How Small Tech Startups Are Leveraging Influencers to Take on Big Brands
Suhit Amin
Founder and CEO of Saulderson Media - the influencer marketing agency you need
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This week we're discussing how small tech startups are leveraging influencers to take on big brands.
How Small Tech Startups Are Leveraging Influencers to Take on Big Brands
Breaking into the tech industry isn’t easy. Established giants have the budget, the recognition, and the market share. But small startups are fighting back … and they’re winning.
The secret weapon? Influencer marketing.
Influencers offer something big brands can’t buy: credibility with highly engaged audiences. For startups, this means a chance to build trust, increase awareness, and even compete with industry leaders, all without the traditional marketing spend.
Let’s explore how startups are using influencers to level the playing field.
Why Influencers Give Startups an Edge
Unlike big-budget advertising, influencer marketing allows startups to:
? Reach highly targeted audiences – Instead of broad campaigns, startups can connect with niche communities that genuinely care about their product.
? Build credibility fast – Influencers provide social proof, which is crucial when no one has heard of your brand.
? Maximise budget efficiency – Instead of expensive ad placements, startups can create high-impact collaborations with relevant creators.
But how does this work in practice? Let’s look at some real-world examples.
Case Study 1: Backbone – Turning Gamers into Ambassadors
The Challenge: Backbone, a mobile gaming controller startup, needed to break into an industry dominated by brands like Razer and Xbox.
The Strategy: Instead of traditional ads, Backbone partnered with gaming YouTubers and Twitch streamers who showcased the product in real-world gameplay. Creators like MKBHD and Jacksepticeye demonstrated how Backbone enhances mobile gaming, creating buzz within the gaming community.
The Result: Influencer-driven exposure led to:
?? A surge in pre-orders and waitlist signups.
?? Increased visibility in gaming forums and communities.
?? A reputation boost, positioning Backbone as a premium gaming accessory.
Case Study 2: Nothing – Building a Brand Through Hype
The Challenge: How do you launch a tech product in a market dominated by Apple and Samsung?
The Strategy: Nothing, the startup behind the Nothing Ear (1) and Phone (1), leaned heavily on influencer marketing. Instead of mass advertising, they sent early prototypes to tech YouTubers like Unbox Therapy and Mrwhosetheboss, allowing them to share honest first impressions before launch.
The Result:
?? Millions of organic views before the product even launched.
?? Massive pre-launch hype, leading to over 500,000 waitlist signups.
领英推荐
?? Positioned Nothing as a fresh, innovative alternative to legacy brands.
Case Study 3: Elgato – From Niche to Household Name
The Challenge: Elgato, a company specialising in streaming equipment, needed to reach content creators in an already competitive space.
The Strategy: Instead of competing with big tech companies through paid advertising, Elgato focused on building long-term partnerships with streamers and YouTubers. They provided products to content creators who naturally integrated them into their setup and shared their experiences with their audiences.
The Result:
?? A loyal community of content creators who continue to endorse Elgato’s products.
?? A reputation as the go-to brand for high-quality streaming gear.
?? Increased organic word-of-mouth marketing from satisfied users.
How Your Startup Can Win With Influencers
?? Start small, but start smart – You don’t need mega influencers. Micro and niche influencers often deliver better engagement and trust.
?? Give influencers creative freedom – The best collaborations feel natural, not scripted.
?? Use multiple content formats – Combine YouTube deep dives, TikTok clips, and Instagram reels for maximum impact.
?? Track performance – Use affiliate links, promo codes, and engagement metrics to measure success.
?? Think long-term – Ongoing relationships with influencers often lead to more impactful results than one-off campaigns.
At Saulderson Media , we help tech startups build high-impact influencer strategies that drive awareness, engagement, and sales. If you’re looking to scale your startup through influencer marketing, we’re here to help.
More to Explore
?? Further reading for tech startups:
Join the Conversation
Are you using influencers for your startup? What’s been your biggest challenge or win? Let’s talk in the comments.
Image: Nothing
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