The PR Secrets Behind Fiverr’s Global Growth (and What Tech Companies Can Learn From It)

Once known simply as a place to find a logo designer or copywriter for a fiver, Fiverr has evolved into one of the world’s most respected creative marketplaces - a go-to platform for startups, creators, and brands. It’s a transformation few could have predicted, but one that offers valuable lessons in brand storytelling, positioning, and communications.

At Banjo Communications, we work with ambitious brands and founders to help them achieve standout visibility. So, we’re sharing a few PR takeaways inspired by Fiverr’s journey - insights that can help growing businesses elevate their brand and attract loyal audiences.

1. Shift the narrative - don’t be afraid to redefine yourself

When Fiverr launched in 2010, it was synonymous with cheap gigs. While the concept was clever - a marketplace for quick freelance jobs - the early perception limited its growth. Fiverr recognised that to scale globally, it needed to change the conversation.

Through strategic PR, bold advertising, and clever messaging, Fiverr repositioned itself as a creative empowerment platform. Campaigns such as “It Starts Here” shifted focus from price to purpose - highlighting creativity, entrepreneurship, and collaboration.

The takeaway? PR isn’t about what you sell; it’s about what you stand for. If your brand narrative no longer serves your long-term vision, reshape it. The most successful startups are those that adapt how they’re perceived before their competitors catch up.

2. Invest in brand storytelling that connects emotionally

Fiverr didn’t just tell the world it had changed - it showed it through storytelling. Its campaigns often feature real creators, small businesses, and freelancers who use the platform to make their ideas happen. This focus on people over product humanised the brand and built trust at scale.

At Banjo Communications, we often remind clients that authentic storytelling is one of the most powerful PR tools. Whether through founder profiles, customer stories, or thought leadership, human stories spark connection - and connection drives loyalty.

Ask yourself: what story best captures the heart of your brand? If your audience can feel it, they’ll remember it.

3. Build partnerships that elevate your credibility

Fiverr’s collaborations have been both strategic and bold - from working with influencers and creative communities to partnering with companies like Meta and Amazon to help entrepreneurs scale. These alliances positioned Fiverr not just as a platform, but as an ecosystem for creative growth.

For startups, partnerships are often an underused PR tactic. Aligning with the right brand or ambassador can instantly boost awareness, add authority, and open new audiences.

Tip: don’t chase size, chase synergy. The most effective partnerships are those where both brands share values, audience overlap, or a common goal.

4. Create consistency across every touchpoint

One of Fiverr’s biggest PR wins is its consistency. Its tone of voice - confident, creative, and empowering - runs through every piece of content, from advertising to social captions. Its visuals are instantly recognisable, and its message is unwavering: Fiverr helps people bring ideas to life.

For startups, this kind of consistency builds credibility and recall. When your tone, message, and visuals align, people start to feel your brand even before they read your name.

If you’re not sure how consistent your communications are, do a quick audit. Review your website, press releases, and social posts - do they sound like the same brand? If not, it’s time to align.

5. Speak to culture, not just customers

Fiverr doesn’t just follow trends - it shapes them. The company has tapped into conversations around the future of work, the creator economy, and digital freedom. Its PR strategy positions it as a thought leader in these cultural shifts, not just a service provider.

This is a smart play. The most magnetic brands don’t talk only about what they do - they talk about why it matters now. For emerging businesses, leaning into cultural relevance can be a powerful way to gain visibility and authority fast.

At Banjo Communications, we often encourage brands to identify their cultural “hook.” Ask yourself: What conversations are happening in my industry right now - and how can I add value to them?

The takeaway: PR that evolves with you

Fiverr’s transformation didn’t happen overnight. It took a clear vision, brave storytelling, and strategic communications that evolved as the brand grew. The result? A marketplace once defined by low prices is now associated with creativity, quality, and empowerment.

For any startup or scale-up, that’s the ultimate PR lesson: your reputation is a living thing. With the right narrative, partnerships, and consistency, you can rewrite how people see you - and, like Fiverr, turn a simple idea into a global movement.

At Banjo Communications, we help brands do exactly that - developing PR strategies that position you for growth, authority, and long-term relevance. If you would like to find out more please contact lisa@thisisbanjo.com