We analyzed 6.4k pieces of influencer content sponsored by Theinkeylist over the last 12 months.
This report breaks down where & how Theinkeylist 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 Theinkeylist, see here: Theinkeylist influencers.
Theinkeylist'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
Theinkeylist's influencer output appears relatively consistent throughout the year, averaging about 521 sponsored posts per month. November recorded the highest volume at 777 posts (49% above average), while May was the quietest at 343 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Theinkeylist's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Theinkeylist.
Here are 3 examples of Theinkeylist's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
Welcome to my lifestyle, makeup, cleaning diary 👋🏻💕 PR|Collaborations- nimrxhhh@gmail.com
Collaboration metrics
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Influencer bio
A less is more approach to beauty 🦌🧚♂️
Collaboration metrics
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Influencer bio
Business enquiries: lucy@smartsocialtalent.co.uk
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 Theinkeylist 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 45.4% of partnerships featuring creators averaging <1K views, Theinkeylist'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 (1.5M avg views/post):
Influencer bio
Dermatologist 👩🏻⚕️ 💌: thebeautyderm@thedigitaldept.com Insta: @BeautyDermMD
Collaboration metrics
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And here is another example with a smaller creator on TikTok (9.4k avg views/post):
Influencer bio
your fav acne-prone girly hoboken/NYC 💌shaanlew@thesociablesociety.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Out of 3.7k unique influencers in our dataset, 207 of them (6%) posted content for Theinkeylist in 3 or more separate calendar months. The most consistent partner is @pharmaestheticsbyriya, who has collaborated across 11 months with 31 total posts.
Here are 3 examples of Theinkeylist'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 Theinkeylist had the most influencer activity. 43.7% 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 Theinkeylist collaborating with an influencer in United States.
The Inkey List competes with BYOMA and COSRX as accessible, ingredient-led skincare brands that win through educational creator content and routine-building across social platforms.
Total sponsored posts tracked (last 12 months)
COSRX leads with 30.3k sponsored posts, significantly outpacing BYOMA (12.3k posts) and Theinkeylist (6.4k posts). Across all three brands, the average volume is 16.3k posts, indicating mature, scaled influencer programs. COSRX has far more total posts than Theinkeylist and BYOMA.
Sponsored posts by platform
Among these brands, COSRX leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with COSRX at 21.9k, BYOMA at 10.5k, Theinkeylist at 5.2k posts. Theinkeylist's activity is particularly concentrated on TikTok. On TikTok and Instagram, COSRX has several times more posts than Theinkeylist and BYOMA.
Estimated sponsored posts in Theinkeylist's top markets
COSRX has the highest estimated sponsored-post volume in United States (7.3k posts, 24.2%), Japan (5.2k posts, 17%), India (4.1k posts, 13.4%), suggesting a Asia focus, while BYOMA has the highest estimated sponsored-post volume in United Kingdom (2k posts, 16%), France (653 posts, 5.3%), suggesting a Europe focus. Looking at United States specifically, the split is COSRX at 7.3k posts (24.2%), BYOMA at 6k posts (48.7%), Theinkeylist at 2.8k posts (43.7%).
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.