3 Tech & App Brands with Innovative Influencer Marketing Strategies

Tech brands have always been masters of all things social media. HP was the first company to hit 1 million followers on LinkedIn. GE was one of the first brands to conquer event streaming on Facebook Live. And AT&T won the 2016 Shorty Award for Best Online Community.

These companies are built on innovation and experimentation. So, it’s no surprise that tech brands have also taken full advantage of influencer marketing as it blossomed into what it is today.

In this 3-part series, we’re exploring influencer marketing strategies specifically for tech brands. Part 1 explored 5 influencer marketing best practices that we’ve observed from successful tech brand campaigns. 

Now, in Part 2, we’re providing 3 examples of tech brands that have supercharged influencer marketing strategies. 

Google Pixel

In Part 1 of this series, we talked about why it’s important to show, not tell how your tech product works to highlight its top features. That’s exactly what Google Pixel did at the 2024 Coachella Music & Arts Festival.

To capitalize on the social media frenzy around the exciting festival, Google Pixel partnered with several mid-tier and macro-influencers to showcase exactly how you can use the Google Pixel 8 Pro to capture the perfect content during Coachella weekend. 

Complete with branded hashtags like #TeamPixel and #GiftFromGoogle, Google’s influencers posted a series of real-time images and videos throughout the weekend — including tutorials on how to leverage the built-in editing tools on the Google Pixel 8 Pro. Creators had audiences commenting things like, “Okay the quality is actually really good” and “This camera quality! Undefeated. Look at you making converts out of all of us!”

Because these influencers are experienced content creators, they were able to produce engaging branded content for Google Pixel that not only explains the top benefits of the smartphone, but also gives audiences a step-by-step guide into leveraging its magic editing tool. Now, equipped with this high-quality influencer content, Google can repurpose it across all of their marketing channels to provide social proof and drive sales. 

Audible

As an app that appeals to a wide range of people, Audible has worked with macro-influencers from a variety of niches for years. In fact, check out this video from YouTuber Tyler Oakley (6.7 million subscribers) from 6 years ago!

To drive mass conversions in the form of sign-ups for their membership service, the company provided each influencer with an affiliate link that they could share with viewers to download their first audiobook for free. Not only did this encourage action, but it also provided a way for the company to track which influencers fit well with the brand.

Now, in 2024, the audiobook company is expanding the way it works with creators. At the Sundance Film Festival in January, Audible joined forces with mega-influencer and podcast host Brittany Broski (7.5 million TikTok followers) to help host some of its festival programming.

Similarly, at SXSW, the company worked with @hellotefi (1.8 million TikTok followers) to host interviews and take visitors around the Audible Sound Experience. 

By working closely with these creators, Audible is able to leverage the talents of these digitally-native storytellers to tell their brand story, all while driving awareness and engagement to the masses.

Dyson

Dyson promotes its high-end appliances, from its world class vacuum cleaners to the iconic Dyson Airwrap, with the help of influencers from niches like home design and beauty. 

To keep consumers at the heart of its products, Dyson works with die-hard fans who can highlight Dyson’s different product ranges and showcase the functional everyday use of Dyson’s products in their content.

Then, Dyson repurposed the influencer-generated content for their paid ads and brand-owned channels. This way, the brand was able to better blend its content on social media and more easily capture the attention of their desired audience.

Check out Part 3 of this series, where we tell you everything you need to know about working with tech influencers. 

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