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Dunkin’ is running on creator collabs

The context: From Pokimane’s Myna Snacks to Ryan Trahan’s Joyride, creators have been all over the food scene in recent years.

Few brands have embraced that trend as wholeheartedly as Dunkin’.

• The coffee-and-doughnut chain first jumped into the creator economy in 2020, when it teamed up with TikToker Charli D’Amelio to release a drink called “The Charli.”

• The result: Dunkin’ sold hundreds of thousands of the D’Amelio-branded drinks in just five days, and saw a 57% spike in app downloads.

The creator collabs: The chain is bringing that same energy into 2024. Last month, Dunkin’ launched a “Dunkin’Terns” program in partnership with “DunKing” Ben Affleck and Matt Damon‘s company Artists Equity. The initiative’s first two Dunkin’Terns—creators Nick DiGiovanni and SypherPK—are now on a mission to “put a Dunkin’ Iced beverage in every hand” (per Dunkin’).

• DiGiovanni is off to a strong start. The food creator (who reaches 18 million YouTube subscribers and 13 million TikTok followers) collaborated with Dunkin’ chef Dan Cole to whip up four new drinks, which will be available at every U.S. Dunkin’ location for just 30 days.
  
  

• SypherPK’s collab is up next. According to Dunkin’, the streamer will work with both Twitch Rivals and the doughnut chain itself “to bring SPARKD’ Energy by Dunkin’ into the virtual world by creating a custom competitive gaming arena with Oni Studios.”

The big picture: Both partnerships are a reminder that creators have more choices than ever when breaking into new verticals. While stars like KSI and Logan Paul have launched products of their own, many influencers still find value in partnering with established companies that boast in-house resources and industry connections. Even MrBeast—who launched his Feastables snack brand in 2022—recently teamed up with Zaxby’s to release themed menu items.

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HEADLINES IN BRIEF 📰

• Merch company YouTooz turns over $40 million a year by partnering with creators to produce limited-edition collectibles. Among its roster of clients: MrBeast, MatPat, and Iron Mouse. (Tubefilter)
  
  

• Meta beat analyst projections for Q2 by bringing in a quarterly total of $39.1 billion in revenue. (New York Post)
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• As of March 2024, TikTok was reportedly paying Microsoft almost $20 million per month to buy OpenAI models. (The Information)
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• Meta programmed its AI chatbot to avoid answering questions related to the attempted assassination of Donald Trump. Instead, the bot claimed the attack never happened. (Ars Technica)

DATA • U.S. TOP 50 📈

Happiness is a popular on YouTube, too

The content: Accident footage, exposés, and over-the-top pranks routinely generate billions of views on YouTube—but not everyone is in it for the schadenfreude.

• Heartwarming content is still among the platform’s most popular genres, with viewers frequently flooding in to watch videos about puppies, family humor, and feel-good comedy. Also at the top of that list: motivational vlogs featuring upbeat, slice-of-life content.
  

The creator: Sofi Manassyan has that last category on lock. The 16-year-old Kazakhstan-born creator has accumulated more than 2 million subscribers total and around 1.9 million in the last 5 months alone. Longtime fans watched her grow up on YouTube, from a little girl in Barbie ads to a teenager with her own concrete opinions on concepts like beauty.

• Manassyan has had a long presence on YouTube, where she’s pivoted from long-form dance videos and Russian-language vlogs to stream-of-consciousness monologues and comical, slice-of-life Shorts. One thing that hasn’t changed over the last five years: the California-based creator’s unerringly optimistic attitude.

🥉 The stats: That zest for life—and a steadily growing library of Shorts— have earned Manassyan a loyal following.

• The creator uploaded 106 Shorts to her channel in June, 79 in May, 64 in April, and 34 in March. The average view count on each of those Shorts is currently 3.2 million.
  
  

• Manassyan’s viewership numbers climbed especially high during the week of July 28. A 33% week-over-week increase in views saw her channel earn over 234.6 million views on the week, moving it up to a solid #16 in our U.S. Top 50 chart.

Head over to Gospel Stats to find out more about YouTube’s most-viewed channels.

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Today's newsletter is from: Emily Burton, Sam Gutelle, James Hale, and Josh Cohen. Drew Baldwin helped edit, too. It's a team effort.