Analysis Methodology
The info offered on this report was collected utilizing our weekly compilations of sponsored YouTube movies. The creator information showcased on this report was captured utilizing the NeoReach Social Intelligence API. With the intention to qualify, and be included in our dataset, every video needed to adjust to FTC disclosure rules. Our dataset consisted of sponsored YouTube movies posted from January to December 2022, from creators based mostly in america and Canada.
We analyzed the over 29,000 movies in our dataset to seek out the highest-spending manufacturers for 2022, statistics to seek out extra perception. This included what industries had been spending probably the most on YouTube sponsorships and what forms of advertisements they had been utilizing. Utilizing all of this information, we will see developments that started to take type in 2022 and can proceed into the long run.
2022 Prime Spenders Report:
Key Insights
The purpose of this report is to present perception into the present state of Influencer Advertising and marketing.
Listed here are 5 key report insights:
Total Stats
In 2022, the 4,018 qualifying manufacturers spent a mixed over $514.9 million on sponsored YouTube movies. The 29,222 movies analyzed amassed over 3.7 million views and 196.5 million likes.
Trade
Trade Frequency
Every of the 4,018 manufacturers sponsoring movies in 2022 falls into considered one of 23 industries. This chart exhibits what number of sponsored movies had been posted in every trade. Tech manufacturers sponsored probably the most at 4,045 movies.
Prime 5 Industries
The highest 5 industries – Tech, Gaming, Leisure, Meals & Drinks, and Well being/Wellness – make up 56% of the full movies posted this 12 months, 57% of the full spend, and garnered over 2 billion views.
Marketing campaign Particulars
Marketing campaign Varieties
To help with the evaluation of YouTube influencer advertising and marketing, now we have sorted sponsored movies into considered one of 4 marketing campaign varieties: Promo Code, Branding and Consciousness Solely, Obtain or Set up, or Contest/Giveaway. The vast majority of movies had been Promo Codes, whereas solely 0.29% had been selling a contest or giveaway.
Marketing campaign Varieties: Industries
Right here we will see how the highest 5 industries made use of every marketing campaign sort. Obtain and Set up campaigns had been considerably extra in style with Gaming manufacturers.
In the meantime, Promo Code campaigns had been persistently in style with nearly all industries. Branding and Consciousness campaigns had been hottest within the Gaming and Tech industries.
Calls to Motion
Together with marketing campaign varieties, we additionally analyzed the calls to motion of the sponsored movies. We are able to see that almost all of movies made use of a Direct Buy Web page and Click on Hyperlink in Bio calls to motion. Solely 3% of movies had no name to motion, that means there was no hyperlink or code within the description.
Calls to Motion: Industries
Content material Varieties
Together with marketing campaign particulars, we additionally analyze the content material varieties and the way the video works in sponsored content material The most well-liked content material sort is Built-in, by which the advert is put someplace in the midst of the video. The second hottest content material sort is Description Solely, the place the sponsor will not be talked about throughout the video.
Content material Varieties: Industries
Model Classification
Over the course of 2022, 583 manufacturers spent over $100K. Within the highest spending class – Supernova – are 8 manufacturers that spent over $112 million collectively. The Supernova manufacturers embrace Retains, ExpressVPN, Honey, Established Titles, NordVPN, Manscaped, and Betterhelp. These high manufacturers span 5 industries and averaged an IMV of $14M.
73 manufacturers fall into the Macro class, spending a complete of over $196M and averaging $2.7M every. 88 manufacturers are within the Mid Tier with a complete spend of $62M and a median IMV of $706K.
The Micro class accommodates 121 manufacturers with a complete and common IMV of $42.5M and $351K, respectively. In our closing tier are the 293 Nano manufacturers that spent a complete of $46.2M and had a median IMV of $158K.
Prime Spenders
Prime Spenders Sum of IMV
Our high ten spenders spent nearly $130M collectively in 2022. The highest 2 spenders – Retains and HelloFresh – every spent greater than double the quantity of the tenth high spender – Ridge Pockets. Inside our high spenders are two VPN manufacturers: ExpressVPN and NordVPN, spending $15.6M and $12.2M, respectively.
Prime Spenders Variety of Movies
The ten highest-spending manufacturers posted a complete of 5132 movies in 2022. Regardless of being the fourth-highest spender, Honey posted the least movies this 12 months, with solely 129 movies. Of those manufacturers, Manscaped had probably the most movies at 825.
Prime Spenders Variety of Creators
Some manufacturers select to work with many creators to achieve a different viewers, whereas others keep on with fewer creators to construct a extra devoted viewers. ExpressVPN, Honey, and Betterhelp all used lower than 80 creators in 2022 whereas nonetheless being among the many high 10 spenders. With 303 creators, Hellofresh sponsored probably the most.
Prime Spenders Whole Views
The highest 10 manufacturers garnered in 914M views over 2022. Regardless of having the least sponsored movies, Honey nonetheless amassed 94M views. Hellofresh had probably the most views, at 128M throughout nearly 600 movies.
Prime Spenders Advert Size
Prime Movies
MrBeast, I Constructed Willy Wonka’s Chocolate Manufacturing facility!
The highest sponsored video posted in 2022 was a video posted by MrBeast, sponsored by Honey. The video amassed over 152M views and had an IMV of $4.8M, greater than 3 occasions some other video. This video made use of the Obtain and Set up marketing campaign sort and had an built-in advert.
Mark Rober, Egg Drop From Area
The second costliest video from 2022 was made by Mark Rober and had an built-in sponsorship by Crunch Labs. This video garnered over 31M views and had an IMV of $1.4M. Crunch Labs used a Branding and Consciousness marketing campaign sort.
Ben Azelart, Dealing with 100 Fears in 24 Hours!!
This video, sponsored by Epic Video games, has 27.6M views and an IMV of over $1M. The sponsored content material for this video, made by Ben Azelart, was an intro card.
CoryxKenshin, Ragnarok is Right here – Half 1 (God of Battle Problem)
This video by CoryxKenshin was devoted to the sponsor Ps and used the Obtain or Set up marketing campaign sort. The video amassed 7.9M views and had an IMV of greater than $1M.
Beast Reacts, iPhone Vs 8000 Toes Drop!
This video, posted on the Beast Reacts channel, has over 22M views and an IMV of $963.9K. The video was sponsored by Honey and once more used a Branding and Consciousness marketing campaign sort.
Prime Model Showcase: Retains
Retains Stats
The best-spending model in 2022 was Retains. They spent over $17M and amassed 124M views and 6.7M likes over 2022. Throughout their marketing campaign, Retains made use of a Promo Code marketing campaign sort and Direct Buy Web page name to motion in all of their sponsored content material. The vast majority of these movies built-in their sponsored content material.
There’s a clear downward pattern within the variety of movies posted, sponsored by Retains, over 2022. They sponsored probably the most quantity of movies throughout the first 5 months of 2022. In March, Retains sponsored 78 movies, whereas in December they sponsored 23 movies.
Prime Manufacturers
Prime Creators by Manufacturers
These creators labored with probably the most manufacturers in 2022. Collectively they amassed over 251M views over 624 movies. Unbox Remedy collaborated with the very best variety of manufacturers, nearly 70% of these being Tech/Shopper Electronics manufacturers. JeromeASF was sponsored by 38 manufacturers, 61% of which had been Gaming manufacturers.
Model Progress
We recognized the 5 manufacturers with the very best relative development in IMV and views from Q1 to This fall 2022. OperaGX skilled considerably larger IMV development than some other model at a 421,836% enhance. Hulu had the very best development in views over 2022 with a 19,178% enhance. These manufacturers had a major push in influencer advertising and marketing on YouTube from Q1 to This fall.
Model Socials
To analyze whether or not excessive spending on YouTube partnerships would translate into social media development, we checked out our high 5 manufacturers’ Instagram followings and the way they grew from January to December 2022. ExpressVPN had a forty five% enhance in followers over 2022, the very best of those manufacturers. None of those high manufacturers had greater than a 50% development in followers, displaying a scarcity of social development for manufacturers spending greater than $13M on sponsorships.
Value Per View
In our evaluation, we calculated the estimated CPM (price per 1000 views) based mostly on our Social Intelligence API’s IMV calculation. The model with the very best CPM was Verizon at $927, whereas Tommy John had the bottom at $51. The imply CPM for all manufacturers in 2022 was $138.
Month-to-month Stats
Prime Month-to-month Spenders
Along with the highest spenders for the entire 12 months, we additionally regarded on the month-to-month leaderboard. As seen earlier within the report, Retains was a excessive spender firstly of the 12 months. We additionally see three manufacturers, Betterhelp, NordVPN, and DraftKings, that had been high month-to-month spenders that weren’t in our high 5 spenders for the 12 months. ExpressVPN is the one high spender that didn’t dominate a month, that means their spending was extra unfold out over 2022.
Month-to-month Stats
On high of the highest month-to-month spender, now we have additionally damaged down complete spend, views, attain, and the variety of manufacturers by month. From January to February, we will see a giant leap within the variety of manufacturers that had been sponsoring YouTube movies. In truth, the very best variety of manufacturers sponsored movies in February (903 manufacturers) regardless of spend being comparatively low. We are able to see a major enhance in spend from February to March, coinciding with a rise in views.
In June, we see the month-to-month views and IMV peak at 363.8K and $51.5M, respectively. August had a number of the lowest metrics of the 12 months, as the one month to have lower than a 3B attain. With the decrease attain, August had 242.7K views, the bottom of the 12 months. This comes solely two months after June when views and attain had been at their highest.
Month-to-month IMV will increase once more for October and November earlier than dropping 30% in December, ending the 12 months with the bottom spend of $33.3M. In October, the attain was 4.6B, its highest but, which corresponds to the excessive spend of $49.5M.
Prime Creators by IMV
Manufacturers spent probably the most amount of cash on these 10 creators in 2022. The highest creator by IMV is Donut Media, with an IMV of $16.8M. These 10 creators make up 17% of the full spend for the 12 months, with a complete of $88.2M over 877 movies. Donut Media, Linus Tech Suggestions, and Ben Shapiro had been the one creators in 2022 to have model partnerships totaling over $10M.
Quarterly Breakdown
In Q1 2022, 7.4K movies had been posted, amassing a complete of 925.1M views. IMV remained comparatively regular from This fall 2021 with solely a $4M enhance quarter-to-quarter.
Q2 had the very best spend of the 12 months with $147.4M and was the one quarter to achieve over 1B views.
Q3 had the bottom metrics of the 12 months, with a drop of 244M views. This might correspond to the decrease variety of sponsored movies posted this quarter.
In This fall, the IMV and views elevated once more inside an identical vary to Q1. By the top of 2022, there was solely a $3.8M enhance in IMV from Q1 to This fall.
Trade Breakdown: Tech
Prime Tech Manufacturers
The highest two Tech manufacturers by spend and views had been VPN manufacturers. The primary is ExpressVPN, with an IMV of $15.6M and 111.8M views. Each NordVPN and ExpressVPN had related common IMVs per video, at about $34K, nevertheless, ExpressVPN sponsored about 100 extra movies. Regardless of being the decrease spender of those manufacturers, Meta PC sponsored probably the most movies this 12 months, at 515 movies with an IMV of $4.1M.
Tech Overview: Quarterly Breakdown
When wanting on the Tech trade’s quarterly statistics, we will see that Q3 was the worst-performing quarter, mirroring the pattern for all industries. Equally, Q2 had the very best IMV with $23.1M. Nevertheless, regardless of having a decrease IMV, This fall carried out the most effective with 164.9M views.
Prime Grossing Tech Video
Crunch Labs spent an estimated $1.4M to sponsor this video, by Mark Rober, making it the highest-grossing video sponsored by a Tech model. It amassed over 31M views and 880K likes.
Prime Tech Creators by Spend
When our high trade, we additionally have a look at the creators that had been paid probably the most by manufacturers on this trade. Ben Shapiro was the creator who made probably the most cash from Tech model partnerships, with a complete of $9.4M. Nevertheless, the creator who made probably the most per video was Pewdiepie, with a median of greater than $357K per video.
Prime Tech Creators by Views
We additionally regarded on the complete views these creators amassed with these Tech-sponsored movies, and what their common views per video had been. Ben Shapiro had the very best complete views, with 88% of his complete views coming from Tech model partnerships.
Prime Tech Creators Overview
Pewdiepie has a considerably larger attain than his fellow creators and posted the least movies sponsored by Tech manufacturers. His giant variety of subscribers permits for larger views and IMV.
Trade Breakdown: Gaming
Prime Gaming Manufacturers
With Fortnite being probably the most in style video games of 2022, it follows that its developer Epic Video games was the highest-spending Gaming model for the 12 months and reached over 50M views. Two cellular video games, Raid Shadow Legends and Marvel SNAP, made it into the highest spenders, with IMVs of $3.5M and $1.7M, respectively.
Gaming Overview: Quarterly Breakdown
The Gaming trade spent probably the most on YouTube sponsorships in Q2, with $18M, and the least in Q3, with $12.4M. Regardless of having a decrease spend than Q2, probably the most quantity of sponsored movies had been posted in This fall. We are able to additionally see that not like Tech and the general abstract, the Gaming trade spent much less in This fall than in Q1.
Prime Grossing Gaming Video
The highest grossing video sponsored by a Gaming model was not sponsored by any of our high spenders. Fall Guys spent an estimated $1M on this video and amassed 27.6M views and nearly 451K likes.
Prime Gaming Creators by Spend
Right here we will see xNestorio was the highest grossing creator from Gaming manufacturers, having a complete IMV of $4.6M – greater than double that of some other creator. Nevertheless, he didn’t have the very best common IMV per video, which truly got here from Dude Good who made a median of $682K per video.
Prime Gaming Creators by Views
Regardless of having the bottom complete views for Gaming-sponsored movies, Dude Good had the very best common variety of views per video at 5.1M views. Whereas WILDCAT had an identical complete view rely, he had the bottom common views per video at 354K.
Prime Gaming Creators Overview
Dude Good launched solely 2 movies sponsored by Gaming manufacturers, nevertheless, their 58.6M attain and excessive views allowed them to be among the many high creators on this trade. CoryxKenshin had probably the most complete likes, regardless of solely posting 3 movies on this class.
Trade Breakdown: Leisure
Prime Leisure Manufacturers
Established Titles had a major lead in IMV and views over the opposite Leisure manufacturers, with an IMV of $14M and a complete of 91M views. The opposite high manufacturers had extra constant spending in 2022, with SeatGeek being the subsequent highest spender at nearly $6M.
Leisure Overview: Quarterly Breakdown
The Leisure trade follows a unique pattern from the opposite industries in that the IMV was considerably larger in This fall than in some other quarter. From Q1 to This fall there was a $6.6M enhance in IMV. We are able to additionally see that the IMV for Q1 and Q3, at round $12.4M, had been very related, regardless of Q3 having extra views and fewer movies.
Prime Grossing Leisure Video
The highest grossing video sponsored by an Leisure model was a video revealed by The Recreation Theorists. The video, sponsored by Displate, amassed over 8.7M views and 475.1K likes.
Prime Leisure Creators by Spend
Dude Good had the very best IMV per video, at a median of just about $718K. CarlosStory had a considerably smaller IMV per video, at a median of solely $2.9K. In the meantime, Donut Media was the highest grossing channel from Leisure manufacturers with an IMV of $2.1M.
Prime Leisure Creators by Views
CarlosStory had the bottom views per video, at a median of 23.8K, whereas having the third-most complete views for the 12 months. Donut Media averaged about 1M views per video, amassing a complete of 16M views for Leisure-sponsored movies.
Prime Leisure Creators Overview
CarlosStory posted probably the most movies on this class by a large margin, with 464 movies. This massive quantity allowed for him to make it into the highest creators for this class regardless of the decrease metrics seen in earlier slides. We once more see Dude Good with a a lot bigger attain than different creators regardless of posting fewer movies.
Future Predictions
Primarily based on the information on this report, we had been capable of make some future predictions concerning the Influencer Advertising and marketing trade and the Creator Financial system.
Manufacturers will proceed the present pattern of sponsoring smaller creators at a extra frequent fee.
With the expansion of the Well being and Wellness trade in YouTube Influencer Advertising and marketing, we see this development persevering with into 2023 and anticipate extra manufacturers on this trade to start sponsoring YouTube creators.
With the Tech trade ending the 12 months on a better spend than it began with, we see this trade persevering with to dominate the area, notably specializing in Tech channels.
With the ever-growing variety of manufacturers sponsoring YouTube movies, we predict creators will start to turn out to be extra particular about which manufacturers they work with. This could imply selecting manufacturers that align with their channel or that they really use.
Smaller creators will be capable of extra simply make a dwelling on YouTube as there are extra sponsorship alternatives.
Key Takeaways
The highest spending model was Retains, with an IMV of $17.3M. Retains sponsored 631 movies and 251 creators, amassing over 123M views.
Tech was the very best spending trade for the second 12 months in a row, spending greater than $82M on sponsored YouTube content material this 12 months.
The vast majority of manufacturers use a Promo Code marketing campaign sort, nevertheless much less so within the Gaming trade.
Whereas it is a much less in style marketing campaign sort, Gaming manufacturers make up greater than 50% of the sponsored content material of the Obtain or Set up marketing campaign sort.
Three of our top-spending corporations – ExpressVPN, Honey, and Squarespace – labored with lower than 100 creators in 2022
The highest creator by IMV was Donut Media with an IMV of $16.8M.
Six out of ten of the highest creators for 2022 had been additionally high creators in 2021 – Donut Media, Linus Tech Suggestions, Ben Shapiro, The H3 Podcast, Pewdiepie, and MrBeast
Spend peaked in Q2 with a complete IMV of greater than $147M and greater than 7.9K movies sponsored. Spend was at its lowest in Q3 with an IMV of $110M and 6.3K movies sponsored.
Editor’s Word
Influencer Advertising and marketing has turn out to be an vital a part of the advertising and marketing trade as a complete, and on this report, we have a look at the state of affairs on the finish of 2022. This report is meant to exhibit how this trade has modified over the 12 months and to point the place it might go sooner or later. Over the previous few years, the variety of sponsorships on YouTube has grown exponentially, and it’s not slowing down. Not solely are new manufacturers sponsoring content material each day, however the veteran manufacturers are persevering with to develop and work out the right way to get probably the most out of Influencer Advertising and marketing.
Via the information collected and proven on this report, we will see the facility of Influencer Advertising and marketing, not just for companies however for creators as effectively. Creators of all sizes are ready to participate and construct relationships with manufacturers. With so many manufacturers wanting to sponsor YouTube content material, creators are additionally capable of choose the manufacturers they wish to work with, whether or not it is an organization they get pleasure from or an organization that their viewers will join with.
The IMV proven on this report is an estimate calculated utilizing NeoReach’s personal method. Any change in IMV from the earlier 12 months could possibly be on account of a lower in interactions with sponsored content material on YouTube.
