Amongst keynote speakers from Comscore, Facebook, and NBC was our Head of Content + Product Marketing — Kate Ginsburg. 

Kate shared some coveted Gen Z insights with participants… but we didn’t want our Tubular community to miss out on the magic, so we’re giving you a rundown here.

Linear TV vs. Social Video

The data doesn’t lie. When it comes to Gen Z, social video consistently outweighs traditional television viewing in key genres. 

Brands and Media companies late jumping on the social video train will see their audience demographics aging. Genres like People & Blogs, and Kids’ Entertainment & Animation have seen a significant growth in minutes watched since focusing on social streaming. 

60% of the US’s time spent on social video comes from Gen Z and Millennials — the major benefit? Social video can link directly to eCommerce sites; Television can’t give you purchases at the click of a button. 

The 3 Keys to Understanding Cultural Relevance 

1. Categories because trends are constantly evolving.
2. Audiences because meeting them where they are, pays off. 
3. Partners because strategic collaboration offers new reach.

Influencers are the Name of the Game 

Gen Z spent a whopping 82% of their time on social media with influencer content.

What does the rapid growth of influencer marketing say about us as a culture? Simply put – audiences crave authenticity. We know it’s an oversaturated world in today’s market, but there is real science behind it. When humans feel connected to someone, we are more likely to believe what they tell us about a product or service. 

When looking for creators that are the right fit, it’s essential to understand what genres work best. Gen Z’s watch far more entertainment-themed content on social than other audiences, so brands and companies should look for creators in this industry to gain more access to these audiences. 

Purchase Behaviors inform Partnerships

Want to understand what audiences are more or less likely to purchase? The art of identifying effective partnerships is dependent on understanding adjacent content verticals where potential customers may be spending time. 

At Tubular, we’re able to layer e-commerce purchases with viewership trends so that our clients can make their expensive business decisions based on data that pays dividends.

Timing is Everything

Using Tubular, you can identify which types of videos are preferred within each demographic. For Gen Z audiences, 88% of the content from creators with the highest reach is under 1 minute. 

Brands and companies are jumping in on this trend by creating viral TikTok trends and partnering with influencers specializing in short, snappy content. But what about Youtube #Shorts? 

YouTube’s rendition of a TikTok-style video platform has had astronomical success, growing nearly 700% compared to last year. While most #Shorts creators are influencers, media companies and brands are beginning to utilize this new platform as the demand outweighs the video supply.

Insights to Actions: 

1. Prioritize social video in order to reach young audiences as data shows linear TV ratings are in decline for this demographic. 

2. Identify what categories your audience is watching by using Audience Ratings and determine buying affinity using our Purchase Behaviors tool. 

3. Focus on formats that are trending by analyzing our Content Intelligence to back your creative decisions. 

At Tubular, we are constantly working toward creating a transparent and trustworthy foundation for the world of Social Video.

Watch the full video of Kate Ginsburg dishing insider insights below:

This video was recorded by the Advertising Research Foundation as part of their virtual event programming. Please visit the www.thearf.org for more information about this and other events.

The post How to Unlock Gen Z on Social Video: Webinar appeared first on Tubular Labs.

Putting data and insights from Tubular Labs to work, here are 3 ways for brands to capitalize on content strategy.

1. UMG Pairs Content Strategy + Powerhouse Publisher

Universal Music Group has access to a significant library of worldwide content given its roster of talented artists. Yet, as a property, it doesn’t just rely on music videos. 

From TikTok covers to Shazam competitions and hit compilations, Universal increasingly utilizes its various Facebook pages to connect with fans directly (uploads increased 35% from August 2020 to July 2021). 

As a result, the corporation saw 88.7M unique viewers and 713M minutes watched across YouTube and Facebook in July 2021 — ranking them in at #2 across all U.S. music properties according to Tubular Audience Ratings!

Now, their highly celebrated new partnership with Conde Nast will take their reach even further. 

Tubular data shows that Conde Nast properties generated 1.2B views across YouTube and Facebook in July 2021, along with 60.1 million unique viewers. This is a match made in Heaven for advertisers looking to tap into their combined global audience of over 100M. 

Brands and Creators are always looking to grow their audiences– luckily, growth comes in all shapes and sizes. 

Universal Music Group has combined its organic growth strategy (monthly cross-platform unique viewers up 153% since August 2020) with a monumental partnership that will undoubtedly maximize value.

2. Mattel Captures Global Appeal

Mattel is a Top-10 Global Brand by unique viewers + minutes watched. Their strategy? Uploading to hundreds of localized channels for on-demand viewing. 

For example, Barbie alone has 43 different pages speaking to various global markets, with content customized for each in a way that feels authentic. 

Of the top 10 YouTube videos by views for Mattel in 2021, all were published by creator pages outside the U.S.

Meanwhile, much of their content emphasizes storytelling while seamlessly tying back to products. Of Mattel’s top 20 global videos in 2021, seven were focused on a broader message or ongoing character series. For instance, Barbie’s content was devoted almost exclusively to building Barbie and friends as characters (and role models) through an ongoing show on YouTube.

The Barbie series kills two birds with one stone. It generates heaps of product interest and sales while providing an entertainment value for viewers at the same time.

3. Nike Influencer Partners like a Pro

While many brands function as their own publishers, others build and leverage user-generated content and influencer outreach. Such is the case with Nike, which obviously uploads its own lightning-rod content and receives a lot of buzz from influencers.

Tubular Labs data shows that in 2021, over 88% of Nike-related YouTube views come from Influencer videos. That’s over 643M views globally, with tens of millions generated by creators like Jacked Up, Hanby Clips, and BMX Finger. 

While Nike keeps tabs on cultural conversations, it also allows influencers to trend spot for them. For instance, 16% of Nike’s YouTube videos ran 60 seconds or less in 2021. At the same time – various influencers embraced Nike-related #Shorts on YouTube to great effect. U.K. creator Hanby Clips generated nearly 72M views on just a single #shorts video involving Nike Air Force Ones.

Nike can either use influencer #shorts for inpso to create its own videos or work directly with influencers for creation.

Social video isn’t a one-size-fits-all proposition. While every brand and publisher aims to achieve cultural relevance, that looks different and unique for each.

Want to learn more about how you can understand your audience and put together a strategy that connects with viewers? Contact Tubular Labs today for a demo.

The post 3 Ways Brands Can Get the Most Out of Social Video appeared first on Tubular Labs.

This week, we’re looking at: 

• Increasingly “Tasty” video uploads
• How ABC leans into The Bachelorette content
• Trusted Media acquires Jukin

Getting Louder About Food

BuzzFeed’s Tasty has long been a prolific food creator, but has recently ramped up its monthly posting schedule. Before the pandemic last year, Tasty was averaging fewer than 400 uploads per month on Facebook. However, increased interest in food and cooking videos during the pandemic led to more uploads — and more minutes watched than other U.S. food creators.

In 2021, Tasty has averaged well over 1,400 Facebook uploads per month, and sits atop the July Tubular Audience Ratings leaderboard for U.S. food creators with 208.9M minutes watched across Facebook and YouTube; nearly 20 million more than the nearest competitor.

ABC Accepts This Rose

ABC’s long-running Bachelor franchise has seen major changes in 2021, including 2 Bachelorettes (rather than 1) and the transition away from Chris Harrison as host. The network still uses social video to share content around the show. Their accounts have uploaded 140 Facebook videos in the last 90 days.

While tune-in videos were the biggest draw by views, some of the most engaging posts featured individual scenes — including Bachelorette Katie officially getting engaged to Blake. ABC also utilizes its other shows to cross-promote The Bachelorette. Jimmy Kimmel Live posted about it 5 separate times on Facebook in the last 90 days — several of which feature interviews with Bachelorette Kaite Thurston.

Disney may be unique in its scale and ability to cross-promote its various entertainment properties (Kimmel also regularly talks to Marvel stars when those shows and movies come out). This approach provides a roadmap for how other media companies & brands can similarly integrate content to grow reach.

Jukin’s Digest-Able Videos

Reader’s Digest publisher Trusted Media acquired video creator Jukin Media last week. This moe could bring Trusted’s more “traditional” media properties into a more modern streaming environment. Tubular shared with Digiday that Jukin is averaging over 1B views per month on Facebook. The creator finds numerous ways to connect with audiences across various pages like Fail Army & The Pet Collective.

The opportunity for Trusted Media comes from what Jukin Media can do to expand its audience. In July 2021, Trusted Media properties reached 753,000 unique viewers across Facebook and YouTube in the U.S., and 66% of those were over 35 years old. Meanwhile, Jukin reached 47.1 million unique U.S. viewers in that timeframe, and 46% were under 35 years old. Both from a pure viewership standpoint and by target age, this acquisition greatly expands who Trusted Media is able to get in front of with its content on social video.

Want more social video insights like these around your own business? Contact Tubular Labs for a demo today.

The post Tubular’s Social Video Week-in-Review: Trusted Media ‘Digests’ Jukin Content appeared first on Tubular Labs.

↳Nearly half of Olympic-related videos viewed during the games didn’t have anything to do with the actual competitions. We’ll break down what those alternatives were, and why they should matter to you. 

There’s also some good stuff in there about dancing and eating…

This week, we’re looking at: 

• The under-used format that medaled at the Olympics
• YouTube goes long on music acts to promote #Shorts
• BAM! How to spice up the mundane act of grocery shopping into tasty content

Olympic Videos Go Beyond Sports Clips

Not surprisingly, Sports-Specific videos were the most popular Olympic-related content on Facebook (56% of the top 30 videos). Ads took up 10%, and Competitor Interviews took 7%. 

But — there were also opportunities for non-sports creators to win. 27% of the top Facebook videos were unrelated to sports, such as cooking videos featuring Olympic Ring Pancakes.

We see a lot of room for brands to take up more space by creating alternative content, like Olympic-related crafts and activities.

At Tubular, we look at non-endemic numbers because they often offer a roadmap for how brands and publishers can join sports conversations as big as the Olympics. Tracking Individual Creators + Trends helps our clients stay relevant in spaces they otherwise wouldn’t be a part of.  

Dance Skills Not in ‘Short’ Supply

#PermissiontoDance

YouTube enlisted an A-list lineup of musicians to launch its new #Shorts feature, including K-Pop sensations BTS. The Korean boy band is called on their fans (the legion BTS Army) to participate in the #PermissionToDance Challenge, exclusively on YouTube #Shorts.

Fan submissions have become a fixture among the most-viewed U.S. YouTube videos for weeks now, with the invite video alone racking up more than 29 million views. 

Video Views are in the (Grocery) Bag

You wouldn’t expect a grocery store to be a hub for consistent, fresh content. Yet, Texas chain H-E-B is a social video sensation! H-E-B has racked up over 67.7 million views on YouTube over the last 365 days. 

How? They lean into what they know best—food.

From product ads to lessons, contests, and cooking tips H-E-B consistently finds ways to engage their local fan base. They have a strategic focus on their community and the products sold there. In doing so, the chain has become a paid content producer, without really trying to be anything more than a grocery store.

Our question for you is: how can you lean into what you already know and create content about that?

Looking for more insights on social video’s biggest trends and how you can capitalize on social video, too? Contact Tubular Labs for a demo today.

The post Tubular’s Social Video Week-in-Review: How Underdogs Take Home the Gold appeared first on Tubular Labs.

This week, we’re looking at: 

• Leveraging demand for short-form video
• The winning Olympian who isn’t even competing
• Behind the medals—authentic reactions drive YouTube views

Demand For Short Video Exceeds Supply

Note to creators and brands: Make more short videos (60 seconds or less).

Viewers love them, but there’s not enough produced to meet demand. 

Consider the following stats: Since the first week of 2021, views for short videos on YouTube increased 153% by the last week of July. In the same timeframe, the number of weekly new short-video uploads fell 63%. 

In other words… short videos are gaining more viewers (billions w/ a “B”) per week, yet creators and brands are failing to capitalize. 

There’s a huge opportunity here to get in front of large audiences. The cherry on top? Short Content is easier and quicker to produce and distribute. 

Some of the top Short Video creators this year include: 

• Tsuriki Show (Germany)
• TIKTORIKI (Israel) 
• KIM ORO (U.S.)

In June alone, the Tsuriki Show had the second-most unique viewers of any creator or property in the world. 

In short (pardon the pun)… shorter content is resonating with viewers. Now’s a prime time to meet that demand. 

Sha’Carri Richardson Turns A Loss Into A Win

One of the Olympic Games’ biggest stars isn’t even competing. But that’s not stopping her from leveraging her omission into marketing gold. 

After track star Sha’Carri Richardson missed the Games due to a failed drug test (THC), she has achieved media stardom: 

• She appeared in a Beats By Dre ad, with over1.7 million YouTube views… the most of any other video by the brand for the month. 
• She appeared in Nike’s “Best Day Ever” ad, generating 54.7 million views. 
• Increased her Twitter views by 6,897%
• Quadrupled her overall social media followers

Few track stars break out to mainstream awareness. Testing positive for a compound found in marijuana gained Richardson more attention than her on-field success has. 

There’s intense debate around punishing athletes for using a substance now deemed legal in many states. (Not to mention the racial disparity to how violations were addressed).

Medal-Winning Content: Authenticity

There may be no in-person spectators at the Olympics, but the athletes competing have plenty of viewers. What’s most notable are the athletes generating the biggest audience—and why. 

It turns out the athletes with the most YouTube views have posted many behind-the-scenes reaction videos in the aftermath. The chart above shows the Olympic athletes with the top YouTube views. Their videos showed personal, private moments and thoughts that engaged viewers. 

The takeaway here sounds familiar. It’s authenticity. 

Want more insights on how you can uncover under-the-radar opportunities on social video? Get in touch with Tubular Labs for a demo today.

The post Tubular’s Social Video Week-in-Review: Short Videos Are Long On Opportunity appeared first on Tubular Labs.

This week, we’re talking: 

• Social video’s Olympics winners so far
• #Believe-ing in Ted Lasso
• Support for Simone Biles

Olympics are Social Video Gold

As millions around the globe watch the Summer Olympics on TV (and streaming), it’s no surprise that interest extends to social video as well. From Friday, July 23 through Wednesday, July 28, the Olympics-related videos garnered +90 million YouTube views per day. By Monday, July 26, they totaled nearly 175 million views.

NBCUniversal and Olympic-owned channels make up many top creators. However, Mexico’s Marca Claro takes home the gold for most views thus far–with 156 million total! Official partners weren’t the only ones getting involved with Olympics content, either. One of the most-watched Olympics-related YouTube videos came from Ssundee, with an Among Us video that generated 4.5 million views.

Lasso-ing Good Vibes

Ted Lasso was an out-of-nowhere feel-good story on Apple TV+ last year. The show took everyone by surprise with its heart and character development. In the lead-up to season two’s premiere last Friday, the buzz continued as the show gains exciting momentum.

From June 1 – July 28, Twitter users from Diane Sawyer, The Late Show, & Reuters shared videos about Ted Lasso. Along with the promos from Apple, the total published Twitter videos reached 1,300. This trend is likely to continue as new episodes starring Jason Sudeikis debut every week.

Simone Biles is a Star on Social Video, Too

Team USA gymnast Simone Biles was already a star for her six Olympic medals (four gold). It turns out she’s pretty popular on social video as well — something that brands are keenly aware of. Her new partnership with Athleta generated 7.1 million video views on YouTube back in June. Biles has fueled over 104 million Facebook video views since June 1 alone.

Many videos showcase her stunning performances, while others celebrate her courage for speaking out about mental health. Since withdrawing from several Olympic events last week due to mental health concerns, over 1,100 Facebook videos have been uploaded. These videos focus on the mental toll that being an athlete of her caliber requires. The top videos on Facebook included contributions from The Herd, PBS Newshour, and USA Today, which shine a positive light on Biles and mental health overall.

Interested in the latest social video insights on the Olympics and other big cultural events? Check back next week for more.

The post Tubular’s Social Video Week-in-Review: Social Video’s Olympics appeared first on Tubular Labs.

This week, we’re talking: 

• Social buzz around the NBA Finals
• Winning with Tubular Audience Ratings and Overtime
• Some of Netflix’s biggest social video wins this year

NBA Succeeds on Social During Finals

There’s always a lot of noise around the NBA Finals, but this year that was amplified even further by the altered timing running into the week of the Olympics. Still, even with the crowded timing and atypical teams participating — neither the Milwaukee Bucks or Phoenix Suns had played in the Finals since 1993 — the series generated 323 million views on Twitter alone from July 5-21.

Tops among the creators was the NBA itself. The Association generated nearly 79 million views during the series. The top five should also be familiar to NBA fans, as its media partners ESPN and Turner also utilized access to the fullest.

Top Five NBA Finals Video Creators by Twitter Video Views (July 5-21, 2021)

1. NBA (78.9 million views)
2. SportsCenter (16.4 million)
3. NBA TV (16.3 million)
4. ESPN (16.1 million)
5. Bleacher Report (16.0 million)

Working Overtime 

ICYMI: Overtime’s building a burgeoning sports media empire with Tubular Audience Ratings. Of particular interest? As a creator, Overtime is leading the field with viewers aged 13-to-34. The publisher’s been able to parlay that reach into brand partnerships during peak sports interest periods, too — with integrations during March Madness, the NFL Draft and more.

For Overtime and numerous other partners, Tubular Audience Ratings fuel insights that grow social video revenue opportunities. As Overtime Chief Revenue Officer Rich Calacci details himself: 

“Brands today have an uphill battle of trying to reach a wide audience in a landscape that is more fragmented than ever before. If they want to not only reach but truly engage the under-35 audience, they’ll need to go beyond a TV buy, especially when it comes to sports, and that’s where Overtime comes in.”

Netflix’s Social Video Successes

Even with audiences spending a lot more time out and about these past few months, streaming content isn’t going anywhere. Along with this week’s earrings, Netflix highlighted some of its biggest titles as it continued to stay on consumers’ minds.

Some of those top shows and movies also happened to fare well on YouTube, too. Explosive zombie flick Army of the Dead generated 19.8 million views on Netflix’s U.S. page, and has already spurred a franchise approach. However, animated comedy The Mitchells vs. the Machines was the big winner on social video, with 27.7 million views across just five videos.

Check back next week for more insights to elevate your social strategy to the next level.

The post Tubular’s Social Video Week-in-Review: Social Video’s Slam Dunk appeared first on Tubular Labs.

Stores are open. Stadiums are packed. Unmasked smiles return to the streets a little brighter than before. Still, some folks feel hesitant and unsure of the future ahead.

Social Video tells the story of a world — recalibrating. 

A year ago, the world stockpiled toilet paper, protested for haircuts, and Netflix & Chilled in painful isolation.

Amongst the chaos and craze, Social Media kept us tethered together.
Video kept people dancing, laughing, and cooking around the clock (sourdough bread, anyone?).

Last year’s data reflects a resilient world, desperate for connection & entertainment. 

Our brands, creators, and media companies answered the call. They stood firm in their leadership, extended helping hands, and worked neverending hours to adapt to the world’s needs. 

“So, how does the story end?” you ask.

How do we lead the world out of lockdown to new normal that’s better than the one we left behind? 

The data writes the score.

2020 saw enormous upswings for social video ratings as people looked to the internet for entertainment. In specific categories, we saw sharp upturns, such as Gaming, Cooking, HomeDIY, and Fitness. 

On the other hand, we saw downturns in other categories like Sports, Movie Trailers, and Travel. 

But even as lockdown comes to a close, we have not seen a decline in viewership. Instead, we saw numbers continue to rise (18%+ on Youtube) because the categories that suffered in the pandemic are making a comeback. 

Heeeeelllloooo football and live music!!!

We’ll never complain about standing in a sweaty, crowded stadium again! 

Pop Culture + Entertainment dominated Youtube, satisfying that desire for connection.

Check out the content types within Pop Culture + Entertainment that caught fire.

Jokes & Pranks were all the rage! People were pranking their moms, spouses, and even their dogs!

Never did we think that laughter and joy would be hard to come by, but for many in isolation – it was. The way Entertainment categories flourished tells us that laughter is not a want — but a need.  Partnering with clients who were providing entertainment and joy to the world made our jobs more meaningful than ever.

Shorts

YouTube has shifted in 2021 with the introduction of #Shorts. 

TikTok stole the hearts of Gen Z’s around the globe. Instagram responded with Reels, and Youtube came out with #Shorts. 

People are drawn to quick, entertaining videos. This just reiterates the power of Social Video.

We connect to video in a way that pictures don’t suffice. They offer a multi-dimensional experience of story, music, character, and connection. At Tubular, we help companies tell better stories through social video. 

Looking at the Shorts analytics, we see that the demand outweighs the supply. This indicates a tremendous growth opportunity for creators, brands, and media companies. Thus far, individuals are leading Shorts creation, setting a precedent for Media Companies and Brands as they catch on later. 

Popcorn with the Movie Theater Butter

Box Offices hit a dead halt when the lockdown began, and many production studios decided to release their feature films on streaming services like Netflix, HBOMax, Disney+, and more. 

There’s been a lot of debate about whether theaters would ever bounce back to pre-pandemic business. 

If Vin Diesel has anything to do with it, the answer is — absolutely. 

Fast and Furious 9 was originally set to release in May of 2020. Rather than sell it to a streaming service, the production company decided to save the star power and wait it out. 

The wait paid off! Tubular data shows all 4 movies at the top of the leader board premiered in Theaters. Leading the pack is Godzilla vs. Kong, which aired in theaters and on HBOMax streaming.

We will likely see a lot of ‘hybrid’ releases in the future that simultaneously premiere in theaters and on streaming platforms. The data tells us that people enjoy the freedom of choice to watch at home or in theaters. Tubular Intelligence relays that message, loud and clear, to producers and film companies.

Our goal is to host a conversation between what society wants and how companies satisfy those entertainment desires. 
But there’s one thing that’s for sure – that Movie Theater Magic isn’t going anywhere, folks.

Hungry for New Experiences

You can’t tell the story of the pandemic without talking about the food! 

It’s not surprising that ethnic food videos were trending in H1. As we say adios to lockdown, everyone seems to have caught the travel bug. Foods from around the world are a great way to explore other cultures as travel restrictions slowly ease up.

Another fascinating food insight: Videos about Food Trucks + Street Vendors grew in popularity. Indoor Dining remained largely restricted. The Food Truck scene was having a renaissance moment!

Looking Forward to the Olympics

There’s truly no event that brings the world together like the Olympics. We can’t think of a better way for humanity to celebrate its strength and commemorate the hardships we’ve all endured over the past year. 

In H1, we saw an increase in Olympic social video buzz. The graph below shows ESPN, Overtime, and other broadcasters posted alternative video content inspired by individual creators. 

Content such as Family Olympics and Dog Olympics are posted for entertainment and building buzz. It’s always awesome to see how larger organizations learn from individual influencers and creators. 

The Tubular Team is waiting with excited anticipation to see how social video affects the broadcasting of the Olympics. The last Olympics was held in 2016. Since then, so much has shifted for social video, and we will be here to analyze and share it all! 

This past year has been one for the history books. It’s been remarkable to watch humanity’s ability to rise above reflected in our data. At Tubular Labs, we are excited for the future of video and proud to be working with the world’s culture-creators and change-makers.

The post The World Returns from Lockdown: H1 Data in Review appeared first on Tubular Labs.

The digital-first media company released its audience growth data online with the help of Tubular Audience Ratings  — the premiere Insight tool for Social Video. Tubular measures de-duplicated viewership and minutes watched across YouTube and Facebook. 

According to data, Overtime reached a monthly average of 36.3 million unique viewers P13-35 across YouTube and Facebook since the beginning of 2021, which outperforms their key competitors like ESPN, Barstool Sports, and Bleacher Report.

Overtime uses Tubular Data as a catalyst to evolve brand content + reach new verticals.

In only 4½  years, Overtime grew from working with sports-centric early adopters like Adidas, Nike, and Gatorade to working with brands across the board, including Google, Netflix, Amazon Prime Video, EA Sports, American Eagle, KFC, HBO, Rocket Mortgage, and many more. 

Chief Revenue Officer Weighs In

“Brands today have an uphill battle of trying to reach a wide audience in a landscape that is more fragmented than ever before. If they want to not only reach but truly engage the under-35 audience, they’ll need to go beyond a TV buy, especially when it comes to sports, and that’s where Overtime comes in.

Overtime’s Chief Revenue Officer, Rich Calacci 

Calacci and the team at Overtime are paving the way for other sports broadcasters to shift funds and focus into digital and social viewing. Digiday interviewed Calacci to learn more. Read the full interview here.

Since utilizing Tubular Audience Ratings, Overtime has seen its unique monthly viewership (all ages) reach an average of 57 million in 2021 and secured over 70 million during significant spending periods like March Madness. 

Tubular knowledge empowers and motivates Overtime to invest in young, engaged audiences across YouTube, Facebook, and other social platforms. Growing massive audiences feeds back into the company’s programming and ad revenue business, developing a multifaceted social video strategy. 

Overtime Originals + Advertising Opportunities

Overtime Originals are long-form YouTube programs with custom versions created for IGTV. These episodes attract plenty of advertising opportunities from brands looking to interact with their highly sought-after audience. 

Overtime weaves brand messaging throughout campaigns such as “League Ready” from State Farm, “Brought to You By” from Axe, and OT6 by Boost and FDA. They also integrate Native Content ads within videos such as “SuperTeam Prolific Prep” with BodyArmor. 

Other Overtime activations include event-based engagements such as the Young CEO Experience, influencer takeovers on TikTok with Embiid & Eastbay, and social-first series like Hot Clock and Fast Class. 

Arming themselves with data and meaningful insights, Overtime continues to connect and grow its audiences. As a result, brands like Overtime experience more success attracting advertisers. 

By understanding the bigger picture of audiences worldwide, creators can anticipate trends and target emerging markets to position themselves ahead of the pack. That’s how Tubular Intelligence inspires content that goes viral. 

The post Overtime soars to new digital heights with the backing of Tubular Audience Ratings™. appeared first on Tubular Labs.

This week, we’re talking:

• How social video helped make Euro 2020 a global event
• HYBE Labels explosive growth
• Loki’s finale week buzz

The World Watches a Thrilling Finish

For the last month, the European Championship has been a thrilling tournament, but nothing tops the excitement of the final game. Italy won on penalty kicks to break the 1-1 stalemate. As fans around the world watched on TV, they were also chiming in on social video. From July 10-12, the match generated 175 million Twitter video views, with reactions continuing well beyond the final whistle.

Both the English and Italian national teams took advantage of the moment. The English Football team generated over 12M video views on Facebook over a three-day stretch. While Italians had 3.4 million on Twitter. Winning the social video views count doesn’t erase a heartbreaking loss. But the English team can parlay the audience earned during the tournament to further engagement later on.

Inside HYBE

In the last week, HYBE Labels is one of the world’s most-viewed creators on YouTube (154 million views and counting). But the South Korea-based music label hasn’t always been this prolific on social video. Since July 2019, HYBE Labels has grown its monthly YouTube views by over 3x while getting nearly 5x more engagement (per month). The total number of uploads has gone up in that timeframe, but there’s more to the page’s popularity than just videos.

The increased attention to K-pop certainly helps, as does the global excitement that accompanies anything related to supergroup BTS. HYBE Labels’ most significant change, though, is its ability to lean into interest around its artists. The page posts plenty of music videos accompanied by teaser trailers for videos leading up to releases. 

Instead of just getting one bite of the apple on a new music video, each single is a several-week rollout that keeps fans talking.

Loki Stuns Marvel Fans

Many Marvel fans focused on the weekend’s Black Widow release, but Disney+ show Loki had its own finale Wednesday. Without spoiling anything, we can tell you it was a hit.

From July 10-15, nearly 3,700 YouTube videos were created around Loki — either predicting what might happen before the last episode or reacting to the explosive conclusion. Those videos generated over 42.4 million views. The biggest creators were fewer Marvel-owned pages and more accounts that have sprung up talking about all movies and shows.

With the Disney+ shows creating a much steadier dose of Marvel content, the studio not only has its own marketing efforts to promote projects — but also a legion of accounts telling fans to tune in and/or catch up on what they missed.

Check back next week for more insights to up your social strategy.

The post Tubular’s Social Video Week-in-Review: Getting the Most Out of Music Videos appeared first on Tubular Labs.

This week, we’re talking:

• Secret new growth opportunities for French Food Creators
• YouTube’s Major League Baseball broadcasts
• How Black Widow hyped up this weekend’s box office release

Cooking Up New Approaches

French food creators focus mainly on sugary, gooey, delicious sweets, but that might not be the best approach… 

Our research shows that savory foods are getting much higher V30 (views in the first 30 days). 

Whether you’re a food creator, game publisher, or digital outlet, identifying growth potential is the key to standing out in a competitive social video space.

More room for growth: Personal Chef Demonstrations stand out and provide more bang for your buck than popular “hand-in-pan” cooking videos. 
Find out more Tubular insights just like this here.

Angels Hitting Home Run on YouTube

Some of YouTube’s weekly Major League Baseball broadcasts get bigger audiences than others, and one possible factor is star power. 

Shohei Ohtani is the Los Angeles Angels’ international golden boy who has made a name for himself as a pitcher & designated hitter.  2/3 most viewed games on YouTube involved the Angels, according to data we provided to Variety. 

Divisional Rivalries also generated smaller audiences as 4 of the top 6 games through June 18 were interdivisional.

Black Widow Returns Marvel Movie Hype

The pandemic scuttled numerous big-budget movie releases in 2020, but one of the biggest was Black Widow — the 24th movie in the Marvel Cinematic Universe. Rather than go straight to streaming (like many other titles did), parent company Disney had a different plan for ScarJo.  

Disney believed in the film so much so that they delayed its release 14 months before a dual Disney+ Premium Access / Box Office release this weekend.

Anticipation has been palpable among fans, with over 3,400 Youtube videos created about Black Widow since June 1! Many came from Marvel and other Disney-owned creators. Our data shows Marvel’s U.S. YouTube account picked up 22.5 million views on 31 Black Widow uploads in that timeframe. 

Other top creators included Marvel’s Canada and Jimmy Kimmel Live.

Kimmel found numerous ways to push (the fellow Disney-owned) movie via interviews with its stars like Florence Pugh and Rachel Weisz.

Check back next week for more insights to up your social strategy.

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Brands Heat Up

You don’t have to be a media company to attract an audience on social video. Using Tubular Audience Ratings, we looked at which U.S.-based brands increased unique viewers across Facebook and YouTube the most from April to May 2021. Some of the top names:

• Nike (from 6.1 million to 43.7 million)
• Adidas (from 11.5 million to 25.3 million)
• The Beard Struggle (1.1 million to 10.3 million)

If you missed May’s rankings unique viewers and minutes watched, here’s a glimpse of how the world’s top media & entertainment properties stacked up as well:

Suns Stay Scorching

One of the top stories in the NBA this season has been the success of the Phoenix Suns — a tale that’s caught fire with social video as well. In June, Facebook videos about the Suns generated over 126 million views, while the team itself generated over 7 million video views on the platform.

Surprisingly, while the Suns are headed to the NBA FInals, it was the Brooklyn Nets that generated the most social video buzz in the second round of the playoffs. Tubular worked with Sports Business Journal to rank the remaining NBA playoff teams by Twitter video views during round two.

Content’s on the Menu

With summer upon us, food creators of all shapes and sizes have an opportunity to lean into seasonal content for audiences — whether they’re looking to learn a new cocktail recipe, find new grilling techniques, or simply watch talented cooks at work.

In June 2021, U.S. food and drink creators published more than 83K videos on Facebook, amounting to 3.6 billion views on the platform. Some of those top creators:

1. Tasty (757 million views)
2. Taste Life (376 million)
3. Chefclub Network (135 million)
4. Tastemade (123 million)

Just a sampling of the top videos included making deep-fried blooming onions, prepping a seafood feast, and even a chocolate lion! And as a topic, “grilling” alone accounted for over 1,200 Facebook videos on the month.

Check back next week for even more social video trends.

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