Something pretty extraordinary occurred in the world of sponsored video last week, while millions of viewers watched in real (ish) time. YouTube OG Shane Dawson has been active on the platform since September 2005 (only 7 months after it was founded) and has built up an incredibly loyal and engaged subscriber base of over 16M followers. He has produced an astonishing range of content but his latest series, a behind-the-scenes look at the life of cosmetics guru and entrepreneur Jeffree Star, has created an enormous buzz online, with the 5-part series generating over a staggering 60M YouTube views in just one week.
Dawson, by his own admission, has found it a challenge to find brands to sponsor his content, and parts 1 and 2 of the Jeffree Star series were published without any brand help. But the first two episodes of the Star special attracted so much positive attention that SeatGeek reached out to Dawson to sponsor part 3 ‘ Switching Lives with Jeffree Star‘. Uploaded to YouTube on the 3rd of August, the video generated 11M sponsored views, and hit the #1 spot on Tubular’s Global Sponsored Video Leaderboard. This is an amazing example of a partner creating content that connects a community, and of a sponsor who saw where this series was heading in terms of views and engagement and jumped in to work with Dawson and his team. Two other brands – BetterHelp and Quikmatch – picked up sponsorship opportunities for the final two uploads in he series, and we’ll keep a close eye on how those performed in next weeks chart.
Between the 29th of July and the 4th August 2018, 4,060 brands sponsored 8,109 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 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 tracks thousands of sponsored video campaigns from global brands and media companies. Congrats to all of the brands and publishers featured this week!
Top 10 Global Sponsored Videos Leaderboard
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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.