LEVERAGING YOUTUBE SHORTS
By Justina Chou
In today's digital age, it is no secret that social media platforms play a crucial role in marketing campaigns for fashion companies. From Instagram to TikTok, fashion brands have been leveraging social media to reach and engage with their target audience. YouTube shorts are relatively new to the social media scene, catching the attention of fashion companies worldwide and using it to their advantage.
Launched in July 2019, YouTube Shorts allows users to create short-form videos up to 60 seconds in length. The social media platform features a portrait mode option, in addition to music and text overlays. The similar format and overall success of apps like Tik Tok and Instagram reels, has led fashion companies to take notice of its potential.
Nike is a leading fashion company that has successfully leveraged YouTube Shorts to boost engagement and increase its brand's visibility. Nike’s CEO, John Donahoe, has expressed the importance of leveraging social media platforms like YouTube Shorts to connect with their audience and stay relevant in today's digital age. In a recent interview, he stated:
“By showcasing our latest products and collaborations in a fun and visually appealing way, we are able to create buzz and excitement around our brand, while also connecting with our target audience on a deeper level.”
Skims, Kim Kardashian’s shapewear brand, is another example of fashion brands effectively using YouTube Shorts to connect with audiences. Skims have created YouTube Shorts featuring models dancing or working out in different settings while sporting the shapewear brand. They have also tapped into the platform’s music feature by adding a catchy tunes to their videos.
Nike, Skims, and American Eagle already use Shorts to market their fashion companies. High-end companies are joining the movement including Gucci, Christian Dior, and Louis Vuitton. Shorts receive more than 30 billion daily views and draw 1.5 billion annual visitors. With these figures, fashion companies can increase engagement rates, increase sales, and gain YouTube subscribers without spending money on long-form videos.
YouTube Shorts offer several marketing campaign opportunities for fashion companies. It allows them to promote new product launches, collaborations, and exclusive collections. With only 60 seconds to work with, brands must be concise and straight to the point with their content, making it highly shareable and watchable.
Furthermore, YouTube Shorts have the potential to go viral, increasing exposure to a wider audience. Nike's YouTube Shorts channel had over 1.5 million views in August 2021, according to a recent report by SimilarWeb, a digital market intelligence company. Nike’s overall success on YouTube Shorts indicates that the brand's short-form videos are resonating with its audience. The increase in engagements allows Nike to give a glimpse into their lifestyle, values, and interests.
YouTube Shorts provide an opportunity for upcoming fashion brands owned or run by individuals who are BIPOC, LGBTQ+, or disabled to showcase their collections and give representation to those marginalized groups. For instance, The Phluid Project, a gender-neutral fashion brand based in New York, uses YouTube Shorts to showcase its inclusive designs and promote its message of gender fluidity. The brand is known for its unisex designs and diverse cast of models, which include individuals of different races, genders, and body types. As a queer and Japanese-Italian immigrant, Formichetti aims to create a brand that represents marginalized groups and challenges traditional fashion norms.
With the help of YouTube Shorts, Nicopanda has been able to build a platform and connect with audiences on a global scale. The brand's YouTube Shorts channel features a mix of behind-the-scenes footage, fashion shows, and short clips featuring models wearing Nicopanda's gender-neutral designs. The channel also includes interviews with Formichetti, in which he shares his vision for the brand and discusses his inspiration for different collections. As per see, the new function allows the brand to connect with the LGBTQ+ community and engage with its audience on a more personal level. YouTube Shorts offer a level playing field for small and marginalized fashion companies to market their products, providing them with a platform to express themselves and their creativity to the world.
With the ability to showcase their products creatively and engagingly, fashion companies will most likely continue to leverage Youtube Shorts in their marketing campaigns.
Launched in July 2019, YouTube Shorts allows users to create short-form videos up to 60 seconds in length. The social media platform features a portrait mode option, in addition to music and text overlays. The similar format and overall success of apps like Tik Tok and Instagram reels, has led fashion companies to take notice of its potential.
Nike is a leading fashion company that has successfully leveraged YouTube Shorts to boost engagement and increase its brand's visibility. Nike’s CEO, John Donahoe, has expressed the importance of leveraging social media platforms like YouTube Shorts to connect with their audience and stay relevant in today's digital age. In a recent interview, he stated:
“By showcasing our latest products and collaborations in a fun and visually appealing way, we are able to create buzz and excitement around our brand, while also connecting with our target audience on a deeper level.”
Skims, Kim Kardashian’s shapewear brand, is another example of fashion brands effectively using YouTube Shorts to connect with audiences. Skims have created YouTube Shorts featuring models dancing or working out in different settings while sporting the shapewear brand. They have also tapped into the platform’s music feature by adding a catchy tunes to their videos.
Nike, Skims, and American Eagle already use Shorts to market their fashion companies. High-end companies are joining the movement including Gucci, Christian Dior, and Louis Vuitton. Shorts receive more than 30 billion daily views and draw 1.5 billion annual visitors. With these figures, fashion companies can increase engagement rates, increase sales, and gain YouTube subscribers without spending money on long-form videos.
YouTube Shorts offer several marketing campaign opportunities for fashion companies. It allows them to promote new product launches, collaborations, and exclusive collections. With only 60 seconds to work with, brands must be concise and straight to the point with their content, making it highly shareable and watchable.
Furthermore, YouTube Shorts have the potential to go viral, increasing exposure to a wider audience. Nike's YouTube Shorts channel had over 1.5 million views in August 2021, according to a recent report by SimilarWeb, a digital market intelligence company. Nike’s overall success on YouTube Shorts indicates that the brand's short-form videos are resonating with its audience. The increase in engagements allows Nike to give a glimpse into their lifestyle, values, and interests.
YouTube Shorts provide an opportunity for upcoming fashion brands owned or run by individuals who are BIPOC, LGBTQ+, or disabled to showcase their collections and give representation to those marginalized groups. For instance, The Phluid Project, a gender-neutral fashion brand based in New York, uses YouTube Shorts to showcase its inclusive designs and promote its message of gender fluidity. The brand is known for its unisex designs and diverse cast of models, which include individuals of different races, genders, and body types. As a queer and Japanese-Italian immigrant, Formichetti aims to create a brand that represents marginalized groups and challenges traditional fashion norms.
With the help of YouTube Shorts, Nicopanda has been able to build a platform and connect with audiences on a global scale. The brand's YouTube Shorts channel features a mix of behind-the-scenes footage, fashion shows, and short clips featuring models wearing Nicopanda's gender-neutral designs. The channel also includes interviews with Formichetti, in which he shares his vision for the brand and discusses his inspiration for different collections. As per see, the new function allows the brand to connect with the LGBTQ+ community and engage with its audience on a more personal level. YouTube Shorts offer a level playing field for small and marginalized fashion companies to market their products, providing them with a platform to express themselves and their creativity to the world.
With the ability to showcase their products creatively and engagingly, fashion companies will most likely continue to leverage Youtube Shorts in their marketing campaigns.