nothing Influencer Marketing Strategy
(2026 Data & Insights)
We analyzed 489 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 two charts below show month-by-month data for:
- Total sponsored posts tracked
- Total views those posts generated
nothing's influencer activity by month
Number of sponsored posts
nothing's sponsored post volume peaks in March with 63 posts, 54% higher than the monthly average of 41. February recorded the lowest activity at 10 posts, 76% below average.
nothing's influencer activity by month (views)
Total views on sponsored video posts
March generated the most views at 68.4M, while January recorded the least at 290k. Across all tracked posts in the 12-month window, average views per post were 242.6k. The peak month for views aligns with peak post volume, suggesting views may be partly volume-driven. At a quarterly level, performance is strongest in Q1 (Jan-Mar). The top-performing tracked post, by @ranveersingh, generated 48.1M views.
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: 489 posts (100%)
nothing's influencer activity by platform
Share of sponsored content by social network
Instagram influencer marketing is a clear focus for nothing.
Here are 1 examples of nothing's recent sponsored collaborations (one each for Instagram).
ranveersingh x nothing
Influencer bio
Living the dream....... Co-Founder - @be.superyou
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: 55.6%
- Posts: 44.4%
💡 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
nothing's creator selection appears relatively diversified across size tiers, with no single segment dominating. This suggests a balanced approach to influencer partnerships, spreading investment across different audience sizes.
Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (929.0k avg views/post):
devanshkamboj x nothing
![Instagram post by @devanshkamboj for nothing. Caption reads: [...] ? 🤣
@maggi.says
.
Grab the amazing....](https://images.od.modash.io/0d72463a5a1baacca1b219b39387acefb2960c0b)
Influencer bio
Couple | Fashion | Beauty Loventure S1 | @jiohotstar #BaldandBold Repped by- @cloutpocketaces
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 (9.0k avg views/post):
rachelteetyler x nothing
Influencer bio
📍 Sydney, Australia 📧 nadine@witness.company 💌 info@rachelteetyler.co
Collaboration metrics
Get a free trial to find more data on influencer audiences, performance, and collaborations.
nothing's repeat partnerships
Out of 355 unique influencers in our dataset, 13 of them (4%) posted content for nothing in 3 or more separate calendar months. The most consistent partner is @musafirsamay, who has collaborated across 5 months with 11 total posts.
Here are 3 examples of nothing's repeat influencer partnerships, with links to the sponsored content.
musafirsamay x nothing
![Instagram post by @musafirsamay for nothing. Caption reads: [...] you were stunning ❤️ @nothingindia ‘s....](https://images.od.modash.io/f97f716af66958f7551fdd58bae757f7a8b43b06)
![Instagram post by @musafirsamay for nothing. Caption reads: [...] more about Thailand!
Shot on @nothingindia....](https://images.od.modash.io/ebd291d23a79054e16c1349b2262149c90de3359)
tedhi_unglii x nothing
![Instagram post by @tedhi_unglii for nothing. Caption reads: [...] hai dekho 👀
.
#collab #shotonnothing....](https://images.od.modash.io/8bfed2d98488a31775cce99cfd7ef7ec12e7acd1)
![Instagram post by @tedhi_unglii for nothing. Caption reads: Shot on @nothingindia 👀👀
.
.
#collab [...].](https://images.od.modash.io/75b95ebd4e0cfb9a6e7d12d4d1b14f949183eb83)
![Instagram post by @tedhi_unglii for nothing. Caption reads: [...] very sleepy
.
#collab #shotonnothing....](https://images.od.modash.io/4b41968e1bfc01cd97229b874ca2286aaa0a11e1)
nikhleshtyagii x nothing
![Instagram post by @nikhleshtyagii for nothing. Caption reads: [...] of winter’s ❄️
Shot with @nothingindia (3a)....](https://images.od.modash.io/96b16695af2c1cd725916efefeb3260f88203047)
![Instagram post by @nikhleshtyagii for nothing. Caption reads: [...] every story, captured on the @nothingindia....](https://images.od.modash.io/094eb8966055fbf44f27b46c5addc03e2541f7a1)
![Instagram post by @nikhleshtyagii for nothing. Caption reads: [...] 🏔️✨
Captured at 6x zoom on @nothingindia....](https://images.od.modash.io/5d63fc49c968d698a461b8d9616722701b6d32eb)
💡 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. 32.4% 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 (11.3%)
- Malaysia (9.1%)
- Japan (7.2%)
nothing's influencer activity by market
Here is another example of nothing collaborating with an influencer in India.
rashmika_mandanna x nothing
nothing's influencer activity vs. related brands
Nothing, Skullcandy, and Shokz compete in consumer audio and tech lifestyle, often marketed through creator reviews and daily-use content. Their audiences overlap across people shopping for stylish, performance-oriented headphones and earbuds.
Total influencer content
nothing vs. related brands influencer activity
Total sponsored posts tracked (last 12 months)
Shokz leads with 1.3k sponsored posts, significantly outpacing nothing (489 posts) and Skullcandy (245 posts). Across all three brands, the average volume is 666 posts, suggesting moderate but consistent investment. Shokz has multiple times more total posts than nothing and Skullcandy.
By social platform
nothing vs. related brands influencer activity (by social platform)
Sponsored posts by platform
Among these brands, Shokz leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with Shokz at 903, nothing at 489, Skullcandy at 108 posts. nothing's activity is particularly concentrated on Instagram. On Instagram, Shokz has multiple times more posts than nothing and Skullcandy.
By geographical market
nothing vs. related brands influencer activity (by country)
Estimated sponsored posts in nothing's top markets
Shokz has the highest estimated sponsored-post volume in United States (405 posts, 32%), Japan (338 posts, 26.7%), Thailand (96 posts, 7.6%), suggesting a Asia focus, while nothing has the highest estimated sponsored-post volume in India (158 posts, 32.4%), Malaysia (44 posts, 9.1%), suggesting a Asia focus, while Skullcandy leads in United Kingdom with 12 posts (5.1%). Looking at United States specifically, the split is Shokz at 405 posts (32%), Skullcandy at 115 posts (46.9%), nothing at 55 posts (11.3%).
Read more influencer strategy breakdowns
Looking for more like this? Here are 2 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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