nothing Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 3.4k 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.
Influencer activity throughout the year
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.
nothing's influencer activity by month
Number of sponsored posts
nothing's sponsored post volume peaks in March with 808 posts, 184% higher than the monthly average of 285. May recorded the lowest activity at 89 posts, 69% below average.
Social platforms breakdown
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:
- Instagram: 2.5k posts (72.9%)
- TikTok: 928 posts (27.1%)
nothing's influencer activity by 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).
fazdes x nothing
Influencer bio
Self-taught Art • Design • Creative Direction Learn 3D illustration in my Masterclass below. Procreate brushes & freebies ↓
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
dannytrn x nothing
![TikTok post by @dannytrn for nothing. Caption reads: [...] | Wait for the result..🎥 Das NEUE Nothing....](https://images.od.modash.io/b02f9c4ef1aa0c3768d0690f3072317ae7c0b2e3)
Influencer bio
Insta: dannytrn CEO of Productvideos 🎥 📧 danny@wecreate.media
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: 62.3%
- Posts: 37.7%
💡 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 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.
nothing's influencers average views (Instagram)
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 (1.8M avg views/post):
mistah__cee x nothing
Influencer bio
Sydney 🇦🇺🛒 to the globe 🌏 Bookings only via email ⬇️
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):
taptech.88 x nothing
Influencer bio
Technology can be addictive.
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
nothing's repeat partnerships
Out of 1.8k unique influencers in our dataset, 56 of them (3%) posted content for nothing in 3 or more separate calendar months. The most consistent partner is @ajeeshajayakhosh, who has collaborated across 11 months with 72 total posts.
Here are 3 examples of nothing's repeat influencer partnerships, with links to the sponsored content.
ajeeshajayakhosh x nothing
![Instagram post by @ajeeshajayakhosh for nothing. Caption reads: [...] 2Pro #withcmfphone2pro #withnothing....](https://images.od.modash.io/dbf99d4bec707f08b6f76a44aeb6d16af8f01c15)
![Instagram post by @ajeeshajayakhosh for nothing. Caption reads: [...] 2Pro #withcmfphone2pro #withnothing....](https://images.od.modash.io/9d4a13f8ba67b53a3b8d00b63214e00d4ff2c858)
jithinjayachandran_ x nothing
![Instagram post by @jithinjayachandran_ for nothing. Caption reads: [...] which one wins? Portraits on Nothing Phone....](https://images.od.modash.io/311f196be04900b87e3406747215a94e9f22abb1)
clicksbyarijit x nothing
![Instagram post by @clicksbyarijit for nothing. Caption reads: [...] Portrait mode on the Nothing Phone (4a) Pro....](https://images.od.modash.io/dfc99ca189252ac0f88f69b486bd6abc6e9c7ddc)
![Instagram post by @clicksbyarijit for nothing. Caption reads: [...] the raw power of the Nothing Phone 4(a) and....](https://images.od.modash.io/0310e60704cad0b7c01699749c547283934568ad)
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
Geographical breakdown
In our dataset, India is where nothing had the most influencer activity. 29.8% 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:
- United States (10.4%)
- Malaysia (9.2%)
- Thailand (7.9%)
nothing's influencer activity by market
Here is another example of nothing collaborating with an influencer in India.
maisamayhoon x nothing
nothing's influencer activity vs. related brands
WHOOP and Skullcandy compete with nothing for tech and audio/wearable attention in creator channels, where product design, specs, and lifestyle positioning drive similar influencer narratives.
Total influencer content
nothing vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
nothing leads with 3.4k sponsored posts, significantly outpacing WHOOP (2.1k posts) and Skullcandy (1.8k posts). Across all three brands, the average volume is 2.4k posts, indicating mature, scaled influencer programs.
By social platform
nothing vs. related brands influencer activity (by social platform)
Sponsored posts by platform
nothing leads on Instagram and TikTok, while Skullcandy leads on YouTube. The gap is most notable on Instagram, with nothing at 2.5k, WHOOP at 1.7k, Skullcandy at 1.2k posts. nothing's activity is particularly concentrated on Instagram.
By geographical market
nothing vs. related brands influencer activity (by country)
Estimated sponsored posts in nothing's top markets
nothing has the highest estimated sponsored-post volume in India (1k posts, 29.8%), Malaysia (315 posts, 9.2%), suggesting a Asia focus, while WHOOP has the highest estimated sponsored-post volume in United States (889 posts, 43.2%), United Kingdom (224 posts, 10.9%), while Skullcandy leads in Brazil with 105 posts (5.7%). Looking at India specifically, the split is nothing at 1k posts (29.8%), Skullcandy at 298 posts (16.1%), WHOOP at 140 posts (6.8%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- WHOOP's Influencer Marketing Strategy
- Skullcandy's Influencer Marketing Strategy
- Kylie Cosmetics's Influencer Marketing Strategy
- Hidratei's Influencer Marketing Strategy
- Blissy'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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