As a platform that reaches an estimated 2.2 billion users worldwide — and now that digital video is at the forefront of the marketing industry — YouTube has become a “go-to” sharing platform for long-form video content. The pandemic accelerated the digitization of Fashion Week, and video has proved to be a great way to bring your audiences to your digital front row. Brands are using YouTube to create moments that consumers can re-watch and reevaluate continuously over time, which, as a result, can help them enhance brand performance in the long term as they expand their reach and tap into new audiences.
“YouTube’s Fashion Effect,” a report that my company and YouTube recently published, identified six case studies of fashion brands that are changing how fashion shows are presented and consumed and are leveraging YouTube in their marketing strategy during Fashion Week. It’s also worth looking into how Balenciaga was successful during its collaboration with the Simpsons; the brand’s video on YouTube earned millions of views.