YouTube 'Challenge' Sponsored Videos Get 1.82x More Views — 26-Video Data Analysis
Key Takeaways
- · 챌린지 포맷 협찬 영상은 평균 조회수 53.6만으로, 전체 협찬 영상 평균(29.4만)의 1.82배를 기록합니다.
- · 식음료 업종이 챌린지 협찬의 37.5%를 차지하며 가장 적극적으로 활용하고 있습니다.
- · 셰프 안성재 × 미닉스 사례는 참여율 2.42%로, 크리에이터 전문성과 제품의 연관성이 참여율을 결정합니다.
- · 보물섬 채널은 3개 브랜드와 챌린지 협업을 진행하며 포맷 전문성이 협업 기회로 이어진 사례입니다.
- · 해시태그 챌린지(wide)와 콘텐츠 챌린지(deep) 전략은 서로 다른 KPI에 최적화되므로 목적에 맞게 선택해야 합니다.
The Secret Behind a Cooking Channel's 2.42% Engagement Rate Was the 'Challenge' Format
YouTube challenge-format sponsored videos average 536K views — 1.82x more than the overall sponsored video average of 294K.
Among 1,770 creators, 2,191 brands, and 4,950 collaborations tracked on Dhesy, only 26 sponsored videos include 'challenge' in their title. That's just 0.5% of all sponsorships — yet these 26 videos averaged 535,676 views, far exceeding the overall sponsored video average of 294,401 views. Chef Sung Anh's collaboration with kitchen appliance brand Minix achieved the highest engagement rate at 2.42%.
Why 'Challenge'? The Engagement Structure Behind the Format
The challenge format creates a prediction loop for viewers. The tension of "will they succeed or fail?" keeps audiences watching until the end and drives comment participation. According to 2026 influencer marketing trend reports, low-barrier challenge formats combined with short-form content have become the fastest-growing content type in brand collaborations.
On YouTube, challenges generally fall into three categories: hashtag challenges used by gaming and app brands (#BlockBlastChallenge), food and experience challenges favored by F&B brands (spicy food challenges, budget shopping challenges), and feature challenges where tech brands demonstrate product capabilities (100x zoom challenge).
Key Statistics — Challenge vs. All Sponsorships
| Metric | Challenge Sponsorship | Overall Average | Multiple |
|---|---|---|---|
| Avg. Views | 535,676 | 294,401 | 1.82x |
| Avg. ER | 1.16% | — | — |
| Total Videos | 26 | 8,196 | — |
| Participating Brands | 16 | 2,191 | — |
Challenge-format videos clearly outperform in views compared to the overall average. However, with a sample size of 26, it's important to separate the format's inherent advantage from the channel power of the creators involved.
챌린지 vs 전체 협찬 영상 평균 조회수
* Source: Dhesy
Industry Breakdown — Food & Beverage Leads at 37.5%
Among the 16 brands using the challenge format, food and beverage accounts for 6 brands (37.5%), including Dong-A Otsuka, Dujjim, Doseonga, Jim Beam, Danbaghani, and Post. Mukbang challenges and budget shopping challenges naturally integrate with food products.
The gaming sector contributed just 2 brands — Hungry Studio (Block Blast) and Krafton — but Hungry Studio generated 2.58M total views across 3 videos with its #BlockBlastChallenge hashtag. The strategy of simultaneously deploying multiple creators under one hashtag proved effective for sheer volume.
브랜드별 챌린지 협찬 총 조회수 TOP 8
* Source: Dhesy
Chef Sung Anh × Minix — The Formula Behind 2.42% Engagement
The highest engagement rate among all 26 videos belongs to Chef Sung Anh (1.25M subscribers) and his Minix collaboration. The video featured a baked feta pasta recipe cooked with Minix products, titled to spark curiosity with "challenge-inducing pasta recipe." It recorded 1.42M views, 30,535 likes, and 3,871 comments.
![[ENG] 구운 페타 치즈 파스타 나가신다 두쫀쿠는 길을 비켜라👑 챌린지 욕구 뿜뿜하는 파스타 레시피의 등장 | 안성재거덩요👨🍳](/_next/image?url=https%3A%2F%2Fi.ytimg.com%2Fvi%2F00reS35dBnA%2Fhqdefault.jpg&w=3840&q=75)
Three factors drove this high engagement. First, a chef's expertise naturally connects with a kitchen appliance brand. Second, recipe challenges invite viewers to try it themselves, driving comments. Third, the existing fanbase of the "Chef Sung's" series actively engaged.
Bomulseom — The 'Challenge Specialist' With 3 Brand Partnerships
Bomulseom (2.06M subscribers) collaborated with Krafton, Dujjim, and Doseonga — all using the challenge format. The three videos — "Keep Calm Challenge: No Getting Mad Even When Splashed with Water" (Krafton, 1.2M views), "Act Tough Challenge" (Dujjim, 849K views), and "New Year's Money Challenge" (Doseonga, 793K views) — totaled 2.83M combined views.
Bomulseom's challenge content combines family entertainment with a "penalty for rule violation" structure. Products are naturally woven into the background or prizes, while the challenge itself captures viewer attention and reduces ad resistance.
Samsung's 100x Zoom Challenge — Turning Specs Into a Game
Samsung Electronics transformed the Galaxy S25 Ultra's 100x zoom feature into a challenge series called "Surprise Zoom." On Woojeonging's channel (861K subscribers), the video "How Far Can You Zoom? #100xZoomChallenge" hit 1.26M views. A follow-up video reached 797K views, bringing the two-video total to 2.06M.
Instead of listing product specifications, Samsung turned the feature into a game asking "can you even see this from that distance?" The 100x zoom capability inherently contains a challenge element, making it a natural fit for the format.
Takeaways for Marketers
For advertisers and marketers: Challenge formats effectively boost views, but engagement depends on the creator's expertise and product relevance. The 10x gap between Chef Sung Anh × Minix (2.42% ER) and Olive Young × Jinwoo and Hetty (0.22% ER) proves this point. Simply adding 'challenge' to a title isn't enough — the product must naturally connect to the challenge's rules or objectives.
For creators: Like Bomulseom, consistently producing challenge content positions you as a 'verified challenge channel' for brands. Three brands commissioning challenge collaborations from the same channel demonstrates how format expertise translates into more partnership opportunities.
For agencies: Hashtag-based multi-channel campaigns like Hungry Studio's #BlockBlastChallenge may have lower per-video engagement (0.40%) but deliver on total exposure (2.58M views). Consider the tradeoff between single-creator deep strategies and hashtag-based wide strategies.
FAQ
Q. What are the average views for YouTube challenge sponsorship videos?
A. Based on Dhesy data, 26 challenge-format sponsored videos average 535,676 views. This is approximately 1.82x higher than the overall sponsored video average of 294,401 views.
Q. Which industry uses the challenge format most?
A. Food and beverage leads with 6 out of 16 brands (37.5%). Mukbang, spicy food, and budget shopping challenges naturally integrate with F&B products.
Q. What's the highest engagement case in challenge sponsorships?
A. Chef Sung Anh's Minix collaboration at 2.42% engagement rate. The combination of a culinary expert and kitchen appliance created natural context, generating 3,871 comments.
Q. What's the difference between hashtag challenges and content challenges?
A. Hashtag challenges (e.g., #BlockBlastChallenge) deploy multiple creators simultaneously to maximize reach. Content challenges (e.g., spicy food challenges) focus on deep immersion and high engagement within a single creator's video.
Methodology: Based on Dhesy platform data covering 3,600+ brands and 64,000 collaboration videos. Data source: Dhesy — 1,770 creators, 2,191 brands, 4,950 collaborations External sources: 2026 Influencer Marketing Trend Report (BAT, OpenAds) Last updated: 2026-04-01