Brand Programs

Which Influencers Should a Supplement Brand Sponsor Next

We took a strategy report that named five kinds of creator to hire and not one person, and turned it into 54 names. Along the way we counted how many creators fit each description, and how few of them anybody has ever paid.

Influencer strategy breakdown and tactics for DoNotAge.org

Repeats word artists and talks about artists sinking in their own energy

How SugarBearHair built its influencer strategy

Kent frames this as community building rather than seeding, explicitly against the 5,000-samples model. And he names the payoff as loyalty, which is exclusivity and love for the brand.

Timeless Ha influencer audit

At most all you can do is just see what they're sponsoring and that's about it. The main problem is the sleep. Why is velocity so slow?

How to Vet a Celebrity Endorser, Run Live on Celsius

Everyone sells a three-layer celebrity vetting process. We ran ours against nine names for Celsius to see what it caught, and the automated screen was wrong about two of the five people it flagged.

• celebrity
• vetting
• partnerships
• drinks

Seven coffee brands, and the one spending deepest on the fewest doors

Seven ready to drink coffee and tea brands have paid 407 YouTube creators since June 2021, and the whole shelf averages 2.6 deals per creator. The brand with the deepest programme in the category is not one of the seven, and it books 26 people 5.9 times each.

Six focus drink brands, and nobody has built a roster yet

Six focus drink brands have paid 524 YouTube creators since June 2021, and one of them accounts for three quarters of it. Nobody has booked the same group of people often enough to own the recall for this product type, which is a rare thing to find still unclaimed.

Three Gaming Brands Own 83% of Energy Drink Creator Deals

We counted every recorded creator deal across 143 wellness drink companies. The biggest buyer in the whole category is a gaming energy powder that the trade press has never written about.

Eight gut brands, and the one that bought a different audience

Eight gut health and probiotic brands have paid 1,051 YouTube creators since May 2021, and 899 of those creators have taken money from exactly one of the eight. There is no shared roster to outbid on this shelf, which is a very different problem from the one most buyers prepare for.

The Whole Gut Health Drink Aisle Has 93 Sponsored Videos

We counted every paid creator video for 21 gut health drink brands. There are 93. The same gut story sold as a capsule has 1,718, which tells you the problem is not the pitch.

Seven hydration brands, and why there is no cheap lane left inside

We went looking for the under sponsored pocket on the hydration shelf and there is not one. Every category with 20 or more creators already holds four or more of these seven brands, and the two genuinely quiet corners are both owned outright by LMNT.

Which Influencer Agencies Can Prove a Beverage or Wellness Launch

This dossier tests the agency shortlist against public proof rather than marketing claims, and separates evidence that an agency worked on a launch from evidence that the work produced a result.

What Brands Actually Got From 10 Influencer Events

Ten companies put creators at an event and published a number. We read every source. Here is what each one got, and which of those numbers hold up.

Why Prime Hydration Collapsed After the Fastest Launch in Drinks

Prime had the fastest launch a drink has ever had, and no creator programme underneath it. We hold 2,967 paid hydration videos and not one of them is Prime.

Which Wellness Drink Brands Rebook Their Creators, and Which Do Not

The wellness drink category has stopped widening its rosters and started buying the same people over and over. One creator has read the same electrolyte code 117 times.

Half the Wellness Drink Shelf Has Never Paid a Creator

Seventy-two of the 143 wellness drink companies we track have never bought a trackable creator video. Four entire shelves, including sports drinks and kombucha, have almost nothing between them.

Which Wellness Niches Are Underpriced for What Their Audiences Spend

Published rate guides put a small wellness creator at $25 to $175 a post. Every one of the 87 creators who has quoted us a price asks more than that, and one of them asked $4,500.

We Offered 260 Creators Free Product. Here Is What They Wrote Back

Most gifting advice is written by people who never counted the replies. We ran a gifting round for a matcha brand, read every answer one at a time, and the numbers are not what the dashboards said.

Who Owns the Big Wellness Drink Brands, and What They Paid

Twelve big companies own most of the wellness drinks on the shelf. Here is who owns what, what they paid where a number was published, and the five small brands most likely to sell next.

The Whole Coconut Water Aisle Has 25 Sponsored Videos

We counted every paid creator video for twelve coconut water brands. There are 25, and Vita Coco owns all of them. That is not a quiet category, it is a category spending where nobody can count it.

The spirits shelf, and the one sponsor with 441 videos

Suntory Global Spirits has 111 rivals on the shelf and not one of them has a creator programme big enough to chart. The category bought 89 celebrities and almost nothing underneath them.

Which creators AG1 should sponsor next

AG1 has 2,157 recorded sponsored YouTube videos. Its most booked creator is not a science podcast, it is somebody filming from a boat, and the garage lane is bigger than the podcast lane.

Which creators Atlas Coffee Club should sponsor next

Atlas Coffee Club has 28 recorded sponsored videos across 26 creators, and 24 of those creators were paid once and never again. Nothing has been recorded since March 2024.

Which creators BUBS Naturals should sponsor next

BUBS Naturals has 117 recorded sponsored YouTube videos, almost all of them since October 2025. It buys the veteran interview and the team sports podcast, and nobody else on its shelf has bought a single video of either.

Which creators Celsius should sponsor next

Celsius has 24 recorded sponsored YouTube videos across 12 creators, and not one of them is a gaming channel. Every brand it shares a shelf with in our data is buying gaming, which means the two are barely competing for the same person.

Coffee creator sponsorship, and the audience nobody is bidding for

Six coffee brands have paid for 540 sponsored YouTube videos since 2021, and each one is talking to a completely different person. Nobody is buying the home cook, which is the cheapest audience on the shelf for exactly that reason.

Which creators Cometeer should sponsor next

Cometeer has paid for 114 sponsored YouTube videos across 84 creators since 2021, and the only audience it books more than once is the one none of its five rivals is buying.

What works in electrolyte creator marketing, and what to stop paying for

Which creators IM8 Health should sponsor next

IM8 Health has 60 recorded sponsored videos across 18 creators in eighteen months, which is 3.3 videos per creator. AG1 runs 2.3 across 920 people, so on the number that costs real money to prove, the challenger is already ahead.

Which creators Magic Mind should sponsor next

Magic Mind has 890 recorded sponsored YouTube videos across 345 creators, which is 2.6 videos per creator and the highest repeat rate on its shelf. It holds about 69 percent of every recorded video in the category.

Which creators Monster Energy should sponsor next

Monster Energy has 31 recorded sponsored YouTube videos across 14 creators. Four rivals hold more than 4,000 between them, almost all of it aimed at gaming.

Which creators MUD WTR should sponsor next

MUD WTR has 189 recorded sponsored YouTube videos across 91 creators, and almost all of it is somebody talking rather than somebody making a drink. Everyday Dose is now buying the exact audience it spent four years building.

Which creators Prozis should sponsor next

Prozis has 77 recorded sponsored YouTube videos and its most booked channel has 68,200 subscribers, which is smaller than the smallest name most rivals on this shelf bother with. That is a different business rather than a smaller one.

Which creators Sneak Energy should sponsor next

Sneak Energy has 17 recorded sponsored YouTube videos across four creators, and one podcast holds 11 of them. Four rivals hold more than 4,000 videos in the gaming lane Sneak sells into.

What influencer marketing deliverables do supplement brands actually buy

We read 147 wellness ad creatives out of the Meta ad library and 764 creator rate cards. The brands are buying the ad rights hardest, and almost nobody on the other side of the table has put a price on them.

The grooming shelf, and where the gaps are

Thirteen grooming and hair loss brands have paid 1,546 YouTube creators for 5,431 videos since April 2017, and the audience closest to the product, beauty channels, holds 45 of them.

Who actually pays coffee creators on YouTube, and why Danone sits at zero

We went looking for who actually pays coffee creators on YouTube, and found the whole dairy chiller sitting at 1 percent of it. International Delight, SToK, Silk and So Delicious are all on zero, and so is Coffee mate, the category leader.

The Sleep Shelf, 14 Rivals And 7,837 Videos

Sixty ASMR channels carry 409 paid sleep deals at 6.8 bookings each, the highest repeat rate on this shelf. Two brands hold 397 of them and the other thirteen hold twelve.

Who are the recognised voices in each wellness sub niche, which of them are already tied to a brand, and which ones cannot be bought at all?

The market is not short of visible health creators; it is short of partners with real reach, credible authority, and a documented commercial posture. This maps 53 of them across 15 sub niches.

The Powder Shelf Has Three Brands And They Share Almost Nobody

Three functional powder brands, 402 creators, and six people shared between them. Ghost Lifestyle books 26 creators 11.7 times each while Beam paid 251 people to end up with twelve who stuck.

What IM8 Health spends on creators, and the names it has never booked

David Beckham's supplement brand has run 67 paid YouTube deals in eighteen months, and it rebooks its creators more often than AG1 does at forty times the size. The gap is not effort, it is which names it has not reached yet.

Three Energy Brands, and What Each One Took

Gamer Supps, G FUEL and Magic Mind are the only energy brands running a creator programme worth charting, and stacking their three rosters produces no shared short list at all.

The supplement shelf, and the niches nobody sponsors

Thirteen supplement and greens brands have paid 2,411 YouTube creators since May 2021, and fifty eight of those creators have been paid by four or more of the thirteen. That short list is who a new brand ends up bidding against.

Who are the US creators in energy and recovery drinks?

IAB puts U.S. creator advertising at $37 billion in 2025, heading for $44 billion in 2026. This maps the US creators who fit clean energy, electrolyte, and protein brands, and how to activate each lane.

Our First Toronto Creator Dinner Is Looking for One Wellness Sponsor

Around twenty Toronto creators, one room, one night, and one wellness brand paying for the room and the product. Nobody gets a creator fee, because everyone is there as a guest.

• events
• toronto
• wellness
• sponsorship

Why Every Influencer in Your Campaign Needs Their Own Landing Page

Why each creator should send traffic to their own page, backed by 177,381 distinct creator links in our sponsor database.

• influencer landing page
• creator conversion
• influencer marketing roi
• landing page strategy

How Influencer Ambassador Programs Make Money for Brands

For companies looking to get more and better influencers, or start their first influencer campaign. How we match your firm with influencer ambassadors that sell.

• influencer ambassadors
• brand ambassador program
• influencer marketing revenue

Sleep and Recovery Influencer Marketing in 2026

How sleep and recovery brands like Helix and Eight Sleep find creators in 2026. Named-creator roster, real rate anchors, DB-backed picks.

• sleep
• mattress
• recovery
• influencer marketing

How to Vet Functional Beverage Creators (2026)

Vet functional beverage creators like LMNT and AG1 partners. 4 archetypes, 5 call questions, and the 12-to-5 cut to a signed pilot.

• meal kits
• functional beverage
• dtc
• influencer marketing

Which Brands Are the Top YouTube Sponsors in 2026

Ten brands account for 13,717 tracked creator sponsorships, almost 8% of all YouTube sponsor activity in our database. Here's the full list and what the concentration pattern means for your own brand.

• youtube sponsorship
• top brands
• creator economy
• data report