NeoRECHreturns with its Social Intelligence Insights Report for a 2020 Year In Review analysis. Bringing to Influencer Marketing Hub an extensive report filled with thoughtful research, industry insights and groundbreaking analysis to dive deep into the state of influencer marketing and how it has evolved over the past 12 months.
The report analyzes data from over 31,300 YouTube videos. The data set of qualifying videos all were required to adhere to the following guidelines. (1) The video indicated brand partnership or sponsorship in line with FTC regulations. (2) The YouTube video received over 10,000 views. (3) The video was sponsored by a United States or Canadian brand. (4) The video was published within the period of January-December 2020.
The results of the data analysis are visible in the following report to deliver industry-leading insights into influencer marketing through the behavior of the top spending brands on YouTube through sponsored influencer campaigns.
与本研究的结果,包括我们公司orporated additional statistics relevant to influencer marketing across all industries. The data and conclusions presented in this report are thanks to our partnerNeoRECH, an金博宝188备用网址影响者营销机构and data insights provider for the world’s leading brands. NeoReach’s data is collected using their best-in-class software, Social Intelligence API, which is available for free and paid subscription access for brands and marketers. The platform provides data to guide campaign strategy and influencer selection, capable of building effective campaigns at scale for a desired campaign objective.
Despite the downfalls from COVID-19 beginning in March 2020, sponsored YouTube videos and influencer-brand partnerships continued to drive results and revenue for creators and brands with their ability to capture highly targeted, engaged audiences.
This article covers the detailed results from NeoReach’s 2020 Year In Review: Social Intelligence Insights Report along with the downloadable report. It includes a thorough analysis of the data accompanied by a range of statistics and findings on the state of the influencer marketing industry as it pertains to YouTube spending.
Youtube Influencer Marketing Report:
Important Takeaways
- 2020 saw a record high 4,449 brands activate influencer campaigns across YouTube.
- This year 16 brands joined theSupernova club。This means they each earned over $10,000,000 in Influencer Media Value (IMV), with a combined total of eclipsing $449,000,000.
- $35,549.00 was the average Influencer Media Value (IMV)
- Honey was the #1 brand of the year across all of YouTube. By activating 151 unique influencers, 234 total videos, and over 866M views; They stood out above all others. Each video averaged 3,702,503 views! Just incredible value.
- MrBeast was 2020’s the top performing influencer for 2 of the top 5 brands on YouTube. Honey & Epic Games definitely got amazing value for partnering with him.
- YouTube OR Super Bowl?: This past Super Bowl had a $76.38/cpm. The average spend for the 56 advertisers was ~$8.5M. Which means each brand received ~111,000,000 impressions. While this is America’s stage and is lauded as an advertisers dream, allocating just 10% of that Super Bowl budget would result in nearly 5x the amount of impressions across YouTube. Keep in mind, YouTube videos live on forever.
- It’s not too late!Even with a record number of brands and over 9 BILLION sponsored views, YouTube Influencer spending is still 1/50th of the traditional TV budget allocations.
Research Methodology
The data presented in this report was collected from over 20,000,000 YouTube videos. All of the YouTube influencer data that is contained in this report was captured by the NeoReach Social Intelligence API. Videos were required to comply with proper FTC disclosure regulations. Our analysis included sponsored YouTube videos posted between the months January through December 2020. We further refined this data to target YouTube videos of influencers located in North America, solely in the United States and Canada.
Of the selection of YouTube videos which met these criteria, this report showcases only those brands and companies that activated campaigns with sponsored content achieving at least 10,000 views. The resulting data set consisted of over 31,300 YouTube videos.
Therefore, the following report does not include all sponsored content on YouTube during the 2020 calendar year. However, it does include the top spending brands and industries for influencer marketing on YouTube for the 2020 period.
Influencer Media Value (IMV) is a calculated value used to determine the return on investment of influencer marketing campaigns. The NeoReach Social Intelligence API automatically retrieves, evaluates, and scores sponsored posts against standard industry benchmarks. These standard industry benchmarks are determined from a collection of data from all types of marketing channels. The software looks at factors such as past campaign performance, paid media channels, industry surveys, market reports, and other performance-tracking analytics. IMV compares the reach of sponsored posts, with each post reviewed for quality, to the previously explained industry benchmarks. The result is the specific IMV representing the cost of generating an equivalent engagement level using another form of paid media.
Social Intelligence Insights
YouTube上的顶级行业
Nearly 4,500 qualifying brands activated sponsored videos on YouTube in 2020. Brands included in this data were confirmed to use proper FTC disclosure of advertisement, ad or sponsored in their influencer videos. This report analyzes the highest spending industries. NeoReach has compiled all four quarters of 2020 into a holistic year-end review report for in-depth insights from the data on YouTube influencer marketing on YouTube. Over the past year, the state of influencer marketing has greatly changed and grown – from the impact of the global pandemic to the thriving online marketplace – for brands, marketers, and creators.
Top Industries Metric Breakdown
In 2020, the qualifying brands in the top 19 industries spent a combined total of over$1.1 Billion。几乎积聚9 Billion viewsandreaching 51.5 Billion users, the top spending industries are climbing the charts.
If you’ve been reading our previous quarterly reports from 2020, you’ll also notice that the top 3 spending industries remain Tech, Gaming, and Food & Drink.
Of the 31,317 sponsored videos that qualified for analysis in this data set,engagements approached 52 Billion。With4,449个品牌participating in YouTube influencer marketing in 2020, the industry saw a4x increase自从赞助视频的品牌数量中Q2以来。
YouTube上的顶级行业: Closer Look
Isolating the top 5 industry spenders – Tech, Gaming, Food & Drink, Beauty, and Fashion – Tech, once again, is responsible for just short of half with44% of the total IMV。Tech spent nearly twice as much as the #2 spot Gaming and achieved1.8倍更多的视图over the course of 2020. Altogether, these top 5 industries spent$825Mon YouTube sponsored videos and racked up6.4 billion views。
Campaign Objectives
To better analyze influencer marketing campaigns on YouTube, we identified each sponsored video as one of four campaign objectives – Branding and Awareness, Contest/Giveaway, Download or Install, Limited Time Offer. The data included was from the top 10 brands overall. A大多数竞选活动时间有限，不到1％的人在促进比赛或赠品。
Calls to Action
The data for analyzing campaign calls to action was analyzed in the same way as campaign objectives. Almost100％赞助视频使用了单击链接或直接购买页面的单击链接的调用。继续我们在过去的报告中确定的季度趋势，数据支持，品牌支持直接呼吁采取行动，并能够跟踪和衡量在YouTube上有影响力的市场营销的投资回报率。金博宝188备用网址
Content Types
Out of the 6,335 qualifying videos,integrated contentcontinues its winning streak as the dominant content type appearing in59% of videos从the top 10 brands. Coming in second, intro cards are less than half as popular as their #1 counterpart. Gaming and Food & Drink, however, used almost exclusively one type of content. Gaming favored dedicated videos and Food & Drink favored integrated content.
Top Brands Highlight
Ranking in the highest spending category, Supernova, are 16 brands who spent over $10M in influencer marketing on YouTube in 2020.907 brandsspent more than $100K over the course of 2020. Each influencer tier contains brands from a variety of industries, proving that influencer marketing is a viable strategy in any economy for everyone.
Top Brand Spenders on YouTube
这里显示的最高支出品牌投资了$368 millionin YouTube influencer marketing. The top 10 brands reachedover 17.7 billionin 2020. Their sponsored videos amassed3.2 billion views从1,838 influencersand6,525个视频。
Top Brand Spenders on YouTube: Closer Look
At the highest spending spot, Honey invested$62.7Mor多4500万美元比十个位置，Squarespace。这些重型击球手的前10个品牌花费超过3.66亿美元，仅考虑33%of the total annual spend on YouTube sponsored videos.
If you’ve been downloading our quarterly reports, you will recognize these brands who have been consistent high spenders throughout the year. Most of the brands appearing on this chart are from the top 3 spending industries.
继续支持积极的增长趋势influencer marketing plays for brands. With expertly placed sponsorships and highly targeted audiences from proper influencer selection, brands are skyrocketing in their industries. Just take theBang Energy case studyas the prime example!
病毒分解
What makes a video go viral? Brands like Honey, Mattel, ExpressVPN, and Com2us cracked the code with their influencer marketing sponsored YouTube videos. Check out these stats from their success in 2020.
Ad Lengths for Top 5 Spenders
Epic Games, by far, sponsored videos with the longest ad length for a total of322,339秒在其所有视频中的赞助中。那构成了84%of the total ad length of the top 5 spenders of383,454 seconds。
品牌展示
Honey has been a consistently high spender throughout 2020, but this brand is the #1 highest spender for the entire year. We’re breaking down the campaign strategy for Honey to dissect what types of content, calls to action, and campaign types were used that drove the most success from this massive influencer marketing investment on YouTube.
Breakout Creators
2020年的突破性创作者在多个YouTube赞助中都使用了许多不同的品牌。他们在忠实的受众中建立了名字和品牌标识。这五个创作者总共取得了972M viewson176 videoswith50m订婚。Collectively, these results came from$129M IMV。
Brands to Watch in 2021
我们确定了在IMV和2020年以内的IMV增长显着高昂增长的前5个品牌。作为其社交媒体营销策略的一部分，这些品牌是增长最快的品牌。金博宝188备用网址Kiwi Cohad the greatest jump in IMV from Q1 to Q4 2020 with a2047% increase in spendand1840% growth in viewson sponsored content.
Top Sponsored Videos of 2020
我们对2020年最高赞助视频的提名来自三个行业的各种品牌支出水平 - 技术，玩具和游戏。这些单独的视频中的每一个都达到了估计的IMV$ 5-6Mand sponsoredviews between 39.3M and 72.9.
CPV广告系列功能
Competing for the top campaign of 2020 spot, we wanted to look into the calculated CPV for brands activating influencers based on our Social Intelligence API’s IMV calculation. Displayed are the top 5 and lowest 5 campaigns ranked by估计成本/视图。We then calculated the estimatedCPV, cost per 1000 views。We also included a couple of recognizable brands with extremely low CPV values to compare to the industry average.
最佳品牌情绪
哪些品牌对观众的反应最好？最好的品牌情绪是通过将平均品牌的平均不喜欢比例（在前5名行业的品牌中）确定的。显然，好奇的龙动画是最积极的赞助，其不喜欢比例将近1100。
行业赢家
Fashion vs Tech vs Gaming, of the top 5 industry spenders, who won the YT sponsored game for 2020? Expanding on the industry data we shared earlier in the report, we are looking at all of the industry metrics side by side to see where the winners break away.
Brands’ Social Media Growth
Taking our top 10 brands overall, we are looking at their social media following growth over the 12 month period from January to December 2020 on Instagram. ExpressVPN experienced the biggest increase with a209%下面的增长。但是，史诗般的游戏成长为最大的追随者5.5M followers。
Monthly Top Spenders
NeoRECHranks theTop Spenders on YouTube每周，我们都会在2020年的所有52周中获取这些数据，并每个月选择最高的股票。NORDVPN是八月份的每月最高股票$12.6Mfor the month. Following closely in second is ExpressVPN with an IMV of$12.1Min June. October experienced the lowest top spend at$4.5M从GFuel.
2020年每个月的最高支出品牌成就了IMV of $102.6M。
Year in Review
Among the top 5 industries of 2020, it is no surprise that over the course of the year Tech is above the rest as the reigning highest spender – bringing in the most views, having the greatest reach, and attributing the most brands to activating influencers on YouTube. Total IMV and Sponsored Views show a strong positive correlation for all industries.
Top Recognizable Influencers
In this report, we wanted to highlight 5 of the most recognizable channels from sponsored videos on YouTube. Brands have activated some of the platform’s best talent with a总净资产为1.13亿美元。But the key is to match your brand to an influencer’s audience. We’ve included a look into the audience demographics of these YouTube mega influencers.
Quarter Over Quarter Comparison
Looking shoulder to shoulder across the four quarters of 2020, we see a steady increase in total IMV. Growth was nearly$90M from Q1 to Q2, and then another$15Mand$12.5Mfor the next two quarters respectively.
Total sponsored views, on the other hand, saw fairly consistent numbers from Q2 forward. Once again加倍Q1之后，赞助的观看次数仍在周围1.3-1.4 millionfor the remainder of 2020 across the top spending brands’ sponsored videos.
YouTube sponsored campaign到达两倍over 2020 from Q1 to Q4 withdouble the number of videos。With$177.5M greater IMV,品牌在2020年结束时对YouTube上有影响力的市场营销的信心比他们开始的一年更金博宝188备用网址具信念。
Tech Industry Overview
All year long, Tech has held the #1 spot as the highest spending industry on YouTube influencer marketing with agrand total IMV of $336.4M。让我们看一下如何在技术领域的品牌付出的一年。
Tech was able toreach 17 billion users和他们的7396年发起视频。That equates to an average reach of nearly 3.3M per video.
我们的顶级行业寄生帐户三分之一在2020年YouTube上的IMV总数中。如果您是技术领域的品牌或营销商，并且没有在影响者营销上花费，那么您真的会错过。金博宝188备用网址
Top 5 Tech Spenders on YouTube
No surprise here that the top 5 brand spenders in Tech have been featured in our quarterly reports before. This handful of brands invested more than$196M在YouTube赞助视频中 -over halfof the industry total IMV.
几乎积聚1.5 billion views, these top spending brands also account forover halfof the total Tech industry views. Surpassing 50% of both IMV and views collectively, Honey, ExpressVPN, NordVPN, Raycon, and Squarespace are leading the industry with influencer marketing as their not-so-secret weapon.
Tech: Compare Q1-Q4
Breaking down the Tech industry’s success quarterly, we can see that a fairly consistent number of sponsored videos each quarter after Q1 yielded interesting results. While total IMV, sponsored views, and number of videos remained within a slim window from Q2-Q4, total reach saw a spike of over3 billion。
Top Tech Spender Spotlight
Honey is the Tech Brand Spender Spotlight for 2020. With the highest overall investment in YouTube influencer marketing, Honey spent$63Mon 234 videos. With 17% of the Tech industry total spend, Honey also achieved超过30％of the total sponsored views.
顶级影响者：科技行业
The Tech industry activated some of the largest creator accounts for its campaigns. These top 5 influencer channels have a combined reach of244.6M。但是，即使有这样的大型覆盖范围，这一影响者的名册也仅占该年度170亿范围的1.5％。
Gaming Industry Overview
Coming in at number two overall, Gaming is the second highest industry spender of 2020. Surpassing触及100亿, the Gaming industry spent just over half of in total IMV compared to Tech and gained some pretty impressive results.
赞助18%在2020年在金博宝188备用网址YouTube上的所有有影响力的营销视频中，游戏的总观看次数相同。有趣的是，游戏作为一个行业是全部负责的17% of all commentsposted to sponsored videos in 2020.
Top 5 Gaming Spenders on YouTube
The top 5 Gaming brands who spent the most on YouTube influencer marketing throughout 2020 are, once again, repeat high spenders making an appearance in this report. Together, Epic Games, Raid Shadow Legends, Ubisoft, Arkade, and Monster Legends deployed$73.5Mon sponsored YouTube videos.
In the top spender spot, Epic Games is responsible for52%of that investment. Clocking in at a grand total of over 304M views, Epic Games accounts for54％of the five brands’cumulative 564M viewsin 2020.
Using tools like the NeoReach Social Intelligence API, Gaming brands can identify the best channels for their influencer activations and dominate the industry with the highest return on investment.
游戏:比较Q1-Q4
IMV in the Gaming industry was consistently within the $32M range from Q2-Q4 of 2020. With a similar spend each quarter during that period, views also stayed between214m-242m。
Reach, however, did shift quarter over quarter as much as 664M. Gaming sponsored the most number of videos in Q1, ranging quarter to quarter over a difference of 594 videos.
Top Gaming Spender Spotlight
Epic Games继续作为2020年最高游戏的统治$38M投资于YouTube影响者营销。金博宝188备用网址该品牌赞助了偶数600 videosand reached an audience of over1.5 billion。Epic Games’ IMV and total sponsored views are each almost30% greaterthan Raid Shadow Legends’, the #2 top brand spender for Gaming.
顶级影响者：游戏行业
Gaming’s high scoring YouTube channels have a combined reach of84M users在平台上。PDK电影，Dude Perfect和Matt Stonie之类的频道不仅具有巨大的影响力，而且还具有高度的观点和出色的观众参与度，以取得品牌合作伙伴的淘汰赛成功。
Food & Drink Industry Overview
无论您是对健康食品感兴趣还是快餐，都喜欢外卖或用餐，还是对糖果产品的最佳地点，食品和饮料行业都拥有所有这些……而且它们都在YouTube上。
这些品牌投资的多样性$130Min video sponsorships. Even though this is only 40% of the top industry’s spend, Food & Drink boasts more than 8十亿覆盖范围and47M engagements。
YouTube上的前5名食品和饮料消费者
Four out of the top five brand spenders in the Food & Drink industry were on the list for the entire second half of 2020 – Bang Energy, Reese’s, G Fuel, and Hello Fresh. These 5 brands spent more than$94M在YouTube上赞助视频,equating to72%在整个食品和饮料行业的IMV中。他们也积累了7.24亿次观看with 62% of them coming from Bang Energy alone.
食品与饮料：比较Q1-Q4
IMV in 2020 is book-ended by quarters of lower spending surrounding the middle two quarters of$25M+IMV. Sponsored views experienced a similar trend, lower spend resulting in fewer video views.
After Q1, reach was consistently within the2B-2.3Brange for all subsequent quarters. The number of sponsored videos, however, more than doubled from Q1 to Q4, with the highest quarter being Q3.
Top Food & Drink Spender Spotlight
Bang Energy将2020年四分之三的奖杯作为食品和饮料中的顶级品牌。负责45%仅由赞助的行业IMV和赞助的观点26%在视频中，Bang Energy是其竞争对手的杰出品牌。
顶级影响者：食品和饮料行业
You’ll recognize a couple, if not all, of these channels as standout influencers among multiple of the top industries. Food & Drink’s top influencers of 2020 represent a total reach of over137M。Not included on this list are an array of family, Gen Z, and Millennial influencers who are powerhouse accounts for this industry.
Get in Touch
Ready to launch your most lucrative influencer marketing campaign ever? Are you prepared to go viral with your biggest powerhouse influencers on YouTube. NeoReach has the software and data capabilities for your brand to tap into the most strategic influencer initiatives. Discover how the NeoReach Social Intelligence tool can help your brand reap the benefits of influencer marketing. (P.S. We now offer a free version!)
To learn more, email us at[email protected]to schedule time with our influencer specialists for out-of-the-box influencer campaigns, custom reports, and more!
