How was Nothing able to survive the smartphone market?

If you have an interest in smartphones and technology, you may have heard of Nothing. (the brand, of course) For those who are unaware, Nothing is an up and coming brand in the smartphone industry. Since their launch in late 2020, the startup has gained millions of sales from their product portfolio.

Despite operating in a highly competitive, dynamic market, they were able to stay afloat in the industry - surviving against household names such as Apple and Samsung. Unlike many other startups that have tried to enter the market, they have found success and started to build a name for themselves.

How?

There are a plethora of reasons why, but I think one of the main reasons is their marketing. The company utilises influencer marketing, mainly tech YouTubers, to help promote their products. By partnering with people who have millions of followers, they receive these benefits:

• Higher sales (these people are trusted voices - fans of them are more likely to listen)

• Lots of exposure

• Increased brand awareness

For example, they have partnered with tech YouTuber Marques Brownlee to announce the release of their wireless earphones - Ear (2)

What else?

I know what you are thinking - ‘but influencer marketing has been used by so many other companies, what’s the difference?’ That is true, influencer marketing has been done before. But, unlike other companies, they don’t just throw these YouTubers their product and tell them to read a script. Carl Pei collaborates with these YouTubers, which is a unique experience for viewers as it is perceived as more authentic and real.

Additionally, Nothing has a YouTube channel which has over 600,000 subscribers as of January 2024. Whilst most smartphones take a more professional approach to their channels, Nothing takes a more grounded approach by posting videos featuring Carl and his team such as the series of reviewing competitors products. This series especially makes viewers tune in as they want to hear what a person who has actually created a phone think about the latest iPhone or Samsung. It also helps that he markets himself as honest - even outright stating that AirPods are better than his product.

The brand has successfully been able to penetrate the market through their marketing. (and other factors) The combination of honesty and authenticity attracts people to the channel and, as a result, his brand. People see the company as a breath of fresh air in comparison to the bigger companies which can be perceived as more corporate and soulless. Maybe, as a result of Nothing’s success, there will be more innovation in the smartphone industry. Or, at the very least, more creative marketing ideas.

(No, I am not sponsored)