Luxury and fashion brands are becoming more and more present on the internet globally, especially on the social media. They interact with consumers, to be more visible and of course, they want to overpass competition. Lately, it is YouTube that both fashion and luxury brands have been focusing on, as a marketing tool – and can be a great social media if well used.
According to Kissmetrics “YouTube outranks all other social media site in terms of bounce rate” especially concerning the average bounce rate (43.19 percent), the number of pages per visit (2.99) and the visit duration (227.82 seconds), as of today.
YouTube, as said above, enables brands to be more visible. How so? It drives traffic and produces great search results, but most importantly, it is an incredible medium for companies to access their customer base and build relationships while demonstrating the brands’ personality and image. But, brands should be aware that YouTube users don’t have much patience for traditional marketing on YouTube, therefore asking brands to be innovative.
Today, brands use YouTube as a marketing tool to broadcast their new advertising campaign such as Dior with the Future is gold short movie for the perfume Dior J’Adore. But since a few years now, brands such as L'Oréal Paris, are using YouTube to post make-up and hair tutorials or as Chaumet videos on craftsmanship.
Many luxury brands are in fact using the same tactic than Chaumet in order to promote their heritage, the quality of their products and the craftsmanship behind them: Salvatore Ferragamo, Louis Vuitton, Ralph Lauren, Valentino, Bottega Veneta, Hermès etc.
Chanel is using YouTube as a window on the brand. Indeed, it is well organised as its content is divided amongst the different product categories the brand has, such as fashion or make up. When clicking on one of these links, it will take you to another layout with a mosaic of pictures, each belonging to a video ad. Both the layout and the videos, have a minimal and sleek design – which well reflects the brand image. This in fact helps the consumer to continue to live in the brand’s world.
Chanel uploads several new videos every month even though the fashion and make up sections are the most active as most of the content is taken from its fashion events or new TV ads. As for makeup, there are regular new makeup tutorials available on the brand's channel.
Overall, Chanel is using YouTube not necessarily to expand its notoriety but more to have a deep dive into the brand’s universe and to be up-to-date with the latest news.
Chanel’s TV ads are the brand’s most popular videos as they tend to feature celebrities, such as the ones with Brad Pitt or Nicole Kidman for Chanel n°5 or with Marilyn Monroe, scoring almost 13 million views.
Dior's page is less impressive, as it is more basic, than Chanel’s hub page but they are updating videos quite often and they still have many views on each of their videos. Dior decided to promote the latest video, the Future is Gold for the perfume J’adore, but it also has all the other videos below it. Additionally, it is organised per section as Chanel's: fashion & accessories, makeup, fragrance…
The visual impact is not as important as Chanel’s however, Dior is still using YouTube in order to promote its latest news and it includes a great variety of TV ads, fashion shows, celebrity interviews especially Charlize Theron for the last TV ad, and tutorials.
The brand managed to be visible on YouTube as we can see with the success of the Robert Pattinson ‘uncensored official director’s cut’ ad with more than 20 million views.
Burberry has a very personal approach as it uses music to promote its brand image. The brand’s social strategy is well thought and videos play a central role. The brand is mainly focusing on British heritage and wishes to be associated with British culture but also to the country’s music scene. Thus, Burberry broadcasted several video starring exclusive acoustic sets from almost unknown artists.
Thanks to YouTube, Burberry can reach to other types of consumer and convey a slightly different message than the stores do – and this will be particularly effective for the young population. Musicians are also a central part of Burberry’s in-store experience as well as fashion shows.
More and more, Burberry tries to upload videos in order to be more present on YouTube but its organisation and visibility is much less impressive than its rivals. One of the reasons could be that it did not create a proper hub page but relies on a simple YouTube homepage to show its content.
To conclude, YouTube is definitely a great marketing tool for brands. It helps them to communicate on their latest advertising campaigns, fashion shows or products they are selling. Nevertheless, this asks for big budgets and is time consuming. Brands that cannot post several videos per month and communicate on social media about it – do not manage to get many viewers. We saw this example with Burberry which has between 7000 and 20'000 views per video. On the contrary, brands like Chanel or Dior who try to recreate the brand’s atmosphere within their YouTube page, manage to reach the public.
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