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Partnership Reports

Sponsored Integration Is Brands’ Top Tactic on YouTube

November 9, 2022

Deals between YouTube influencers and brands are legion, as these charismatic personalities continue to build significant partnership portfolios. Sponsored integration within their YouTube videos is the leading way influencers work with brands.

Over 550 brands saw sponsored integration within YouTube influencers’ videos in the past year. The most active brands were:

  • Betterhelp (sponsored videos with more than 15 influencers)
  • SeatGeek
  • DraftKings
  • HelloFresh
  • NordVPN
  • Skillshare (85% of its deals include YouTube sponsor integration)

Top YouTube Influencers

MMG (Matthew Meagher) Madden Youtuber:. One of the most endorsed YouTubers with 44 deals–of which 91% include sponsored integration on YouTube–MMG ranks in the top 1% of all social influencers by deal count. Just this year, 68 of his videos featured sponsored integration. With 2.32M followers on YouTube, he’s also bolstering his TikTok presence: his current 1M followers saw 13% growth in the last 12 months.

MrBeast (Jimmy Donaldson) American Youtuber: With a whopping 110M subscribers, MrBeast is a bona fide YouTube sensation, and has racked up a staggering 200M gross following across all social platforms (YT, TT, TW, IG, FB). Mobile app Brawl Stars hit the endorsement lottery with MrBeast thanks to sponsored integration in his most viewed video ever, garnering more than 300M views since November 2021.

Interestingly, MrBeast partners with less than 10 brands:

  • Brawl Stars
  • DraftKings
  • Honey
  • Venmo
  • Current
  • Walmart
  • Experian
  • Coinbase
  • Nerf
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