Theinkeylist Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 1.7k 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.
Influencer activity throughout the year
Theinkeylist's influencer campaigns are active year-round with notable month-to-month fluctuation. The two charts below show month-by-month data for:
- Total sponsored posts tracked
- Total views those posts generated
Theinkeylist's influencer activity by month
Number of sponsored posts
Theinkeylist's sponsored post volume appears to trend upward over the 12-month period, rising from 176 posts in January to 231 in December. The peak month, December, reached 231 posts, 71% higher than the monthly average of 135.
Theinkeylist's influencer activity by month (views)
Total views on sponsored video posts
January generated the most views at 12.4M, while February recorded the least at 5.8k. Across all tracked posts in the 12-month window, average views per post were 29.9k. Interestingly, the highest-view month (January) does not align with peak post volume (December), which could indicate performance differences across months. The top-performing tracked post, by @lizzie28x, generated 4.7M views.
Social platforms breakdown
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:
- TikTok: 1.4k posts (81.6%)
- Instagram: 317 posts (18.3%)
- YouTube: 1 posts (0.1%)
Theinkeylist's influencer activity by 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).
maryxm.mx x Theinkeylist
![Instagram post by @maryxm.mx for Theinkeylist. Caption reads: [...] hydrated skin during Ramadan A D....](https://images.od.modash.io/97ef2168220b05c7001eba8909c041abadda8fdd)
Influencer bio
Beauty, Modest Fashion, lifestyle 💌maryam@outreachtalentgroup.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
lizzie28x x Theinkeylist
Influencer bio
•Affordable Outfit Inspo 👔 •Mama 👶🏽 •Beauty Bits'n'Bobs 💄
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
chloe-horen x Theinkeylist
![YouTube post by @chloe-horen for Theinkeylist. Caption reads: [...] pour ouvrir ma case du....](https://images.od.modash.io/bd07d335dccb8bac2f01b16e016069fc38c228d7)
Influencer bio
Une random qui fait des trucs randoms. En vrai, ici c’est: makeup, skincare, lifestyle, lecture et rigolade. QUE DU LOVE PURÉE email : contact-pro@chloehoren.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:
- Videos: 98.9%
- Carousels: 1.1%
💡 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 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.
Theinkeylist's influencers average views (TikTok)
Based on each influencer's average views per post
With 65.4% 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 (904.1k avg views/post):
galicia_gordon x Theinkeylist
Influencer bio
asmr | lifestyle | self care | home | wellness | food hi@galiciagordon.com
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 (9.2k avg views/post):
jessicakitua x Theinkeylist
Influencer bio
God above all 💌jessicakitua1@gmail.com tiktokshop finds that acc make sense✨ 📍UK
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Theinkeylist's repeat partnerships
Out of 1.3k unique influencers in our dataset, 37 of them (3%) posted content for Theinkeylist in 3 or more separate calendar months. The most consistent partner is @janet.osayande, who has collaborated across 7 months with 17 total posts.
Here are 3 examples of Theinkeylist's repeat influencer partnerships, with links to the sponsored content.
janet.osayande x Theinkeylist
![TikTok post by @janet.osayande for Theinkeylist. Caption reads: [...] in your routine? 🤍 #theinkeylist #skincare....](https://images.od.modash.io/f72f8afc77bde535cb70ee4aedcc32ce20803139)
![TikTok post by @janet.osayande for Theinkeylist. Caption reads: [...] and night routines 🤍 #theinkeylist....](https://images.od.modash.io/7b2e6b2504e542c04e1f5a9090eaf7d0e0b9477c)
![TikTok post by @janet.osayande for Theinkeylist. Caption reads: [...] if I were you, I’d run 😉 #theinkeylist....](https://images.od.modash.io/d8351239c2fc799cdba95be000b2396296fb23e2)
conniekiatipis_2 x Theinkeylist
![Instagram post by @conniekiatipis_2 for Theinkeylist. Caption reads: [...] follow with SPF
@theinkeylist....](https://images.od.modash.io/9f3b35f0047df43c3622f77bf94f7e3ba6bb2dda)
![Instagram post by @conniekiatipis_2 for Theinkeylist. Caption reads: [...] brightened and more firm
@theinkeylist....](https://images.od.modash.io/668f9ff92fb88195cf7111041cd666737af8ce01)
![Instagram post by @conniekiatipis_2 for Theinkeylist. Caption reads: [...] this product for free
@theinkeylist....](https://images.od.modash.io/b4ea41bd002272a4c4a5972ffba531ff2d52be74)
jacirubin x Theinkeylist
![TikTok post by @jacirubin for Theinkeylist. Caption reads: [...] natural plump! #lipplumper #theinkeylist....](https://images.od.modash.io/9e45f03fe2e6c6552e905eb08b94160405ef3c0e)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, United States is where Theinkeylist had the most influencer activity. 44.7% 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 (20.1%)
- Canada (3.9%)
- India (3.3%)
Theinkeylist's influencer activity by market
Here is another example of Theinkeylist collaborating with an influencer in United States.
thebeautyderm x Theinkeylist
![TikTok post by @thebeautyderm for Theinkeylist. Caption reads: [...] @sephora! #ad #InkeyListPartner....](https://images.od.modash.io/3b6d4f3f7dc5def669c66edabc1cf491e48e6a41)
Theinkeylist's influencer activity vs. related brands
Glow Recipe and BYOMA are close competitors to The INKEY List in the affordable, ingredient-forward skincare space, frequently compared by the same consumer audiences. Both brands compete on similar product types (serums, moisturizers, targeted treatments) and rely heavily on social and influencer marketing to drive discovery.
Total influencer content
Theinkeylist vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Glow Recipe leads with 4.3k sponsored posts, significantly outpacing Theinkeylist (1.7k posts) and BYOMA (1.6k posts). Across all three brands, the average volume is 2.6k posts, indicating mature, scaled influencer programs. Glow Recipe has multiple times more total posts than Theinkeylist and BYOMA.
By social platform
Theinkeylist vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, Glow Recipe leads on Instagram, TikTok, and YouTube. The gap is most notable on TikTok, with Glow Recipe at 3.4k, Theinkeylist at 1.4k, BYOMA at 1.4k posts. Theinkeylist's activity is particularly concentrated on TikTok. Glow Recipe has multiple times more posts on Instagram and TikTok than Theinkeylist and BYOMA.
By geographical market
Theinkeylist vs. related brands influencer activity (by country)
Estimated sponsored posts in Theinkeylist's top markets
Glow Recipe has the highest estimated sponsored-post volume in United States (2.2k posts, 51.1%), United Kingdom (380 posts, 8.8%), Brazil (277 posts, 6.4%), while BYOMA leads in France with 98 posts (6.1%), while Theinkeylist leads in Canada with 67 posts (3.9%). Looking at United States specifically, the split is Glow Recipe at 2.2k posts (51.1%), BYOMA at 852 posts (53%), Theinkeylist at 772 posts (44.7%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 2 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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