We analyzed 3.2k pieces of influencer content sponsored by nothing over the last 12 months.
This report breaks down where & how nothing 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 nothing, see here: nothing influencers.
nothing'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
nothing's sponsored post volume appears to trend upward over the 12-month period, rising from 128 posts in January to 301 in December. The peak month, July, reached 591 posts, 126% higher than the monthly average of 262.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of nothing's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for nothing.
Here are 2 examples of nothing's recent sponsored collaborations (one each for Instagram, TikTok).
Influencer bio
Advance Booking Open Now
Collaboration metrics
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Influencer bio
Insta: dannytrn CEO of Productvideos 🎥 📧 danny@wecreate.media 🇩🇪 @dannyfilmt
Collaboration metrics
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If you break this down further by content type on Instagram, this is what it looks like:
💡 Related resource: How To Find Instagram Influencers.
For their top social platform (Instagram), here is a breakdown of the type of influencers nothing 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 34.4% of partnerships featuring creators averaging 10K-50K views, nothing's strategy suggests cost-efficiency and engagement-focused partnerships.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (1.2M avg views/post):
Influencer bio
@culturesse @daintreeestates Press contact: georgia@zellis.com.au
Collaboration metrics
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And here is another example with a smaller creator on Instagram (9.7k avg views/post):
Influencer bio
Licensed Drone Pilot 🚁 Collabs: media@drewpeden.com
Collaboration metrics
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Out of 1.7k unique influencers in our dataset, 69 of them (4%) posted content for nothing in 3 or more separate calendar months. The most consistent partner is @candid.canvass, who has collaborated across 10 months with 40 total posts.
Here are 3 examples of nothing'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, India is where nothing had the most influencer activity. 34.6% of their live influencer content in the last 12 months was posted by Indian influencers.
Based on the percentage of influencer content per market, other important markets include:
Here is another example of nothing collaborating with an influencer in India.
Nothing competes for style-conscious consumer tech buyers with Shokz and JLab, brands that similarly depend on creator reviews and lifestyle content to differentiate in crowded audio and gadget categories.
Total sponsored posts tracked (last 12 months)
Shokz leads with 4.6k sponsored posts, significantly outpacing nothing (3.2k posts) and JLab (157 posts). Across all three brands, the average volume is 2.7k posts, indicating mature, scaled influencer programs. Shokz has notably more total posts than nothing and JLab.
Sponsored posts by platform
nothing leads on YouTube, while Shokz has the most activity on Instagram and TikTok. The gap is most notable on Instagram, with Shokz at 3.8k, nothing at 2.4k, JLab at 156 posts. nothing's activity is particularly concentrated on Instagram. On Instagram and TikTok, Shokz posts notably more than nothing and JLab.
Estimated sponsored posts in nothing's top markets
Shokz has the highest estimated sponsored-post volume in United States (1.4k posts, 31%), Japan (1.2k posts, 26.2%), Thailand (365 posts, 7.9%), suggesting a Asia focus, while nothing has the highest estimated sponsored-post volume in India (1.1k posts, 34.6%), Malaysia (300 posts, 9.4%), suggesting a Asia focus, while JLab has the highest estimated sponsored-post volume in United Kingdom (6 posts, 4%), Canada (5 posts, 2.9%). Looking at United States specifically, the split is Shokz at 1.4k posts (31%), nothing at 284 posts (8.9%), JLab at 111 posts (71%).
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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