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Turning Heads: Fashion Across Social Video Copyright 2017. Pixability, Inc. All rights reserved.

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Copyright 2017. Pixability, Inc. All rights reserved.

Fashion Across Social VideoTurning Heads:

2017


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Today’s consumers increasingly turn to digital channels to find and purchase fashion products over venturing to the mall, with 79% of Americans purchasing items online, and 15% of Americans turning to e-commerce each week.1 In order to keep up with their favorite fashion brands and the latest trends, to research products, find inspiration, and make purchase decisions, these consumers are largely turning to YouTube, Facebook, Instagram, and Twitter. This behavioral shift has created a new path to purchase with an interwoven series of digital touchpoints, and makes for a much more complex marketing challenge for fashion brands, especially compared to a traditional brick and mortar model.

The top 215 global fashion brands2 have attracted an enormous following and viewership online, with more than 4B views of fashion brand videos on YouTube and 1B views on Facebook. Fashionistas are eager to connect with their favorite brands online, resulting in more than 796M Page Likes on Facebook, 647M followers on Instagram, 169M Twitter followers, and 9M subscribers on YouTube.

79%of Americans purchase items online

15%of Americans turn to e-commerce each week

4B Video Views9M Subscribers

1B Video Views796M Page Likes

647M Followers 169M Followers

1 Pew Research Center, “Online Shopping and E-Commerce.” Dec. 2016.2 Determined by the L2 Digital IQ Index on Fashion, November 2016. See appendix for details.

Top Global Fashion Brands’ Performance


Fashion audiences have formed a passionate community online, and each social video platform offers unique features, ad formats, and targeting capabilities to help fashion marketers connect with this community. But fashion marketers must understand where their specific audience is spending time online, what video content resonates best, and how to optimize their advertising to engage the right viewers as they move from platform to platform.

This report unpacks the fashion space across YouTube, Facebook, Instagram, and Twitter, and analyzes the social video behavior and performance of the top global fashion brands. The data and insights will help fashion marketers understand how to build effective video content and advertising strategies, and maximize their cross-platform investments to drive performance.

Source: Pixability Software, June 2017

Figure 1: Facebook Interactions by Gender

32%

68%


Figure 2: Facebook Interactions by Age

30%

25%

20%

15%

10%

5%

25-3418-24 45-54 55-64 65+35-44

Male Female

Demographic Breakdown of Fashion Audiences on Facebook

The fashion space on Facebook is not skewed as young and female as many marketers may have assumed.

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Fashion audiences have

formed a passionate

community online, and

each social video platform

offers unique features,

ad formats, and targeting

capabilities to help fashion

marketers connect with

this community. Source: Pixability Software, June 2017

Figure 3: Global All Time Views on YouTube by Vertical

350B

300B

200B

250B

150B

100B

50B

BeautyFood & Beverage Fashion TravelAutomotive

139B

178B

292B

118B95B

How The Fashion Space Stacks Up On YouTube


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Section

01How brands perform on YouTubeIn the YouTube fashion space, brands attract 53% more views than creators — a large departure from adjacent categories, like beauty for example, where creators dominate brands (in views) by 95%. This indicates that fashion brands are investing heavily in paid media on YouTube — particularly for fragrance content — to bolster their video strategies, and indicates that viewers are receptive to brand-owned fashion content. Brand marketers should look to paid media as a best practice for reaching consumers, as competitors’ paid media pushes, along with popular influencer content, will likely bury organic videos.

7Xhigher engagement rate on creator content over brand content


Figure 4: Total Engagements by Channel Type

Publisher BrandCreator

65%

32%

3%


Figure 5: Total Views by Channel Type

Publisher BrandCreator

75%

22%

3%


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While fashion creators may draw fewer views on YouTube, they far outperform brands in engagements, averaging a 7X higher engagement rate. Fashion brands can close the gap by investing in longform, made-for-digital content, and follow creator best practices, like producing videos that align with consumers’ needs. Summer outfit idea videos, for instance, which showcase combinations of apparel, shoes, and accessories, are creator-dominated and receive a 2.04% engagement rate on average, fully 6X higher than the average engagement rate of brand-owned commercial content.

2.04%average engagement rate of creator- made summer outfit idea videos

2.5%

2.0%

1.5%

1.0%

0.5%

Creator Publisher Brand

Figure 6: Engagement Rate by Channel Type


2.20%

0.67%

0.32%


* Growth measured by percentage growth of subscribers in the past 12 months; influencers with at least 100K subscribers in 2016 were analyzed

Figure 7: Fastest-Growing Fashion Influencers on YouTube based on year-over-year subscriber growth

250%

200%

150%

100%

50%

800K

600K

400K

200K

Tana Mongeau

Tania Lucely

Daniela M. Biah

Jessica Clements

ROMY

245%

149%

Growth RateTotal Subscribers

132%

159%163%


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Section

02Across all fashion products, footwear content draws the largest viewership on YouTubeA single video may include many different fashion products, so there’s significant overlap between the products featured in the 200 most-viewed fashion videos on YouTube. Footwear videos comprise 65% of the total fashion space, and lead with 78B total views, increasing at an annual rate of 59% year-over-year. Apparel videos make up 51% of the total fashion space with 61B views, and a 53% annual growth rate. Fragrance3 videos are gaining ground quickly, with 58B total views, and growing at a rate of 62% year-over-year. Viewer demand for fragrance videos surpasses that of accessories and handbag content, predominantly through heavy investment in paid media by brands.

65%of the total fashion space is footwear- related content

58Btotal views of fragrance videos on YouTube

Viewer demand for fragrance

videos surpasses that of

accessories and handbag

content, predominantly

through heavy investment in

paid media by brands.

3 Fragrance is included in Pixability’s analysis of fashion across social video as many fashion brands and holding companies offer fragrance and perfume lines, resulting a significant overlap between fragrance and fashion content.


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118BViews 78B

Views 61BViews 58B

Views

59% YoY 65% of space

55% YoY

Fash

ion

Foot

wea

r

Appa

rel

Frag

ranc

e

Acce

ssor

ies

Han

dbag

s





45BViews 17B

Views

Figure 8: Share of Voice of Fashion Topics by Total Views



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How-to videos receive more views than other brand-owned video genres, but informative videos attract the highest engagement rate When planning social video strategies, fashion marketers should consider that fashion audiences view and engage with content differently depending on the genre of video. Across the top 200 most-viewed fashion videos on YouTube, how-to and empowerment videos attract the largest viewership, while the most engaging videos are informative, inspirational, and holiday videos. By creating cross-over content that addresses consumer needs, like inspiring how-to videos, or holiday-themed empowerment videos, fashion marketers can maximize their reach among an engaged audience.

Section

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2.0%

1.6%

1.8%

.4%

.2%

.8%

.6%

1.0%

1.2%

1.4%

16M

14M

12M

10M

8M

6M

4M

2M

Informative Holidays EmpowermentCustomization Lifestyle PerformanceInspiration Entertainment Aesthetics Prestige /Scarcity

Story Behind the Brand

Romance/Lust

Figure 9: Top Fashion Video Performance by Video Genre Engagement RateAverage Views

1.6%

.07%.15%.16% .26%.27% .36%

.61%.68%

.82%

1.8%

1.3%


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Across brand- and creator-owned video types, DIY videos draw the most views, and haul videos garner the highest engagement rate Creator-owned DIY videos lead the pack in highest average viewership, attracting 15M views on average, and branding and campaign films round out the top three most-viewed video types — likely due to heavy paid media pushes by brands. While creator-owned haul videos achieve the highest engagement rate on average, branding content (brand-owned videos focused less on products, instead developing brand perception) garner a high 3.53% average engagement rate. This is likely due to the more creative and compelling nature of branding videos, which makes the content type better suited to connect with fashion audiences.


Figure 10: Top Fashion Video Performance by Content Type5.0%

4.0%

4.5%

1.0%

.5%

2.0%

1.5%

2.5%

3.0%

3.5%

16M

14M

12M

10M

8M

6M

4M

2M

Haul Hacks/Tips

Outfit Ideas/Favorites

Routine/GRWM

Fashion Show

Teaser/Trailer

Branding Room Tour DIY Commercial Campaign Film

Behind-The-Scene

Engagement RateAverage Views

3.5%

2.9%2.6% 2.5%

2.0%

.57% .41% .32% .27% .10% .10%

4.5%


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Section

04By publishing videos ahead of historic increases in viewership, brands can reach an audience that’s hungry for fashion contentFashion videos are most often viewed leading up to, throughout, and after the February and June fashion weeks, and maintain strong viewership through the holiday season. Fashion brands ramp up video production during key fashion events, but viewer interest often precedes video publication. This presents an opportunity for brands to fill the white space by publishing video content ahead of historic consumption peaks, and maintaining a steady publishing cadence to reach consumers with the fashion content they’re hungry for year-round.

JAN. FEB. MAR. APR. MAY JUN. JUL. AUG. SEP. OCT. NOV. DEC.


Figure 11: Fashion Brand Video Production Over Time Average Number of Videos PublishedAverage Views

1.30B 95K

1.25B90K

1.20B85K

1.15B80K

1.1B

75K

70K

1.05B 65K

March

Post fashion weeks in Feb.

May-June

Leading up to fashion week in June

Nov.-Dec.

Holiday Push

October

Post fashion weeks in Sept.


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Fashion brands ramp up

video production during

key fashion events, but

viewer interest often

precedes video

publication.


Figure 12: Fashion Viewership by Quarter

Q2Q1

1.23B

1.25B

1.17B

Q4Q3

1.26B

1.24B

1.22B

1.20B

1.18B

1.16B

1.14B

1.12B

1.15B


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Section

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24%of the total YouTube views amongst the most-viewed holding companies go to LVMH, L Brands, and Kering

Top holding companies and brands, including LVMH, L Brands, and Chanel, are winning social videoThe fashion ecosystem on YouTube and Facebook is dominated by a handful of holding companies, alongside many thousand independent retailers. Pixability’s research indicates that among the most-viewed holding companies, LVMH, L Brands, and Kering attract 24% of total views on YouTube. On Facebook, LVMH, L Brands, and VF Corporation garner 15% of total views. In particular, LVMH commands the greatest individual share of audience attention, with 11% of YouTube video views and 7% of Facebook video views.

The fashion ecosystem on

YouTube and Facebook is

dominated by a handful of

holding companies,

alongside many thousand

independent retailers.


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Figure 14: Share of Voice on Facebook Among Most-Viewed Holding Companies

Gap, Inc.

VF Corp.

TJX Companies

Others

LVMH

L Brands

7%7%

6%

4%

4%

72%


Figure 13: Share of Voice on YouTube Among Most-Viewed Holding Companies

CHANEL

Kering

L Brands

Others

LVMH

Nike

11%

8%

7%

6%

6%62%


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Figure 16: Share of Voice on Facebook Among Most-Viewed Independent Brands

Michael Kors

T.J. Maxx

Barney’s NY

Victoria’s Secret

Old Navy

Others

Christian Dior

7%6%

6%

6%

4%

4%

67%


Figure 15: Share of Voice on YouTube Among Most-Viewed Independent Brands

Christian Dior

Puma

Victoria’s Secret

H&M

CHANEL

Nike

Others8%

6%

6%

5%

4%3%

68%

Independent fashion retailer Chanel leads other independent brands with 8% of total brand views on YouTube. Christian Dior and Victoria’s Secret have both developed a cross-platform strategy that has secured both brands spots in the top six for viewership on both YouTube and Facebook. The two brands are tied on YouTube with 6% of brand-owned views, while on Facebook, Christian Dior generates 50% more views than Victoria’s Secret.

Section

05

50%more brand-owned views of Christian Dior content on Facebook than Victoria’s Secret


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Christian Dior and

Victoria’s Secret have both

developed a cross-platform

strategy that has secured

both brands spots in the top

six for viewership on both

YouTube and Facebook.


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Section

06How can brands turn digital fashionistas’ heads on social video? Capitalizing on tentpole events is a proven strategy to engage fashion consumers on social video. For example, holiday videos draw a 200% higher engagement rate than other brand-owned videos, yet holiday content only receives 3.5% of brands’ viewership. Creators have extended their tentpole strategies beyond holidays to include other events, like prom and back to school, earning significant engagement rates of 2.37% and 2.68%. Brand marketers should follow suit by expanding their tentpole strategy to include other popular events throughout the year, with content that meets audience demand, and paid media investment to drive views and engagement.

Creators have extended

their tentpole strategies

beyond holidays to include

other events, like prom

and back to school, earning

significant engagement

rates of 2.37% and 2.68%.200%higher engagement rate on holiday videos than other brand-owned videos


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Figure 18: Video Performance by Event TypeFigure 17: Video Performance Holiday vs. Non-Event Content

Source: Pixability Software, June 2017 Source: Pixability Software, June 2017

1.0% 4.5%

4.0%

.8% 3.5%

3.0%

.6%2.5%

2.0%.4%

1.5%

1.0%

.5%

.2%

1.4B 1.4B

1.2B 1.2B

1B1B

800M

800M

600M

600M400M

400M200M

Holidays PromHolidays Non-Event ContentNon-Event Content Back to School

.86%

2.7%

4%

2%

.3%

2.4%

Engagement Rate Engagement RateTotal Views Total Views

42M 4M24M

89M

246M1.2B


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Section

07ConclusionFashion is a crowded space, with many brands large and small meeting distinct consumer needs at different price points. Leading social video platforms present a significant opportunity for fashion brands to engage with their intended consumer, to ultimately impact brand and purchase decisions. Fashion brand marketers must fully understand the fashion space across social video environments, and account for the nuances of each video platform, to make the most of their video content and advertising investments.

Learn MoreWe hope you enjoyed the highlights of Turning Heads: Fashion Across Social Video. In Pixability’s full data analysis, we outline top and rising influencers in the fashion space, break down the demographics of the fashion audience across Facebook and Instagram, including relative interest in fashion brands based on age and gender, and share an in-depth analysis of the paid media investments of top fashion brands on YouTube.

To get the full data analysis, and to find out how your brand's video performance stacks up, contact us at [email protected] to set up a meeting.

mailto:[email protected]


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Leading social video platforms present a

significant opportunity for fashion brands

to engage with their intended consumer, to

ultimately impact brand and purchase decisions.


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Appx.Pixability analyzed the top fashion videos through two lenses: Video Genre and Content Type. Video Genre refers to the strategy that brands use to appeal to audiences, typically through entertainment, romance or social causes.

Informative: Provides information on fashion products and brands, typically through Hacks and Tips.

Inspiration: Provides outfit and inspiration ideas, typically through Outfit Ideas videos.

Holidays: Highlights fashion gifts for the holidays, typically through Campaign Film videos.

Entertainment: Entertains fashion audiences, usually Campaign Film videos.

Customization: Educates viewers on customizing fashion products, typically through DIY videos.

Empowerment: Empowers or emboldens viewers, typically through Campaign Film videos.

Aesthetic: Artfully produced videos, typically Campaign Films.

Lifestyle: Associates brand with a particular lifestyle or way of living, typically through Campaign Films.

Prestige: Promotes the status afforded to high-end products, typically through Campaign Films and Commercials.

Story Behind the Brand/Product: Focuses on building a story around a brand or product, typically through Campaign Films.

Performance: Highlights product performance, typically through Campaign Films or Commercial videos.

Romance: Highlights the seductive appeal of a product, typically through Campaign Films or Commercial videos.


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Appx.Content Type refers to the how brands or creators present their video and content, such as DIY, Get Ready With Me, and Campaign Films.

Creator-owned

Haul: Shares recently purchased items.

Room Tour: Shows the room, home, and the fashion items in a creator’s closet.

Routine/Get Ready With Me (GRWM): Walks through a creator’s fashion routine.

Hacks/Tips: Shares fashion advice and pointers to help viewers achieve a specific look or style.

Outfit Ideas: Presents outfit ideas to inspire viewers’ own wardrobes.

DIY: Explains how to create or customize apparel.

Brand-owned

Branding: Raises brand awareness or develops brand perception, without explicit product messaging.

Fashion Show: Shares fashion show footage.

Commercials: Advertising produced for fashion brands.

Campaign Film: Short films, often part of a series, featuring a specific product or collection.

Teaser/Trailers: Promotional material, typically containing excerpts from official campaign films or commercials.

Behind-the-scenes: Backstage or outtake footage from a fashion show or campaign films.


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MethodologyPixability used its proprietary software to analyze the fashion ecosystems across these platforms to uncover trends and opportunities for brands.

Pixability analyzed the 215 largest fashion and apparel brands worldwide, defining luxury fashion through the metrics used in the L2 Digital IQ Index on Fashion, November 2016. The companies included on this list were selected by market capitalization and estimated market value.

Pixability’s software collected all-time video performance data on the top 200 YouTube fashion videos, comparing average views and engagement rates across brand and creator video genres and types.

Global channels with a predominantly English-language YouTube presence were included in Pixability’s analysis. Brands with a YouTube presence exclusively or primarily in a language other than English, or based outside of the US and Europe, were excluded from this study.

Appx.


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About PixabilityPixability is a video advertising technology company that helps media professionals deliver outstanding campaign performance across YouTube, Facebook, Instagram, Twitter, Snapchat, and Spotify. Pixability’s solution empowers advertisers to activate video at every stage in the consumer journey in order to deliver impactful business results. Pixability provides sophisticated targeting, automated media execution, and verifiable viewability and placements across premium video platforms. Pixability is headquartered in Boston with offices in New York, San Francisco, Chicago, and London.

Who are we?

Get in touch.

[email protected]

888.749.8433

www.pixability.com


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LON

NYC

BOS

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New York 119 W. 24th St. 4th Floor New York, NY 10011

San Francisco 44 Tehama St. San Francisco, CA 94105

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Notes

Boston | New York | Chicago | San Francisco | London

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