Delicious Deal: Food-Based Sponsored Videos Order Up Millions of Views

Delicious Deal: Food-Based Sponsored Videos Order Up Millions of Views

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Tubular’s newest sponsored video chart is here! Between the 15th and 21st of July 2018, 3,625 different brands sponsored over 8,000 videos that were directly uploaded to brand partners channels and pages on YouTube and Facebook. These are the top 10 ranked by views generated in the first 3 days (V3).

Sponsored Spotlight: Before we get into the real meat of this article, we have to give a shout out to two sponsors in particular: Rolex and Epic Games. Rolex has been landing in the top sponsored video charts for a few weeks now, thanks to multiple campaigns related to popular sporting events like Wimbledon and the U.S. Open. The Swiss watch brand teamed with the former, tennis-based athletic organization to create the most-watched sponsored video for the week of July 15: a clip congratulating this year’s champion Angelique Kerber generated 8.4 million views in just three days!

As for Epic Games, the video game publisher’s wildly-popular title Fortnite continues to attract millions of views on related content. For the week of July 15, this was certainly the case as Epic partnered with beauty influencer James Charles to produce a video of the creator learning how to play Fortnite that pulled in 2.4 million views to land at #8. Why is this such a big deal? Because normally, we don’t see the beauty and gaming industries crossing over; as such, it’s a bold move on Epic’s part (that paid off!) to try expanding their reach and targeting an audience which may not be exposed to gaming content on a frequent basis. It’s also a way for Epic to potentially reach more female consumers who might be interested in their game. Diversity for the win!

Top 10 Global Sponsored Videos 15-21 July 2018

Now we move on to our main insight for this week’s sponsored videos: if you want views, all you have to do is talk about food. Audiences are obsessed with culinary content, as we’ve seen on previous sponsored video charts, as well as on our monthly leaderboards of most-watched brands and publishers. The week of July 15 saw plenty of food-based clips landing in the top ten, including the #2 clip from Louis Kemp Crab Delights and First Media’s So Yummy. This video saw 5.6 million views in its first three days and features poke bowl recipes, a fitting matchup for a seafood-based brand.

Additionally, spots #5, #6, and #7 were all taken by sponsored videos about treats, drinks, and related delicious goodness. In #5 we saw alcoholic beverage producer Bulleit partner with the ever-popular BuzzFeed property Tasty to produce a 3.6 million-views-strong clip about how to make blackberry bourbon lemonade, a refreshing recipe which clearly seemed to appeal to audiences around the world (maybe because we’re dealing with heat waves everywhere?).

Additionally, Jungle Creations property Twisted claimed #6 and #7 thanks to partnerships with the UK’s Heinz and The Laughing Cow, respectively. The food publisher worked with Heinz on a video about burgers made with the manufacturer’s beans to pull in 2.5 million views, while its Laughing Cow partnership resulted in 2.4 million views on a clip about Tuscan chicken pasta.

Sponsored video volume is growing rapidly as brands try to find alternatives to ad blockers and “on my phone while the TV ad is playing” culture. As the industry leader, Tubular publishes a weekly leaderboard on who’s winning in the world of sponsored video. Our DealMaker product measures thousands of sponsored video campaigns from global brands and media companies. Congrats to all of the brands and publishers featured this week!

Want to Know More About Sponsored Video?

As a publisher of sponsored video in this highly competitive world, consider using Tubular’s DealMaker to arm your sales teams to find the right sponsors for your audience, pitch them effectively, and report back on performance with industry-leading benchmarks. The Top Ten Global Videos Leaderboard chart is powered by the data provided by Dealmaker, and for more information on the industry-changing product please click here.


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BuzzFeed's Tasty Serves Up Sponsored Treats for Top Brands

BuzzFeed’s Tasty Serves Up Sponsored Treats for Top Brands

BuzzFeed's champion food property, Tasty, has been creating sponsored content for brands since March 2016, and is a regular on Tubular's top sponsored video chart of the week. But this week, the property takes the top three spots, generating a combined 10.8M Facebook views in 3 days for its partners.

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