Unilever Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 1.4k pieces of influencer content sponsored by Unilever over the last 12 months.
This report breaks down where & how Unilever 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 Unilever, see here: Unilever influencers.
Influencer activity throughout the year
Unilever'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.
Unilever's influencer activity by month
Number of sponsored posts
Unilever's influencer output appears relatively consistent throughout the year, averaging about 115 sponsored posts per month. September recorded the highest volume at 176 posts (53% above average), while April was the quietest at 44 posts.
Social platforms breakdown
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Unilever's sponsored influencer collaborations break down by social platform:
- Instagram: 895 posts (64.7%)
- TikTok: 488 posts (35.3%)
Unilever's influencer activity by platform
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for Unilever.
Here are 2 examples of Unilever's recent sponsored collaborations (one each for Instagram, TikTok).
danyaelll x Unilever
![Instagram post by @danyaelll for Unilever. Caption reads: [...] #VaselinePhilippines @vaselineph....](https://images.od.modash.io/7782c00bbb50b1210d0d13fd0d035fac8b0bbb83)
Influencer bio
💁🏻♂️ Lifestyle | Sustainable Fashion | Adventures & Travel 🤳 I vlog a lot on Tiktok 239K 📩 for inquiries/work 👉🏻 ianxyael@gmail.com
Collaboration metrics
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nicorocha.life x Unilever
![TikTok post by @nicorocha.life for Unilever. Caption reads: [...] the court. Shoutout to Rexona PH and....](https://images.od.modash.io/6489d03e833a6ea51b6528580714c9261796f60a)
Influencer bio
🧳: Ex-corporate | Your Nic's Chapter ✉️: nicorocha.business@gmail.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 Instagram, this is what it looks like:
- Reels: 68.7%
- Posts: 31.3%
💡 Related resource: How To Find Instagram Influencers.
Influencer audience size breakdown (by views)
For their top social platform (Instagram), here is a breakdown of the type of influencers Unilever 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.
Unilever's influencers average views (Instagram)
Based on each influencer's average views per post
Unilever's creator selection appears relatively diversified across size tiers, with no single segment dominating. This suggests a balanced approach to influencer partnerships, spreading investment across different audience sizes.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (576.5k avg views/post, 382.2k followers):
b3rc3yus x Unilever
Influencer bio
✂️Fashion Designer / Staylist 📌Menajer @brtmanager
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 Instagram (9.9k avg views/post, 419.3k followers):
hellmannsarg x Unilever
Influencer bio
Haciendo la diferencia 💛
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Unilever's repeat partnerships
Out of 990 unique influencers in our dataset, 33 of them (3%) posted content for Unilever in 3 or more separate calendar months. The most consistent partner is @casey_joy_lopez, who has collaborated across 7 months with 11 total posts.
Here are 3 examples of Unilever's repeat influencer partnerships, with links to the sponsored content.
naky.nhatky x Unilever
![TikTok post by @naky.nhatky for Unilever. Caption reads: [...] yêu thương dần đang đến với @Unilever - Chăm....](https://images.od.modash.io/d8e8e30649807e7fc6115ff0c07af520daca01c3)
effpalcotilo x Unilever
![Instagram post by @effpalcotilo for Unilever. Caption reads: [...] sunscreen ☀️ @vaselineph....](https://images.od.modash.io/3e572860869d7e81e966d691be622823d220b175)
![Instagram post by @effpalcotilo for Unilever. Caption reads: [...] miss the Red Apple Sale of....](https://images.od.modash.io/ab3e1c4e65a6be672e04c76e7318afd5f3dfd3be)
![Instagram post by @effpalcotilo for Unilever. Caption reads: [...] #closeupph #closeupwhitenow....](https://images.od.modash.io/dd15627d8d157443e74bd898bcf10f7e9f9166f9)
libragirljb x Unilever
![TikTok post by @libragirljb for Unilever. Caption reads: [...] #fypindonesiaシ @Daily Care by Unilever.](https://images.od.modash.io/f4f985d20ac9e5fd8e2218e905087611d9d269ae)
![TikTok post by @libragirljb for Unilever. Caption reads: [...] #fypindonesiaシ @Daily Care by Unilever.](https://images.od.modash.io/ebf1c853c2c349393561290d4e0a231ccc41616f)
![TikTok post by @libragirljb for Unilever. Caption reads: [...] #fypindonesiaシ @dailycarebyunilever.](https://images.od.modash.io/ed7deb1fda4ce0429aa23fd11e083cb23815ac93)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, Philippines is where Unilever had the most influencer activity. 26.6% of their live influencer content in the last 12 months was posted by Filipino influencers.
Based on the percentage of influencer content per market, other important markets include:
- United States (14.1%)
- Brazil (13.4%)
- Indonesia (7.9%)
Unilever's influencer activity by market
Here is another example of Unilever collaborating with an influencer in Philippines.
jechtiu x Unilever
![TikTok post by @jechtiu for Unilever. Caption reads: [...] #axedeodorant #axedeo @AXE PH @Unilever....](https://images.od.modash.io/4bf79028f18e858150e698a8490d2c84b14e9e68)
Unilever's influencer activity vs. related brands
Unilever’s beauty and personal-care portfolio competes for consumer attention in the same mass beauty channels where e.l.f. Cosmetics and COVERGIRL fight for share, making them practical peers for influencer strategy comparison.
Total influencer content
Unilever vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
e.l.f. Cosmetics leads with 34.5k sponsored posts, significantly outpacing COVERGIRL (13.5k posts) and Unilever (1.4k posts). Across all three brands, the average volume is 16.4k posts, indicating mature, scaled influencer programs. e.l.f. Cosmetics has far more total posts than Unilever and COVERGIRL.
By social platform
Unilever vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Unilever leads on YouTube, while e.l.f. Cosmetics has the most activity on Instagram and TikTok. The gap is most notable on TikTok, with e.l.f. Cosmetics at 26.6k, COVERGIRL at 10.5k, Unilever at 488 posts. e.l.f. Cosmetics's activity is particularly concentrated on TikTok. On TikTok, e.l.f. Cosmetics has far more posts than Unilever and COVERGIRL.
By geographical market
Unilever vs. related brands influencer activity (by country)
Estimated sponsored posts in Unilever's top markets
e.l.f. Cosmetics has the highest estimated sponsored-post volume in United States (18k posts, 51.1%), United Kingdom (3.3k posts, 9.5%), India (3.1k posts, 8.9%), while COVERGIRL has the highest estimated sponsored-post volume in Brazil (471 posts, 3.5%), Canada (471 posts, 3.5%), while Unilever leads in Philippines with 368 posts (26.6%). Looking at United States specifically, the split is e.l.f. Cosmetics at 18k posts (51.1%), COVERGIRL at 8.6k posts (63.9%), Unilever at 195 posts (14.1%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- e.l.f. Cosmetics's Influencer Marketing Strategy
- COVERGIRL's Influencer Marketing Strategy
- Medicube's Influencer Marketing Strategy
- FITJEANS's Influencer Marketing Strategy
- OGL Move'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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