Unilever Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 1.6k 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 sponsored post volume appears to trend upward over the 12-month period, rising from 137 posts in January to 160 in December. The peak month, September, reached 212 posts, 64% higher than the monthly average of 129.
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: 1.1k posts (72.1%)
- TikTok: 434 posts (27.9%)
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).
rragoode x Unilever
Influencer bio
الحمدلله Dentist |📍Dubai Licensed: 1600272 Forbes 30 under 30 @drraghadfahmi Catch me on ↓
Collaboration metrics
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runningbry x Unilever
![TikTok post by @runningbry for Unilever. Caption reads: [...] and hype from @Rexona Philippines ! ✔️....](https://images.od.modash.io/36e6847d179ece3e26ef1e1844c92fdb6e73b1a3)
Influencer bio
active lifestyle + men's self-care 🏃 💆🏻♂️ IG: @bryandico andicobryan@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: 71.4%
- Posts: 28.6%
💡 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 (1.4M avg views/post):
valdezciara x Unilever
![Instagram post by @valdezciara for Unilever. Caption reads: [...] and always ready. Don’t sleep on it.....](https://images.od.modash.io/721b5dcd105e8428ca6fa2b32a3560809af7ad36)
Influencer bio
25 ✉️ contact.ciaravaldez@gmail.com 🕶️ @ispecsopticalclinic
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):
momshietalksph x Unilever
![Instagram post by @momshietalksph for Unilever. Caption reads: [...] How do you prioritize self care?....](https://images.od.modash.io/8646c8446871455df062fea98cad904f3b34aed5)
Influencer bio
𝐅𝐨𝐨𝐝 | 𝐁𝐞𝐚𝐮𝐭𝐲 | 𝐋𝐢𝐟𝐞𝐬𝐭𝐲𝐥𝐞 | 𝐌𝐨𝐭𝐡𝐞𝐫𝐡𝐨𝐨𝐝 📩champagneabulencia@gmail.com
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
Unilever's repeat partnerships
Out of 1k unique influencers in our dataset, 42 of them (4%) posted content for Unilever in 3 or more separate calendar months. The most consistent partner is @casey_joy_lopez, who has collaborated across 9 months with 14 total posts.
Here are 3 examples of Unilever's repeat influencer partnerships, with links to the sponsored content.
casey_joy_lopez x Unilever
![Instagram post by @casey_joy_lopez for Unilever. Caption reads: [...] fragrance! Get yours now at....](https://images.od.modash.io/07f99a80c8ea7b203daf67489c62f7f60a4f5213)
![Instagram post by @casey_joy_lopez for Unilever. Caption reads: [...] i Play at @manilapadelclub....](https://images.od.modash.io/d0589df7c783a6d9522306636355206bd42bb338)
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)
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. 21.5% 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 (16%)
- Brazil (11.4%)
- Indonesia (7.9%)
Unilever's influencer activity by market
Here is another example of Unilever collaborating with an influencer in Philippines.
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)
Unilever's influencer activity vs. related brands
Unilever spans mass beauty and personal care, often competing on everyday essentials and wide retail distribution. e.l.f. Cosmetics and COVERGIRL are strong mass-market beauty comparables with heavy creator marketing, useful for benchmarking influencer performance and messaging.
Total influencer content
Unilever vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
e.l.f. Cosmetics leads with 57.1k sponsored posts, significantly outpacing COVERGIRL (8.7k posts) and Unilever (1.6k posts). Across all three brands, the average volume is 22.5k posts, indicating mature, scaled influencer programs. e.l.f. Cosmetics has many more total posts than Unilever and COVERGIRL.
By social platform
Unilever vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, e.l.f. Cosmetics leads on Instagram and TikTok and COVERGIRL leads on YouTube. The gap is most notable on TikTok, with e.l.f. Cosmetics at 46.5k, COVERGIRL at 5.5k, Unilever at 434 posts. Unilever's activity is particularly concentrated on Instagram. On TikTok, e.l.f. Cosmetics has many 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 (29k posts, 51.1%), India (5.1k posts, 8.9%), United Kingdom (4.7k posts, 8.2%), while COVERGIRL leads in Canada with 367 posts (4.2%), while Unilever has the highest estimated sponsored-post volume in Philippines (334 posts, 21.5%), Brazil (177 posts, 11.4%). Looking at United States specifically, the split is e.l.f. Cosmetics at 29k posts (51.1%), COVERGIRL at 5.8k posts (65.9%), Unilever at 248 posts (16%).
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
- FIGS's Influencer Marketing Strategy
- Briogeo's Influencer Marketing Strategy
- Mike's Hot Honey'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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