Insights Ticker

ThoughtLeaders ranks and analyzes brands that use sponsorships to power their marketing. We frequently post short insights from our data in the ticker.

Super greens brands are killing it with vegan YouTubers

April 23, 2020
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Elsie Bernaiche
Brands mentioned:

"Super greens" brands are sponsoring vegan and naturopath YouTubers and are making a killing. Super greens and supplements are being talked about by over 2100 YouTubers to get nearly 226M impressions:


Just under half of these YouTubers identify as vegan or mention vegan / all-natural products in their videos: there are 1,931 videos discussing super greens from 477 vegan beauty vloggers.

I generated a campaign of the top 30% of vegan YouTubers discussing "super greens" and "beauty supplement" and got 53 YouTubers to check out. This is truly the sweet spot for any organic or beauty supplement, especially if they're trying to push a new line of vegan products!

My morning routine videos are the #1 place for supplement brands to sponsor

April 23, 2020
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Elsie Bernaiche
Brands mentioned:

The trending style of video called "morning routine" videos are exploding on YouTube and are the #1 video style that supplement and wellness brands are currently sponsoring.

We're tracking over 188,000 "my morning routine" videos and supplements are being featured 4,584 times from 900 YouTubers.

Here's the real winner: I found 230 vegan beauty YouTubers that are leading the pack with "my morning routine" videos. Here's a sampling of the YouTubers that are talking about veganism, supplements and natural beauty products:






Similarly, "what I eat in a day" holds a ton of attention within this category with 1,474 videos from 370 vegan vloggers who are also discussing supplements. This YouTube video "format" will surely emerge as the primary way brands are sponsoring content to drive results in the health/wellness industry.

What have you bought since the beginning of quarantine?

April 20, 2020
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Avi Kassuto
Brands mentioned:

Data: I found the top 1500 content creators for relevancy around the keywords:  clothes AND delivery, delivery, fashion, accessories AND delivery, apparel.


Hypothesis: Clothes deliverables is the most popular topic within the shopping from home content.

Experiment: Using the keywords clothes AND delivery to determine the overlap in content produced between the shopping from home world and clothes delivery.

Result: There are 530 TL out of 1500 which feature the keyword clothes AND delivery in the content 2,800 times.


2nd hypothesis: Accessories delivery is less popular than clothes deliveries within the shopping from home content.

Experiment: Using the keyword accessories AND deliver to determine the overlap in content produced between shopping from home and accessories delivery.

Result: 267 TL of the 1500  which feature the keyword accessories  AND delivery in the content 856 times.


Hypothesis confirmed !

What have you bought since the beginning of quarantine?

Women subscription boxes are the winners

April 20, 2020
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Avi Kassuto
Brands mentioned:

Data: I found the top 1500 content creators for relevancy around the keywords:  clothes AND delivery, delivery, fashion, accessories AND delivery, apparel.

Hypothesis: Women subscription boxes are the most popular topic within the shopping from home content.

Experiment: Using the keywords women AND subscription to determine the overlap in content produced between the shopping from home world and clothes delivery.

Result: There are 426 TL out of 1500 which feature the keyword clothes AND delivery in the content 4,600 times.


Interesting revelation: even though men subscription boxes had more TL standing at 436 they had less mentions at 4,170.
Having more mentions by less TL has the feel of a genuine review on the viewers' part and that is why women subscription boxes win !

Hypothesis confirmed...for now.


Would you prefer more content producers speaking about your brand with less mentions overall or less content producers with more mentions of your brand?


Scentbird is the most popular subscription box for men

April 20, 2020
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Avi Kassuto
Brands mentioned:

Data: I found the top 1500 content creators for relevancy around the keywords:  clothes AND delivery, delivery, fashion, accessories AND delivery, apparel.

Hypothesis: Scentbird is the most popular topic within the shopping from home content.

Experiment: Using the keyword Scentbird AND men as well as other boxed essentials for men such as Stitch Fix, Birchbox and more to determine the overlap in content produced between the shopping from home world and the most mentioned subscription box brand for men.

Result: There are 160 TL out of 1500 which feature the keyword Tarte in the content 3,580 times. Birchbox came close in second with 140 and Stitch Fix third with 110 publishers.

Hypothesis confirmed !

Winc if you want more wine

April 20, 2020
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Brands mentioned:

Data: I found the top 1500 content creators for relevancy around the keywords: alcohol AND delivery, alcohol, wine, beer, delivery.

Hypothesis: Winc is the most popular topic within the alcohol delivery content.

Experiment: Using the keyword Winc as well as other brands such as Bright Cellar, Drizly and more to determine the overlap in content produced between the alcohol delivery world and the most mentioned alcohol delivery brand.

Result: There are 42 TL out of 1500 which feature the keyword Winc in the content 703 times. Bright Cellars came in second with 29 and Drizly third with 17 publishers.


Hypothesis confirmed !

What is your go to drink in quarantine?


Is email marketing still effective in 2020?

April 20, 2020
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Natalie Kohanpour
Brands mentioned:

Every company is doing some sort of #emailmarketing for a variety of reasons. There are countless articles of different tips to improve results.

Is email marketing still as effective in 2020 given all the many ways companies can engage with their customers? If so, how?

According to Business News Daily, it is estimated that there will be 4.3 billion global email users by 2023. Channel Preferences Survey, indicates that 91% of people access their email at least once a day.

We took a look at the email marketing trend starting from 2020. While email marketing isn't decreasing, what's more interesting is technology is the highest publisher category.

 

Diving a bit further, we discovered that 87% of email marketing conversation is surrounding automation. Hence the technology content trend!

 

It's no surprise that with the rise in automation (tech) discussions, many Email marketing automation tools arose and became the driving force for a successful ROI as marketers rely on stats & optimization features to help them reach the desired results.

Business and finance channels LOVE discussing marijuana

April 16, 2020
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Elsie Bernaiche

Cannabis has been culturally associated with blue collar labor, but the recent push for legalization has forced the businessman's hand. Now, countless finance and marketing podcasts are covering various trends and changes in the industry. These are not channels dedicated to marijuana, but they certainly do mention them. So how can we understand the overlap?

Let’s look at sponsorship king HubSpot - they are a great example of a comprehensive business service provider especially favored by start-ups. They have tested a wide variety of sponsorship verticals and have hit on what works.
Hubspot has earned over 1M impressions just from sponsoring on 88 podcasts. It's mainly business/entrepreneurship podcasts. Within this space, our system identified 27 episodes from 16 unique channels talking about cannabis and marijuana. That's an incredible amount of overlap!

To create a more comprehensive picture, I overlapped the top 100 Zapier, Hubspot, Salesforce, and Upwork sponsored channels with those also mentioning marijuana, to get 36 podcasts that hit all the checks! That’s an audience of 46M+ counting.

Project management apps are winning on YouTube

April 14, 2020
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Elsie Bernaiche
Brands mentioned:

We are seeing some industry leaders in the productivity tools space like Asana who are focusing more on podcast right now:



Evernote, however, has chosen a few really strong lifestyle YouTubers that discuss wellness - from just 6 influencers, they've gotten 1M impressions since December:



Doctor podcasts lead the way for CBD sales

April 14, 2020
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Elsie Bernaiche
Brands mentioned:

Even though recreational use is the fastest growing channel in the cannabis industry, medical cannabis use is predicted to remain the highest revenue generator in 2020, owning 71% of total sales in 2019. Here's the amount of conversation JUST around medical marijuana:


How is sponsored content is driving those sales? Across 1500+ influencer channels discussing cannabis, 933 have mentioned medical marijuana and chronic pain/other medical conditions over 9000+ times in the past year.


Here's the interesting part: 141 podcasts actively discussing marijuana right now are actually hosted by a licensed medical practitioner/MD physician.

Corsair has the blueprint to YouTube gamer sponsorships

April 14, 2020
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Elsie Bernaiche
Brands mentioned:

Corsair is copying Twitch's sponsorship model on YouTube and is seeing great results. Just look at the similarities in their trend graphs:



Check out Corsair's page here to see their top YouTube sponsorships — you can see that their sweet spot is gamers. Since there are thousands of gamers to sift through on YouTube, I wanted to see how they found the best gamers that showcase their products.


Of the 989 YouTube channels that Twitch is being mentioned on over the past year, Corsair is also being talked about — quite a bit, with 4063 mentions by 77 of these YT influencers. In fact, 2212 of these videos mention BOTH Twitch and Corsair, showing the incredible amount of overlap.

Twitch and Fortnite YouTubers are perfect partners for gaming chair brands

April 14, 2020
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Elsie Bernaiche
Brands mentioned:

Gaming chairs are currently one of the favorite topics of gamers on YouTube, with 1087 mentions of “gaming chair” from 49 unique gaming channels from the past year alone.

Which gaming brand was the most popular place for these conversations ?

Coronasomnia is trending - CBD should be, too

April 14, 2020
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Elsie Bernaiche
Brands mentioned:

The global population is not getting enough sleep - searches of #insomnia have increased almost 200% since January, so much so that we have created a new word for lack of sleep caused by corona worries: #coronasomnia

Cannabis is medically approved as a treatment for insomnia - that's why the timing could not be more perfect for leading cannabis brands to sponsor content. There's already an insane amount of overlap within this space:

Across the top 100 influencers discussing anxiety and smoking weed, there are more than 2500+ mentions of #sleep and #sleepingdisorders across 76 of these top publications. #Insomnia was mentioned 500+ times across 41 of these channels.

This audience of 158 Million is already discussing ways that smoking marijuana can alleviate anxiety and sleeping disorders, and the conversation is gaining traction as the COVID-19 crisis expands into April.

Here's an example of some content we are seeing from Inverse that would be perfect for CBD brands to sponsor.


Productivity apps should be sponsoring mental health podcasts

April 14, 2020
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Elsie Bernaiche

A lot of influencers are discussing the pressure to be productive during coronavirus. On the other hand, there has been a crazy increase in conversation around mental health apps like Headspace.

You can see on their brand page here that Headspace is doing something a little different - they're leveraging motivational and inspirational lifestyle vloggers on YouTube to drive results.


25 motivational and lifestyle YouTubers were mentioned or sponsored by Headspace in the past year were ALSO are discussing productivity. This would be the perfect overlap to test sponsorships for productivity apps like Asana, Evernote, and Trello.

You should be sponsoring female empowerment YouTubers

April 14, 2020
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Elsie Bernaiche
Brands mentioned:

Asana productivity and lifestyle app has been killing it on podcasts, generating 6 Million impressions from sponsoring 362 influencers over the past 7 years.



If you check out their brand page here, you'll notice all their top sponsorships are in the tech space, and targeting keywords "productivity" and "design".

But here's what's really interesting - they are targeting female business owners and entrepreneurs. We can see from their recent sponsorships with Amy Porterfield, Women in Tech, and She Did It Her Way blog that they are building a message of female empowerment.

Of the top 100 podcasts that discuss productivity AND female empowerment, there are 11 podcasts that Asana is NOT sponsoring that would gain them an audience of 21M. This would be the perfect target for their competitors Trello, Todoist, Evernote, and more.

Four Sigmatic holds the key to CBD

April 1, 2020
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Elsie Bernaiche
Brands mentioned:

Superfoods brand Four Sigmatic has been heavily sponsoring podcasts talking about CBD oil with incredible results.


They've actually sponsored 118 podcast episodes to get a whopping 2 million impressions:

Nord VPN has the blueprint to YouTube sponsorships

April 1, 2020
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Elsie Bernaiche
Brands mentioned:

VPNs are a hot topic right now, given that more than half the world is stuck indoors, so Nord VPN has ramped up their YouTube sponsorships and are making a killing right now.

You should be sponsoring content talking about #studyonline

April 1, 2020
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Elsie Bernaiche
Brands mentioned:

Check out the  trend report on content discussing #learnfromhome and #onlinecourses.

Podcasts are the #1 place talking about studying in-home - everyone from mommy/parenting channels to business and entrepreneurship podcasts is talking about online courses that people can take while in quarantine.


Why everyone should be sponsoring podcasts talking about #remotework

April 1, 2020
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Elsie Bernaiche
Brands mentioned:

Here is a trend report on content discussing #remotework and #workfromhome.

Podcasts are the #1 place talking about working from home - everyone from mommy/parenting channels to business and entrepreneurship podcasts is talking about how to work from home successfully.


Finding Empowered Women....

April 1, 2020
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Elsie Bernaiche
Brands mentioned:

Bossy Beauty is a cruelty-free makeup company with a mission of female empowerment, thanks to their founder Aishetu Fatima Dozie. Their story gave me an idea for a great sponsorship campaign:

In the past year, the topic of #femaleempowerment or #empoweringwomen has been talked about 807 times across 397 unique publications.

Using our system I further sorted by channels ALSO discussing lipstick, or "lippies", I got 126 mentions on 38 publications.

That's an amazing amount of overlap that directly appeals to Bossy's brand and audience. This is a space they should be sponsoring. Their brand story is incredibly relevant to the subscribers of these 38 channels, and sponsoring content here will result in higher conversions.

Food Delivery is booming!

April 1, 2020
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Avi Kassuto
Brands mentioned:

One of my favorite functions of our platform is to create a trend page whereby you can type in any keyword and see the trend of the keyword/s overtime in the content world. This is the trend of food delivery over the past 12 years. Let me know what you would like to see?



What you are looking at is 1,289 Thought Leaders (content producers) mainly on YouTube and newsletters mentioning food delivery in different ways 4K times! furthermore, there is an audience of 2B people in this content with a total of 141M impressions.

Perfect Keto is leading the keto way!

April 1, 2020
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Avi Kassuto
Brands mentioned:

Perfect Keto has done a phenomenal job at scaling their efforts over the past 3 years, check out which channels have been most effective for them.


Keto is a major growth topic

April 1, 2020
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Avi Kassuto
Brands mentioned:

A common concern I have heard in the market is that Keto is a super niche topic and that there aren't enough publishers out there willing to represent their brand.


Data speaks louder than any opinion.

This is the trend of Keto cereals and Keto in general over the past 11 years.


What you are looking at is the top 1,131 Thought Leaders (content producers) mainly in YouTube and podcasts mentioning these above-mentioned keywords 16K times! furthermore, there is an audience of 1B people in this content with a total of 44M impressions. This is fantastic!

Personal care keeps ticking up

April 1, 2020
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Avi Kassuto
Brands mentioned:

In this unfortunate time, we find ourselves in. People are looking at the best way to maintain hygiene and keep themselves as well as loved ones safe.


This is the trend of personal care, DTC and CPG over the past 12 years.


What you are looking at is 1,500 Thought Leaders (content producers) mostly on YouTube and podcasts mentioning these above-mentioned keywords 25K times! furthermore, there is an audience of 1B people in this content with a total of 56M impressions.

Cosmetics brands are abandoning podcast sponsorships

April 1, 2020
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Check this out -  5 cosmetics brands that collectively own almost 3BILLION audience members have abandoned podcasts entirely:


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