TurboTax Invests in Social Video, With Big Pay-Off

While taxpayers may not need to be reminded that taxes are due soon, TurboTax has made its mission to make sure they don’t forget. According to new data from Tubular Labs – first reported by AdAge – TurboTax is turning up the volume on its social strategy to reach taxpayers leading into April. Further analysis showed:

• TurboTax was the most-seen video creator in the U.S. in February, reaching 77.3 million unique domestic viewers across YouTube and Facebook. While it’s not abnormal to see the tax-filing service get in front of consumers as April 15 approaches, TurboTax appeared to get a larger jump on things in 2025 across all screens. 
• TurboTax video content–primarily attributable to ads–reached 44.4 million viewers in the U.S. in January, and then grew by 74% in February as consumers started pulling tax documents together. The impressive reach outpaced every brand, publisher and creator across the two platforms as explainer spots made the rounds.

Creator partnerships were also a large part of the software’s strategy, primarily across the sports and lifestyle verticals to broaden its reach in February:

• The brand sponsored 36 different videos (with 21 different creators) on YouTube in February, including one with Joe Rogan. TurboTax had the most activity with Just Women’s Sports, though, partnering with the publisher on over 25 videos across YouTube and Facebook.