A new report reveals the 10 brands that spent the most on sponsored YouTube videos last quarter
- The influencer-marketing industry has become a big source of income for creators, but many brands have recently cut their budgets.
- In a new report, the agencies Influencer Marketing Hub and NeoReach looked at the state of the influencer-marketing industry and which brands spent the most on sponsored YouTube videos last quarter.
- Epic Games, behind popular games like "Fortnite," was the highest-spending brand on YouTube in the first quarter, with over 304 videos, the report said.
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In a new report, the agencies Influencer Marketing Hub and NeoReach looked at the state of the influencer-marketing industry and which brands spent the most on sponsored YouTube videos in the first quarter as the market began to contract dramatically.
The agencies analyzed data collected from over 20 million YouTube videos in the US or Canada. They looked at sponsored YouTube videos (where creators promote a brand within a video and disclose the deal to their followers) versus ads placed by Google programmatically in ad breaks.
The video-game software developer and publisher Epic Games, behind popular games like "Fortnite," was the highest-spending brand on YouTube, with over $10 million spent on sponsored videos, the report said.
In second place, the energy-drink company Bang Energy spent nearly $8 million in YouTube sponsorships, with over 141 sponsored videos, according to the report's estimate. Bang Energy likely spends more on influencers than Red Bull, Monster, and Rockstar combined.
The report said that as the first quarter progressed, the impact of the coronavirus on the influencer-marketing industry became more pronounced.
"One of the most volatile industries as a result of the COVID-19 pandemic, the travel industry has taken a hard hit," the report said. "Sponsoring only 15 videos during Q1 2020, influencer marketing spend takes a nosedive, flatlining at 0 by the end of March."
But those brands that have continued to spend have likely seen good results. Some influencer-marketing agencies said they had seen a large spike in social-media engagement in recent weeks on sponsored posts.
Here are the top-spending brands on YouTube from the report, ranked by total estimated spend on sponsored videos in the first quarter:
- Epic Games: $10.6 million
- Bang Energy: $7.7 million
- Skillshare: $3 million
- ExpressVPN: $2.5 million
- NordVPN: $1.8 million
- Amazon: $1.8 million
- Squarespace: $1.4 million
- DLive: $1 million
- GFuel: $1 million
- BlueChew: $1 million
For more on the business of YouTube creators and influencers check out these posts on Business Insider Prime:
- How much money YouTube pays for 1 million views, according to 5 creators: YouTube's Partner Program allows influencers to earn money off their channels by placing ads within videos.
- 5 YouTube creators break down their monthly incomes from the platform: YouTube creators are paid out monthly and Business Insider spoke with five influencers who broke down how much they earned in a month from the platform.
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How to get in contact with top influencers using Instagram direct messages, according to a CEO who has landed clients like TikTok star Addison Rae with a simple DM: Unlike on LinkedIn and Twitter, Instagram users can direct message anyone — no matter how famous they are.
SEE ALSO: The 17 hottest brands in influencer marketing that work with creators on YouTube, Instagram, TikTok, and other platforms
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* This article was originally published here
https://www.businessinsider.com/top-spending-brands-on-youtube-sponsored-videos-influencer-marketing-2020-5
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