We analyzed 16.7k pieces of influencer content sponsored by Summer Fridays over the last 12 months.
This report breaks down where & how Summer Fridays 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 Summer Fridays, see here: Summer Fridays influencers.
Summer Fridays'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
Summer Fridays's influencer output appears relatively consistent throughout the year, averaging about 1.4k sponsored posts per month. January recorded the highest volume at 1.8k posts (34% above average), while April was the quietest at 867 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Summer Fridays's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Summer Fridays.
Here are 3 examples of Summer Fridays's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
aysu@communesocial.co ✉️
Collaboration metrics
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Influencer bio
TikTok is still here, but still follow me on Instagram lol beca@rangemp.com
Collaboration metrics
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Influencer bio
New videos every day!!! ✨🧚🏽♀️🦋 Sub to join the fun 🫶🏼 Instagram: @ADRIDURAN Business/PR: adriduranbeauty@gmail.com Goal: 80K ✨ 💄 Welcome to Adri’s Beauty Corner! 🌟 Your go-to channel for discovering the best beauty products at Sephora, new product launches, and expert skincare tips! With 5 years of Sephora experience and a passion for breaking down complex ingredients into easy-to-understand advice, I’m here to help you make informed decisions for your beauty routine. ✨ What You’ll Find Here: Sephora product recommendations Must-have makeup for dry skin New Sephora releases & sale advice Relatable 'Shopping at Sephora Be Like..' series 💖 My goal is to help you feel confident in choosing products that work for you! Hit subscribe for daily videos packed with beauty tips, tutorials, and shopping guides. 👀 Popular Series: “Best Foundations for Dry Skin at Sephora” “New at Sephora” “Shopping at Sephora Be Like...” Let’s explore the beauty world together, one Sephora bag at a time!
Collaboration metrics
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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 Summer Fridays 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 37.9% of partnerships featuring creators averaging 1K-5K views, Summer Fridays's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (4.4M avg views/post):
Influencer bio
Hey x
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And here is another example with a smaller creator on TikTok (8.8k avg views/post):
Influencer bio
your nail tech + mum life bestie 🫶🫧 tap follow so you don't have to scroll back to find me later 🙂↕️👭
Collaboration metrics
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Out of 9.3k unique influencers in our dataset, 436 of them (5%) posted content for Summer Fridays in 3 or more separate calendar months. The most consistent partner is @laurenireland, who has collaborated across 12 months with 63 total posts.
Here are 3 examples of Summer Fridays'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 Summer Fridays had the most influencer activity. 54.8% 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 Summer Fridays collaborating with an influencer in United States.
Summer Fridays competes with Rhode Skin and Glow Recipe in skincare designed to go viral through texture shots, routine content, and hero-product storytelling. They share a similar influencer footprint across beauty creators and lifestyle tastemakers.
Total sponsored posts tracked (last 12 months)
Glow Recipe leads with 23.5k sponsored posts, significantly outpacing Summer Fridays (16.7k posts) and Rhode Skin (14k posts). Across all three brands, the average volume is 18.1k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
Among these brands, Rhode Skin leads on Instagram and Glow Recipe leads on TikTok and YouTube. The gap is most notable on Instagram, with Rhode Skin at 14k, Summer Fridays at 5.5k, Glow Recipe at 4.4k posts. Rhode Skin's activity is particularly concentrated on Instagram. Rhode Skin has no posts on TikTok or YouTube, while Summer Fridays and Glow Recipe have substantial activity on both platforms.
Estimated sponsored posts in Summer Fridays's top markets
Glow Recipe has the highest estimated sponsored-post volume in United States (11k posts, 47.7%), United Kingdom (1.6k posts, 6.8%), Brazil (1.5k posts, 6.2%), while Summer Fridays leads in Canada with 1.1k posts (6.8%). Looking at United States specifically, the split is Glow Recipe at 11k posts (47.7%), Summer Fridays at 9.1k posts (54.8%).
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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