Research Methodology
The data presented in this report was collected using our weekly compilations of sponsored YouTube videos. The creator data showcased in this report was captured using the NeoReach Social Intelligence API. In order to qualify, and be included in our dataset, each video had to comply with FTC disclosure regulations. Our dataset consisted of sponsored YouTube videos posted from January to December 2022, from creators based in the United States and Canada.
我们分析了数据集中的29,000多个视频，以找到2022年支出的最高品牌，以查看统计数据以找到更多见解。这包括查看哪些行业在YouTube赞助商上的花费最多，以及他们使用的广告类型。使用所有这些数据，我们可以看到2022年开始形成的趋势，并将持续到将来。
2022 Top Spenders Report:
Key Insights
该报告的目的是洞悉影响者营销的当前状态。金博宝188备用网址
这是5个关键报告见解：
Overall Stats
2022年，这家4,018个合格的品牌在赞助的YouTube视频上花费了超过5.149亿美元。分析的29,222个视频收集了超过370万次观看次数和1.65亿个赞。
Industry
行业频率
2022年赞助视频的4,018个品牌中的每一个都属于23个行业之一。该图表显示了每个行业中发布了多少个赞助视频。技术品牌以4,045个视频赞助。
前5名行业
技术，游戏，娱乐，食品和健康/健康/健康/健康的前5个行业占今年发布的总视频的56％，占总支出的57％，并获得了超过20亿的观看次数。
Campaign Details
Campaign Types
为了协助YouTube影响者营销的分析，我们将赞助视频分类为四种类型之一：仅促金博宝188备用网址销代码，品牌和意识，下载或安装，或竞赛/赠品。大多数视频是促销代码，而只有0.29％的视频正在促进比赛或赠品。
竞选类型：行业
在这里，我们可以看到前5个行业如何利用每种广告系列类型。下载和安装广告系列在游戏品牌中更受欢迎。
同时，促销代码运动在几乎所有行业中一直很受欢迎。品牌和宣传运动在游戏和科技行业中最受欢迎。
Calls to Action
Along with campaign types, we also analyzed the calls to action of the sponsored videos. We can see that the majority of videos made use of a Direct Purchase Page and Click Link in Bio calls to action. Only 3% of videos had no call to action, meaning there was no link or code in the description.
Calls to Action: Industries
Content Types
Along with campaign details, we also analyze the content types and how the video works in sponsored content The most popular content type is Integrated, in which the ad is put somewhere in the middle of the video. The second most popular content type is Description Only, where the sponsor is not mentioned within the video.
内容类型：行业
Brand Classification
Over the course of 2022, 583 brands spent over $100K. In the highest spending category - Supernova - are 8 brands that spent over $112 million together. The Supernova brands include Keeps, ExpressVPN, Honey, Established Titles, NordVPN, Manscaped, and Betterhelp. These top brands span 5 industries and averaged an IMV of $14M.
73 brands fall into the Macro category, spending a total of over $196M and averaging $2.7M each. 88 brands are in the Mid Tier with a total spend of $62M and an average IMV of $706K.
The Micro category contains 121 brands with a total and average IMV of $42.5M and $351K, respectively. In our final tier are the 293 Nano brands that spent a total of $46.2M and had an average IMV of $158K.
Top Spenders
最高消费者的IMV总和
我们的十大消费者在2022年一起花费了近1.3亿美元。排名前2支的支出 - 保留和hellofresh-每个花费的两倍以上是第十名顶级山脉山脊钱包的两倍以上。在我们的顶级支出中，有两个VPN品牌：ExpressVPN和NordVPN，分别花费1560万美元和1,220万美元。
Top Spenders Number of Videos
The 10 highest-spending brands posted a total of 5132 videos in 2022. Despite being the fourth-highest spender, Honey posted the least videos this year, with only 129 videos. Of these brands, Manscaped had the most videos at 825.
Top Spenders Number of Creators
Some brands choose to work with many creators to reach a varied audience, while others stick to fewer creators to build a more dedicated audience. ExpressVPN, Honey, and Betterhelp all used less than 80 creators in 2022 while still being among the top 10 spenders. With 303 creators, Hellofresh sponsored the most.
顶级消费者总意见
The top 10 brands garnered in 914M views over 2022. Despite having the least sponsored videos, Honey still amassed 94M views. Hellofresh had the most views, at 128M across almost 600 videos.
Top Spenders Ad Length
顶级视频
MrBeast, I Built Willy Wonka's Chocolate Factory!
The top sponsored video posted in 2022 was a video posted by MrBeast, sponsored by Honey. The video amassed over 152M views and had an IMV of $4.8M, more than 3 times any other video. This video made use of the Download and Install campaign type and had an integrated ad.
马克·罗伯（Mark Rober），鸡蛋从太空下降
The second most expensive video from 2022 was made by Mark Rober and had an integrated sponsorship by Crunch Labs. This video garnered over 31M views and had an IMV of $1.4M. Crunch Labs used a Branding and Awareness campaign type.
本·阿塞拉特（Ben Azelart），在24小时内面临100次恐惧！
这个视频中,赞助by Epic Games, has 27.6M views and an IMV of over $1M. The sponsored content for this video, made by Ben Azelart, was an intro card.
Coryxkenshin，Ragnarok在这里 - 第1部分（战争之神）
Coryxkenshin的此视频专门用于赞助商PlayStation，并使用了下载或安装活动类型。该视频积累了790万次观看次数，IMV超过100万美元。
Beast Reacts, iPhone Vs 8000 Feet Drop!
This video, posted on the Beast Reacts channel, has over 22M views and an IMV of $963.9K. The video was sponsored by Honey and again used a Branding and Awareness campaign type.
Top Brand Showcase: Keeps
保留统计数据
The highest-spending brand in 2022 was Keeps. They spent over $17M and amassed 124M views and 6.7M likes over 2022. During their campaign, Keeps made use of a Promo Code campaign type and Direct Purchase Page call to action in all of their sponsored content. The majority of these videos integrated their sponsored content.
在2022年以上，由Keeps赞助的发布视频数量明显下降趋势。他们在2022年的前五个月内赞助了最多的视频。3月，保留了78个视频，而在12月，他们赞助了23个视频。。
顶级品牌
品牌创造者
These creators worked with the most brands in 2022. Together they amassed over 251M views over 624 videos. Unbox Therapy collaborated with the highest number of brands, almost 70% of those being Tech/Consumer Electronics brands. JeromeASF was sponsored by 38 brands, 61% of which were Gaming brands.
Brand Growth
我们确定了IMV相对增长最高的5个品牌，从第一季度到第4季度2022. Operagx的IMV增长明显高于任何其他品牌，增长了421,836％。Hulu在2022年以上的观点增长最高，增长了19,178％。这些品牌在YouTube上从第一季度到第四季度的有影响力市场营销都有很大的推动金博宝188备用网址。
品牌社交
To investigate whether high spending on YouTube partnerships would translate into social media growth, we looked at our top 5 brands’ Instagram followings and how they grew from January to December 2022. ExpressVPN had a 45% increase in followers over 2022, the highest of these brands. None of these top brands had more than a 50% growth in followers, showing a lack of social growth for brands spending more than $13M on sponsorships.
Cost Per View
In our analysis, we calculated the estimated CPM (cost per 1000 views) based on our Social Intelligence API’s IMV calculation. The brand with the highest CPM was Verizon at $927, while Tommy John had the lowest at $51. The mean CPM for all brands in 2022 was $138.
每月统计数据
Top Monthly Spenders
除了全年消费, we also looked at the monthly leaderboard. As seen earlier in the report, Keeps was a high spender at the beginning of the year. We also see three brands, Betterhelp, NordVPN, and DraftKings, that were top monthly spenders that were not in our top 5 spenders for the year. ExpressVPN is the only top spender that did not dominate a month, meaning their spending was more spread out over 2022.
每月统计数据
除了每月最高的支出者之外，我们还分解了按月的总支出，视图，覆盖范围和品牌数量。从一月到二月，我们可以看到赞助YouTube视频的品牌数量很大。实际上，尽管花费相对较低，但数量最多的品牌赞助了2月的视频（903个品牌）。我们可以看到2月至3月的支出大幅增加，这与观点的增加相吻合。
In June, we see the monthly views and IMV peak at 363.8K and $51.5M, respectively. August had some of the lowest metrics of the year, as the only month to have less than a 3B reach. With the lower reach, August had 242.7K views, the lowest of the year. This comes only two months after June when views and reach were at their highest.
每月IMV在10月和11月再次增加，然后在12月下降了30％，以3330万美元的最低支出结束。10月，触及量为4.6b，最高迄今为止，相当于4950万美元的高度支出。
Top Creators by IMV
Brands spent the most amount of money on these 10 creators in 2022. The top creator by IMV is Donut Media, with an IMV of $16.8M. These 10 creators make up 17% of the total spend for the year, with a total of $88.2M over 877 videos. Donut Media, Linus Tech Tips, and Ben Shapiro were the only creators in 2022 to have brand partnerships totaling over $10M.
Quarterly Breakdown
In Q1 2022, 7.4K videos were posted, amassing a total of 925.1M views. IMV remained relatively steady from Q4 2021 with only a $4M increase quarter-to-quarter.
第二季度的支出最高，1.474亿美元，并且是唯一一台超过1B次观看次数的季度。
第三季度的指标最低，观看次数为2.44亿。这可能对应于本季度发布的赞助视频数量较低。
In Q4, the IMV and views increased again within a similar range to Q1. By the end of 2022, there was only a $3.8M increase in IMV from Q1 to Q4.
行业细分：技术
Top Tech Brands
通过支出和视图的前两个技术品牌是VPN品牌。第一个是ExpressVPN，IMV为1560万美元，浏览量为11180万。NORDVPN和ExpressVPN的平均IMV都具有相似的平均IMV，但ExpressVPN的额定值约为3.4K美元。尽管这些品牌的质量较低，但Meta PC还是赞助了今年的最多视频，其中IMV为410万美元。
Tech Overview: Quarterly Breakdown
在查看科技行业的季度统计数据时，我们可以看到第三季度是表现最差的季度，这反映了所有行业的趋势。同样，第二季度的IMV最高，2310万美元。但是，尽管IMV较低，但第四季度还是以16490万的观看次数表现出色。
顶级票房技术视频
马克·罗伯（Mark Rober）由马克·罗伯（Mark Rober）赞助这段视频的Crunch Labs花费了140万美元，使其成为技术品牌赞助的票房最高的视频。它积累了3100万的观看次数和880k的喜欢。
一流的技术创造者
When looking at our top industry, we also look at the creators that were paid the most by brands in this industry. Ben Shapiro was the creator who made the most money from Tech brand partnerships, with a total of $9.4M. However, the creator who made the most per video was Pewdiepie, with an average of more than $357K per video.
Top Tech Creators by Views
我们还研究了这些创作者通过这些技术赞助的视频积聚的总观点，以及他们每个视频的平均观点。本·夏皮罗（Ben Shapiro）的总观点最高，他的总观点占技术品牌合作伙伴关系的88％。
Top Tech Creators Overview
Pewdiepie has a significantly higher reach than his fellow creators and posted the least videos sponsored by Tech brands. His large number of subscribers allows for higher views and IMV.
行业细分：游戏
顶级游戏品牌
Fortnite是2022年最受欢迎的游戏之一，因此，其开发人员Epic Games是当年支出最高的游戏品牌，并达到了5000万的观看次数。RAID Shadow Legends和Marvel Snap的两个手机游戏使它成为了顶级支出，IMV分别为350万美元和170万美元。
Gaming Overview: Quarterly Breakdown
游戏行业在第二季度的YouTube赞助商上花费了最多的收益，其中1800万美元，最少的第三季度，$ 1,240万美元。尽管支出低于第二季度，但在第四季度发布了最多的赞助视频。我们还可以看到，与Tech和整体摘要不同，游戏行业在第四季度的花费少于第一季度。
最高的游戏视频
由游戏品牌赞助的最高票房均未由我们的任何顶级支出者赞助。秋天的家伙估计在这段视频上花费了100万美元，并积累了2760万的观看次数和几乎451k的喜欢。
顶级游戏创造者的花
在这里，我们可以看到Xnestorio是游戏品牌的最高创作者，总IMV为460万美元，是任何其他创作者的两倍以上。但是，他没有每个视频的平均IMV最高，这实际上来自Dude Perfect，平均每次视频赚了682K美元。
优质的游戏创作者
尽管为Gaming-s最低总视图ponsored videos, Dude Perfect had the highest average number of views per video at 5.1M views. While WILDCAT had a similar total view count, he had the lowest average views per video at 354K.
顶级游戏创建者概述
Dude Perfect仅发布了2个由游戏品牌赞助的视频，但是，他们的5860万范围和高视图使他们成为该行业中最重要的创作者之一。尽管仅在此类别中发布了3个视频，但Coryxkenshin的喜好最多。
行业细分：娱乐
Top Entertainment Brands
Established Titles had a significant lead in IMV and views over the other Entertainment brands, with an IMV of $14M and a total of 91M views. The other top brands had more consistent spending in 2022, with SeatGeek being the next highest spender at almost $6M.
Entertainment Overview: Quarterly Breakdown
娱乐业与其他行业的趋势不同，因为IMV在第四季度明显高于其他任何季度。从第一季度到第4季度，IMV增加了660万美元。我们还可以看到，尽管第三季度的视频越来越少，但第1季度和第三季度的IMV（约1,240万美元）非常相似。
顶级娱乐视频
由娱乐品牌赞助的顶级票房是游戏理论家出版的视频。该视频由标记赞助，积累了超过870万的视图和475.1k的喜欢。
Top Entertainment Creators by Spend
Dude Perfect had the highest IMV per video, at an average of almost $718K. CarlosStory had a significantly smaller IMV per video, at an average of only $2.9K. Meanwhile, Donut Media was the top grossing channel from Entertainment brands with an IMV of $2.1M.
Top Entertainment Creators by Views
CarlosStory的每个视频观看次数最低，平均为23.8K，而这一年的总数最多。Donut Media平均每个视频观看量约为100万，从而积累了1600万次娱乐赞助视频的观看次数。
顶级娱乐创造者概述
CarlosStory posted the most videos in this category by a wide margin, with 464 videos. This large number allowed for him to make it into the top creators for this category despite the lower metrics seen in earlier slides. We again see Dude Perfect with a much larger reach than other creators despite posting fewer videos.
Future Predictions
根据本报告中的数据，我们能够对影响者营销行业和创作者经济做出一些未来的预测。金博宝188备用网址
Brands will continue the current trend of sponsoring smaller creators at a more frequent rate.
With the growth of the Health and Wellness industry in YouTube Influencer Marketing, we see this growth continuing into 2023 and expect more brands in this industry to begin sponsoring YouTube creators.
随着科技行业的结局比最初的支出要高，我们看到该行业继续占据主导地位，尤其是专注于技术渠道。
With the ever-growing number of brands sponsoring YouTube videos, we predict creators will begin to become more specific about which brands they work with. This can mean choosing brands that align with their channel or that they actually use.
Smaller creators will be able to more easily make a living on YouTube as there are more sponsorship opportunities.
Key Takeaways
The top spending brand was Keeps, with an IMV of $17.3M. Keeps sponsored 631 videos and 251 creators, amassing over 123M views.
Tech连续第二年是最高的支出行业，今年在赞助的YouTube内容上支出超过8200万美元。
The majority of brands use a Promo Code campaign type, however less so in the Gaming industry.
While it's a less popular campaign type, Gaming brands make up more than 50% of the sponsored content of the Download or Install campaign type.
Three of our top-spending companies – ExpressVPN, Honey, and Squarespace – worked with less than 100 creators in 2022
The top creator by IMV was Donut Media with an IMV of $16.8M.
2022年的十大创作者中有六个是2021年的顶级创作者 - Donut Media，Linus Tech Tips，Ben Shapiro，The H3 Podcast，Pewdiepie和Mrbeast
支出在第二季度达到顶峰，总IMV超过1.47亿美元，并且赞助了7.9万次视频。支出在第三季度最低，IMV为1.1亿美元和6.3k的视频。
编辑的笔记
Influencer Marketing has become an important part of the marketing industry as a whole, and in this report, we look at the state of affairs at the end of 2022. This report is intended to demonstrate how this industry has changed over the year and to indicate where it may go in the future. Over the past few years, the number of sponsorships on YouTube has grown exponentially, and it is not slowing down. Not only are new brands sponsoring content every day, but the veteran brands are continuing to grow and figure out how to get the most out of Influencer Marketing.
Through the data collected and shown in this report, we can see the power of Influencer Marketing, not only for businesses but for creators as well. Creators of all sizes are able to take part and build relationships with brands. With so many brands eager to sponsor YouTube content, creators are also able to pick the brands they want to work with, whether it's a company they enjoy or a company that their audience will connect with.
The IMV shown in this report is an estimate calculated using NeoReach’s own formula. Any change in IMV from the previous year could be due to a decrease in interactions with sponsored content on YouTube.
