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For the 2022 Q3 report for top spending brands on YouTube, which covers July 1st through September 30th we utilized our social intelligence API and collected all of the videos that were posted on YouTube. From the videos collected during Q3, we narrowed our data to include only sponsored videos that were posted in the United States or Canada that have received more than 10,000 views. This left us with a total of 7,636 sponsored videos. Using those videos, we analyzed each video in order to determine the top spending brands on YouTube for the quarter; this data also revealed the top industries, creators, and campaign trends.
Top Spending Brands on YouTube Influencer Marketing
During the duration of Q3, the top 10 spending brands on YouTube accounted for 23.21% of the total IMV, and are from a range of industries highly concentrated in the Tech, Gaming, Food & Drinks, Beauty, and Consumer Electronics industries.
Here are the top 10 spending brands on YouTube for Q3:
1. Hello Fresh
Hello Fresh is a brand that is committed to providing sustainable and affordable nutritious meals to families across the country. Hello Fresh allows families and individuals to pre-order meals which include pre-packaged fresh ingredients and step-by-step recipes. Hello Fresh posted 172 sponsored videos and brought in a total IMV of $4,795,222.74 for Q3.
2. Keeps
Two out of three men experience male-pattern baldness by the time they are 35. Keeps offers an easy at home solution to ‘keeping’ your hair. Keeps offers FDA-approved treatments depending on where the male-patterned baldness occurs, as well as offering prescription-shampoo that helps with dandruff and flakes in the hair. Keeps posted 144 sponsored videos and brought in a total IMV of $4,214,907.84 for Q3.
3. Express VPN
Express VPN offers a safe and easy way to protect your IP address. Express VPN posted 127 sponsored videos and brought in a total IMV of $3,344,751.08 for Q3.
4. Manscaped
Manscaped is a male beauty company that provides for an easy way to keep your private area looking in tip top shape. Manscaped is also committed to creating awareness around testicular cancer, which is the most common cancer in men ages 15-35. Manscaped posted 181 sponsored videos and brought in a total IMV of $3,316,745.08 for Q3.
5. NordVPN
Nord VPN allows for an affordable way to keep online traffic secure and encrypted. They help users feel secure with their online privacy while using public Wi-Fi. Nord VPN posted 95 sponsored videos and brought in a total IMV of $3,265,567.38 for Q3.
6. SquareSpace
Squarespace provides a free, easy-to-use program to help new businesses create a website. SquareSpace posted 140 sponsored videos and brought in a total IMV of $2,492,931.50 for Q3.
7. Established Titles
Established Titles has created a way to preserve the woodlands of Scotland by allowing individuals to purchase affordable lands and become a Laird (Scottish for Lord). Established Titles posted 86 sponsored videos and brought in a total IMV of $2,491,894.86 for Q3.
8. Casetify
Casetify is a one-stop shop for all your electronic accessory needs. They have affordable cases as well as the option to customize your own design. Casetify posted 56 sponsored videos and brought in a total IMV of $2,189,781.46 for Q3.
9. Epic Games
Epic Games is a gamer’s paradise. They have an endless supply of discounted games that can be easily downloaded to any electronic device. Epic Games posted 21 sponsored videos and brought in a total IMV of $2,061,396.14 for Q3.
10. Seat Geek
Seat Geek is a mobile ticketing app that allows for an easy way to find tickets to all your favorite events. Seat Geek posted 179 sponsored videos and brought in a total IMV of $2,058,173.50 for Q3
Top Industries
The top spending brands on YouTube for Q3 2022 brought in a total IMV of $130,223,798.40 from a range of different industries. The top five industries for spending brands on YouTube are concentrated in Tech, Gaming, Food & Drinks, Beauty, and Consumer Electronics.
The Tech industry, which includes brands like Express VPN and SquareSpace, brought in a total IMV of $23,360,823.18.
The Gaming Industry which includes brands like Epic Games brought in a total IMV of $15,048,442.86.
The Food & Drink industry which includes brands like Hello Fresh brought in a total IMV of $13,312,412.64.
The Beauty industry which includes brands like Manscape and Keeps brought in a total IMV of $11,952,403.22.
The Consumer Electronics industry which includes brands like Casetify brought in a total IMV of $8,903,599.48.
The Most Used Campaign Types, Calls to Action, and Content Types
Among the top spending brands on YouTube for Q3, there were four main campaign types being used. These include Limited Time Offer/Promo code which accounted for 53.70% of the campaign types; Branding and Awareness Only which accounted for 38.70% of the campaign types; Download or Install (Performance) which accounted for 7% of the campaign types, and Contest/Giveaway which accounted for 0.40% of the campaign types.
The most used Calls to Action from the top spending brands on YouTube included: click link in bio, direct purchase page, no CTA, enter giveaway, and fill out contact form. Click link in bio and direct purchase page were the most popular call to actions, with click link in bio having a 49.50% frequency, and direct purchase page having a 49.40% frequency. No call to action had a 0.70% frequency, entering giveaways had a 0.20% frequency, and filling out a contact form had a 0.13% frequency.
The content type being used in the campaigns from the top spending varied. The most popular content type with a 46.50% frequency was integrated – when the campaign is referenced about halfway through the video; description only – when there is a written description of the campaign in the video description – had a frequency of 26%; intro card – when the campaign was mentioned at the beginning of the video – had a 17.93% frequency; dedicated content type – where the whole video is about the campaign – had a 7.83% frequency; and end card content type – when the campaign is mentioned at the video close – had a 1.83% frequency.
Who Were the Top Creators in Q3 of 2022
The Top 10 Creators of Q3 in 2022 are as follows:
- Donutmediatv who worked with brands like Carvana, Draft Kings, and Keeps brought in a total IMV of $ 5,091,900.86
- Linustechtips who worked with brands like IMB, Intel, and Manscaped brought in a total IMV of $4,578,620.68
- H3podcast who worked with brands like Express VPN, Hello Fresh, and Harry’s brought in a total IMV of $2,546,064.14
- Ben Shapiro who worked with brands like Established Titles and Express VPN brought in a total IMV of $2,088,910.00
- Sxephil who worked with brands like Established Titles, Keeps, and Fanduel Fantasy App brought in a total IMV of $2,053,819.74
- Unboxtherapy who worked with brands like Insta360, Lenovo, and Samsung brought in a total IMV of $1,820,828.44
- Sutrowatchtower who worked with brands like Geek Grind Coffee brought in a total IMV of $1,764,939.50
- Marques Brownlee who worked with brands like EcoFlow, Insta360, and Samsung brought in a total IMV of $1,737,386.20
- Gamersnexus who worked with brands like Cyberskeleton, SquareSpace, and Be Quiet! brought in a total IMV of $1,639,670.68
- Bgfilms who worked with brands like Hello Fresh, Cash App, and Geico brought in a total IMV of $1,386,678,26
