Brands gain YouTube reach but influencers boast engagement

Rob Clapp

An overview of YouTube average views per video and engagement rate by creator type.

Brands see the highest number of views per video on YouTube but influencers see the greatest engagement, according to the latest data from Tubular Labs. Among creators with at least 100,000 views per video, branded content generates 1.4m views on the average video, far higher than the platform average of 700.7k. However, this fails to translate into likes and comments, with a brand engagement rate of just 0.2%.

Instead, influencers register the most engagement. Influencer content on YouTube saw an average of just 669.6k views per video but engagement reached 1.4%, in part because of greater authenticity. Media...

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