Here Are the Most-Watched Influencer Campaigns of 2018

Here Are the Most-Watched Influencer Campaigns of 2018

On YouTube alone, 18.8 trillion views were generated on influencer campaigns last year, while views on Facebook attracted a staggering 7.5 trillion views. Influencer Campaigns: Online Video in 2018 Before we take a deeper dive into the stats, here are the high-level numbers for influencer campaigns last year: 5.1M influencer accounts uploaded 902M videos to YouTube. To be as transparent as possible, we broke down some select influencer genres — sports, gaming, and beauty — by influencers that had officially partnered with brands via a sponsored video campaign. Top Influencers on Social Video: Sports For sponsored video collaborations in sports, a staggering 3.6B Facebook video views were created by 3,362 media and entertainment publishers and influencers in 2018. The Deadpool 2 marketing team partnered with the legendary Manchester United in a “takeover” over of the UK soccer team. At #2 in the list of most-viewed sports sponsored videos, the footballers are pretty unimpressed as Deadpool (played by Ryan Reynolds) forces every player to wear a shirt with “Deadpool 2” on the back. Top Influencers on Social Video: Gaming Sponsored content created around gaming on YouTube attracted 2.5B views from 1,807 influencers and publishers and 1,486 different brands of all persuasions last year. These were last year’s top three most-watched videos from gaming influencer campaigns: The most viewed sponsored gaming video on YouTube of 2018 actually had 2 sponsors, and legendary gamer and amateur boxer KSI took the number 1 and 2 positions, with brands taking the opportunity to cash in on the hype around him last year. Top Influencers on Social Video: Beauty on YouTube Although 112M sponsored video views were generated on Facebook in 2018, YouTube is the place to attract viewers. 973M views were generated last year from 3,747 brands working with 2,507 different publishers and beauty influencers.

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2018 was a phenomenal year for influencers on social video. On YouTube alone, 18.8 trillion views were generated on influencer campaigns last year, while views on Facebook attracted a staggering 7.5 trillion views. Using Tubular data, we take a look at some of the biggest influencers across a number of genres, and the brands they worked with in 2018.

Influencer Campaigns: Online Video in 2018

Before we take a deeper dive into the stats, here are the high-level numbers for influencer campaigns last year:

  • 5.1M influencer accounts uploaded 902M videos to YouTube.
  • YouTube influencer channels saw a 3.9% growth in followers and subscribers in 2018.
  • There are 137B followers of influencer Pages on Facebook.

To be as transparent as possible, we broke down some select influencer genres — sports, gaming, and beauty — by influencers that had officially partnered with brands via a sponsored video campaign. As the industry leader, Tubular publishes a weekly leaderboard on who’s winning in the world of sponsored video, and our DealMaker product tracks thousands of sponsored video campaigns from global brands and media companies.

Top Influencers on Social Video: Sports

For sponsored video collaborations in sports, a staggering 3.6B Facebook video views were created by 3,362 media and entertainment publishers and influencers in 2018. The most-viewed publisher, Bleacher Report, generated 176M views on behalf of brand sponsors, followed by The Players Tribune (144M views), The UEFA Champions League (97.3M views), and The FIFA World Cup (84.6M views).

EA Sports FIFA was the brand that benefited from the most sponsored Facebook views generated with 70.3M, followed by Hyundai Worldwide (47.8M), and Gatorade (39.1M). We can confirm the…

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