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Barbie, Taylor Swift, and More Were Top Focus Across Social Video in 2023

Tubular Labs shares the biggest social moments of the year in new 2023 Social Video #Rewind Insights.

From the Barbie movie, to #Barbenheimmer, Taylor Swift and “Scandoval,” fans flocked to social channels to connect, reminisce and talk about the biggest pop culture moments of the year. Tubular Labs, the leader in global social video intelligence, shared their take on the most influential stories that rocked social media in their latest research, 2023 Social Video #Rewind. Key insights include:

Barbie beyond the big screen:

  • Barbie content amassed 1.2B TikTok views in only three days during the movie’s premiere weekend.
  • Mattel launched a new YouTube channel to keep up with the movie’s buzz, and expanded consumer audience fueled by the movie’s release.
  • The Barbie movie trailer had an early influence on Barbie fans. After the trailer’s release in April, 2023, the channel’s social audience’s likelihood to shop for Barbie merchandise increased by 150%.
  • The Taylor Swift Effect:

  • Taylor Swift + Travis Kelce = more NFL viewers. Since the two started dating, the NFL’s female audience increased by 29.4% across Facebook and YouTube.
  • Swift’s TikTok audience that also watches NFL videos rose from 2% to 15%.
  • In prepping friendship bracelets for her tour, Swift’s social video fans were 71% more likely to shop for bead kids on Amazon.
  • Video Helps Podcasts Expand to New Platforms:

  • More podcasters are leveraging short-form video to promote new episodes and attract and retain viewers with long-form video versions of their podcasts.
  • The Joe Rogan Experience podcast video content was watched for 19.1 million minutes across YouTube and Facebook in January, 2023 – its best month of the year.
  • Call Her Daddy also leaned into short-form clips on TikTok to highlight the show’s mega-star guests.
  • Reality TV Takes Center Stage:

  • YouTube views related to US reality TV climbed by 55% year-over-year during the 2023 summer of writers’ strikes.
  • The Vanderpump Rules “Scandoval” resulted in an average 14.3M views per week during the peak in May, 2023.
  • The frenzy across social media drove viewership for the show, which more than doubled from season premiere to season finale.
  • To read more about how the biggest trends in 2023 played out across social video platforms, and the impact they’ll have in 2024, read the full 2023 Social Video #Rewind analysis here.

    About Tubular Labs

    Tubular Labs, the social video intelligence company, is the only solution to provide a unified view of the content, interests and behaviors of audiences across YouTube, Instagram, Facebook, Twitch, and more. With the largest social video database covering over 11 billion videos and 32 million creators, Tubular helps hundreds of household name brands, leading agencies and the largest media properties grow their business and lead on social by anticipating trending content and new creators. For more information, visit