Get our best marketing tips & industry insights to your inbox!
Select the newsletters you'd like to subscribe to:
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Brands To Watch

October 26, 2022

7

min read

Noam Yadin

Top 5 brands that sponsor family channels on YouTube

Family channels are some of the oldest and most-watched channels on YouTube - there’s something about getting to see family challenges, pranks, and just the day-to-day life of another family that is so wholesome and irresistible. Naturally, brands have noticed the potential that this particular niche on YouTube has, and hundreds of brands have stepped up to the plate and integrated their brand and products into the top family channels. From grocery and meal-planning brands to sustainable clothing companies, here are the top 5 brands sponsoring family channels. 

1. Best Fiends

The ACE Family is one of the most well-known family channels with 18.7M subscribers, and this family loves to film family pranks, challenges, and much more. The ACE Family was sponsored 3 different times by Best Fiends, a free match-3-puzzle game that is enjoyed by both parents and children. Best Fiends has actually been working with content creators since its release, and The ACE Family is a prime example - their first sponsorship with the app was in 2017! On The ACE Family’s channel alone, Best Fiends racked up over 18M views. 

Why it works

Best Fiends is an app that’s appropriate for all ages, meaning that children and adults can play it on their own, or choose to enjoy the game together, making it a perfect sponsor of family channels. The cute characters in the game and the incentive to try and collect as many characters as you can would definitely appeal to a younger audience. Catherine and Austin from The ACE Family have admitted that they like to play Best Fiends in bed when their kids are asleep and compete against one another - a little competition is always healthy in a marriage, right? 

2. HelloFresh

One of HelloFresh’s most recurring sponsorships is with Aspyn and Parker, a couple who have been vlogging their life together for the past 8 years. Aspyn and Parker have succeeded in building a long-term relationship with HelloFresh, as they have currently been sponsored by the meal delivery brand 38 times (which is pretty incredible!). Their videos regularly receive hundreds of thousands of views, so I don’t doubt that we’ll continue seeing HelloFresh on Aspyn and Parker’s channel. 

Why it works

As a parent, finding the time to think of meals to cook, going out to buy groceries, and then also cooking up the meal, is extremely time consuming and difficult, which is why it makes so much sense for HelloFresh to partner up with family channels. Aspyn and Parker almost always make sure to mention just how quick and easy HelloFresh makes the cooking process. Also, Aspyn and Parker mention how they have different diets - Aspyn is vegan and chooses to get the vegan option from HelloFresh, while Parker can get the regular box for himself. They also note how HelloFresh has a line of kid-friendly recipes (since many parents know the difficulty of introducing new food into their children’s diets).

3. ThredUp

ThredUP is an online thrift store for women's and kids' clothing that has been investing in influencer marketing on YouTube since 2015. One of these partnerships is with Ellen Fisher, a content creator sharing her family life in Hawaii. Ellen and ThredUP have worked together 7 times and were able to surpass 1 million total views on their collaborated videos. 

Why it works

Ellen Fisher has created her brand and YouTube channel around sharing her passion for living a healthy, sustainable, and vegan lifestyle, which includes being aware of where she’s shopping for herself and her kids. Ellen’s collaboration with ThredUP is almost too perfect, as her 729k followers will also most likely share her passion and desire to make more sustainable and eco-friendly decisions in their life, and that includes where they choose to shop. 

4. KiwiCo

KiwiCo is definitely a brand that’s a perfect fit for family channels - a monthly subscription service that delivers activity kits for toddlers and children of all ages. Family channels on YouTube highlight the children’s excitement when KiwiCo’s delivery arrives, the variety of activities available for the different ages, and the ability for the parents to both enjoy playing with their kids or finally drink that cold coffee sitting on the counter. KiwiCo has partnered with This Gathered Nest (530K subscribers) 12 times (and counting!), racking up over 100K views. 

Why it works

This Gathered Nest shares the highs and lows of raising 8 kids and trying to continually find new and fun activities that can keep them stimulated and excited, and KiwiCO provides exactly that service. With each kit being based on the child’s age, parents know that the kit they will be receiving is one that will enhance their learning and development. In one specific video of theirs, This Gathered Nest were doing various projects around the house and were able to give each of their children a KiwiCO kit that would keep them happy and occupied in a way that didn’t include any screen time. Also, having 8 kids, This Gathered Nest is able to show how the kits differ for each age group, and how much her own kids are delighted by the kits. 

5. Thrive Market

We’ve already made it pretty clear that finding time to grocery shop as a parent is stressful and overwhelming (not to mention that if you actually succeed in finding the time to grocery shop, the experience itself isn’t always the most pleasant for you or your children). Thrive Market makes it easy for parents to buy healthy food from top-selling, organic brands at wholesale prices. One of Thrive Market’s most sponsored family channels is Aspyn and Parker. They have partnered together 7 times, and racked up over 200K views. 

 

Why it works

Aspyn is known to use her platform as a way to spread awareness about following a healthy and vegan diet. Through their partnership with Thrive Market, Aspyn is able to mention just how many vegan options there are to choose from, and how easy Thrive Market makes the entire shopping experience. Aspyn also notes how she often just can’t find the time to go to a grocery shop, and having her groceries delivered to her house is incredibly convenient for her.  

While many viewers turn to family channels for some wholesome content, there are a large number of viewers that watch this content for insight about raising a family - How to keep children entertained? How to ensure your family eats healthy without needing to break the bank or constantly brainstorm meal ideas? By getting to see the daily lives of parents and their children, while getting tips on products/services they swear by, viewers receive engaging and educational content. These family channels, and many others, show just how the products/servcies (that they happened to be sponsored by) fit into their daily lives - increasing dramatically the chance that viewers will be influenced and want to give the brand a go. As you can see, there are endless ways for family channels to seamlessly integrate various brands into their videos, making the partnership opportunities almost endless!

If you are a family–based creator interested in scaling your YouTube sponsorship, let us help you match with relevant brands

If you are a brand interested in tapping into the family channel category on YouTube, we can help you cherry-pick the best channels.  

Want to discuss what ThoughtLeaders can do for your brand?

Request a Demo

Want to discuss what ThoughtLeaders can do for your brand?

1/3

Which option best describes you?

← Back
2/3

What aspect of our tool interests you most?

← Back
2/3

What aspect of our tool interests you most?

3/3

Got it! Let us know of any additional details and our Strategists will be with you shortly:

All fields with (*) must be completed in order to submit
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Book a Demo

Thanks! We'll be in touch soon.
Oops! Something went wrong.