We analyzed 8.0k pieces of influencer content sponsored by TOPICALS over the last 12 months.
This report breaks down where & how TOPICALS 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 TOPICALS, see here: TOPICALS influencers.
TOPICALS'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
TOPICALS's sponsored post volume peaks in May with 1.4k posts, 110% higher than the monthly average of 661. February recorded the lowest activity at 228 posts, 66% below average. This may indicate a spring and summer campaign focus.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of TOPICALS's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for TOPICALS.
Here are 2 examples of TOPICALS's recent sponsored collaborations (one each for TikTok, YouTube).
Influencer bio
any philly jawn professional yapper @Between Us Girlies lindsayanderson14@gmail.com
Collaboration metrics
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Influencer bio
A beautifully curated life — travel, home, fashion, solitude, abundance VIDEOS EVERY SUNDAY & WEDNESDAY SHOP ALL MY OUTFITS HERE: https://www.shopltk.com/explore/monroesteele EMAIL FOR BUSINESS INQUIRIES ONLY: Monroe.Steele@gmail.com @monroesteele on all platforms
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 TOPICALS 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 44.6% of partnerships featuring creators averaging <1K views, TOPICALS's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators. The 1K-5K views segment is also prominent at 34.6%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (486.5k avg views/post):
Influencer bio
daughter of Christ TSU | LLS | @kartiernaomi ig 💌:javonsworld03@gmail.com
Collaboration metrics
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And here is another example with a smaller creator on TikTok (10.0k avg views/post):
Influencer bio
🇭🇹 | miami law student | singer | bride-to-be. 💌 partnerships@rubytheodore.com
Collaboration metrics
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Out of 4.8k unique influencers in our dataset, 266 of them (5%) posted content for TOPICALS in 3 or more separate calendar months. The most consistent partner is @lashaunbiggz, who has collaborated across 11 months with 33 total posts.
Here are 3 examples of TOPICALS'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 TOPICALS had the most influencer activity. 79.9% 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 TOPICALS collaborating with an influencer in United States.
TOPICALS competes with Theinkeylist and First Aid Beauty in problem-solution skincare focused on concerns like irritation, acne, and barrier support. They share similar audiences who rely on creator education and sensitive-skin validation before purchasing.
Total sponsored posts tracked (last 12 months)
TOPICALS leads with 8k sponsored posts, notably outpacing Theinkeylist (6.1k posts) and First Aid Beauty (4.5k posts). Across all three brands, the average volume is 6.2k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
TOPICALS leads on TikTok and YouTube, while Theinkeylist leads on Instagram. The gap is most notable on TikTok, with TOPICALS at 7.9k, Theinkeylist at 5k, First Aid Beauty at 3.7k posts. TOPICALS's activity is particularly concentrated on TikTok. TOPICALS has far more TikTok posts than the other brands and is the only brand with any YouTube posts.
Estimated sponsored posts in TOPICALS's top markets
TOPICALS has the highest estimated sponsored-post volume in United States (6.4k posts, 79.9%), Canada (454 posts, 5.7%), suggesting a North America focus, while Theinkeylist has the highest estimated sponsored-post volume in United Kingdom (1.2k posts, 19.1%), India (380 posts, 6.2%). Looking at United States specifically, the split is TOPICALS at 6.4k posts (79.9%), Theinkeylist at 2.5k posts (40.3%). TOPICALS's strength in United States may indicate a home-market focus, while Theinkeylist shows broader regional investment.
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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