Welcome to our rundown of the most-watched branded YouTube videos of the week.
We’re publishing this snippet of a larger Gospel Stats Weekly Brand Report in order to analyze sponsorship trends in the creator economy. Any video launched in tandem with an official brand partner is eligible for the ranking.
And – as the name up above would imply – all the data comes from Gospel Stats. If you’re interested in learning more about Gospel – and which brands are sponsoring what creators on YouTube – click here.
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The partnerships featured in our Gospel Stats Weekly Brand Report include major retailers, small businesses, massive media companies, and creators with followings of all sizes. But when we thought about what to include for our excerpts on Tubefilter, we figured it was best to focus on the top. (At least for now.)
Here are the Top 5 (well…4 with a bonus) Most Viewed Branded YouTube videos of the week ending October 1, 2023. It’s obvious, but I’ll write it anyway – the upper reaches of the ranking are dominated by some of the biggest creators on YouTube. Check them out.
#1 World’s Smallest Nerf Gun Shoots an Ant
Channel: Mark Rober
Brand: Crunchlabs
One of the advantages of creator-led businesses is the natural marketing opportunities they generate. Mark Rober‘s Crunchlabs may have become a popular STEM subscription box for kids even if its founder lacked his own YouTube channel. But since Rober reaches more than 26 million subscribers with his clever and industrious engineering videos, he gives himself plenty of chances to plug Crunchlabs. The box made an appearance at the end of a recent Rober upload in which the BYU grad returned to his alma mater to design a tiny Nerf gun alongside undergraduates.
#2 Grandmas Gives Grandkid A Gift And It Saves The Day!
Channel: Luke Davidson
Brand: Ugreen
Creators around the world have tapped into the growing YouTube Shorts audience by uploading wholesome videos that typically single out specific family members for praise. Luke Davidson figured out a way to monetize that concept. He imagined his sponsor — phone accessory company Ugreen — as the perfect gift from grandma. His video combines a relatable scenario with a branded solution to demonstrate the utility of Ugreen’s product. It’s not the first time this pairing has resulted in a successful partnership, and Ugreen seems to be content with Davidson as its short-form spokesman.
#3 What’s In The Bag? Quincy & Emmanuel Try To Discover Sophia’s Hidden Passion
Channel: REVOLT
Brand: Walmart
Walmart is furthering its commitment to Black creators. The retailer, which has already launched a creator development program alongside YouTube legend Issa Rae, has sponsored a game show on the REVOLT channel. The hip-hop hub launched by Sean ‘Diddy’ Combs turned random strangers’ Walmart receipts into a topic of conversation. Since YouTube is currently boosting hip-hop videos to celebrate the genre’s 50th birthday, it’s the perfect time for brands to add their names into the rap game. The 7.2 million views picked up by the REVOLT/Walmart collab is evidence of that trend.
#4 iPhone 15 Pro Review: The Good, The Bad, & The Ugly!
Channel: Marques Brownlee
Brand: Eight Sleep
On YouTube’s top tech channels, Eight Sleep is in the midst of a marketing blitz. The seller of smart mattresses cracked our branded video rankings last week by sponsoring an iPhone review uploaded by MrWhoseTheBoss. It then turned its attention to the king of YouTube tech reviews. Marques Brownlee gave Eight Sleep a shout-out as he offered his take on the new iPhone 15 Pro. Evidently, the bedtime brand wants buyers to associate its products with the latest breakthroughs in consumer technology. Joining forces with Brownlee is a good way to solidify that connection.
BONUS: #1,874 come jeans shopping with me in nyc as a size 18
Channel: Maddie Dragsbaek
Brand: Dipsea
Influencer marketing presents a challenging proposition for Dipsea. The app is a purveyor of “short and sexy audio stories,” so literal promotions of its product would not meet YouTube’s ad-friendly content guidelines. Instead, Dipsea is turning to creators who align with its empowering, sex-positive messaging. Plus-sized fashion creator Maddie Dragsbaek is one of those like-minded individuals, and she expressed her values in a recent sponsored video. “Hot girls listen to audio erotica,” Dragsbaek said. “I’m speaking my truth, baby.”
…and there’s a lot more data where that came from. If you’re interested in learning more about Gospel – and which brands are sponsoring what creators on YouTube – click here.
