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Video is the most powerful form of content in eCommerce, which is proved to be more engaging than text and image content combined- in fact, social video generates 1200% more shares.

With its 2.1 billion logged-in monthly users, YouTube is the world’s second-largest search engine and third most visited site after Google and Facebook. We watch over one billion hours of YouTube videos a day, which is more than Netflix and Facebook video combined.

Nowadays, having no presence on a video-streaming platform means barely any presence in the fashion or eCommerce industry. In fact, luxury brands account for four of the top six most-popular fashion labels on YouTube.

It is crucial to explore your YouTube advertising options as well as analyse your competitors and companies that use YouTube for marketing.

Below we have discussed why YouTube advertising is important for your fashion brand, explaining how to make the most of your channel for free and taking advice from top luxury fashion brands on YouTube.

Important YouTube Statistics

  1. YouTube is localized in over 100 countries and available in 80 languages. This means the platform adapts based on the different languages of the markets it operates in, which is vital for global fashion businesses.
  2. There has been a 70 percent year-on-year increase in YouTube users who follow creators and engage with their channels daily. This means there is a huge opportunity for you to collaborate with YouTubers to push your brand forward.
  3. 90 percent of people find new products and brands on YouTube, making this a great place to get your fashion brand discovered.
  4. Mobile devices are used by 63 per cent of YouTube viewers to watch content. This highlights why optimising your videos and SEO efforts for a smaller device is critical.
  5. Google purchased YouTube for $1.65 billion in 2006. Google saw the potential!
  6. The top 10 earners on YouTube made over $300 million in one year. YouTube can provide you with an additional revenue stream for your fashion business.
  7. Currently, 62 per cent of companies are posting video content via YouTube. Do you really want to get left behind?
  8. 80 per cent of shoppers have used YouTube for video reviews, with customer testimonials acting as a powerful form of social proof.
  9. Millennials and Gen Z prefer YouTube to TV. Those between the age of 18 and 34 years old view YouTube more than any TV network.
  10. People spend an average of 14 minutes and 21 seconds on YouTube per day. That’s more than enough time to consume several short and snappy brand videos!

Why a YouTube marketing strategy is a must for your fashion brand

The importance of video marketing, especially on YouTube, cannot be overlooked. This is an essential tool for any fashion brand that wants to progress in an ever-shifting and incredibly dynamic industry. Here are some of the reasons why:

  • Brand engagement - Video creates the highest form of engagement amongst all content types on social media. They are easy to consume, meaning you can generate higher engagement with high-quality, consistent content.
  • Brand credibility - You can increase brand credibility with a YouTube channel. This is a great way of getting closer to your target audience, building authentic and loyal relationships.
  • Targeted ads - Fashion brands can determine who will view their video ads based on location, personal interests, and age. Advertising campaigns are targeted so that they reach the correct audience. This is critical because the suitable demographic must be able to view the right video ads for them in order to be successful.
  • Generate more traffic to your website - All fashion brands need to have website traffic. You can redirect fans from your YouTube page to your fashion site where they can join a mailing list, purchase items, or subscribe to your blog posts.

How can you use YouTube advertising for your fashion brand?

Now that you have a good idea of why YouTube is so critical for fashion brands, let’s look at some tips on how to use it effectively:

Reach your target audience

YouTube allows you to decide who sees your video ads based on location, age interests and many more. You are able to control your video campaigns in order to reach the right audience. Targeting the right people is essential, because promoting designer clothing to healthy food enthusiasts is not going to increase your sales. You can reach niche audiences based on who they are, what they’re interested in and what content they’re viewing, and this will bring more customers to your table. YouTube suggests several targeting methods for your video ads such as:

  • Demographic groups
  • Detailed demographics
  • Interests
  • Affinity audiences
  • Life events
  • In-market audiences
  • Keywords

Choose the right format

Every advertisement is different and may last from 10 to 60 seconds. You can decide how long it will be and when you want to reach the audience, which can be either before they watch a certain YouTube video or when customers search for videos. These are the current YouTube advertising formats available on the market:

Ad format

Placement

Platform

Specs

Display ads

Appears to the right of the feature video and above the video suggestions list. For larger players, this ad may appear below the player.

 

 

Desktop 300×250 or 300×60

Overlay ads

Semi-transparent overlay ads that appear on the lower 20% portion of your video.

 

 

Desktop 468×60 or 728×90 image ads or text

 

 

Skippable video ads

Skippable video ads allow viewers to skip ads after 5 seconds, if they choose. Inserted before, during, or after the main video.

 

If you turn on this option, you may see a combination of skippable and bumper ads play back to back.

 

Desktop, mobile devices, TV, and game consoles

 

 

Plays in video player.

 

 

Non-skippable video ads

Non-skippable video ads must be watched before your video can be viewed.

 

These ads can appear before, during, or after the main video.

 

Desktop and mobile devices

 

 

Plays in a video player.

 

15 or 20 seconds in length, depending on regional standards.

 

Bumper ads

Non-skippable video ads of up to 6 seconds that must be watched before your video can be viewed.

 

If you turn on this option, you may see a combination of skippable and bumper ads play back to back.

 

 

 

Desktop and mobile devices

 

 

 

Plays in video player, up to 6 seconds long

 

Sponsored cards

Sponsored cards display content that may be relevant to your video, such as products featured in the video.

 

Viewers will see a teaser for the card for a few seconds. They can also click the icon in the top right corner of the video to browse the cards.

 

Desktop and mobile devices

 

 

 

 

 

Card sizes vary

 

Why is YouTube good for your fashion brand?

According to Google, 40% of YouTube users turned to the platform to learn more about a product before they bought it. Video is an ideal tool to help new customers to better understand how to use your product and the services you offer. YouTube allows you to build brand awareness, educate and inform users, and attract new customers.

We have selected some top high fashion brands who are inspiring and utilizing YouTube to communicate with consumers.

youtube for fashion brands, appnova

Chanel

Subscribers: 1.3 million

Chanel has a good channel- the videos they uploads have millions of views with their most popular 30-second advertisement of The Fragrance Gabrielle Chanel, starring Kristen Stewart. Big names mean big conversion rates, right? Chanel works with highly recognized models and actresses who are happily viewed by millions of YouTube users. They are consistent in what they do, and they do it right. Their channel is perfectly organised with several different categories, giving people insights to the fashion shows, newest collections, events and also regular makeup tutorials, demonstrating the products and how to achieve a particular look.

Christian Dior

Subscribers: 1.54M

Their Miss Diorvideo campaign staring Natalie Portman has over 99 million views. They have worked with Hollywood stars such as Jennifer Lawrence, Johnny Depp and Charlize Theron. Their subscribers have insights to their rich collection of fashion show footage, their make-up range as well as behind the scenes videos. Who wouldn’t like to watch models such as Bella Hadid or Cara Delevigne at the backstage of a fashion show or a video campaign? Dior’s teaser videos featuring some famous movie stars bring people’s attention to what’s coming soon, which is a smart marketing strategy.

Let’s wrap it up

YouTube advertising has several benefits for you fashion brand and it is worth investing your time in exploring its different options. If you want to be successful with your video content, you can follow these simple steps before starting with your YouTube marketing strategy:

  1. Start with identifying your target audience and reaching them.
  2. Choose the right format for your ads.
  3. Categorise the video content on your channel.
  4. Work with influencers/content creators in your niche to promote your products.
  5. Use short and clear content- you only have seconds to impress and bring someone’s attention.
  6. Engage with your consumers- respond to comments and interact with them.
  7. Engage with similar content uploaded by other users.
  8. Be consistent- upload content regularly.
  9. Try to include keywords in channel and video titles.
  10. Consider promoting Tutorials and “How To” videos.

Let us know what fashion brands you’re currently following on YouTube in comments, and best of luck!

If you are in fashion eCommerce, looking for marketing strategies for your fashion brands, get in touch with Appnova; a creative digital agency to talk about your project!

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