How Liquid Death runs UGC: 42 creator accounts, measured

Liquid Death UGC program in numbers

Every figure counts the 42 confirmed and likely accounts. Thirty-day figures cover brand videos posted between 11 September 2026 and 10 October 2026.

How Liquid Death's UGC program runs

Read from the numbers above, not from interviews. The program fits the ambassador model: personal accounts that tag the brand inside their normal content.

• Nano creators with their own audiences. The median account has 3.5K followers and only 14% are under 1,000. The median account is 6 years old, so these are existing personal accounts, not accounts opened for the program. 0 of 42 are dedicated to the brand.
• Low posting frequency per creator. Active accounts posted 1 brand video a week each (4.8 a day across the program), and the median brand video drew 189 views.
• 83% of the roster is active. 35 of 42 accounts posted a brand video in the last 30 days, 21 in the last 7, and 32 accounts posted their first brand video in the window.
• Views are spread across the roster. The top 10% of brand videos drove 51% of 30-day views, and 0 videos passed 100,000 views.
• Measured on TikTok only. This measurement read TikTok; Instagram was not scanned for Liquid Death, so creators who post for the brand only on Instagram are not in these numbers.
• Disclosure is visible. 98% of brand videos carry an ad disclosure in the caption or a platform ad label.

Liquid Death's per-video pay is not public. For typical rates by creator size, see our UGC rates benchmarks.

Content format and caption hook mix

The most common length is 15 to 30 seconds (82% of videos with a known length); slideshows are 0% of brand videos. By caption, the leading hook types are routine, food or workout moment (17%) and relatable reaction or POV (13%).

Promo code in caption

0%

Ad disclosure

97.9%

Brand named in caption text

37.8%

Program hashtag

11.2%

Hook type is classified from the opening line of each caption across brand videos posted in the 30-day window. On-screen text and the spoken hook are not public data, so this is the caption hook only; "other statement" is kept as its own bucket rather than forced into a type. For how hooks are scored in paid social, see hook rate, or draft your own with the UGC hook generator.

Who the creators are

All 42 counted accounts are on TikTok, because this measurement read TikTok only. Instagram was not scanned for Liquid Death, so there is no platform split to report.

Looking for creators like these? Browse food UGC creators, fitness UGC creators, TikTok food creators in our creator directory, with counts and follower bands.

How the program is identified

Liquid Death's program has no single marker; accounts are attributed from repeated brand mentions in category context, bios and ad disclosures together. The brand name alone never attributes an account, because brand names collide with common words, other products and personal names.

Accounts with a bio statement, account naming that matches the program, or two or more program-hashtag posts are confirmed. A reused program caption or hashtag plus supporting evidence makes an account likely. Read the full rules in the dataset method.

Where the data is thin

• This measurement covers TikTok only. Instagram was not scanned for Liquid Death, so accounts that post for the brand only on Instagram are missing and every count here is a TikTok-only lower bound.
• Country is unknown for 42 of 42 accounts, because many bios give no location. Content language is the better market signal: 100% of accounts with a detected language post in English.
• 39 more accounts mention Liquid Death without a program marker. They are listed as "possible" in the app and left out of every number here.
• Only 143 brand videos fall in the 30-day window, so medians and mixes on this page are indicative rather than precise.
• Views are public view counts and include any paid boosting (Spark Ads, partnership ads). Paid and organic views cannot be separated from public data.

Method

UGC Agent searched TikTok for Liquid Death program evidence (Instagram was not scanned in this measurement), checked 152 candidate accounts, profiled 81 and read 2,273 videos. Each account was scored on public evidence only and every number counts confirmed and likely accounts. Thirty-day views are the public view counts, on 10 October 2026, of brand videos posted in the window. Dedicated accounts count every video since their first brand video; other accounts count only videos that reference the brand.

Public reporting on the program that we checked against:

• GRIN marketplace: Liquid Death (no open-enrollment creator campaign, pitch by proposal)
• Marketing Brew: want to partner with Liquid Death? Get in line (Aug 2025)
• Fortune: Liquid Death's in-house team and brand partnerships (Aug 2025)
• Stupid Dope: Liquid Death launches Sparkling Energy, Amazon first (Dec 2025)
• TikTok #liquiddeathpartner tag (creator posts)

Cite this data: UGC Agent, "How Liquid Death runs UGC", UGC Brands database, measured 10 October 2026, https://ugcagent.app/ugc-brands/liquid-death/