[Editor’s Note: Tubefilter Charts is a weekly rankings column from Tubefilter with data provided by GospelStats. It’s exactly what it sounds like; a top number ranking of YouTube channels based on statistics collected within a given time frame. Check out all of our Tubefilter Charts with new installments every week right here.]
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Lucan Pevidor has spent a second straight week leading the Global Sub Top 50. The Brazilian creator is making his mark across all of YouTube’s numerical axes. After adding two million weekly subscribers, he now has 32 million subs to go along with his 17 billion lifetime views (and counting).
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Most of the channels in the Global Sub Top 50 are run by individual creators like Lucan Pevidor. There are a few entrants, however, that are tied to brands. Let’s figure out how those standouts are pulling it off:
YouTube Shorts can be a brand’s best friend (some creativity required)
The top nine channels in this week’s Global Sub Top 50 all belong to individual creators or couples. You have to get to the tenth spot, occupied by Japan’s Gazoo Racing, before a brand enters the chat.
It’s not so easy for a brand to build a strong following through YouTube Shorts. Doing so typically requires marketers to produce the short, universal, sometimes nonsensical fare that drives so much short-form traffic on YouTube. For companies that prefer polished content, the switch can be tricky to pull off.
Some brands, however, have found clever ways to connect with the Shorts audiences, and they’re pulling off that feat without sacrificing polish in their creative. India’s Titan Watches is a good example of what I’m talking about. The Bengaluru-based manufacturer of timepieces sees India’s YouTube community as a golden opportunity, and it capitalized on that chance by referencing the family vlogs that perform so well on the South Asian side of YouTube Shorts.
A campaign based around mothers who don’t get enough sleep — and children who don’t know how much their moms sleep — gave Titan Watches a chance to promote its biometric tracking products. That popular video helped the brand reach 42nd place in the Global Sub Top 50 by adding 224,000 weekly subscribers.
In a different context, Titan Watches might not center its ads around mothers and their children. YouTube Shorts, however, dictates a trend-inspired approach, and the few brands represented in the Global Sub Top 50 understand the value of that strategy.
Pokémon Kids TV, for example, has turned a beloved video game franchise into a YouTube success story by turning its pocket monsters into the stars of sing-alongs and other CoComelon-style, long-form uploads. That’s how the official Pokémon channel reached 24th place in the Global Sub Top 50.
In the realm of finance, the wisest brands on Shorts keep it trendy, even if the nature of their products requires them to appeal to adults over kids. The National Bank of Egypt stressed the value of data security as its vertically oriented ads powered it to a rare appearance in the Global Sub Top 50.
Data via Gospel Stats
As ad products continue to pour into the Shorts environment, there will be more opportunities for canny brands to reach millions of subscribers through their paid media. Pokémon Kids TV, for example, now commands a massive audience of 44 million YouTube subscribers.
The brands that operate most efficiently in that space will be the ones who avoid static, passé campaigns. YouTube Shorts viewers are always looking for the newest whot trends, and both brands and creators are capable of delivering that “next big thing.”
Channel Distribution
Here’s a breakdown of the Top 50 Most Viewed channels this week in terms of their countries of origin:
- India: 11
- Mexico: 8
- United States: 6
- Brazil: 4
- Japan, The Philippines, Russia, and South Korea: 2
- Australia, Argentina, Colombia, Egypt, Indonesia, Panama, Spain, and Turikye: 1
This week, 41 channels in the Top 50 are primarily active on YouTube Shorts.
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