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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This week’s Gospel Stats Brand Report proves Alan Chikin Chow has a chokehold on YouTube. His Laneige-sponsored Shorts series even beat out MrBeast, which is a crown worn by few here in the top 5. It’s clear from this week’s list that YouTube viewers have the minidrama munchies–but that doesn’t mean long-form is entirely off the menu.
Check it all out below:
#1 The LEGO® One Piece sets are now available at Target #NetflixPartner #LEGOONEPIECE @LEGO
Channel: Caleb Natale
Brand: Netflix, LEGO
Views: 34,235,775
LEGO has been on our radar for a while now, mostly because it has a history of being very choosy about its YouTube sponsorships. But in recent months, it’s gone from having one or two videos a week–if any–to consistently sponsoring several videos per week. This week, it sponsored ~10 videos, including this #1 double-whammy from VFX specialist Caleb Natale that also grabbed cash from Netflix and its live-action adaptation of hit anime One Piece. Like most sponsored Shorts, its entire runtime (in this case, 26 seconds) is an ad, with the sole, well-animated purpose of directing users to buy new One Piece LEGO sets at Target.
#2 I Started a Viral Fashion Trend presented by @LANEIGE_US#BeautyAndTheBeatSeries #laneigeus [EP 6]
Channel: Alan’s Universe
Brand: Laneige
Views: 23,102,865
We’ll spoil you–but not for the show! No, we’ll spoil that, like last week, Alan Chikin Chow‘s minidrama series Beauty and the Beat has not one, but two spots on this week’s list. As we mentioned above, sponsored Shorts are often distinct from long-form content in one key way: Long-form usually has an ad spot buried somewhere in the content, while for Shorts, all of the content is the ad spot. That’s sort of the case here. Laneige‘s cosmetics feature prominently in Beauty and the Beat, with every female cast member sporting shiny lip gloss, blush, and other products. But Chow’s series, produced on his studio channel Alan’s Universe, also has a high-octane high-school plot that would be at home on any K-drama streaming service…or mid-2000s Disney Channel.
#3 $10,000 Every Boss You Beat
Channel: MrBeast Gaming
Brand: Feastables
Views: 12,213,101
It’s not often that MrBeast isn’t #1, but we can attribute this to him posting on his secondary channel, MrBeast Gaming, which has a ‘paltry’ 50 million subscribers compared to his main channel’s 430 million. He’s popped up on our list a few times with videos like this, which follow his usual win-the-challenge-get-buku-bucks format, except within Minecraft or Roblox instead of IRL. For this week’s video, he challenges people to survive the biggest, baddest bosses–and, of course, there’s a plug or two for his new Feastables flavor.
#4 Talent Show GONE WRONG presented by @LANEIGE_US #BeautyAndTheBeatSeries #laneigeus [EP 4]
Channel: Alan’s Universe
Brand: Laneige
Views: 11,108,802
While we’ve featured four of Chow’s Beauty and the Beat episodes so far on our lists, there are 15 published so far–an example of the sort of large-commitment, long partnership we’ve seen creators like Dude Perfect seeking with brands. We’re not sure if there’s more of the series to come, but what we do know is that Chow and cohost Chelsea Sik most recently capped off their narrative Shorts with a mini music video whose star is undeniably the Laneige makeup counter.
BONUS #1,893 Mushroom Swiss Smashburgers on the Griddle 🔥🍄🟫
Channel: Girl Gone Grilling
Brand: Mushroom Council
Views: 60,133
Who’s not down for a cozy meal after all that drama? We love using our bonus spot to highlight niche companies partnering with great-fit creators, and this video from culinary enthusiast Girl Gone Grilling is exactly what we’re looking for. Setting our journalistic commitment to nonbias aside to say mushrooms are one of the best foods to grill in the entire world, and clearly Mushroom Council knows that. This agricultural organization is all about the ‘shrooms, and picked GGG as its spokesperson this week, telling folks how to properly fry up their fungi.
…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.
