How Black Panther’s Monumental Success Translates to Online Video

How Black Panther’s Monumental Success Translates to Online Video

That doesn’t diminish the fact, though, that this advertisement pulled in roughly 12.1 million total views on YouTube, with the first 7 million of these arriving the first week after the video went live! That being said, there were a few other excellent examples of advertisements and trailer-related clips to look at in the top ten most-watched results for Black Panther videos. Following closely behind at #7, we find a short 15-second advertisement from Hasbro’s YouTube channel featuring some of its Black Panther costume pieces for kids; this video generated 10.1 million total views, with 8.1 million of them showing up within a month after posting. These types of videos claimed three of the top ten most-watched Panther-related videos from the last 90 days, with a video about the film’s premiere leading the pack with 10.8 million views and placing #3 in the top ten. All of these behind-the-scenes and talk show-related videos were hosted on Facebook, implying that movie audiences like to head to that social platform in particular for this type of content. For the last three clips of the top ten Panther videos, however, we discovered more personal, fan-related content which just so happened to coincide with the release of the film and therefore fuel their virality. Surprisingly, the #2 most-watched video stemmed from the Facebook page Because Facts and didn’t feature the Black Panther film at all. But at the height of its playability, the clip claiming to be the second-best thing after Black Panther and possibly showing a customer stopping a store theft generated 10.7 million total views. Facebook audiences apparently loved seeing the kids’ happy dances as the clip pulled in 9 million views in the first seven days, hitting a peak of 9.6 million total views as of this writing. As is clear from these last three videos, viral content related to a new film release tends to perform well on Facebook.

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In case you haven’t noticed, Black Panther has been killing it recently in the box office. A quick Google search reveals multiple milestones the film has achieved, such as highest-grossing solo/non-sequel superhero movie and second-biggest grossing film within the Marvel Cinematic Universe. The film’s success has even been compared to the female-led blockbuster Wonder Woman, as both flicks not only challenged Hollywood norms by telling stories about typically underrepresented demographics (African/African-Americans and women, respectively), but were also made by people of those demographics.

Obviously, Black Panther has done extraordinarily well for itself on the big screen, but how does the film stack up in terms of digital video? Thanks to Tubular-exclusive data, we can find out! When we searched for Black Panther-related clips in our software, we found a mix of Facebook and YouTube-hosted videos which could be broken down into three basic categories: advertisements/trailers, behind-the-scenes and talk show clips, and viral content. Let’s take a look at how these videos performed overall.

Theatrical Marketing: Black Panther Products Run Wild

According to Tubular’s software, the most-watched clip related to Marvel’s Black Panther from the last 90 days hails from car manufacturer Lexus. The video is a 30-second spot featuring the brand’s LS 500 F Sport model, which was prominently featured in one of the film’s intense chase scenes. Unfortunately, we can’t show you the clip here because it’s now taken down, likely do to being part of a time-sensitive campaign surrounding the movie’s release. That doesn’t diminish the fact, though, that this advertisement pulled in roughly 12.1 million total views on YouTube, with the first 7 million of these arriving the first week after the video went live!

That being said, there were a few other excellent examples of advertisements and trailer-related clips to look at in the top ten most-watched results for Black Panther videos. For example, the film’s final official trailer, which was uploaded by the FilmSelect Trailer YouTube channel on January 9, boasts 10.2 million total views in the 6th spot of the top ten. Following closely behind at #7, we find a short 15-second advertisement from Hasbro’s YouTube channel featuring some of its Black Panther costume pieces for kids; this video generated 10.1 million total views, with 8.1 million of them showing up within a month after posting. Finally, we have a clip from Indonesian online retailer JD.ID, which pulled in 8.5 million views at #10 and shows a variety of limited-edition collectibles based on the film.

Essentially, it seems theatrical marketing can work well for some studios and brands on YouTube in particular. Audiences on that platform are already trained to watch trailers and TV spots (think…

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