #skimspartner When 25-year-old Whitney [...].](https://images.od.modash.io/ea3b81672862f0a60ef6807fd9ff002448822c95)
![YouTube post by @KillerInstinctPodcast for Skims. Caption reads: #skimspartner When 18-year-old Aileen [...].](https://images.od.modash.io/2534225954e96712af88c65ddea14309c13e688f)
💡 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. 62.7% 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:
- United Kingdom (5.2%)
- Brazil (3.7%)
- Canada (3.5%)
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 competes in shapewear and intimates, where SPANX and Shapellx address similar needs around smoothing, support, and everyday basics. These brands are strong peers for benchmarking influencer fit demos, sizing guidance, and body-inclusive messaging.
Total influencer content
Skims vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Skims leads with 15.6k sponsored posts, notably outpacing Shapellx (12.2k posts) and SPANX (3.2k posts). Across all three brands, the average volume is 10.3k posts, indicating mature, scaled influencer programs. Skims has more total posts (15638) than SPANX (3204) and Shapellx (12202).
By social platform
Skims vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Skims leads on Instagram and YouTube, while Shapellx leads on TikTok. The gap is most notable on Instagram, with Skims at 6.8k, SPANX at 2.4k, Shapellx at 0 posts. SPANX's activity is particularly concentrated on Instagram. On Instagram, Skims has posts (6802) while Shapellx has none, and on TikTok, Skims (7903) has far more posts than SPANX (518).
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 (9.8k posts, 62.7%), United Kingdom (813 posts, 5.2%), Brazil (579 posts, 3.7%), while Shapellx leads in India with 952 posts (7.8%), while SPANX leads in Canada with 160 posts (5%). Looking at United States specifically, the split is Skims at 9.8k posts (62.7%), Shapellx at 9.6k posts (79%), SPANX at 2.4k posts (76%). Skims's strength in United States and United Kingdom may indicate a home-market focus, while Shapellx 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
- Shapellx's Influencer Marketing Strategy
- Paul Mitchell's Influencer Marketing Strategy
- Amnesty Italia's Influencer Marketing Strategy
- Feelingirl'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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