Analysis Methodology
The info offered on this report was collected utilizing our weekly compilations of sponsored YouTube movies. The creator knowledge showcased on this report was captured utilizing the NeoReach Social Intelligence API. To be able to qualify, and be included in our dataset, every video needed to adjust to FTC disclosure laws. Our dataset consisted of sponsored YouTube movies posted from January to December 2022, from creators primarily based 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 essentially the most on YouTube sponsorships and what sorts of advertisements they had been utilizing. Utilizing all of this knowledge, we are able to see traits that started to take kind in 2022 and can proceed into the longer term.
2022 High Spenders Report:
Key Insights
The aim of this report is to provide perception into the present state of Influencer Advertising and marketing.
Listed below are 5 key report insights:
General 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.
Business
Business Frequency
Every of the 4,018 manufacturers sponsoring movies in 2022 falls into one in every of 23 industries. This chart reveals what number of sponsored movies had been posted in every business. Tech manufacturers sponsored essentially the most at 4,045 movies.
High 5 Industries
The highest 5 industries – Tech, Gaming, Leisure, Meals & Drinks, and Well being/Wellness – make up 56% of the entire movies posted this 12 months, 57% of the entire spend, and garnered over 2 billion views.
Marketing campaign Particulars
Marketing campaign Sorts
To help with the evaluation of YouTube influencer advertising, we’ve sorted sponsored movies into one in every of 4 marketing campaign sorts: Promo Code, Branding and Consciousness Solely, Obtain or Set up, or Contest/Giveaway. Nearly all of movies had been Promo Codes, whereas solely 0.29% had been selling a contest or giveaway.
Marketing campaign Sorts: Industries
Right here we are able to see how the highest 5 industries made use of every marketing campaign sort. Obtain and Set up campaigns had been considerably extra fashionable with Gaming manufacturers.
In the meantime, Promo Code campaigns had been persistently fashionable with virtually all industries. Branding and Consciousness campaigns had been hottest within the Gaming and Tech industries.
Calls to Motion
Together with marketing campaign sorts, 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 Sorts
Together with marketing campaign particulars, we additionally analyze the content material sorts and the way the video works in sponsored content material The preferred content material sort is Built-in, by which the advert is put someplace in the course of the video. The second hottest content material sort is Description Solely, the place the sponsor isn’t talked about throughout the video.
Content material Sorts: 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 embody Retains, ExpressVPN, Honey, Established Titles, NordVPN, Manscaped, and Betterhelp. These prime 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 mean IMV of $706K.
The Micro class accommodates 121 manufacturers with a complete and common IMV of $42.5M and $351K, respectively. In our remaining tier are the 293 Nano manufacturers that spent a complete of $46.2M and had a mean IMV of $158K.
High Spenders
High Spenders Sum of IMV
Our prime ten spenders spent virtually $130M collectively in 2022. The highest 2 spenders – Retains and HelloFresh – every spent greater than double the quantity of the tenth prime spender – Ridge Pockets. Inside our prime spenders are two VPN manufacturers: ExpressVPN and NordVPN, spending $15.6M and $12.2M, respectively.
High 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 essentially the most movies at 825.
High Spenders Variety of Creators
Some manufacturers select to work with many creators to succeed in a different viewers, whereas others stick 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 prime 10 spenders. With 303 creators, Hellofresh sponsored essentially the most.
High Spenders Complete 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 essentially the most views, at 128M throughout virtually 600 movies.
High Spenders Advert Size
High Movies
MrBeast, I Constructed Willy Wonka’s Chocolate Manufacturing unit!
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 instances 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 House
The second most costly 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 Conflict Issue)
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 Ft 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.
High 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. Nearly all of these movies built-in their sponsored content material.
There’s a clear downward development within the variety of movies posted, sponsored by Retains, over 2022. They sponsored essentially 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.
High Manufacturers
High Creators by Manufacturers
These creators labored with essentially the most manufacturers in 2022. Collectively they amassed over 251M views over 624 movies. Unbox Remedy collaborated with the very best variety of manufacturers, virtually 70% of these being Tech/Shopper Electronics manufacturers. JeromeASF was sponsored by 38 manufacturers, 61% of which had been Gaming manufacturers.
Model Development
We recognized the 5 manufacturers with the very best relative development in IMV and views from Q1 to This autumn 2022. OperaGX skilled considerably greater IMV development than some other model at a 421,836% improve. Hulu had the very best development in views over 2022 with a 19,178% improve. These manufacturers had a big push in influencer advertising on YouTube from Q1 to This autumn.
Model Socials
To analyze whether or not excessive spending on YouTube partnerships would translate into social media development, we checked out our prime 5 manufacturers’ Instagram followings and the way they grew from January to December 2022. ExpressVPN had a forty five% improve in followers over 2022, the very best of those manufacturers. None of those prime manufacturers had greater than a 50% development in followers, displaying a scarcity of social development for manufacturers spending greater than $13M on sponsorships.
Price Per View
In our evaluation, we calculated the estimated CPM (price per 1000 views) primarily based 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
High 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 at first of the 12 months. We additionally see three manufacturers, Betterhelp, NordVPN, and DraftKings, that had been prime month-to-month spenders that weren’t in our prime 5 spenders for the 12 months. ExpressVPN is the one prime spender that didn’t dominate a month, that means their spending was extra unfold out over 2022.
Month-to-month Stats
On prime of the highest month-to-month spender, we’ve additionally damaged down whole spend, views, attain, and the variety of manufacturers by month. From January to February, we are able to see a giant leap within the variety of manufacturers that had been sponsoring YouTube movies. In actual fact, the very best variety of manufacturers sponsored movies in February (903 manufacturers) regardless of spend being comparatively low. We are able to see a big improve 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.
High Creators by IMV
Manufacturers spent essentially the most sum of money 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 entire 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 autumn 2021 with solely a $4M improve quarter-to-quarter.
Q2 had the very best spend of the 12 months with $147.4M and was the one quarter to succeed in 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 autumn, the IMV and views elevated once more inside an analogous vary to Q1. By the tip of 2022, there was solely a $3.8M improve in IMV from Q1 to This autumn.
Business Breakdown: Tech
High 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 comparable common IMVs per video, at about $34K, nonetheless, ExpressVPN sponsored about 100 extra movies. Regardless of being the decrease spender of those manufacturers, Meta PC sponsored essentially the most movies this 12 months, at 515 movies with an IMV of $4.1M.
Tech Overview: Quarterly Breakdown
When wanting on the Tech business’s quarterly statistics, we are able to see that Q3 was the worst-performing quarter, mirroring the development for all industries. Equally, Q2 had the very best IMV with $23.1M. Nevertheless, regardless of having a decrease IMV, This autumn carried out the most effective with 164.9M views.
High 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.
High Tech Creators by Spend
When our prime business, we additionally have a look at the creators that had been paid essentially the most by manufacturers on this business. Ben Shapiro was the creator who made essentially the most cash from Tech model partnerships, with a complete of $9.4M. Nevertheless, the creator who made essentially the most per video was Pewdiepie, with a mean of greater than $357K per video.
High Tech Creators by Views
We additionally regarded on the whole views these creators amassed with these Tech-sponsored movies, and what their common views per video had been. Ben Shapiro had the very best whole views, with 88% of his whole views coming from Tech model partnerships.
High Tech Creators Overview
Pewdiepie has a considerably greater attain than his fellow creators and posted the least movies sponsored by Tech manufacturers. His massive variety of subscribers permits for greater views and IMV.
Business Breakdown: Gaming
High Gaming Manufacturers
With Fortnite being some of the fashionable 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 cell 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 business spent essentially 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, essentially the most quantity of sponsored movies had been posted in This autumn. We are able to additionally see that in contrast to Tech and the general abstract, the Gaming business spent much less in This autumn than in Q1.
High Grossing Gaming Video
The highest grossing video sponsored by a Gaming model was not sponsored by any of our prime spenders. Fall Guys spent an estimated $1M on this video and amassed 27.6M views and virtually 451K likes.
High Gaming Creators by Spend
Right here we are able to 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 mean of $682K per video.
High Gaming Creators by Views
Regardless of having the bottom whole 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 analogous whole view rely, he had the bottom common views per video at 354K.
High Gaming Creators Overview
Dude Good launched solely 2 movies sponsored by Gaming manufacturers, nonetheless, their 58.6M attain and excessive views allowed them to be among the many prime creators on this business. CoryxKenshin had essentially the most whole likes, regardless of solely posting 3 movies on this class.
Business Breakdown: Leisure
High Leisure Manufacturers
Established Titles had a big lead in IMV and views over the opposite Leisure manufacturers, with an IMV of $14M and a complete of 91M views. The opposite prime manufacturers had extra constant spending in 2022, with SeatGeek being the following highest spender at virtually $6M.
Leisure Overview: Quarterly Breakdown
The Leisure business follows a distinct development from the opposite industries in that the IMV was considerably greater in This autumn than in some other quarter. From Q1 to This autumn there was a $6.6M improve in IMV. We are able to additionally see that the IMV for Q1 and Q3, at round $12.4M, had been very comparable, regardless of Q3 having extra views and fewer movies.
High Grossing Leisure Video
The highest grossing video sponsored by an Leisure model was a video printed by The Sport Theorists. The video, sponsored by Displate, amassed over 8.7M views and 475.1K likes.
High Leisure Creators by Spend
Dude Good had the very best IMV per video, at a mean of just about $718K. CarlosStory had a considerably smaller IMV per video, at a mean of solely $2.9K. In the meantime, Donut Media was the highest grossing channel from Leisure manufacturers with an IMV of $2.1M.
High Leisure Creators by Views
CarlosStory had the bottom views per video, at a mean of 23.8K, whereas having the third-most whole views for the 12 months. Donut Media averaged about 1M views per video, amassing a complete of 16M views for Leisure-sponsored movies.
High Leisure Creators Overview
CarlosStory posted essentially the most movies on this class by a large margin, with 464 movies. This huge 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 info on this report, we had been capable of make some future predictions concerning the Influencer Advertising and marketing business and the Creator Economic system.
Manufacturers will proceed the present development of sponsoring smaller creators at a extra frequent fee.
With the expansion of the Well being and Wellness business in YouTube Influencer Advertising and marketing, we see this development persevering with into 2023 and count on extra manufacturers on this business to start sponsoring YouTube creators.
With the Tech business ending the 12 months on a better spend than it began with, we see this business persevering with to dominate the house, significantly specializing in Tech channels.
With the ever-growing variety of manufacturers sponsoring YouTube movies, we predict creators will start to develop into extra particular about which manufacturers they work with. This will imply selecting manufacturers that align with their channel or that they really use.
Smaller creators will have the ability to 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 business for the second 12 months in a row, spending greater than $82M on sponsored YouTube content material this 12 months.
Nearly all of manufacturers use a Promo Code marketing campaign sort, nonetheless much less so within the Gaming business.
Whereas it is a much less fashionable 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 prime 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 develop into an necessary a part of the advertising business as an entire, 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 business has modified over the 12 months and to point the place it could 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 day-after-day, however the veteran manufacturers are persevering with to develop and determine how one can get essentially the most out of Influencer Advertising and marketing.
By way of the info collected and proven on this report, we are able to 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 need 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 components. Any change in IMV from the earlier 12 months might be attributable to a lower in interactions with sponsored content material on YouTube.
