nothing Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 4.0k 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 857 posts, 160% higher than the monthly average of 330. January recorded the lowest activity at 152 posts, 54% 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: 2.9k posts (73.1%)
- TikTok: 1.1k posts (26.9%)
nothing's influencer activity by platform
Share of sponsored content by social network
Content format by platform
Share of all sponsored posts.
Instagram influencer marketing is a clear focus for nothing.
Here are 2 examples of nothing's recent sponsored collaborations (one each for Instagram, TikTok).
royalchallengers.bengaluru x nothing
![Instagram post by @royalchallengers.bengaluru for nothing. Caption reads: [...] fifty, Rajat Patidar gets a Nothing (4a)....](https://images.od.modash.io/4d03b30e68872b8bf2e814fa9b81f46c7e6e954b)
Influencer bio
The Official Instagram handle of your favourite IPL and WPL team Royal Challengers Bengaluru. Social Media Partner: @emmvee_group Stay connected👇
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: [...] | Built different. Shot different. By....](https://images.od.modash.io/4af2fb7f7b9f3a617c023db1d58cd249c2bbbf45)
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: 60%
- Posts: 40%
💡 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 32.8% 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):
nothingphoneclub x nothing
![Instagram post by @nothingphoneclub for nothing. Caption reads: [...] EE SALA CUP NAMDU AGAIN! Title sponsor....](https://images.od.modash.io/11c23432a9b3f9052b76c6085a300596b56f2d5a)
Influencer bio
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 (7.3k avg views/post):
salahghamed x nothing
Influencer bio
💻 Tech 🎥 Cinematography 🎧 Audiophile 🔌 3D Printing 📍 Amman, Jordan 🇯🇴 👉 Twitter/Facebook/TikTok @SalahGHamed
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
nothing's repeat partnerships
Out of 2k 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 @jithinjayachandran_, who has collaborated across 12 months with 79 total posts.
Here are 3 examples of nothing's repeat influencer partnerships, with links to the sponsored content.
jithinjayachandran_ x nothing
![Instagram post by @jithinjayachandran_ for nothing. Caption reads: [...] which one wins? Portraits on Nothing Phone....](https://images.od.modash.io/311f196be04900b87e3406747215a94e9f22abb1)
ajeeshajayakhosh x nothing
![Instagram post by @ajeeshajayakhosh for nothing. Caption reads: [...] in a golden pause. Shot on Nothing 4a, the....](https://images.od.modash.io/f0ae8b1fdc74b147c1b1aa822d8b6a789f74b5c7)
![Instagram post by @ajeeshajayakhosh for nothing. Caption reads: [...] timeless visual. Captured on Nothing Phone....](https://images.od.modash.io/23bef6e43b3519c3e6e3c6bfaf7563b7276ef94b)
clicksbyarijit x nothing
![Instagram post by @clicksbyarijit for nothing. Caption reads: [...] that creamy background bokeh—Nothing really....](https://images.od.modash.io/04e13531ec80911cfb63e95a199cc66f5aa5c880)
💡 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. 29.6% 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:
- United States (9.7%)
- Malaysia (8.1%)
- Thailand (7.7%)
nothing's influencer activity by market
Here is another example of nothing collaborating with an influencer in India.
fazdes x nothing
nothing's influencer activity vs. related brands
Shokz and Skullcandy both compete with Nothing in consumer audio, vying for the same tech-forward buyers influenced by reviews and creator testing. These brands similarly rely on product-led storytelling and social proof to drive consideration.
Total influencer content
nothing vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
nothing leads with 4k sponsored posts, marginally ahead of Shokz (3.5k posts) and Skullcandy (2.2k posts). Across all three brands, the average volume is 3.2k 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, while Shokz has the most activity on TikTok and YouTube. The gap is most notable on Instagram, with nothing at 2.9k, Shokz at 1.5k, Skullcandy at 1.2k posts. nothing's activity is particularly concentrated on Instagram. Instagram posts for nothing are about twice the count of Shokz and Skullcandy, while TikTok posts for nothing are lower than Shokz.
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 (1.2k posts, 29.6%), Malaysia (321 posts, 8.1%), suggesting a Asia focus, while Shokz has the highest estimated sponsored-post volume in United States (827 posts, 23.3%), France (320 posts, 9%), Japan (234 posts, 6.6%), while Skullcandy leads in Romania with 152 posts (7%). Looking at India specifically, the split is nothing at 1.2k posts (29.6%), Skullcandy at 330 posts (15.2%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
- Shokz's Influencer Marketing Strategy
- Skullcandy's Influencer Marketing Strategy
- Kylie Cosmetics's Influencer Marketing Strategy
- VWB's Influencer Marketing Strategy
- GameSir'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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