Branded Content Insights

ThoughtLeaders ranks and analyzes brands that use sponsorships to power their marketing. We discuss our analysis and share insights about branded content, native sponsorships and the advertising industry.
May 6, 2021
5
min read

Jumping on trends

Elsie Bernaiche
Here are the keys to understanding how topics pick up speed over time
May 6, 2021
5
min read

An influencer by any other name

Shoshana Eilon
Who are the influencers today?
April 29, 2021
5
min read

The Dangers of Being a YouTuber

Amit Altman
What are the dangers Youtubers need to be mindful of?
April 21, 2021
5
min read

Is it too little, too late for Nike?

Noam Yadin
How is Nike using their female influencer-athletes to highlight women empowerment, and are their updated marketing strategies too little, too late?
March 31, 2021
5
min read

A meta dive into the Hustle for our new Hustle readers

Daniel Conn
The Hustle is one of our favorite long term partners, so in honor of that great relationship we wanted to show you some cool data around their content.
July 30, 2020
4
min read

Raycon, a rising star in influencer marketing

Elsie Bernaiche
Raycon launched into the industry, quickly outpacing their more established competitors specifically through the use of sponsored content. Raycon is dominating 3 of the 4 major content verticals that we are seeing an ROI for audio brands across YouTube and podcast primarily. Raycon has also identified other brands that appeal to Raycon’s target consumer, such as Squarespace and Skillshare, and are optimizing their brand messaging through sponsoring only the top performing channels for these brands.
March 5, 2020
4
min read

5 Health brands using sponsorships to reach new customers

David Tintner
The online medicine industry is thriving. Consumers are asking for it and venture-capital fundings have exceeded hundreds of millions of dollars since 2017. This industry is perfect for content sponsorship, with their business models being almost exclusively direct-to-consumer where they can easily do offers and attribution on their marketing spend.
February 25, 2021
5
min read

How to make a brand want to work with you again

Elsie Bernaiche
Here are a few tricks on how to make sure to get a repeat brand deal.
September 24, 2020
5
min read

2 quarters in: How has DTC done this summer?

Daniel Conn
The question we return to now is whether there would be a bounce back in Q3 2020.
May 6, 2021
5
min read

An influencer by any other name

Shoshana Eilon
Who are the influencers today?
May 6, 2021
5
min read

Jumping on trends

Elsie Bernaiche
Here are the keys to understanding how topics pick up speed over time
April 29, 2021
5
min read

The Dangers of Being a YouTuber

Amit Altman
What are the dangers Youtubers need to be mindful of?
April 29, 2021
4
min read

Niche Genres That Thrived During the Pandemic

Noam Yadin
How did content creators adapt their content to the current situation and to maintain their sponsorships ?
April 21, 2021
5
min read

5 Podcasts for Female Founders

Tamar Rubin
5 essential podcasts for female founders that are guaranteed to give your business a boost.
April 21, 2021
5
min read

Is it too little, too late for Nike?

Noam Yadin
How is Nike using their female influencer-athletes to highlight women empowerment, and are their updated marketing strategies too little, too late?
April 7, 2021
5
min read

Top 8 entrepreneurship podcasts

Blake Zeve
Here is our top 8 entrepreneurship podcasts for your listening and enjoyment needs
April 7, 2021
5
min read

Early Bird Catches the Sponsorship Worm

Max Rochman
A look at influencer marketing and sponsorships
March 31, 2021
5
min read

A meta dive into the Hustle for our new Hustle readers

Daniel Conn
The Hustle is one of our favorite long term partners, so in honor of that great relationship we wanted to show you some cool data around their content.
March 25, 2021
3
min read

Welcoming Content Intelligence to ThoughtLeaders

Avi Kassuto
Introducing the NEW Trends report
March 25, 2021
5
min read

6 Crossover Stars of YouTube and Podcasts 

Eitan Ellis
Here are our favourite 6 crossover stars of YouTube and Podcasts
March 18, 2021
4
min read

I spent a week on Clubhouse - Here's what I learned

Elsie Bernaiche
First impressions of a brand new social media app
March 18, 2021
5
min read

Welcoming on board our new VIPs

Amit Altman
Welcome to our new VIPs
March 11, 2021
5
min read

A second look at ThirdLove

Shoshana Eilon
A closer look at ThirdLove's marketing strategy
March 11, 2021
4
min read

What happened to all the sourdough?

Shoshana Eilon
In spring 2020, if you weren’t baking sourdough, what were you doing with your time?
March 4, 2021
7
min read

The ThoughtLeaders Taste Test: Adam Ragusea

Shoshana Eilon
We decided to take on Adam’s recipes in our first team Taste Test. The challenge was to each pick and cook a recipe that had featured on Adam’s channel. Here are some of the best results: 
March 4, 2021
7
min read

Parenting in the Pandemic

Shoshana Eilon
Here we dive into some of those trends to better understand what parents across the world have been struggling with during the past year: 
March 4, 2021
4
min read

Top 3 Female YouTube Creators We’re Loving Right Now

Maya Tauber
As we enter Women’s History Month, we’d like to take the opportunity to highlight 3 top female YouTube creators who are currently triumphing the sponsorship space - and who’s channels you should check out right now. 
February 25, 2021
5
min read

How to make a brand want to work with you again

Elsie Bernaiche
Here are a few tricks on how to make sure to get a repeat brand deal.
February 25, 2021
6
min read

What gives Ridge Wallet its edge? 

Shoshana Eilon
Let's have a closer look at Ridge Wallet's marketing strategy !
February 17, 2021
3
min read

How does Skillshare show off its skills? 

Eitan Ellis
Let's take a closer look at Skillshare's strategy!
February 11, 2021
6
min read

How did Dr. Squatch use YouTube to establish their brand voice?

Shoshana Eilon
Deep dive into Dr. Squatch's marketing strategy
February 4, 2021
6
min read

Why Do Gaming Brands Love YouTube?

Max Rochman
After many years of struggle, Youtube now stands as a prime advertiser for gaming companies as well as becoming the #2 website for streaming gameplay content and having 100 billion hours of gaming content being watched in 2020.But why do gaming brands love Youtube?
January 27, 2021
4
min read

Top 5 Family Channels that we’ll be watching this year

Sydney Brobjorg
Which are the family channels we'll keep our eyes on this year?
January 27, 2021
3
min read

What did staying at home in 2020 do for our content consumption?

Daniel Conn
In this article we look at certain aspects of the new 24/7 home reality and how that has affected what we do.
January 21, 2021
6
min read

New VIPs - Gamers

Amit Altman
We are excited to announce the addition of two up and coming gaming creators !
January 20, 2021
4
min read

Influencer marketing trends to watch in 2021

Elsie Bernaiche
Check out the most important influencer marketing trends to watch in 2021. We’ve put together the big picture of what’s been happening on YouTube, podcast, and private e-newsletter in the past 3 years leading up to 2021 to give our readers insight into what will happen in 2021 - and what marketers should be doing to capitalize on these trends. 
January 13, 2021
3
min read

Audible shows us what success sounds like

Maya Tauber
Let’s take a deeper look at the growth of podcasts and audio sites to gain a broader understanding of the relevance of Audible as a service. 
January 7, 2021
7
min read

What DTC clothing brands can learn from Mack Weldon

Daniel Conn
Mack Weldon is a DTC clothing company focussing on reinventing mens basics
January 6, 2021
4
min read

Case Study: Brilliant.org

Max Rochman
Deep dive into Brilliant's marketing strategy
December 16, 2020
5
min read

The thought leader that got me through 2020

Shoshana Eilon
We asked the ThoughtLeaders team to reflect on the content creators that stood out to them this year and helped to get them through. 
December 10, 2020
6
min read

Our top Podcast Episode of 2020 - Simon Whistler 

Shoshana Eilon
Earlier this year, we launched a podcast to sit down with some of our favorite content creators, and find out what it takes to build an audience and a career out of their passion projects. 
December 10, 2020
3
min read

Raycon’s Top 5 YouTube Channels

Shoshana Eilon
Why is Raycon sponsoring everywhere on YouTube? Raycon is a perfect case study for marketers who want to learn how to harness the power of savvy content partnerships to make a splash for their brand. 
December 9, 2020
7
min read

Case study: Scentbird

Daniel Conn
Case study of Scentbird's sponsorship strategy
December 9, 2020
5
min read

Case study: Honey

Daniel Conn
Case study of Honey's sponsorship strategy
December 9, 2020
5
min read

Case study: Cariuma

Daniel Conn
Case study of Cariuma's sponsorship approach
December 9, 2020
5
min read

What do content creators care about? 

Shoshana Eilon
A few months ago, we started a survey to talk to content creators, and find out what their experiences have been like over the past year, from the impact of Covid-19 to the ongoing headaches of securing brand sponsors. 
December 2, 2020
5
min read

November 2020 Product Update

Avi Kassuto
With our latest updates, it’s even easier to generate and vet a list of creators who are relevant to your brand. 
December 2, 2020
5
min read

The single most important factor in successful sponsorship

Daniel Conn
Sponsorship Marketing has become an industry. But what does the data reveal?
November 26, 2020
5
min read

How to get more views on YouTube with Google Trends 

Amit Altman
Today, we’re going to find out how by using Google trends we can find your next content idea and along with the ThoughtLeaders platform we’ll show you how valuable this info can be. 
November 12, 2020
5
min read

Why your marketing budget should include brand partnerships & sponsorships in 2021

Elsie Bernaiche
An in-depth research on why brand partnerships and sponsored content are well worth your investment.
November 4, 2020
5
min read

Everything you wanted to know about Podcasts but were afraid to ask

Daniel Conn
As more and more brands look to podcast sponsorship and more and more podcasters seek to make a living from it, here are some key elements you need to know
October 29, 2020
5
min read

Our take on the Streamy Award nominees for Creator of the Year

Elsie Bernaiche
We’ve done a thorough analysis of each one of the top 10 nominees for Creator of the Year to show you their strategies to success.
October 21, 2020
5
min read

Shhh..keep this sponsorship category quiet

Daniel Conn
In this report we’re going to be looking at the commercial side of ASMR and why it may be too good a category for brands for us to keep quiet about.
October 8, 2020
5
min read

Repetition, Repetition, Repetition: How to tell if a brand's sponsorship strategy is successful

Elsie Bernaiche
When coming up with a sponsored content strategy that works, it’s not enough to just look at the success of individual channels. Once you’ve found what works, it’s time to look at how to make these results replicable and scalable. 
September 30, 2020
5
min read

The Language of Success - How to measure your online campaign

Elsie Bernaiche
These are the fundamentals, or ABCs, of marketing.
September 24, 2020
5
min read

2 quarters in: How has DTC done this summer?

Daniel Conn
The question we return to now is whether there would be a bounce back in Q3 2020.
September 10, 2020
min read

Message from the editor: On our passion for the passion economy

Elsie Bernaiche
2020 has thus far been defined by COVID-19, but in the history books we may very well refer to this year as a pivotal moment in economic development with the birth of the passion economy. 
September 3, 2020
min read

How to Vet an Influencer: a performance-based approach

Elsie Bernaiche
At ThoughtLeaders, we're inspired by the power of influencer marketing, so we've made it our mission to help everyone from creators, talent managers, and marketers alike find the right relationships that drive success. We'll get you up to speed on executing the most ROI-efficient influencer campaigns and how to address your brand's unique needs. Click thru to read more.
September 2, 2020
min read

ThredUp - Creating Conscious Consumers One T-Shirt At A Time 

Orli Levitt
While most retailers took a massive hit as a result of COVID-19, thredUP is one of the few companies that came out on top. Check out this article to learn more about how this company is making a splash in both the world of sustainable fashion and sponsorships!
August 27, 2020
min read

Back to School

Daniel Conn
Back to school is one of the major annual events in the retail calendar. Its seasonality is wrapped up in the phrase itself as the end of each summer brings a rush of activity to send students of all ages into their new semesters fully equipped.
August 27, 2020
min read

Discovering the right influencer discovery platform

Orli Levitt
A rundown of some of the best influencer discovery platforms on the market
August 20, 2020
min read

Can you really get catfished in marketing?

Elsie Bernaiche
If you’re looking to avoid having the awkward conversation with your boss as to why you spent $10,000 on instagrambots last quarter, we’re here to break down the signs of a fake influencer, how to avoid them, and how to go one step further and vet your creators systematically to get the most out of every marketing dollar your brand spends. 
August 20, 2020
min read

The podcast trend you don’t want to sleep on

Shoshana Eilon
I’ve spent the last month or so trying out some of the most popular podcasts for nodding off. Here’s the rundown on what managed to put me asleep.
August 6, 2020
min read

Influencer Marketing Checklist

Elsie Bernaiche
This checklist covers the basics of marketing strategy all the way to tracking and measuring results and everything in between - you’re welcome <3 
August 6, 2020
min read

A little competition never hurt anyone

Shoshana Eilon
Here are some fail-safe strategies for learning from your competitor’s sponsorship history
July 30, 2020
min read

How Trends Start 

Orli Levitt
July 30, 2020
4
min read

Raycon, a rising star in influencer marketing

Elsie Bernaiche
Raycon launched into the industry, quickly outpacing their more established competitors specifically through the use of sponsored content. Raycon is dominating 3 of the 4 major content verticals that we are seeing an ROI for audio brands across YouTube and podcast primarily. Raycon has also identified other brands that appeal to Raycon’s target consumer, such as Squarespace and Skillshare, and are optimizing their brand messaging through sponsoring only the top performing channels for these brands.
July 23, 2020
min read

Monkey see, monkey do: the rise of influencers and the "How To" video

Elsie Bernaiche
How To content is a foundational element of digital media and is only continuing to gain traction. For many communities that lack traditional resources, this content is vital for learning and gaining new skills. We’ve seen just how much traffic has been driven to online learning, certifications, and alternatives to university as the COVID pandemic eats into the typical academic calendar.
July 23, 2020
min read

How to create the perfect how to video

Shoshana Eilon
The How-To video has become a classic genre on YouTube, promising viewers a definitive guide on the best way to achieve the desired result. How-To videos done well can also be perfect opportunities for brand sponsorships.
July 16, 2020
min read

BarkBox: Finding a Dog-Shaped Silver Lining to COVID-19

Orli Levitt
The combination of new dog owners and existing pet owners being forced to stay home throughout the COVID-19 crisis created a perfect opportunity for BarkBox to shine. Like many DTC companies and other subscription-based services, BarkBox saw an increase in business as their service which was once deemed as merely a more convenient option to going to the store became a way for people to stay safe. As BarkBox’s business increased in March, so did their presence online.
July 16, 2020
min read

The self gifts that keep on giving

Daniel Conn
Subscription boxes as a business model have exploded in the past few years and it makes perfect sense. Every thing you can put on a delivery cadence is one more thing you don’t forget to buy and run out of just when the stores are closed.
July 9, 2020
min read

Playing hardball: sports marketing during COVID-19

Daniel Conn
COVID-19 has been unprecedented in many ways - and we are still counting new records and measuring historical benchmarks as 2020 progresses. The professional sports industry is perhaps one of the few that was least-prepared for a worldwide pandemic such as this - but in equal measure has been one of the fastest to bounce back with an entirely new game.
July 2, 2020
min read

Brands on the rebound from their Facebook breakup

Shoshana Eilon
The big news rocking the marketing world this week is the growing list of brands who are boycotting Facebook ads, in response to the tech giant’s inadequate response to the hate speech on its platform. 
July 2, 2020
6
min read

More than just ice cream: Ben & Jerry’s and the marketing revolution

Elsie Bernaiche
The inside scoop on how Ben & Jerry's achieves brand awareness success!
June 25, 2020
min read

How Buzzfeed killed the Celebrity Chef: The Rise of Tasty

Shoshana Eilon
The overhead shot has long been the preferred framing for Instagram’s army of foodies, as you’ll know if you’ve even found yourself at brunch surrounded by micro-influencers standing on chairs to capture their food at the perfect angle. Somewhere along the way, someone decided that this framing could work not just for the finished product but for the food prep itself. That’s when Tasty, the Buzzfeed food channel, stepped onto the scene and became an internet phenomenon. 
June 25, 2020
min read

DTC through COVID, has the storm been weathered?

Daniel Conn
A lot has been said about DTC (Direct to Consumer) brands and their rise in popularity in recent years. They have consistently been major users of sponsorship in their marketing mix and through analyzing their sponsorship strategies from Q1 2019 through Q2 2020 we can see just what the trends of growth were YoY pre-COVID and how the pandemic impacted growth. 
June 25, 2020
min read

Is Manscaped cleaning up?

Jennifer Nepomuceno
Manscaped is a manufacturer and online retailer of personal care products for men. They've built their niche with a smart strategy of YouTube and podcast sponsorships to help their products break into the mainstream.
June 18, 2020
min read

We’re Here, We’re Queer: LGBTQ creators and communities

Elsie Bernaiche
It wasn’t that long ago that we were celebrating marriage equality - and in 2020 to have a decision on upholding gender discrimination protections in the workplace be so hotly debated, it’s clear the LGBTQ community has a long path ahead to ensuring on a legal platform, they stand equal. But on a socio-organizational level, this community has embraced the power of online connection to develop a network of informative, entertaining, and relatable content that has spread far beyond the screens of LGBTQ folks. 
June 18, 2020
min read

Taking Pride, Not Accepting Pinkwashing

Shoshana Eilon
Each year, there are companies whose attempts at some kind of Pride marketing smack of lazy pinkwashing. The campaigns that are guilty of this misstep are the ones that make tokenistic use of the LGBTQ+ struggle or provide a very shallow picture of what Pride actually represents. When brands get this wrong, at best they sound disingenuous, and at worse, they actively insult the community they are aiming to support.
June 11, 2020
min read

How Nike got woke

Shoshana Eilon
Nike is one of the most recognized brands on the planet, with the iconic tick logo and their famous three-word slogan. Founded in 1964 by Phil Knight and Bill Bowerman, the company was originally known as Blue-Ribbon Sports before changing their name to Nike in 1978. 
June 11, 2020
8
min read

Content creators of color that inspire: building black communities online

Elsie Bernaiche
At ThoughtLeaders we alone can’t break the wall of injustice that has stood tall for centuries - but we can try our best to make a dent. We can, like with this article, raise the profiles of content creators of color. But we also recognize that really isn’t enough. We would like to make sure that more sponsorship money is getting into the hands of creators of color, so if you are a brand that shares that goal or if you are a creator of color reach out to us and we will do our utmost to make that happen.
June 4, 2020
min read

Gong's winning formula for the B2B world

Elsie Bernaiche
Gong is a technology that provides businesses with real-time insights into sales conversations. We look at their sponsorship strategy and how they are using podcasts to reach B2B clients.
June 3, 2020
min read

Wix proves that it starts with a great content strategy

Shoshana Eilon
Wix is a free website builder, allowing those of us without a degree in coding to create stylish and easy-to-use websites. Founded in 2006, by 2019 Wix was boasting 150 million users. They currently have offices in 9 different countries, and users spread across 190 countries.
June 3, 2020
min read

Going Live! Gathering remotely in the age of Covid

Daniel Conn
In this article we’re going to be looking at references to different forms of remote digital gatherings including webinars, livestreams and the newly established category of online / virtual events.
May 28, 2020
min read

Is HelloFresh still blooming?

Elsie Bernaiche
Our study of HelloFresh and its sponsorship game plan
May 27, 2020
min read

Is Withings balancing it all?

Jennifer Nepomuceno
An in-depth analysis of Withings' sponsorship approach
May 27, 2020
min read

The fitness fixation sweeping the nation

Elsie Bernaiche
The ultimate Fitness, Workout and Tracking Trend Report
May 21, 2020
min read

Is Athletic Greens on the right track?

An analysis of Athletic Greens' marketing strategy
May 21, 2020
min read

How is Four Sigmatic boosting their brand awareness?

An in-depth research on Four Sigmatic's marketing strategy
May 20, 2020
min read

Obese or obsessed? American health & wellness culture

Elsie Bernaiche
In this industry report, we’re taking a look at key dieting apps and how they’re sponsoring over time to not only attract new customers, but build a cult following that drives organic mentions for them.
May 14, 2020
min read

Has Klaviyo found the key to a successful sponsored content strategy?

Elsie Bernaiche
A close look at Klaviyo's sponsored content strategy
May 14, 2020
min read

Has ClickFunnels nailed the strategy game?

Elsie Bernaiche
A study on ClickFunnels sponsoring strategy
May 13, 2020
min read

Trial, discount or brand: How does B2B work in sponsored content?

Daniel Conn
Do business decision-makers listen to podcasts? How do you reach fortune 500 CEOs? This week we explore how B2B works in sponsored content.
May 6, 2020
min read

Gaming Brands Trend Report

Elsie Bernaiche
Which brands have the playbook to sponsorships in gaming? Who is the champion of this league of legends? We’ve broken down some major trends in gaming content to give you insight into sponsorship trends and related brands that are modeling interesting and revenue-generating strategies.
May 6, 2020
min read

Is ASUS the king of gaming?

Elsie Bernaiche
Deep dive into ASUS' appearance in content
April 29, 2020
min read

The VPN Wars

Daniel Conn
There has been an explosion in VPNs in the content we consume, driven in recent years by a tense and relentless battleground for VPN supremacy.This is…..the VPN wars
April 8, 2020
min read

Cannabis Industry Trend Report

Elsie Bernaiche
The growth of the marijuana industry is undeniable, and although there are still several challenges facing these ‘green’ start-ups, we’ve already identified some early trends that brands can take advantage of to sidestep these obstacles to growth and gain traction in this burgeoning industry. 
April 1, 2020
min read

ThoughtLeaders Podcast Season 1 Coming Soon

Ariel Burstein
On our podcast we will be sitting down with incredible content creators from some of the world's leading YouTube channels, podcasts and email newsletters. We like to call these creators ThoughtLeaders because they inspire us and cultivate a culture of higher-level thinking each and every day. The ThoughtLeaders podcast will give you a behind scenes look at these amazing content creators. We will learn how they got their start, what inspires them and really get to know the person behind the camera or mic.
March 24, 2020
min read

The Remote Work Trend Report

Lauren Mueller
We’re here to provide you with some exclusive data straight from the ThoughtLeaders’ platform to help your digital marketing team succeed while everyone is working from home.
March 17, 2020
min read

6 innovative brands redefining the fitness world

Daniel Conn
Let's have a look at some of the fitness brands that are disrupting the industry with innovative technology and business model.
March 17, 2020
min read

5 cosmetic brands that successfully capitalized on beauty trends on YouTube

Daniel Conn
The beauty industry is ever-growing and has quickly managed to adapt to the online world.
March 12, 2020
min read

Why is no one talking about Quibi?

Daniel Conn
In the ever growing Game of Thrones that is the streaming wars that are just getting going and are looking likely to dominate the next decade, there is a new player that everyone is talking about. Or are they?
March 5, 2020
min read

5 most talked about e-learning companies on Youtube

David Tintner
Online courses can be joined by anyone, from anywhere in the world. In today’s shifting world and economics, people are in a constant need to reinvent themself and continue learning new skills. With an increasing amount of content being created around self-improvement and with new skill development becoming an economy unto itself, Youtube is the perfect platform to reach people looking to educate themselves.
March 5, 2020
4
min read

5 Health brands using sponsorships to reach new customers

David Tintner
The online medicine industry is thriving. Consumers are asking for it and venture-capital fundings have exceeded hundreds of millions of dollars since 2017. This industry is perfect for content sponsorship, with their business models being almost exclusively direct-to-consumer where they can easily do offers and attribution on their marketing spend.
March 1, 2020
min read

6 Wellness apps that use Podcast sponsorships to fuel their growth

David Tintner
Wellness is a new movement that is changing the way people look at their lives. The goal is to reduce stress and live a mindful life. Here are 6 apps that people are talking about the most in podcasts.
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