To remove risk around creator partnerships, understanding what potential shoppers are watching is key. A new report from Tubular Labs spotlights which video categories Allbirds site visitors are most likely to watch, which can better inform the brand’s partnership decisions to hone in on creators already speaking to its most likely shoppers.

• For Allbirds, that includes video categories like sports, health & wellness, and travel.

• In particular, Allbirds visitors are 21x more likely to watch college basketball-related social videos, and also 21x more likely to watch rowing videos.

• Despite an assumption that DTC brands are speaking more to younger demographics, that idea may prove false in some cases. For instance: Allbirds site visitors are 17x more likely to watch senior health videos.