Fashion begs attention. This makes it a super demanding art form which creates stiff competition. There's no better demonstration of this than New York Fashion Week.
232,000. That's the average number of people who attend fashion week each year (that’s more than 2x the number of people at the best attended Super Bowl in history).
Brands need to find a way to compete in the chaos—not only the week of, but all year long. One of the best ways for brands in the fashion industry to stay at the top of people's minds is through the use of video. The following are 7 ways in which video keeps your brand on the tip of people's tongues:
1- Be Entertaining. If an article took the same amount of time to read that a video took to watch, people would still choose the video content.
Why? Because it's not about time, it's about the quality of information. Sure people are in a rush, but they choose video over anything else because if done right, it's entertaining. Add a suite of fashion videos to your brand and watch your clicks skyrocket.
2- Tick. Tock. Be fast. Unlike a fashion blog or a written thought leadership piece, a video can be shot and posted within minutes.
Of course, you also want to be sure to optimize your videos as much as possible. Upload them to a site like YouTube which allows you to tag and categorize your videos for SEO purposes.
3- Easy does it. You don't have to be an award-winning writer or photographer to shoot a video for your brand. "Behind the Scenes" videos of your office, design process, or customers luxuriating in your product, can always spark the interest of consumers. It's kind of like watching the pizza maker toss the dough.
Give your customers an exclusive inside look. Shoot documentary style while developing a new fashion line to share your inspiration, concepts, and process with your buyers.
4- Be popular. Who isn't watching videos these days? Let's put it this way, have you ever heard someone say "Watch a video? No, I'd rather read the description." Exactly.
Fashion videos are easier, quicker, and straight to the point. They take the guess work out of fit, form, and feel.
5- Be friendly. Search engines love videos and the more you pepper your pages with them, the more traffic you get. Engagement is a surefire way to increase sales.
Google considers all videos fresh content. Additionally, YouTube is owned by Google, so when you have videos housed on the site, Google plucks yours first.
6- Do it on the cheap. —or at least cheaper than you think. If you don’t want to go guerrilla with your fashion marketing, consider working with a fashion videographer who knows the industry, how to shoot events professionally, and taps into emotions that connect with your client.
It's always best to work as a partner on a suite of videos (web, behind-the-scenes, events) rather than big one-off projects to save money.
7- Use your intuition. Drawing up a complex marketing schedule is not necessary to create video content. In fact, the most important aspect to creating videos for your brand is to just keep shooting.
The more footage you shoot, the more you have to work with. Edit it together in a stellar video and you already have the competitive edge for fashion week.
Need some extra inspiration? Check out the YouTube channels of 10 fashion brands that we think are embracing these strategies and realizing the impact.