Retailers including Shein, H&M and Sephora are among the top 15 brands investing in Black Friday influencer marketing, Retail Week can reveal.

Spending on influencer content from brands over Black Friday has more than doubled in 2025 compared with 2024, according to new data by AI-powered influencer agency Kyra.

The data comes from Kyra’s AI system, which analysed 90 million posts across Instagram and TikTok in the window between November 1 and December 1 in 2023 and 2024.

So far in 2025, the data gathered from November 1 and November 19 showed that spending on influencer content is five times higher than in 2023.

Shein was identified as the brand which had invested the most in Black Friday influencer marketing so far in November 2025, with 14,396 creator posts amassing 521m views, and a year-on-year percentage growth of 1,135%.

US fashion brand Halara and K-beauty brand ranked second and third respectively, with the former having 10,052 creator posts to reach 21m views. Medicube saw 6,408 creator posts, yet racked up total views of 133m.

Other notable brands and retailers among the top 15 investing in this type of marketing over Black Friday include H&M, Sephora, and Walmart.

H&M received 2.4 billion total views on 5,247 creator posts, Sephora gained 1.4 billion views on 3,467 creator posts, while Walmart came in 10th place with 289 million views on 2,732 creator posts.

Kyra tracked a total of 2 million paid posts from November 1 to November 19, up from 882,000 last year.

Kyra co-founder and chief technology officer Nick Dart said: “The data’s clear: influencer marketing is now 10% of Black Friday content and driving actual sales at 10x the rate of standard social. But throwing money at more creators isn’t the play – that’s just expensive noise. What works is treating this like any other performance channel: measure properly, learn fast, cut what doesn’t work.”

The US and UK saw the fastest increases in influencer spend, with 30% and 60% respectively year on year.

The agency predicts there will be 3 million paid posts this Black Friday season, accounting for 10% of this year’s total Black Friday social media posts.

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