There are various ways to advertise and market your fashion brand to make it more appealing to your target audience, and one of them is by using video content to do so. People love videos, especially when they are short and funny, creative or informative.
When TikTok, the short video-sharing networking service, was launched in 2018, it was immediately accepted by people all over the world and became one of the world’s most loved apps. Along these lines, YouTube has announced the launch of YouTube Shorts, a short video sharing platform that allows users to share short videos and get discovered by people all over the world.
In a blog post, YouTube’s vice president of product management Chris Jaffe said Shorts is “for creators and artists who want to shoot short, catchy videos using nothing but their mobile phones”.
For now, the beta version of YouTube Shorts will be available only in India but the company plans to expand its reach to other parts of the world in future.
Features of YouTube Shorts
For video creators, YouTube Shorts offers the following features;
- Create and upload videos of 15-seconds or less.
- Edit videos with several creative tools.
- String multiple shorter clips together with a multi-segment camera.
- Add music to videos from YouTube’s library.
- Speed up or slow down videos.
- Timers and countdowns.
Users can start recording a Short with the new create icon that has been prominently placed in the YouTube app for Android (expanding to iOS soon). After publishing a Short, it will appear in a carousel on the YouTube homepage that is designed specifically for short videos.
YouTube is encouraging creators to start uploading their existing short videos on YouTube today to start getting discovered. With that being said, fashion entrepreneurs can find great use for this new YouTube creation to the benefit of their brands.
4 Ways To Use YouTube Shorts to Put Your Fashion Brand in a Better Spotlight
1. Behind the Scenes Videos
As a fashion entrepreneur, it can be so much fun for your target market when they see behind the scenes videos of your fashion brand. You can share the behind the scenes video of you (or your employees) making one customer fave outfit, packaging a customer’s delivery or making a sketch/illustration for a new design.
You can also share short, fun videos of what it is like to be an entrepreneur, just to put a human angle to your brand and endear your customers to you. Your content should generally be relatable and easy to follow to keep their attention.
2. Before and After Videos
As a way of sharing your brand story with your customers and potential customers, you can share before and after videos of someone that fits into your target market persona. These videos can contain clips of a customer before they started patronising your brand and after they started patronising your brand.
The videos can show a customer turn from shy to confident, regular to classy, formal to casual, or drab to fun, depending on your brand story. The before and after video can also show what an outfit looked like on paper and after it has been created.
3. Step-By-Step Training Videos
Everyone loves to learn something new and everyone loves someone that teaches them something useful that they did not know before. As a way of bringing your brand into the spotlight with YouTube Shorts, you can create short step-by-step training or ‘how to’ videos on a wide variety of things.
Your videos can be step-by-step tutorials on how to style the clothes, shoes, bags, or jewellery you sell or even random everyday outfits. They could also be short DIY videos on how to make simple fashion items, fashion hack videos, draping videos, or a host of other content you think will be relevant to your target market.
Teaching people things they did not know before is a great way of portraying yourself as an expert in your field, which will, in turn, put your brand in a better spotlight in everyone’s eyes.
4. Partner with Influencers
Just like Fenty recently partnered with Elsa Majimbo to promote and advertise their new collection of sunshades, you can also partner with social media influencers to promote your fashion brand on Shorts and bring it to the view of your target audience.
You can release short videos of that influencer rocking your product or maybe even just saying something about your fashion brand. This is sure to gain attention and not only put your brand in a better spotlight, but also introduce your brand to new markets.
In influencer marketing, however, you have to make sure the influencer you use has a followership of people that fit into your target market persona.
Whatever option you go for, remember that fun, humorous, and relatable content always gets more attention than others. You should always add a fun and relatable twist to whatever video you upload on YouTube Shorts to draw more viewers in.