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Honey sponsors a lot of youtube personalities. I remember Mr Beast talking about them. Seems like it paid off.

Yeah they sponsored a ton of Yes Theory videos as well. It always felt a tad off, but you're right, it worked.

They even went beyond sponsoring YouTubers, and hired a few (like LinusTechTips) to star in ads https://www.youtube.com/watch?v=dOVe0ysXRjM