VPN

How Much Does Nord VPN Spend on Sponsors?

Constant VPN August 16, 2024

I’m always curious about how top VPN providers like Nord Security NordVPN reach their audience. They use sponsorships and influencer partnerships a lot. This helps them connect with people aged 20-40¹.

Nord VPN doesn’t share how much they spend on these efforts. But, they’re everywhere online, showing it’s a big part of their marketing. VPN companies have spent a lot on sponsorships and influencer marketing. They got about 4.4 billion views on YouTube from 2016 to 2020¹.

Nord VPN is known for its new cybersecurity solutions. They’ve won awards like the Globee Awards Silver Winner in Password Management 2024, the CHIP.de VPN Test Winner 2024, and the PC Magazine Editor’s Choice in 2024¹.

They’ve also been in big media like Bloomberg, TIME, Forbes, and PCMag. This shows they’re a top VPN in the market¹.

Looking into VPN sponsorships and influencer marketing, I’m excited to learn more about Nord VPN’s strategy. Stay tuned for more on their approach and industry trends.

Table of Contents

NordVPN’s Sponsorship and Influencer Marketing Strategy

NordVPN uses sponsorships and influencer marketing to boost brand awareness and get new customers². They’ve spent a lot on YouTube and influencers, making them a big name in tech marketing². In fact, they were the biggest spender on YouTube in Q3, leaving others behind².

Understanding Sponsorships and Affiliate Programs

NordVPN has an affiliate program that lets others sell their products and get a cut of the sales³. This helps the company reach more people through various content creators, from tech to lifestyle channels³.

The Allure of Influencer Marketing for VPN Companies

VPN products are high-margin and have a lot of churn, so NordVPN needs to stay in front of their audience². By working with YouTubers and Twitch streamers, NordVPN uses their trust to promote the service to many viewers². They’ve done over 1,000 sponsored events on YouTube, Twitch, and Podcasts, getting over 250 million views on YouTube⁴.

NordVPN has long-term deals with top creators to keep bringing in new influencers and grow globally⁴. Their partner, Pixly, is key to their success in influencer marketing⁴.

To make their influencer marketing better, NordVPN has quarterly meetings to check and adjust their strategy⁴. They handle payments, tax stuff, and follow FTC Guidelines carefully for their campaigns⁴.

Types of Collaborations by NordVPN

NordVPN knows how important partnerships are for growing its brand. They have a strong plan that includes both affiliate and influencer marketing. This way, they can meet the needs of many partners and grow together.

Affiliate Program

NordVPN’s affiliate program lets others make money by sharing the service with their followers. They use special links and codes to track how well these referrals do⁵. NordVPN pays some of the highest commissions in the VPN world and offers a share of revenue for life⁵.

The way NordVPN pays its affiliates depends on the subscription plan of the people they refer. For the 1-month plan, they get 100% commission for new sign-ups and 30% for renewals. For the 1-year plan, they get 40% for new sign-ups and 30% for renewals. And for the 2-year plan, they get 40% for new sign-ups and 30% for renewals⁵.

The program also gives a 30% share of revenue on all plan renewals. If a sale happens within 30 days of a customer visiting NordVPN, the affiliate gets paid thanks to dropped cookies⁵. Plus, they get help with SEO, like content tips and advice to grow the VPN market⁵.

Influencer Program

NordVPN also works with influencers through its marketing strategy. They pay creators to feature their products in their work. This helps NordVPN reach more people and get more customers.

To make sure the brand looks good and gets more customers, NordVPN has special pages for each creator. These pages blend the influencer’s style with NordVPN’s brand. This way, NordVPN gets the most out of its partnerships and keeps customers interested.

NordVPN offers both pay-per-performance and fixed-rate deals to creators. This lets them work with different kinds of creators for a long time, helping both sides grow.

How Much Does NordVPN Spend on Sponsors?

NordVPN doesn’t share exact figures for sponsorships and influencer marketing. Yet, their wide reach shows it’s a big part of their marketing budget⁶. They pay YouTubers $50 to $1,000 per video, depending on how many watch it⁶. Influencers like PewDiePie have helped them get over 75 million views and 108 million subscriptions⁶.

Other influencers, like TopTenz and Mayuko, got 472 thousand and 274 thousand views, with 1.8 million and 384 thousand subscribers⁶. NordVPN has also teamed up with YouTubers like Steve and Larson’s Going in Raw, and Chrome Unboxed, getting views from 105 thousand to over 720 thousand⁶. Their campaign in July to September 2020 brought in 13.6 million website visits⁶.

From 2016 to 2020, NordVPN’s YouTube videos got a huge 4.4 billion views⁷. This shows how big their investment in these channels is.

NordVPN works with many creators across different types of content⁷. This shows they’re serious about influencer marketing. YouTube’s huge user base of over 6 billion active users⁶ and NordVPN’s strong features like AES 256 encryption help them attract creators and viewers⁶.

YouTube influencer marketing has greatly helped NordVPN become more visible and successful⁶. This is seen in the big jump in website visits⁷. Their partnerships with various creators have played a big part in this⁷.

The Performance-Based Payout Model

NordVPN’s affiliate program has a great way to pay affiliates. They get recurring commissions when the customers they refer stay subscribers⁸. This means affiliates make more money from promoting NordVPN’s top subscription plans⁸. These plans pay more even if the total commission is less⁸. Plus, the ongoing commissions mean affiliates get a steady income, which matches NordVPN’s growth goals.

Recurring Commissions for Affiliates

NordVPN’s affiliate program is all about earning over time. Affiliates get a share of the money from customers they bring in, not just once⁸. This makes them want to push NordVPN’s yearly plans, since they keep earning⁸. This way, NordVPN gets new customers and keeps its affiliates happy and working hard for success.

Subscription Plan	Monthly Cost	First Year Cost	Subsequent Year Cost
Standard	$12.99	$59.88	$99.48
Plus	$13.79	$69.48	$126.96
Complete	$14.99	$83.88	$198.84

NordVPN has different subscription plans, with the top ones costing more each month and yearly⁹. This setup, along with the ongoing commission model, motivates affiliates to push the pricier plans. They can earn a bigger share of the money over time⁸.

This approach links affiliates’ goals with NordVPN’s long-term success. It keeps a steady flow of new customers and keeps affiliates motivated and focused on growth⁸⁹.

Creator-Themed Landing Pages

NordVPN has a smart way to grab attention – making special landing pages for creators¹⁰. These pages feature the creator’s photo or words, a deal just for their fans, and NordVPN’s brand mixed in well¹⁰. This keeps the brand feeling consistent and engaging, building a strong bond between the creator, their fans, and NordVPN¹⁰.

By using famous creators, NordVPN reaches new people and turns them into loyal users¹¹. The special pages make the offer feel unique and right for the viewer¹¹. This approach boosts sales and strengthens the link between the creator, their fans, and NordVPN, making the sponsorship memorable¹¹.

NordVPN customizes its sponsorship pages for each creator, showing it really gets its audience and cares about quality¹⁰. This personal touch and focus on detail make NordVPN stand out in the VPN market, proving it values its customers and the creators who support it¹⁰.

Categories NordVPN Sponsors

NordVPN is a big name in VPN services and sponsors many types of content. It spends about 30% of its marketing budget on sponsorships, mainly in the VPN industry¹². This shows NordVPN wants to reach lots of people, especially men aged 20-40 who might need VPN services¹².

Targeting the Right Audience

NordVPN sponsors things like lifestyle, tech, gaming, and politics. This is different from some rivals, like VirtualShield, which mainly focus on politics or conspiracy theories¹². By sponsoring various content, NordVPN aims to connect with its target audience across different areas¹².

The company has a detailed way of handling sponsorship requests, with a special form on its site¹². NordVPN makes sure each sponsorship email is made just for the brand it’s reaching out to, keeping it short and to the point¹². This approach focuses on what both sides can gain and on clear communication to boost the chance of getting sponsors on board¹².

Sponsorship Category	Target Audience	Estimated Reach
Lifestyle	20-40 year old males	15 million monthly views
Tech	18-35 year old tech enthusiasts	12 million monthly views
Gaming	16-30 year old gamers	20 million monthly views
Politics	25-55 year old political audience	8 million monthly views

NordVPN picks its sponsorship areas and targets carefully to reach its main audience: tech-savvy, security-focused consumers. This strategy helps NordVPN’s message get to a wide range of potential customers. It strengthens its role as a leader in the nord vpn sponsorship categories and nord vpn target audience for sponsorships¹².

NordVPN’s Small but Mighty Influencer Marketing Team

NordVPN’s influencer marketing team may seem small, but they’ve built a wide network of partnerships with content creators¹³. They use a smart strategy to find and work with influential people to promote NordVPN.

Despite having a small team, NordVPN has grown its influencer marketing well¹³. They focus on deep partnerships with creators, not just a big list of names. This approach helps them make a big impact with their campaigns.

At NordVPN, a team of partnership managers is key to their success¹⁴. They build strong, lasting relationships with creators. These managers work with influencers to make content that really speaks to their audience, making sure NordVPN fits right in.

NordVPN chooses quality over quantity in influencer marketing and sees great results¹³. They’ve boosted brand awareness, brought in new customers, and kept existing ones loyal. Their smart strategy and execution set them apart in the VPN market, where working with influencers is key.

VPN Provider	Affiliate Commission Rates
ExpressVPN	100% on 1-month sales, 45% on 6-month sales¹⁴
NordVPN	100% on 1-month plans, 30% for recurring sales¹⁴
Surfshark	40%+ revenue share on new sales, average 60% commission¹⁴
IPVanish	50% commission on monthly, quarterly, and annual plans (non-recurring)¹⁴
CyberGhost	100% on monthly sales, 45% on annual subscriptions¹⁴
Private Internet Access (PIA)	Up to 33% commissions on new and recurring sales over the lifetime of the customer¹⁴

NordVPN’s team uses a focused strategy to make the most of content creators for their brand¹³. They’re great at finding, working with, and keeping partnerships with influencers. This shows their skill and the value they add to NordVPN’s marketing.

Expanding Beyond YouTube

NordVPN is reaching out beyond YouTube for its influencer marketing. They’re exploring podcasts and college ambassador programs¹⁵.

Podcasts and College Ambassadors

NordVPN is looking for an Influencer Marketing Manager for Podcasts¹⁵. They want to grow their influence in the podcast world. By working with popular podcast hosts, they aim to reach more people¹⁵.

They’ve also started a college ambassador program¹⁵. Students can work with NordVPN and share it with their friends¹⁵. This shows NordVPN’s effort to reach the college market in new ways¹⁵.

NordVPN is moving beyond YouTube to lead in influencer marketing¹⁵. They’re trying new channels and reaching different people¹⁵. This shows they care about connecting with customers in real ways¹⁵.

Metric	Value
VirtualShield identified as provider with highest ratio of videos contaminated with overpromises and exaggerations	¹⁵
Surfshark, Private Internet Access (PIA), and CyberGhost confirmed to work on influencer VPN ad campaigns	¹⁵
NordVPN featured in more videos (60) with more views compared to other VPN providers on YouTube	¹⁵
7 out of 10 VPN providers incorporated influencer VPN ad campaigns into their marketing strategies	¹⁵
NordVPN started working on additional products like NordPass and features like Threat Protection	¹⁵

Meeting the Audience Where They Gather

NordVPN knows how important it is to talk directly to our audience in their favorite online spots¹⁶. So, we’ve made deals with Discord server owners and Telegram channel admins. This lets us reach gamers, tech fans, and crypto lovers in these places¹⁶.

Being part of these key communities helps us spread the word and connect with people in a real way¹⁷. Our partnerships let us share our VPN services with people who really need them¹⁶.

Discord Servers and Telegram Channels

Discord and Telegram are where people come together to share their interests¹⁷. Working with these channels lets us reach out to specific groups and grow our brand through trusted sponsorships¹⁶.

Being active in these spaces makes our brand more visible and helps us connect with our audience better¹⁷. People like it when we talk to them in a way that feels real and true, unlike regular ads¹⁶.

We’re always looking to grow our online presence and engage with our audience in meaningful ways¹⁷. By being where our customers hang out, we learn more about what they want. This helps us make our services better for them¹⁶.

Conclusion

NordVPN has shown a strong strategy in sponsorship and influencer marketing. This strategy keeps the brand visible across various platforms and online groups. They’ve used affiliate programs and worked directly with influencers to reach their audience. This effort has led to a¹⁸ increase in NordVPN-endorsed videos.

The company’s approach includes using¹⁸ sponsored content on different platforms. They’ve also looked at how people interact with their campaigns. Plus, their¹⁹ vast server network, top-notch security, and¹⁹ Shopify compatibility make them a top choice for businesses and professionals.

Though we don’t know the exact¹⁹²⁰ amount spent on marketing, NordVPN’s efforts are clear. They’re a big part of their marketing plan. This keeps them in front of tech-savvy people and as a leader in VPNs¹⁹²⁰.

FAQ

How much does NordVPN spend on sponsorships and influencer marketing?

NordVPN doesn’t share exact figures, but it’s clear they invest a lot. From 2016 to 2020, VPN companies got about 4.4 billion YouTube video views. This shows how big NordVPN’s efforts are in sponsorships and influencer marketing.

What are the main types of collaborations used by NordVPN?

NordVPN uses two main kinds of collaborations. They have an affiliate program and an influencer program. The affiliate program lets others sell NordVPN and earn from sales. The influencer program pays YouTubers and other creators to promote the service.

How does NordVPN’s affiliate program work?

NordVPN’s affiliate program pays affiliates for each sale they make. They get paid as long as the customer stays a subscriber. This encourages affiliates to push the more expensive plans, since they earn more from those.

How does NordVPN’s influencer program work?

NordVPN pays creators to feature their service in their content. They also make special landing pages for each creator. This helps keep the brand consistent and boosts sales.

What types of content categories does NordVPN sponsor?

NordVPN sponsors a wide range of content, like lifestyle, tech, gaming, and politics. They aim to reach a wide audience, especially men aged 20-40 who might be interested in VPNs.

How has NordVPN’s influencer marketing team been able to scale its efforts?

Despite a small team, NordVPN has grown a huge network of partnerships. They’re great at finding and working with creators to promote NordVPN.

How is NordVPN expanding its influencer marketing beyond YouTube?

NordVPN is reaching more people through podcasts and college ambassador programs. This shows they’re trying new ways to get their message out there.

How is NordVPN engaging with niche online communities?

NordVPN connects with people in their favorite places online, like Discord and Telegram. By working with channel owners, they can reach more people in these tight-knit groups.