YouTube Influencer Marketing: Promotion Types

The Influencer Marketing industry is now worth over $8 Billion and is predicted to double by 2022. With more than more than 75 percent of brands using influencer marketing, this form of social media advertising shows of immense growth. Instagram is currently the top platform Brands use for influencer marketing due to its simplicity and speed on the photo sharing app. However, when it comes to video and specifically YouTube, marketers often wonder what type of campaigns will be effective for achieving marketing goals. There are three primary types of influencer marketing promotions on YouTube and we’re going to break them down for in this post. Whether your goal is to introduce a new product or brand, increase brand awareness, or drive sales, knowing how to leverage these campaigns can set you up for campaign success.

Dedicated Videos

Dedicated promotions, like product reviews, are entirely focused on describing the details of a brand and its products. Emerging brands use dedicated videos to establish themselves by selecting influencers to educate targeted audiences about their brand. These videos offer less natural content from the influencer, which may decrease organic views, but provide more insight into the brand and its products. Viewers are typically highly interested in the products or services reviewed and are drawn to affiliate discount links provided in the video description, leading to higher conversion rates. Because videos longer than three minutes take more creativity and effort to make, dedicated videos are much more expensive than other YouTube promotions, but are essential for introducing a new brand to the market.

Integrated Videos

With less than three minutes of promotion, integrated videos include the natural content that dedicated promotions lack, and therefore attract a larger portion of the user’s audience. Integrations provide a brief introduction to the packaging and product as well as an affiliate link. Not all the details of the brand or product are disclosed, piquing the viewer’s curiosity and leading to higher views and click through rates. Unlike dedicated videos, this type of promotion minimizes friction with the influencer’s organic audience. After all, viewers aren’t coming to YouTube to watch advertisements. Integrated promotions are best for brands that would like to expand brand awareness to audiences beyond their target demographic, and to increase sales within their core audience.


Finally, the least expensive and simplest form of promotion that brands should utilize are shoutouts. Typically thirty seconds or less, shoutouts usually include several talking points while showcasing the product and provide authentic influencer content. A promotional link may or may not be mentioned in the video. Despite having the lowest conversion rates, shoutouts attract many views and solidify established brands in the minds of the audience. They are an effective way to drive sales or introduce a new product because viewers are already familiar with the brand.

Strategic influencer marketing campaigns will utilize all three of these types of content in order to maximize the benefits that can be gained from influencer marketing. The saviest brands will take these learnings and understand what type of promotion works best for them. We implore you to test out all segways of these type of videos, because as with any digital advertising campaigns, success can only be achieved by experimenting, adapting and iterating. In our next article, we will explain the mystery of how to price YouTube Influencers despite the lack of uniformed content and pricing standardization.

YouTube’s Top 25 Countries Ranked by Total Viewership & Subscribers

With 80 different language options, local versions in 91 countries, and nearly two billion monthly users, YouTube’s global presence is massive. The platform reaches 95% of the internet’s population, and its top-performing countries reflect that global diversity. In this post, we’ll take a look at the countries and regions with the most all-time views and subscribers, and we’ll investigate how the top-ranking countries have grown and changed over the last five years. In this analysis, we compared the top 100 channels ranked by views and subscribers for each country.

Top Viewed EL

In a comparison of the most-viewed channels from each country, the United States earned the top spot by a long shot, with nearly one trillion total views as of March 2019. Indian channels came in second place with approximately 500 billion views, followed by the United Kingdom, Brazil, and Thailand.

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When it comes to all-time subscribers, the United States once again holds the top spot, over two billion total subscribers across its top 100 channels. India, the United Kingdom, and Brazil also rank highly. While Thailand has the fifth-highest number of total views, it is only #10 in subscribers; Mexico, by contrast, ranks #12 in viewership but #5 in subscribers. And while Egypt and Chile are among YouTube’s top 25 most-subscribed countries, they do not rank in the top-viewed list. Similarly, the Philippines and Romania are #19 and #25, respectively, on the top-viewed list, but are not among the top-subscribed countries.

All these countries have experienced massive growth since 2013, when ChannelMeter collaborated with NewMediaRockstars to compile a list of the top ten countries in YouTube viewership outside the United States. With nearly a trillion views in 2019, the United States has grown more than seven-fold from its 2013 viewership of approximately 125 billion views. The most impressive growth, however, came from Brazil and India. Brazil’s 2019 viewership of 275 billion is 25 times its 2013 viewership of 11 billion. This growth moved Brazil from the number ten spot to the number four spot in total viewership. India’s viewership increased 33-fold, from 15 billion to over 500 billion. While India was the third-most-viewed country in 2013, it replaced the United Kingdom in second place in 2019. Germany, meanwhile, suffered the greatest drop in the rankings, plunging from #4 to #14. Three new countries—Thailand, Spain, and Turkey—made it into the top ten in 2019, ousting Germany, France, and Mexico. This shift also represents a change in regional dominance: Europe, once the top region in viewership, has been replaced by Asia, and the Middle East has arrived on the scene.

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Despite the diversity and global reach of YouTube’s content, some regions dominate the platform. While Europe only comprises 10% of the world’s population, European content accounts for 27% of views amassed by the top 25 countries. North American countries, which hold only 8% of the world’s population, also accounted for 27% of total views. South America and Oceania, home to 6% and 0.5% of the world’s population, respectively, also have relatively high percentages of viewership. Asia, by contrast, comprises nearly 60% of the world’s population, but content produced in Asian countries only gained 30% of views. The 4.7% of views for the Middle East and Northern Africa (MENA) are nearly proportional to its 6% of the world’s population. And while Africa is the second-most populous continent, home to over 16% of the world’s population, no African nations (except Egypt, which is categorized here as part of MENA) rank among the top 25 most-viewed.

There are several potential causes for these sometimes-disproportionate patterns of YouTube activity. Naturally, countries with large populations—like the US, India, and Brazil—tend to rank highly. By contrast, limited access to computers and the internet restricts YouTube’s reach in impoverished regions, including many parts of Africa. Meanwhile, government censorship has prevented the widespread use of the platform in some regions—most notably China. Furthermore, content creators are not always honest when choosing their location. For example, although YouTuber PewDiePie, whose channel has amassed over 20 billion views, is Swedish and resides in the United Kingdom, he chose the United States as his location.

Looking towards the future, it seems likely that we will see increased usage of YouTube not only in top countries, but also in up-and-coming regions, particularly Southeast Asia: Laos, Cambodia, Myanmar, and Indonesia all more than doubled their total viewership in 2018. To see some of the creators who are driving growth in Thailand, Spain, and Turkey, the newcomers to the top-ten list, check out these top channels:

Thai channel ครูนกเล็ก (English: “Small bird teacher”) features entertaining educational videos geared towards a young audience.




Spanish channel VEGETTA777 features videos of gameplay, mostly of Minecraft, by Samuel de Luque, who describes himself as “a guy who loves unicorns and lives with a murderous goblin in his room.”



Turkey’s most popular channel belongs to vlogger and actor Enes Batur. Batur’s content ranges from music videos and gameplay to challenges and vlogs.


YouTube Year in Review 2018: Growth Across All Categories

YouTube’s 2018 Rewind video was widely criticized for not accurately representing its community’s growth and contributions to the platform. Data across YouTube Categories, however, tells a more complete story. In this post, we’ll examine Category growth trends in views and subscribers across YouTube, and we’ll look at how growth in three categories—Film, Sports, and Tech—responded to world events. (Note: the data used in this analysis is drawn from the public YouTube Data API. This data presents occasional inconsistencies, which are responsible for any significant spikes in our charts and graphs.)

The Music and Entertainment categories were the clear front-runners: Music grew by more than 400 billion views and Entertainment was a close second, with almost 350 billion new views in 2018. This was more than double the growth of the third-place category, People, which grew by approximately 150 billion views.

Viewer Annual Growth.png

The growth trends were similar for subscribers: Music channels gained over 1.2 billion new subscribers in 2018, and Entertainment channels grew by approximately 875 million subscribers. Animals, Autos, Non-Profit, Shows, and Travel experienced the lowest growth numbers, both in terms of viewership and subscribers.

Subscriber Annual

But growth wasn’t consistent throughout the year. In general, growth in viewership slowed in February, stayed relatively constant throughout the winter and early spring, and increased in the summer. Growth then slowed slightly in the fall and spiked again in December.

Views Monthly

These trends are even more apparent if we remove the Music and Entertainment categories from the graph. The increased summer growth may have been related to the academic calendar: both students and parents tend to have more free time—and thus more time to watch YouTube—during the summer holidays. Similarly, the increased December growth was likely related to the holiday vacation time enjoyed by both students and employees.

Viewer Monthly 2

Subscriber growth experienced similar trends. Like viewership, subscriber growth tended to increase in the summer months, with several categories, including Entertainment, Comedy, Games, and Tech, experiencing faster growth in December. A few channels saw growth spikes throughout the year: Games subscriptions spiked in March, while Film and Entertainment subscribers spiked in April. (Note: the subscriber growth data for the months of March and April has been removed in the chart below due to an error in the public YouTube Data API that skewed the scale of the graph.)

Subscriber Monthly

Now let’s take an in-depth look at a few specific categories. In February, a notorious “dump month” in the film industry, the Film category saw relatively slow growth in both views and subscribers. There was increased growth, however, in March, perhaps because of the Oscars, which aired on March 4. This growth continued into April for subscriber numbers. The fastest-growing month for Film viewership was August, which came on the heels of particularly slow growth in July. This August spike may have been due to the release of trailers for fall Oscar-season releases.


Sports viewership increased in June, stayed high in July, and slowed in August. This increased summer growth coincided with the FIFA world cup, which took place in Russia from July 14 to 18 and was popular with viewers around the world. There was a small spike in Sports subscriptions and increased viewership in March, the month of the NCAA men’s basketball tournament and March Madness brackets. Similarly, views and subscribers both grew quickly in October, the only month of the year in which all four professional American sports leagues—MLB, NHL, NFL, and NBA—are active. Interestingly, growth in both views and subscribers slowed in February, a huge sports month for both international viewers and Americans: Super Bowl LII took place on February 4, and the Winter Olympics were held in PyeongChang, South Korea, on February 9–25.


The fastest-growing month for the Tech category was December, a peak retail month as consumers gear up for the holiday season. Viewership may have spiked as users researched gift options by watching tech reviews by YouTubers such as Marques Brownlee. There was a slight increase in viewership growth in October, perhaps due to the release of a new fleet of Apple products in late September and the unveiling of the Google Pixel 3 on October 9. Notably, the release of the Samsung Galaxy Note 9 in August did not coincide with a significant spike in either views or subscriber growth.


While YouTube Rewind 2018 may have presented a limited picture of the community’s growth throughout 2018, it is clear that all categories, from Music and Entertainment to Animals and Travel, flourished over the past year, and that growth often responded to world events and the holiday calendar. It will be interesting to see if 2019 brings similar trends. We’ll continue our analysis of 2018 YouTube data in our next blog post, which will examine how countries across the world grew in their engagement with the platform.

YouTube Rewind Reflects Platform’s Growing Disconnect with Its Community

This year’s YouTube Rewind, an annual video created by the site to spotlight popular content, is officially the most disliked video on YouTube. The video managed to achieve its record-setting 13,146,609 dislikes (and counting) in ten days, while it took Justin Bieber’s Baby video eight years to receive its 10,054,757 dislikes.

Daily user activity on YouTube Rewind 2018. While views dropped, users liked and disliked the video consistently during the week after its release.

At least Bieber’s video has a roughly equal number of likes to dislikes. YouTube Rewind has around six times more dislikes than likes. From our visualization, we can see that even as views dipped, users consistently disliked the video at a near-constant rate.


So why so much hate for YouTube Rewind? Some argue that since 2017, YouTube has backed away from its creators in an attempt to distance itself from controversies surrounding hateful content and reactions to ad policies. User activity on past Rewind videos supports this.

User activity on past YouTube Rewind videos, from 2011 to 2018. The 2017 and 2018 editions show a larger proportion of dislikes than in previous years.

We can see that Rewind videos from 2017 and 2018 clearly received more dislikes than past videos. Rewind comments include calls for influencers like PewDiePie to be included, with variants of his name written 121 times in the most recent 1,500 comments on the 2018 Rewind. In fact, PewDiePie’s response video, The Youtube Rewind 2018 made HISTORY!, trended as #1 in the Gaming category a day after its release.

Word cloud of most frequent words in 1,500 most recent comments on YouTube Rewind 2018


Viewer comments also frequently included words such as “dislikes,” “disappointed,” “wtf,” and “worse.” The overwhelmingly negative response to a video intended to celebrate the platform’s community reflects a growing disconnect between YouTube and its creators. Creator fanbases have shown their support for their creators through dislikes, negative comments, and increased activity on creator pages. For instance, PewDiePie’s fanbase landed his new content a spot on YouTube’s trending category. In 2019, YouTube’s editorial team may want to have its creators lead its YouTube Rewind.