Skift Take
Summer is the time for group travel. Identify with your brand's audience through their families and friends.
Spending time with family and friends was a big theme this month.
Promotions for summer travel resurged in July with discounts and special offers, and a few brands appealed to thrifters. Despite the increase in published videos, top YouTube views continued to decelerate from May.
According to the 2,500 brands that SkiftIQ tracks, 394 companies published videos this month, up from 368 in June. The total number of videos also increased by 775 from 2,465 to 3,240. Airlines and Destinations maintained their rankings as the first and second most prolific sectors, respectively.
Similar to last month, growth in the Airlines sector was primarily driven by TAP Portugal. The Portuguese carrier's contest, "Speaker's Corner" -- micro-video entries to win a pair of roundtrip tickets -- gained even more momentum in June, nearly doubling to 1,016 videos, and making up 80% of the sector's video count.
Without that volume, Airlines would fall behind to
