Influencer marketing for AI and SaaS products
Software sold on a free trial or a freemium plan. We put the product in front of an audience that already has the problem it solves, and report on sign-ups and installs — not impressions.
Campaigns measured in sign-ups, not impressions
Two software programmes we ran. Every number below belongs to the campaign named next to it.
Software budgets are growing faster than IT overall
Gartner expects worldwide software spending to reach $1.47 trillion in 2026, up 15.5% on the year against 14.2% for IT as a whole. That is roughly $197 billion of new spend — and every category leader is competing for attention inside it.
Software is the second-largest category and one of the fastest-growing. It is highlighted below.
Nobody watches a video to see a feature tour
Software has to earn its place inside content people came for anyway. Four things we handle differently here.
A product tour in a sponsor slot gets skipped. The campaigns that work show a single job the product does, in a workflow the audience recognises as their own.
The best audience is rarely a tech channel. Notion reached chess players through a chess creator, because the use case was built for them. We look for where the problem lives, not where the category is discussed.
People sign up today and upgrade six weeks later. We track creators through to activation rather than judging a placement on same-day conversions.
An audience can tell within thirty seconds whether a creator opened the product before recording. Getting creators properly onboarded is part of the brief, not an afterthought.
Formats and a process built for software
We pick the single job the product should be shown doing, then find the audience that already has that problem.
Creators get real accounts and a walkthrough, plus a brief covering the use case, the claims they can make, and disclosure rules.
Scripts and cuts are reviewed before they go live, and publishing is staggered so the campaign builds instead of spiking once.
Tracked links and codes per creator, reported against sign-ups, installs and activation rather than same-day clicks.
Two software campaigns, start to finish
Notion use cases built specifically for chess players, then briefed into a launch with GothamChess. The campaign reached an audience Notion had never targeted, through a creator whose viewers already had the problem the templates solved.
Native creator mid-rolls rather than standalone sponsored videos, with per-creator attribution on every placement so the real cost of an install was visible creator by creator.
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Performance-driven influencer marketing across YouTube, Instagram, TikTok and Twitch. Every view attributed.
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