Hi there. We’re looking forward to seeing you at VidCon Anaheim next week. If you’re interested in learning about the massive impact that AI is having on the creator economy, be sure to check out Friday’s Industry track panel Navigating the Future: How AI is Transforming Content, featuring Spotter’s EVP of Product & Creator Tools, Paul Bakaus. It promises to be a fascinating session with live demos of cutting-edge AI tools. Will you be attending VidCon? Let us know if you haven’t already. 

—The Spotter Creator Team

How To Retain Your Viewers During Sponsored Segments

Are you noticing a dip in retention during sponsored segments in your videos? It's common to see such dips, but if you notice that your retention has a "step change" down or a “temporary dip” during sponsorships, that could be a sign to critically evaluate the timing, placement, and even the partnership as a whole (depending on the severity of the retention drop). 

What are creators doing to avoid these dips? 

Ideally, you don’t want to see either of these patterns in the retention curves for videos with sponsorships. So, what do you do if you’re noticing these dips? We’ve found that when brand partnerships are seamlessly integrated into the narrative of the video, viewers will willingly stick around.

We evaluated two branded videos that successfully maintained their retention. Here’s what we found:

This video by Preston, “ESCAPING 100 Layers of Video Games!,” is a great example of a successful brand integration (integration begins at 8:00).

Here's why it was effective:

• Seamless integration: The brand and its product are seamlessly integrated into the video without disrupting it.

• Mid-roll placement: The brand’s placement is strategically placed midway through the video, contributing to its effectiveness in maintaining retention and better overall performance. 

• Keeps the action going: The action continues in the frame while Preston reads the brand’s talking points.

• Short and sweet: The video prominently features the partnership without sensationalizing it.

Courtreezy’s “causing absolute chaos in the sims 4” maintained high viewer engagement even though the sponsorship begins at the start of the video.

Here's why it worked well:

• Sponsor and content alignment: The Sims is both the sponsor of the video and the subject of it, so the net effect is that it feels like any other Coutreezy video.

• Dedicated integration: The video's focus on The Sims facilitated seamless sponsorship integration without disruptions. This ensured that the audience knew what to expect upon clicking the video.

• Perfect brand fit: There’s a sponsor and creator brand fit. Coutreezy is a lifelong fan of The Sims, and the game’s sandbox structure pairs perfectly with her particular brand of chaos.

In both cases, how and when the creator integrated the sponsorship into the video and the brand fit between the creator and the sponsor seem to have made a big difference. 

Key Takeaways

• Seamlessly integrating the sponsored content into your video with the right timing, placement, and brand fit can help avoid step changes or temporary dips in viewer retention. 

• Rather than disrupting the flow of the video, try having the action continue during the sponsored segment. 

• Look for brand partnerships that align with your brand and content so they’re relevant to your viewers’ interests and to the video itself. 

Interested in learning more? Reach out to the Creator Team by replying to this email.

• Jesser’s reaction channel, Jesser Reacts, hits 1 billion total views.

• MrBeast hires VC vet, Jeffrey Housenbold, to lead the company now known as Beast Industries.

• YouTube kicked off the summer with their Sips on the Pier happy hour event for content creators who are changing the face of the internet, including HJ Evelyn.

• Kids Diana Show, Aphmau, Preston, Unspeakable, FGTeeV, Jordan Matter, Royalty Family, The Beverly Halls, and MrBeast all receive 2024 Kids’ Choice Awards nominations.

• MrBeast aims to launch both a mobile game and a beverage brand in 2025.

• Like Nastya and Viral Nation partner with high fashion agency Ford Models to support her growth and evolution in the fashion and beauty space.

• Cody Ko joins VidCon 2024 as a final addition to their Industry track as part of a push for more creator perspective.

• Deermeatfordinner’s Robert Arrington will be featured as a special guest at this year’s Buckmasters Expo in Montgomery, AL.

• YouTube collabs with Aphmau, Eystreem, Jelly, MrBeast, Preston, Unspeakable, and more to celebrate 15 years of Minecraft.

• Dude Perfect is launching Dude Perfect Dodgeball, a 16-person Fortnite mode set on its own branded island within the game.

Jobs

• Sam and Colby are hiring a Video Editor (Full-time, Remote).

• EYStreem is hiring an IRL Video Editor (Per project, Remote).

• Anazala Family is hiring a Brand Partnerships Associate (Contract, Los Angeles).

• MrBeast is hiring a 3D Designer (Remote).

• Rebecca Zamolo is hiring a YouTube Producer (Full-time, Los Angeles).

• FaZe Rug is hiring a YouTube Producer (Full-time, Remote).

YouTube

• YouTube’s Thumbnail Test & Compare is rolling out to all channels with Advanced Features enabled. If you don’t already have Advanced Features enabled, follow the steps here to do so.

• YouTube is testing new features such as AI-generated live chat summaries, channel QR codes, Google Lens search, and more.

“Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep.”

– Scott Adams