Dan & Phil Part 77: getting that d........vitamin

[rizzo]

I ended up getting a lot of questions yesterday on tumblr about how much the guys make from spon videos... I was surprised by the range in guesses people had. I personally think it's gotta be at least six figures and up(I put them a few rungs below Zoella in what they can feasibly ask for and she's reported to get around 300k per spon deal) but some people thought it was more like 5-10k based on what people like Tomska have said.

Anyone have thoughts/insight into this?

You're luring me with this post aren't you? This is literally my favorite topic tbh.

I was just pondering this a few weeks ago when - for about the millionth time - I found myself shook that Dan and Phil ever did tinder spon and wondering exactly what price tinder paid to make that happen.

I used to work in an agency with a influencer marketing dept about 4 years ago and if my memory serves me right, one of the girls was telling me how frustrated she was by Zoella for how much money she expected from a dedicated video. At the time I think it was like $100K, And Zoe also required the brand to be a household name. I also remember doing a video with an influencer who had about 5k subs and she made $500 off it plus a percentage off every app download her video drove. So the range is WILD.

I'm of the opinion and agree that in 2018, Dan and Phil are making 6 figures off of dedicated spon. I read this article in my last info binge and this popped out:

For YouTubers with more than 50,000 subscribers, marketers can add roughly $2,000 per 100,000 followers per video, up until around 1 million subscribers, at which point a dedicated video could cost upwards of $25,000-$50,000, according to Langer.

Super successful YouTubers like Bart Baker or The Gabbie Show could easily cross the $100,000 mark,” he said.

Of course, that is just a general pricing guideline for influencer marketing on YouTube. For instance, a Redditor posted that a very popular YouTuber with a few million subscribers offered an endorsement deal for a rate of either $17,600 for two to three talking points or $22,000 with an additional description link in the video.

Dan and Phil are extremely popular, REALLY picky, and the most important part: they have a highly engaged audience. If you can get Dan and Phil to run a contest for your brand, you've just made yourself an extremely valuable marketing decision. (For example - when they had people join that one game and said they'd play against them or whatever. I wanna say it was the Dragon one? IDK.)

With all of that to consider and then the fact that Dan and Phil rarely do talking points and almost always do a full dedicated video, if they agree to a spon deal... they've got to be making six figures. Probably $100-$200K. Especially when it appears that they're only accepting the most lucrative and brand-relevant deals. (Which also makes me believe tinder was on the high end of that.... given its complete irrelevancy and the fact that it also got instagram posts too.)

They're also 2 people, which I like to think Phil uses as a bargaining chip in his negotiations. "We've each got instagrams we can promote this on....."

(Note: I could be completely wrong and if anyone here works in influencer marketing, please step in and correct me.)

Per my last really broad calculation, Deps were making anywhere from $5k - $15k per liveshow. So why bother with that amount for a spon, ya know?

[hello9217]

It definitely does depend. I would think 5-10k would fall more to someone who has less than 500k subscribers. If you take their last ad video with crunchy roll, they not only got a video out of it but also an instagram story from phil about it, therefore they could then get paid more because that was shown on two platforms.

Also affilate links garner them money. So if you click the link in the description for the product being advertised then they get money from that and if you purchase/download the product from the link then they receive a commission. So I would imagine that deppy could charge anywhere from 60k and upwards to do a sponsored video depending on the size of the company. Dan and phil only have these links on sponsored content but there are some people who put links in their description of what video equipment they use and so they could earn money on each video, if people click the links, on top of the money they already get from youtube.

Also I think for them to do a video on their main channel I wouldn't be surprised if they charged 100k.

[kavat]

I'd say there are a lot of factors in play. How many subscribers are not that relevant, average number of views on a regular video or other spon videos are a bigger indication, as well as engagement. Also if it's a whole video or just a segment in a vlog. Someone with 100k subs can get around £2000 for a vlog segment but more for a whole dedicated video. Zoella has fewer subs but higher engagement on her side channel so it's smarter for a company to do a spon there, where they might get more bang for their buck. It's still definitely 6 figures for a whole dedicated video. I'd say it's the same with deppy, dapg has fewer subs than their main channels but a pretty steady number of views and an engaged audience so I think they could get up towards £100k for a video there.

This particular spon was pretty clever of them because they didn't have to pretend do like a game they obviously wouldn't play on their own time. They were sponning the device instead of the game, but we will think of it as a Pubg video, not a Oneplus video. Too bad for Oneplus though

[alittledizzy]

I think their Dragonspon/Crunchyroll spons also netted them multiple hundreds of thousands of dollars - because in addition to the sponsored video those companies were on the backboard for every photo op at almost every meet and greet for their respective tours. I think Dragon City especially paid top dollar for that.

[Phantasy]

6 figures is WILDLY off. A one-off video with no other campaign behind it might net them up to $25k. They might get a bonus if they reach a certain number of views or if the link in the description tracks engagement and they achieve a certain number of clicks. And, some brands will not care if other ads remain on the video, so D&P would keep that revenue too, but as others have pointed out, this video doesn’t seem to have other ads so it’s more likely this was arranged with the brand and they paid more to be exclusive and compensate for the lost income.

And comparing to Zoella when she spons makeup is a bit different, nearly her entire core audience are makeup users, and that means the potential for the ads relevance is equal almost to the number of eyes watching and therefore brands will pay out the ass for that type of exposure.

[alittledizzy]

6 figures is WILDLY off. A one-off video with no other campaign behind it might net them up to $25k. They might get a bonus if they reach a certain number of views or if the link in the description tracks engagement and they achieve a certain number of clicks. And, some brands will not care if other ads remain on the video, so D&P would keep that revenue too, but as others have pointed out, this video doesn’t seem to have other ads so it’s more likely this was arranged with the brand and they paid more to be exclusive and compensate for the lost income.

And comparing to Zoella when she spons makeup is a bit different, nearly her entire core audience are makeup users, and that means the potential for the ads relevance is equal almost to the number of eyes watching and therefore brands will pay out the ass for that type of exposure.

What's your basis for saying it's wildly off? Not challenging you, just genuinely curious because I'm finding some of the links and sources people provide interesting. The Digiday article seems pretty clear that having a million subscribers would start you at 25k, and Dan and Phil have three times that plus - as others have said - the elitism factor of doing few spons, and the name recognition factor of being associated with a very dedicated audience. If it's feasible, according to an industry publication, that someone with a million subscribers could get 50k I don't know why it's wildly off that Dan and Phil with 3 million subs and with steady, dedicated viewers would get 100k. But I'm definitely curious to read up on this - it's not like I'm in the industry and know anything. Sources with solid information are just hard to find.

[hello9217]

6 figures is WILDLY off. A one-off video with no other campaign behind it might net them up to $25k. They might get a bonus if they reach a certain number of views or if the link in the description tracks engagement and they achieve a certain number of clicks. And, some brands will not care if other ads remain on the video, so D&P would keep that revenue too, but as others have pointed out, this video doesn’t seem to have other ads so it’s more likely this was arranged with the brand and they paid more to be exclusive and compensate for the lost income.

And comparing to Zoella when she spons makeup is a bit different, nearly her entire core audience are makeup users, and that means the potential for the ads relevance is equal almost to the number of eyes watching and therefore brands will pay out the ass for that type of exposure.

It's really not that off, in my opinion. If you look at the last 10 dnpgame videos they average over 671,000 views. Now if they charge $0.10/ view then that puts their value at $67,100. $0.10/ view is just a recommended amount to use and dnp could definitely value it as more, and probably do. Also a whole 10-20 minute video dedicated solely to a product is worth a lot of money. And that value could be just for the video and then they could offer an extra 10k for an instagram story as well.

I know it sound crazy but if a company decides to make a commercial for tv instead then they have to hire a camera crew, a set, the actors, an editor, and then pay for the spot for it to be played on tv. Companies pay a lot for something that's only a ~30 second spot that is not even guaranteed to be seen by a consumer. It's cheaper in the long run to go straight to a youtuber, who will do all of that stuff for them, with a guarantee that someone will see it. I agree that we shouldn't compare them to zoella but it's not really crazy to believe that deppy can pull in 6 figures with a spon video.

[werewolfdjh]

Anyone else think DNP are going to snap, and we'll enter a new era?

For example, the first "era" (with llamas, lions, etc.) ended with TATINOF (which was kind of a celebration of that first "era"). When they came back, we saw a change in content - and a change in Dan and Phil themselves (more mature, a different wardrobe, different hair). Once Mexico/Brazil II happens, do you think Dan and Phil will change themselves and their content again?

I saw a theory on Twitter (if anyone can link it, that'd be great! I can't find it ) that Dan's next video will be titled "Giving the People What Dan & Phil Want. Dan's last two videos were called "Giving the People What They Want" and "We Gave The People What They Wanted", so it would fit in well with his last uploads. Additionally, in the ii show

one of the questions was "Should the people get what they want or what Dan and Phil want?"

or something along those lines, so that might be foreshadowing to a new era where they're more honest.

On a different note, do you guys think Dan & Phil lost a lot of fans due to middle school girls aging out of the phandom or becoming k-poppies, leaving the older fans behind?

[Phantasy]

6 figures is WILDLY off. A one-off video with no other campaign behind it might net them up to $25k. They might get a bonus if they reach a certain number of views or if the link in the description tracks engagement and they achieve a certain number of clicks. And, some brands will not care if other ads remain on the video, so D&P would keep that revenue too, but as others have pointed out, this video doesn’t seem to have other ads so it’s more likely this was arranged with the brand and they paid more to be exclusive and compensate for the lost income.

And comparing to Zoella when she spons makeup is a bit different, nearly her entire core audience are makeup users, and that means the potential for the ads relevance is equal almost to the number of eyes watching and therefore brands will pay out the ass for that type of exposure.

What's your basis for saying it's wildly off? Not challenging you, just genuinely curious because I'm finding some of the links and sources people provide interesting. The Digiday article seems pretty clear that having a million subscribers would start you at 25k, and Dan and Phil have three times that plus - as others have said - the elitism factor of doing few spons, and the name recognition factor of being associated with a very dedicated audience. If it's feasible, according to an industry publication, that someone with a million subscribers could get 50k I don't know why it's wildly off that Dan and Phil with 3 million subs and with steady, dedicated viewers would get 100k. But I'm definitely curious to read up on this - it's not like I'm in the industry and know anything. Sources with solid information are just hard to find.

I have some background in radio (and some digital) marketing, so I know how the system works, but can’t speak 1st hand of course. I will say this, the relevant piece of the calculation isn’t total subscribers but what is the average view count, and if I were an advertiser I would look 1st at previous sponsored content... for D&P, their last 3 spons average to 614k views, so I would hope for a minimum of 600k views and start there. There are various calculations for setting a rate, but for simplicity let’s say it’s per 1000 views. As a brand I would ask myself a few questions, like: How relevant is this audience to my brand, what is the average age of the consumer and their income bracket, what is the geographical break down and does my brand sell to those regions, etc. Again, unlike Zoella selling her make up where nearly the entire body of the audience is a potential consumer, a high end gaming cell phone is not going to resonate with everyone, in fact only a small fraction of D&Ps audience.

I’ve heard anecdotally that a Content creator can expect between $20 and $30 per thousand views, which seems to be in line. So, if you take their average of 600k views and say the rate per 1k hits is $25, that then comes to $15k, which sounds about right. (as someone else pointed out that’s roughly in line with what TomSka has said in the past). And this is a one and done type of promotion, not a campaign. If they did a full ad blitz across all their platforms, and continued to promote and promote, then that drives the quote way up.

Again, just speaking about the one-off type of spon content that D&P typically does. Now I have no doubt they’ve had much more lucrative deals in the past—their partnership with Rize must have been particularly rewarding. Or when they do a series of videos or when a brand sponsors their tour (or both, like crunchy roll). Those types of deals I could see climbing near or above 6 figures.

[alittledizzy]

6 figures is WILDLY off. A one-off video with no other campaign behind it might net them up to $25k. They might get a bonus if they reach a certain number of views or if the link in the description tracks engagement and they achieve a certain number of clicks. And, some brands will not care if other ads remain on the video, so D&P would keep that revenue too, but as others have pointed out, this video doesn’t seem to have other ads so it’s more likely this was arranged with the brand and they paid more to be exclusive and compensate for the lost income.

And comparing to Zoella when she spons makeup is a bit different, nearly her entire core audience are makeup users, and that means the potential for the ads relevance is equal almost to the number of eyes watching and therefore brands will pay out the ass for that type of exposure.

What's your basis for saying it's wildly off? Not challenging you, just genuinely curious because I'm finding some of the links and sources people provide interesting. The Digiday article seems pretty clear that having a million subscribers would start you at 25k, and Dan and Phil have three times that plus - as others have said - the elitism factor of doing few spons, and the name recognition factor of being associated with a very dedicated audience. If it's feasible, according to an industry publication, that someone with a million subscribers could get 50k I don't know why it's wildly off that Dan and Phil with 3 million subs and with steady, dedicated viewers would get 100k. But I'm definitely curious to read up on this - it's not like I'm in the industry and know anything. Sources with solid information are just hard to find.

I have some background in radio (and some digital) marketing, so I know how the system works, but can’t speak 1st hand of course. I will say this, the relevant piece of the calculation isn’t total subscribers but what is the average view count, and if I were an advertiser I would look 1st at previous sponsored content... for D&P, their last 3 spons average to 614k views, so I would hope for a minimum of 600k views and start there. There are various calculations for setting a rate, but for simplicity let’s say it’s per 1000 views. As a brand I would ask myself a few questions, like: How relevant is this audience to my brand, what is the average age of the consumer and their income bracket, what is the geographical break down and does my brand sell to those regions, etc. Again, unlike Zoella selling her make up where nearly the entire body of the audience is a potential consumer, a high end gaming cell phone is not going to resonate with everyone, in fact only a small fraction of D&Ps audience.

I’ve heard anecdotally that a Content creator can expect between $20 and $30 per thousand views, which seems to be in line. So, if you take their average of 600k views and say the rate per 1k hits is $25, that then comes to $15k, which sounds about right. (as someone else pointed out that’s roughly in line with what TomSka has said in the past). And this is a one and done type of promotion, not a campaign. If they did a full ad blitz across all their platforms, and continued to promote and promote, then that drives the quote way up.

Again, just speaking about the one-off type of spon content that D&P typically does. Now I have no doubt they’ve had much more lucrative deals in the past—their partnership with Rize must have been particularly rewarding. Or when they do a series of videos or when a brand sponsors their tour (or both, like crunchy roll). Those types of deals I could see climbing near or above 6 figures.

I appreciate the background info! I think I still disagree - without knowing where that anecdotal info is sourced from I think I'm more inclined to believe something like that Internet Creators Guild article (which is Hank Green's collective of working youtubes). This is what they suggest that any their members adhere to:

Guild members should be paid no less than 5 cents per view* for full integrations.

And if you want to use the example of Dan and Phil's last spon video, the Food Fantasy game, that means you're looking at a baseline of $33k just on that alone. That's not counting twitter promotion, instagram promotion, or - and I really think this cannot be discounted - the fact that Dan and Phil are not your average youtuber with your average level of notoriety. Name recognition comes with a price tag. In fact, the very next line of the ICG article is:

We expect the vast majority of deals to significantly exceed these minimums.

I don't see any reason to think that Dan and Phil would be accepting half what the ICG's standard recommendation is. And I do still believe that six figures is not wildly off. I don't believe Dan and Phil make what Zoella makes - in fact, my original post said that - but I think they make bank and that's why they can afford to be selective and mostly choose brand deals with wider roots than a singular video. (Like tour sponsorships, deals that incorporate both of their main channels as well, etc.)

[greenergrass]

I ended up getting a lot of questions yesterday on tumblr about how much the guys make from spon videos... I was surprised by the range in guesses people had. I personally think it's gotta be at least six figures and up(I put them a few rungs below Zoella in what they can feasibly ask for and she's reported to get around 300k per spon deal) but some people thought it was more like 5-10k based on what people like Tomska have said.

Anyone have thoughts/insight into this?

I remember there being a youtube guide of some sort that people in some sort of youtube community made (hank green I think, I can't remember who else). This is very vague lol but does anyone else remember what I'm talking about? Anyways I remember as part of that whole guide, there was a section on what youtubers should expect to make from spon videos. It was basically to help new youtubers figure out what they should be charging for spons, how the whole spon negotiation worked, etc etc. I can't remember what the general calculation was (and of course the guide specified that there were other factors and that the spon amounts could vary), but I do remember figuring out that deppy would most likely be making at the very least about 50k on their spons, up to possibly in the 100k level. Obviously this was just my guess based on the guide thing, but that's my answer to what my thoughts are. I'll try to find and link that guide when I'm not on mobile.

Quoting myself because I just tried to search for that 'guide' I was referencing. Not sure if this is the one I was referring to, because I can't seem to remember exactly what it was I used as reference for this whole brand deal estimation last time, but here's the link for what I did find if anyone's interested: https://medium.com/internet-creators-gu ... e60288ea65

[LtrllySusan]

Not sure if my comment was overlooked but I literally posted the most reliable source so far? Everything else is just assumptions and widely guessing CPM.
They are deffo not making six figures of a normal video spon.

[hello9217]

This whole discussion just made me really curious about how much rize ended up paying dnp. They sponsored the whole tour, they got mentioned in phil's main channel video, a dnpgames video, both of their insta stories, and they also got dnp on there once a week using their product. The tour definitely got them a lot of money on just that alone, not even factoring in merch and ticket sales. With they way youtube has been going, they really went on this tour at a good time.

ETA: @LtrllySusan I saw your post with Markiplier but in his video he said that with the help of the app sponsoring him that he will be able to donate $10,000, which he did. However I don't believe I heard him say that was all the money he got from the ad, only how much he ended up donating. He could have got paid $50,000 and donated 10k.

[alittledizzy]

Not sure if my comment was overlooked but I literally posted the most reliable source so far? Everything else is just assumptions and widely guessing CPM.
They are deffo not making six figures of a normal video spon.

I actually did miss that, so I'm glad you mentioned it up again. I'll quote it here in case anyone else did too:

I ended up getting a lot of questions yesterday on tumblr about how much the guys make from spon videos... I was surprised by the range in guesses people had. I personally think it's gotta be at least six figures and up(I put them a few rungs below Zoella in what they can feasibly ask for and she's reported to get around 300k per spon deal) but some people thought it was more like 5-10k based on what people like Tomska have said.

Anyone have thoughts/insight into this?

Markiplier has done mobile game spons for $10,000 and donated the full amount (according to him) to charity and posted the receipt: https://www.youtube.com/watch?v=ABNPNDxVJhY and https://imgur.com/FdYMXTb

I think Zoella is on a quite different level than DAPG. I don't watch her, so can you tell me what deals she got that much money for? A single video thing or more of a partnership thing?

But I don't at all think that what they get for a charity video equates to what they get when it's for profit. I think Mark is fantastic for donating proceeds for some videos, too, don't get me wrong. I'm not being dismissive of that. But charity makes people look good.

In fact, Best Fiends had the same offer to every youtuber, I think? Because Dan and Phil's Best Fiends video says in the description: This is a paid promotion for Best Fiends! (thanks for donating $10,000 to charity for us!) It was a clever way of Best Fiends to get big youtubers to pay attention to them, and I'm guessing it had benefits for Dan and Phil - if nothing else then those good charity association benefits. So I definitely believe that for charity related purposes they'll take less money while still putting the same effort forth.

(I do also definitely believe Markiplier makes six figures for a brand deal too. These youtubers are rich as fuck.)

[coffeepenguin]

Honestly, I just have been wondering all this time if they are being sponsored by wattpad and if not, how the hell would Phil miss this brilliant opportunity with the amount of mentions it got from them during the tour (jk. mostly)

eta: relevant new status is relevant

[liola]

6 figures is WILDLY off. A one-off video with no other campaign behind it might net them up to $25k. They might get a bonus if they reach a certain number of views or if the link in the description tracks engagement and they achieve a certain number of clicks. And, some brands will not care if other ads remain on the video, so D&P would keep that revenue too, but as others have pointed out, this video doesn’t seem to have other ads so it’s more likely this was arranged with the brand and they paid more to be exclusive and compensate for the lost income.

And comparing to Zoella when she spons makeup is a bit different, nearly her entire core audience are makeup users, and that means the potential for the ads relevance is equal almost to the number of eyes watching and therefore brands will pay out the ass for that type of exposure.

What's your basis for saying it's wildly off? Not challenging you, just genuinely curious because I'm finding some of the links and sources people provide interesting. The Digiday article seems pretty clear that having a million subscribers would start you at 25k, and Dan and Phil have three times that plus - as others have said - the elitism factor of doing few spons, and the name recognition factor of being associated with a very dedicated audience. If it's feasible, according to an industry publication, that someone with a million subscribers could get 50k I don't know why it's wildly off that Dan and Phil with 3 million subs and with steady, dedicated viewers would get 100k. But I'm definitely curious to read up on this - it's not like I'm in the industry and know anything. Sources with solid information are just hard to find.

I have some background in radio (and some digital) marketing, so I know how the system works, but can’t speak 1st hand of course. I will say this, the relevant piece of the calculation isn’t total subscribers but what is the average view count, and if I were an advertiser I would look 1st at previous sponsored content... for D&P, their last 3 spons average to 614k views, so I would hope for a minimum of 600k views and start there. There are various calculations for setting a rate, but for simplicity let’s say it’s per 1000 views. As a brand I would ask myself a few questions, like: How relevant is this audience to my brand, what is the average age of the consumer and their income bracket, what is the geographical break down and does my brand sell to those regions, etc. Again, unlike Zoella selling her make up where nearly the entire body of the audience is a potential consumer, a high end gaming cell phone is not going to resonate with everyone, in fact only a small fraction of D&Ps audience.

I’ve heard anecdotally that a Content creator can expect between $20 and $30 per thousand views, which seems to be in line. So, if you take their average of 600k views and say the rate per 1k hits is $25, that then comes to $15k, which sounds about right. (as someone else pointed out that’s roughly in line with what TomSka has said in the past). And this is a one and done type of promotion, not a campaign. If they did a full ad blitz across all their platforms, and continued to promote and promote, then that drives the quote way up.

Again, just speaking about the one-off type of spon content that D&P typically does. Now I have no doubt they’ve had much more lucrative deals in the past—their partnership with Rize must have been particularly rewarding. Or when they do a series of videos or when a brand sponsors their tour (or both, like crunchy roll). Those types of deals I could see climbing near or above 6 figures.

Actually, the most important rates that advertisers look up to in digital marketing and particularly social media is engagement. It's why even micro-influencers manage to get sponsored videos and brand deals, even people with less 10k subscribers, because their engagement rates are extremely high.

Taking tomska as an example is really off because his engagement is much lower than dnp. That's just facts.

(I do digital marketing and PR for a living, have worked on brand deals, I did my master thesis on brand usage of social media and influencers. If anyone wants academic sources I could provide them, I'm just on mobile right now)

[Phantasy]

6 figures is WILDLY off. A one-off video with no other campaign behind it might net them up to $25k. They might get a bonus if they reach a certain number of views or if the link in the description tracks engagement and they achieve a certain number of clicks. And, some brands will not care if other ads remain on the video, so D&P would keep that revenue too, but as others have pointed out, this video doesn’t seem to have other ads so it’s more likely this was arranged with the brand and they paid more to be exclusive and compensate for the lost income.

And comparing to Zoella when she spons makeup is a bit different, nearly her entire core audience are makeup users, and that means the potential for the ads relevance is equal almost to the number of eyes watching and therefore brands will pay out the ass for that type of exposure.

What's your basis for saying it's wildly off? Not challenging you, just genuinely curious because I'm finding some of the links and sources people provide interesting. The Digiday article seems pretty clear that having a million subscribers would start you at 25k, and Dan and Phil have three times that plus - as others have said - the elitism factor of doing few spons, and the name recognition factor of being associated with a very dedicated audience. If it's feasible, according to an industry publication, that someone with a million subscribers could get 50k I don't know why it's wildly off that Dan and Phil with 3 million subs and with steady, dedicated viewers would get 100k. But I'm definitely curious to read up on this - it's not like I'm in the industry and know anything. Sources with solid information are just hard to find.

I have some background in radio (and some digital) marketing, so I know how the system works, but can’t speak 1st hand of course. I will say this, the relevant piece of the calculation isn’t total subscribers but what is the average view count, and if I were an advertiser I would look 1st at previous sponsored content... for D&P, their last 3 spons average to 614k views, so I would hope for a minimum of 600k views and start there. There are various calculations for setting a rate, but for simplicity let’s say it’s per 1000 views. As a brand I would ask myself a few questions, like: How relevant is this audience to my brand, what is the average age of the consumer and their income bracket, what is the geographical break down and does my brand sell to those regions, etc. Again, unlike Zoella selling her make up where nearly the entire body of the audience is a potential consumer, a high end gaming cell phone is not going to resonate with everyone, in fact only a small fraction of D&Ps audience.

I’ve heard anecdotally that a Content creator can expect between $20 and $30 per thousand views, which seems to be in line. So, if you take their average of 600k views and say the rate per 1k hits is $25, that then comes to $15k, which sounds about right. (as someone else pointed out that’s roughly in line with what TomSka has said in the past). And this is a one and done type of promotion, not a campaign. If they did a full ad blitz across all their platforms, and continued to promote and promote, then that drives the quote way up.

Again, just speaking about the one-off type of spon content that D&P typically does. Now I have no doubt they’ve had much more lucrative deals in the past—their partnership with Rize must have been particularly rewarding. Or when they do a series of videos or when a brand sponsors their tour (or both, like crunchy roll). Those types of deals I could see climbing near or above 6 figures.

I appreciate the background info! I think I still disagree - without knowing where that anecdotal info is sourced from I think I'm more inclined to believe something like that Internet Creators Guild article (which is Hank Green's collective of working youtubes). This is what they suggest that any their members adhere to:

Guild members should be paid no less than 5 cents per view* for full integrations.

And if you want to use the example of Dan and Phil's last spon video, the Food Fantasy game, that means you're looking at a baseline of $33k just on that alone. That's not counting twitter promotion, instagram promotion, or - and I really think this cannot be discounted - the fact that Dan and Phil are not your average youtuber with your average level of notoriety. Name recognition comes with a price tag. In fact, the very next line of the ICG article is:

We expect the vast majority of deals to significantly exceed these minimums.

I don't see any reason to think that Dan and Phil would be accepting half what the ICG's standard recommendation is. And I do still believe that six figures is not wildly off. I don't believe Dan and Phil make what Zoella makes - in fact, my original post said that - but I think they make bank and that's why they can afford to be selective and mostly choose brand deals with wider roots than a singular video. (Like tour sponsorships, deals that incorporate both of their main channels as well, etc.)

Good sourcing. IGC is probably as close to reality as we’re going to get without insider knowledge. To me Full Integration seems to be a bit loose of a term, in D&Ps vid, other than the brief spon portion, the gameplay and the rest of the vid pretty much mirrors any of their other channel content, but that’s splitting hairs I guess. Fact of the matter is it wouldn’t suprise me at all if they made $30k plus, but I would just temper based on the brand’s relevancy with the D&P audience— it’s not a hard-core gaming audience as most people are here just for the bants, so I don’t know how many people are willing to abandon brand loyalty to Apple or Samsung and jump ship for an off-brand cellphone. Regardless, it’s a good pay-day for them, and the content was enjoyable, so go on get that coin!

[greenergrass]

I ended up getting a lot of questions yesterday on tumblr about how much the guys make from spon videos... I was surprised by the range in guesses people had. I personally think it's gotta be at least six figures and up(I put them a few rungs below Zoella in what they can feasibly ask for and she's reported to get around 300k per spon deal) but some people thought it was more like 5-10k based on what people like Tomska have said.

Anyone have thoughts/insight into this?

I remember there being a youtube guide of some sort that people in some sort of youtube community made (hank green I think, I can't remember who else). This is very vague lol but does anyone else remember what I'm talking about? Anyways I remember as part of that whole guide, there was a section on what youtubers should expect to make from spon videos. It was basically to help new youtubers figure out what they should be charging for spons, how the whole spon negotiation worked, etc etc. I can't remember what the general calculation was (and of course the guide specified that there were other factors and that the spon amounts could vary), but I do remember figuring out that deppy would most likely be making at the very least about 50k on their spons, up to possibly in the 100k level. Obviously this was just my guess based on the guide thing, but that's my answer to what my thoughts are. I'll try to find and link that guide when I'm not on mobile.

Quoting myself because I just tried to search for that 'guide' I was referencing. Not sure if this is the one I was referring to, because I can't seem to remember exactly what it was I used as reference for this whole brand deal estimation last time, but here's the link for what I did find if anyone's interested: https://medium.com/internet-creators-gu ... e60288ea65

Editing again to say that I just went back to read some of the other responses and realized that @alittledizzy had just linked the same article I was referring to in the post before mine lmao oops. But yeah, I consider that to be a fairly reliable source

[fancybum]

Honestly there's not really a way to know how much they're making, like 6 figures is probably as believable or likely as ~30-50K, all we can really figure out are minimums. So sure, okay, ~18-33k to start, but beyond that, who knows but D&P. It's not going to just fall down to how many views they get (it matters, but it'll just be a starting point), but also how good their team is at negotiating. Maybe their spons "only" average ~600K views, but depending on what their advertiser's goals are, maybe that's plenty to pay out a good chunk of cash. I don't know if it's a thing to share their past information, but if they knew how many downloads they got on a previous spon video, could they use that information to negotiate higher rates with another sponsor? Like if they're similar products? like both app games? idk.

Here are some american-based people sharing some numbers, which might be helpful? My kink is people talking about actual numbers when discussing salary/income.

^ This is more about CPM stuff, but I still found it interesting. They start talking $ around 16:40
She talks about some actual numbers (well guesstimates, but at least based on her experience) about how much a video with over 1M views might make
(don't have time to do any timestamps for more interesting things, but they don't talk about it for that long)


Starting at 9:20 - talking about a lost brand deal: $80,000 for 6 instagram posts, 6 YT shoutouts (shoutouts, not full videos?) & 6 work days.

Quotes that make my soul leave my body just contemplating them:
"He was scared that I was going to judge him and tell him he's not getting a good enough deal."
"If you tell that to us, tell that to me, I'd be like 'Jason, you're getting kinda undercut there, you should be making at least another $50,000."

I don't have time to re-listen to it all right now (I'm v busy and important), but I think he goes on to say it was a spon intended for his family channel (unless that was a different deal I'm thinking of, in which case nevermind), which has significantly less subscribers than his main channel. And he's "only" got 1.3M on instagram (now. and this was from last year, so it would have been less then). I know advertising for family things is a different ad market or whatever, but yeah. Trying to figure out how much anybody could or did make for something is basically like looking at their socialblade and trying to figure out which earnings they're making based on their estimations, in Jason Nash's case, anywhere from 3.3K to 53.5K per month lol.

[knq]

While dnp and Markiplier have both done charity spon videos donating 10k to charity, I agree we shouldn't assume that's the amount they normally make on a spon as others have said, and also I doubt the amount being donated to charity is all they were being paid. They're both part of MCNs which get a percentage of their income, so if they were only making 10k from the video, which went straight to donation, they'd be paying their managers/agents out of pocket and that would be quite strange.

The ICG article is very general, obviously, but it did survey ~100 creators average incomes across multiple types of content and subscriber counts, so overall if you wanted to ballpark how much dnp make from a spon video, you could just take the median, which is 10 cents per view, and with an average of 600k views within 30 days of a video being posted, you'd get 60k for a spon video on dapg.

The creators surveyed will obviously differ from dnp in their content, subscriber count, engagement, and so on, but taking a median from a sample of 100 isn't too bad, imo. Their 5 cent per view minimum cut-off really is meant as a minimum, so I wouldn't use it to estimate a likely average. They're presenting half the median as a minimum for creators who wonder if they're being ripped off.

[fieldoflovers]

This is a really interesting discussion that I'm loving reading and I was wondering how money and shoutouts worked? like for example the gaming laptop they were sent recently, it was #notspon but the company still got their product out in front of an audience. Were they obligated to do the shoutout because they got a free product? Were they paid? Did they have to feature it?

I'm also curious about other lifestyle stuff because i remember a liveshow in which Dan talked about being sent clothes by designers, now obviously he doesn't directly talk about them, but I'm curious why send them to Dan and not a fashion blogger? Its not like Dan is doing OOTD's though I would love that

[wiccamoody]

This is a really interesting discussion that I'm loving reading and I was wondering how money and shoutouts worked? like for example the gaming laptop they were sent recently, it was #notspon but the company still got their product out in front of an audience. Were they obligated to do the shoutout because they got a free product? Were they paid? Did they have to feature it?

I'm also curious about other lifestyle stuff because i remember a liveshow in which Dan talked about being sent clothes by designers, now obviously he doesn't directly talk about them, but I'm curious why send them to Dan and not a fashion blogger? Its not like Dan is doing OOTD's though I would love that

I'm not 100% on this, but I think companies either send stuff unsolicited to their management company where deps can then do whatever they want with the stuff, or they ask to send stuff but never do a full contracted deal or anything. I'm mostly basing this off of being contacted at work by a publisher once asking if they could send some free books if I wanted, but I never actually had a deal with them to read the books and get back to them about it or to promote the company in any way. It was just a kind of "here have free stuff and it'd be cool if you talked about this, but if you don't no problem" (though that does bring up a matter of being a reputable person to send free shit to, and "making a name" for yourself in the industry that sense, but I don't think that's something they need to worry about exactly), which is what I'm thinking Razer did (or something similar, maybe they did tell them they can have the laptop in exchange for a small promotion at the start of the video) since they said they weren't being paid to talk about it.

I'm not sure on the fashion stuff, but I do know that Dan has also said he reaches out to companies asking about clothes (I think he said it in a liveshow after people were yelling about the potato sack jumper when he got it). I'd be interested to hear other, perhaps more informed, perspectives on this, as I'm really enjoying this discussion.

[Tottrie]

This is such an interesting topic that I know absolutely nothing about
But, one thing that I thought I might add, that I don't see anyone talking about, is that Pewdiepie actually did a spon with One plus recently. I don't think such a big youtuber as Pewdiepie would do a spon for like 30k. And in Europe, one plus isn't a company that just a few people know about, at least not from my understanding (I live in Europe). They are big. So I'm thinking that 6 figures are closer.
But as I said at the start, I don't have any experience in this just wanted to share that.

[knq]

Instagram post from II crew. tol boys sits

[rizzo]

Instagram post from II crew. tol boys sits

Ew. Get this twig out of my eye.