Launched in 2021, YouTube Shorts now has more than 1.5 billion global monthly users generating more than 30 billion views per day. According to fashion companies that use Shorts, short form videos are effective in grabbing attention from their longer form content and high spend events. And shorts are bound to become a bigger draw.
According to YouTube, in 2023, it will introduce a revenue-sharing program for Shorts creators: On a monthly basis, it will allocate 45% of the total ad revenue earned on Shorts to Shorts creators, with an individual’s audience determining their share.
“This is unique in the industry and important for brands because it will help drive creativity in Shorts, making the environment an exciting place to engage,” said Heather Clark, UK YouTube Luxury Leader. Clark works with fashion companies that advertise in Shorts, including Burberry. , JVN Hair and the British Fashion Council. “YouTube contributed over £1.4bn to UK GDP in 2021, and YouTube’s creative ecosystem supported over 40,000 full-time equivalent jobs in the UK. [during the year]. So it’s exciting that Shorts is helping to continue driving the creative economy.”
Clark said that, at 60 seconds or less, the shorts often serve as digestible teasers for longer-form content and are effective in leading viewers from one to the other. Among other uses, brands are also leveraging Shorts to feature “highlighting events, offering the public unique access,” she said.
Currently, Chanel (2.1 million) and Dior (1.6 million) have the highest number of YouTube subscribers among luxury brands. To promote its May 2022 show in Seoul, Dior launched Six short videos featuring brand ambassadors including Jisso, Yuna Kim, and Bae Suzy. Each shared what they love about the city and noted the date of the show. The videos received between 3,000 and 40,000 views each. Prada has posted Shorts to promote its shows, including teasers that invite people to tune in and post-show videos that recap the highlights.
Burberry has experimented with YouTube with series dedicated to tying scarves and the music of their parades. He also streams his shows live on YouTube, which attracts 3 million viewers, on average. In March 2022, he released his first video Shorts, featuring program content. He has worn Shorts to showcase all of his shows since, as well as this year’s Burberry Festive holiday campaign. Burberry has 2.6 million followers on TikTok and averages 1 million views per video.
Chanel, Dior and Prada all use Reels, Instagram’s home for shortened content. Dior and Prada also post on TikTok: they have 3 million and 750,000 followers, respectively. Campaign videos are among their most common post formats.
For its part, the British Fashion Council has leveraged YouTube Shorts over the past year, with positive results. “The functionality gives us the opportunity to engage our audience through shorter form content, converting those viewers into subscribers to learn more about our work. [We spotlight] The impact of BFC, educational content for students and entertaining videos from The Fashion Awards,” said Caroline Rush, chief executive of the British Fashion Council. In December, the organization used short and longer YouTube videos to promote its 2022 Fashion Awards. It posted performance videos by musicians ShyGirl and Jessie Ware, exclusive red carpet coverage, and interviews with guests including Stefflon Don, Florence Pugh and Tilda Swinton. The Shorts got 2,000 views, on average.
“The shorts are perfect [platform] to provoke, amplify and echo big moments like fashion shows and blockbuster campaigns. They drive discovery of their long-form content,” Clarke said. “fifty nine percent Already the largest generation in the world, Gen Zers use short-form video apps to discover things that they later watch longer versions of. Therefore, shorts can help drive a virtuous cycle of interaction between brands. [and consumers].”
Hairstylist and TV personality Jonathan Van Ness launched his hair care brand, JVN Hair, in August 2021. In the 18 months JVN Hair has been on YouTube, he amassed 230,000 subscribers and 51 million minutes of watch time. on the platform.
Teresa Lo, Global Vice President and General Manager of JVN Hair, said: “Within YouTube, JVN creates YouTube Shorts hair tutorial content and promo posts, bringing new audiences to the channel. Supporting YouTube Shorts with long-form content and the YouTube Community tab, where brands can engage with users through polls, GIFs, and videos. – JVN can drive these new audiences through the purchase funnel.” This layered approach to YouTube has resulted in the platform being the top organic social driver of traffic and revenue for JVN Hair. In the three months since JVN started using YouTube Shorts, the videos have attracted 1 million views.
From an organic perspective, [brands] you have up to 60 seconds to engage audiences within Shorts. Also, the ‘subscribe’ button stands out, making a channel’s longer form content more discoverable,” Clark said. “From an advertising perspective, brands that add vertical creative assets [in the form of Shorts] to their YouTube strategy they see up to 20% more conversions per dollar. They are essential to drive purchasing behaviors.”
Source: news.google.com