Recent online video marketing research and analysis of the branded fashion industry shows us that the production and engagement of videos is a constantly-changing marketplace. It also highlights the importance of analysis of data to allow brands to adjust their online video marketing strategies in ways that can improve engagement over the course of the year.

Investment in longer content for online video

The report demonstrates that although the beauty industry is experiencing higher views for video creators on platforms such as YouTube, for example, it is the brands themselves that fare better in the fashion sector. Figures suggest that 75% of views are for brands, and just 22% for creators. Interestingly, engagement figures are quite different, showing brands getting just 32% of engagements, compared to 65% for creators.

This could be because brands tend to produce more commercial content, and viewers want to see more content that reflects the needs and requirements of the viewer, not just sales material. This is an area where investment in longer online video content could prove to be successful.

So, what online video content should fashion brands be producing?

It has been suggested that there are certain types of online video content that becomes more engaging to viewers, such as:

• Haul video – recently purchased items or reviews
• Branding – content with a clearer focus on the brand rather than the product
• Tips and tricks – advisory content, hacks and innovative ideas
• DIY video – how-to and tutorial style

In the fashion industry (or in any industry for that matter) it is prudent to create a good mix of online video that ticks all the boxes to improve engagement. Simply bombarding the viewer marketplace with sales content is not going to improve or cement engagement on its own, and maximising audience reach can only be realistically achieved with a smart balance of content.

Online video for the fashion industry can be event-driven in part by the release of timely information scheduled before the biggest fashion events, such as New York Fashion Week and Paris Fashion Week, as an example. The reasoning being that the increase in fashion interest usually occurs just before the biggest events in the calendar, so it makes sense to plan ahead to reach your customers in advance of the events, rather than (and in addition to) simply publishing online video after it has begun.

By using a clear strategy to drive views, and additional focus on the needs and wants of the viewer, brands may begin to see a shift in engagement for online video.