Video Essentials

Get the Look: Fashion Brands Lead the Way to Online Video Success

Online video success is always in style, so it’s a good thing the video marketing pros at Pixability are back with their annual report on the fashion industry. While the report zeroes in on what works and what could work better for fashion brands, it offers sage advice for any company.

Even though the beauty space on YouTube is ruled by individual creators, brands get more views in the fashion space. Brands get 75 percent of the views while creators get only 22 percent. But brands aren’t doing nearly as well with engagement, as they only get 32 percent of total engagements compared to 65 percent for creators.

To turn that around and engage with viewers, the report suggests investing in longer content that’s created just for online. Brands also need to break away from standard commercial content and start creating videos that reflect viewer needs.

Breaking down fashion video categories, the report finds that informative, inspirational, and holiday videos get the highest engagement rates. Mix those genres up, it suggests: Create inspiring how-to videos or holiday-themed empowerment videos. It’s a smart way to maximize reach.

As for video content types, Pixability finds haul (videos showing recently purchased items), branding (content that focuses more on developing the brand than showing merchandise), and hacks and tips videos get the best engagement. DIY videos, however, get the most views, following by branding and campaign videos. Those high views probably reflect a heavy use of paid media by brands, the report says.

To drive more views, Pixability suggests launching timely content a little ahead of schedule. “Fashion videos are most often viewed leading up to, throughout, and after the February and June fashion weeks, and maintain strong viewership through the holiday season. Fashion brands ramp up video production during key fashion events, but viewer interest often precedes video publication,” it says. Start reaching consumers when they’re anticipating an event, not after it’s started.

For more fashion brand analysis, download “Turning Heads: Fashion Across Social Video” for free (registration required).


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