Content Strategy

Veganuary Wins Big on Facebook with 12.1M Views

By Carla Marshall · February 12, 2019

This year, Vegan January (aka “Veganuary”), set up to highlight and promote a plant-based diet, attracted a record 250K people to sign up to the official campaign and pledge their commitment to avoid eating animal products. But how did the movement fare online last month? And how big is vegan content on YouTube and Facebook? Using exclusive data, we can reveal that:

  • There were 12.1M video views for “Veganuary” or “Vegan January” on Facebook.
  • On YouTube, 3.1M views were generated around the campaign.
  • Noted vegan-baiter Gordon Ramsay scored three of top five most-viewed videos for Veganuary.
  • Total views for “vegan” video content is 4.3B on Facebook and 3.3B on YouTube.
  • In 2018, 25.4M views were generated by brands uploading vegan content to YouTube.

Veganuary 2019 Earns 12.1M Views on Facebook

While only 5% of Americans claim to be vegetarian, and 3% identity with being vegan, the movement towards a more plant-based lifestyle is gaining more visibility online than ever before. Veganuary was created to give practical support for going fully vegan, and with 4.3B YouTube views, there is a true appetite for creating and consuming content for followers of the lifestyle. While leading a vegan life may not have quite joined the mainstream, when superstars like Beyonce offer the chance to win free show tickets for life for fans willing to become more plant-based, it makes headline news around the world.

The singer’s announcement was made in late December 2018, just before the start of Vegan January, and no doubt gave it a boost in awareness. We can confirm the top five most-viewed videos around Veganuary last month were:

  1. Never thought I’d see the day… #veganuary – Gordon Ramsay (1.7M)
  2. First a beet wellington, now a celeriac wellington….- Gordon Ramsay (1M)
  3. Natalie Portman taking you through this spicy chickpea stew recipe is pure #veganuary – VICE (908K)
  4. This vegan shepherd’s pie might just be better than the real thing #veganuary – VICE (469K)
  5. First a beet wellington, now a celeriac wellington…- Gordon Ramsay (467K)

It is perhaps surprising to vegans and non-vegans alike that noted plant-based critic chef Gordon Ramsay generated three of the five most-viewed videos around the campaign. Not only did he choose to upload the content for his 5.8M Instagram followers, he also made sure to tag the videos with #veganuary, ensuring they would attract the kind of attention that they did. Ramsay, a world-famous chef and notorious vegan baiter, also added a vegan-friendly menu at his London restaurant, Bread Street Kitchen, as part of the Veganuary 2019 campaign.

A record 250,000 people from 193 countries signed up to the Veganuary movement in January, although even more have thought to have participated without signing the official pledge. The online video views would certainly suggest the interest in vegan content is higher. Founded in 2013, Veganuary aims to support vegans but also manufacturers, brands, and retailers with their vegan options to consumers. Half of the UK-based non-profit organization’s members are from Britain, but it confirms that 35% are from the United States.

Vegan Video Content: 4.3B Views on Facebook

While Veganuary is a single campaign, vegan content is generating serious views on Facebook and YouTube. In 2017, there were 1.7B video views on Facebook for vegan-focused content, and 759M views on YouTube for the same. On Facebook, 859M views were generated by media and entertainment publishers, 661M by influencers, and 136M by brands. On YouTube, 662M views were generated by influencers, 73.2M by media publishers, and 16.2M by brands.

In 2018, 942M views were generated on Facebook from media publishers, while 25.4M views were generated on YouTube from brands uploading vegan-related videos. In the last 12 months, 726 brands have uploaded vegan content to Facebook, generating 71M views and an engagement rate of 2.6x the platform average. As 1 in 6 products launched in the UK in 2018 claimed to be vegan, we can expect to see this trend in views rise throughout 2019.

Top 5 Most-Viewed Media Publishers for Vegan Content on Facebook in 2018

BuzzFeed’s Tasty Vegetarian was the most-viewed media publisher for vegan-related content on Facebook in 2018. The property uploaded 119 vegan videos to the platform, generating 180M views, including 12M for “Easy Vegan Weeknight Dinners” published in January 2018. Of Tasty Vegetarian’s 794 total uploads to Facebook in 2018, 15% were vegan-focused, generating 19% of the publishing brand’s total views on Facebook for last year.

  1. Tasty Vegetarian (180M)
  2. UNILAD (90.2M)
  4. LIVEKINDLY (54.1M)
  5. NowThis Food (47.8M)
Easy Vegan Weeknight Dinners

6 Easy Vegan Weeknight Dinners

Posted by Tasty Vegetarian on Thursday, 4 January 2018

Top 5 Most-Viewed Vegan Videos of All Time

To close out this article, here’s a list of the top five most-viewed vegan-related videos of all time:

  1. We’re totally nuts about this creamy, dreamy, vegan cheesecake – So Yummy (84.2M)
  2. Last Longer | Vegan Sex Drive Shown in Steamy Scene – PETA (58.9M)
  3. Vegan Avocado Ice Cream Served in Real Avocado Shell – INSIDER DESSERT (47.2M)
  4. Vegan Ice Cream – UNILAD (45M)
  5. These galaxy vegan cheesecakes are best eaten with the dark side of the spoon! – So Yummy (42.6M)

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