We’ve teamed up with social video analytics company Tubular Labs for a regular look at how various content creators are deploying video to reach audiences online. In today’s edition: the top leaderboards for U.S. creators in the cars, trucks and racing vertical during the month of May, based on total Facebook video views.
In total, 2,000 creators in this category uploaded 374,000 videos to Facebook, generating 223 million views. While multiple top creators are digital native companies, it’s worth noting that Jay Leno comes in at No. 4 with clips from his Emmy-winning CNBC series Jay Leno’s Garage, in which he talks all things auto with various celebrity guests. Also, vehicle manufacturers make a strong showing, with Infiniti, Audi and Harley-Davidson all landing in our top 10 with content that engages viewers while putting their brands front and center.
1. Donut Media
21.1 million Facebook video views
Donut Media is a digital media brand focused on reaching and engaging the “next generation of automotive and motorsports enthusiasts” through videos that have been sponsored by brands including Gumout, Hot Wheels, HyperFest, Brilliant.org and Turo. In May, Donut Media’s most-viewed Facebook video was “SUPERCHARGERS | How They Work” with 1.9 million views, 1.2 million of which occured in just the first three days according to Tubular’s V3 rating.
20.6 million Facebook video views
This creator looks to connect auto sellers, buyers and enthusiasts who want to keep up with the automotive news and the car marketplace. Its most popular video shows a husband surprising his wife with a Chevrolet Camaro ZL1 sports car. It’s racked up 9.4 million views, with 1.8 million occurring in the first three days according to Tubular’s V3 rating.
17.9 million Facebook video views
1320Video.com shares “the best in street car videos around the US,” including street racing and user-generated videos. Its recent brand sponsors include RPM Transmissions, Thompson Motorsports of Texas, Huron Speed Products, SUMMERNATS and Ignite Racing Fuel. A super short but funny video from a fan called “WAKE UP! Sent in by Mike Winterer” was the most-viewed video with 1.9 million views, 1.6 million of which occurred in the first three days according to Tubular’s V3 rating.
7.9 million Facebook video views
This is the Facebook presence, recently sponsored by Farmers Insurance and Michelin, of an Emmy-winning CNBC series starring Jay Leno. A video showing a Hellcat-powered Toyota PriusRT8 was the most viewed (4.5 million), with about a half of those views (2.3 million) occurring in the first three days according to Tubular’s V3 rating.
5.5 million Facebook video views
In addition to its online presence concentrated on sharing the automotive lifestyle, Gas Monkey is an actual hot rod shop and garage in Texas. Recent video sponsors include Advanced Auto Parts, TECHNET Professional Automotive Service, Havoline and Fast N’ Loud. “Who knew the Krew Kut had so many secrets!” was Gas Monkey’s most popular video with 453,000 views, 289,000 of which occurred in the first three days according to Tubular’s V3 rating.
5.4 million Facebook video views
INFINITI, the luxury vehicle from Japanese automaker Nissan, recently partnered with Final Four—San Antonio, Engineering Explained, 102.7 KIIS FM, Forbes and New Jersey Devils to bring Facebook viewers its videos. INFINITI’s most popular Facebook video was an integration between the QX50 and Marvel’s Avengers: Infinity War. It’s generated 1.5 million views with 46,100 happening in the first three days according to Tubular’s V3 rating.
4.5 million Facebook video views
MadRam11 shares extreme offroading videos and was recently sponsored by Spyder Off-Road & Performance. Its most popular Facebook video, “Big Block Mud Trucks Walks on Water,” with 280,000 views (132,000 in the first three days according to Tubular’s V3 rating), shows tricked-out trucks racing through mud.
8. Audi USA
3.9 million Facebook video views
Audi, the German automobile manufacturer and member of the Volkswagen Group, recently partnered with Major League Soccer (MLS), Sporting Kansas City, SPEED, San Jose Earthquakes and David Chang. With 2.7 million views (347,000 from the first three days according to Tubular’s V3), “Audi Think Faster: Liza Koshy” was the most-watched clip.
3.4 million Facebook video views
Harley-Davidson, the iconic American motorcycle manufacturer, recently partnered with Sailor Jerry, Military.com, Ride Sunday, Rolling Stone and Rolling Stone Video. “Tracking: Buddy Suttle & Unknown Industries” was Harley-Davidson’s most popular video with 140,000 views and a Tubular V3 rating of 136,000 views.
10. Speed Society
2.9 million Facebook video views
Speed Society is an automotive network and publisher that shares content with car enthusiasts daily. It was recently sponsored by BFGoodrich Tires and Michelin. Speed Society’s most-watched video was “When the Mclaren 720s goes full Mustang,” with 811,000 Facebook video views (596,000 of which occurred in the first three days according to Tubular’s V3 rating)