Fashion Briefing: Fashion Brands on YouTube Shorts are Gaining a First-mover Advantage
With short-form videos dominating Americans’ screen time, largely in the form of TikToks, brands across price tiers and categories have increasingly leaned into the opportunity. Bridget Dolan, managing director of YouTube shopping partnerships, said the most popular categories selling on the platform are beauty, fashion and technology. About seventy percent of posts are produced by Pacsun, while 30% are made by influencers. That video now has 13,000 views, and his third and fourth Shorts posts have 3,900 and 5,000 views, respectively. He and his social-focused team of five are taking a “trial-and-error” approach to Shorts content, mixing the “best of” Pacsun’s TikTok and Reels videos with original posts spanning influencer outfit checks and inside looks at the company. Likewise, Stauffer aims to engage his Shorts-fueled YouTube following with long-form content, in the form of photography tutorials, in the future. Stauffer said he’s going to start recommending the platform to his brand clients, calling it a minimal-lift, “worth it” investment, particularly as they’re already churning out video content. Paris-based content creator Frederico Stauffer, who’s regularly tapped by Louis Vuitton, Hermès and Prada for paid, video-focused partnerships, started a YouTube channel on October 20 to “experiment” with Shorts, he said.
YouTube and long-form video content will be a large focus for the company in 2023. Before Shorts, the level of engagement resulting from the labor-intensive content creation for the platform hadn’t proven worth it. He recalled a job he did for Louis Vuitton capturing social content on the set of a campaign shoot. According to social media leads and influencers, YouTube Shorts is offering the type of first-mover advantage reported by early TikTok adopters, via high engagement numbers out of the gate. In response, social platforms specializing in other content formats have rolled out features accommodating the trend. Remaining a go-to stage for brands and popular creators has been increasingly challenging for social platforms amid increasing competition. Among apparel brands that have added Shorts to their marketing mix are Nike, Skims and American Eagle. MacDonald said he’s hopeful Pacsun will have a strong grasp on the type of Shorts content that best resonates among YouTube users by the end of the year. Meanwhile, “Project Runway” alum Gunnar Deatherage is driving his Shorts audience of 1.8 million to his long-form content on Patreon. He now sees 20 million to 30 million video views per month on YouTube, owing his growing audience to the platform’s algorithm-driven Explore Hub. Th is was created with t he help of G SA Con tent Gener at or Demoversi on .
And we like discovering alongside our Gen-Z audience and being where they are,” MacDonald said. It’s also fast-tracking strategic initiatives - like gaining YouTube subscribers, without long-form video investments - and boosting sales. Shorts’ 60-second video limit is as short as he’d like to go. Speaking of standards, regarding the potential of a Vine return, Deatherage said he’d keep his distance. He posted favorite videos he’d previously posted on Instagram or TikTok, where he has 73,000 and 31,000 followers, respectively. The crew spent the day capturing styled-to-a-T videos in four different rooms, for 2-3 hours each. YouTube Shorts videos see more than 30 billion daily views and attract 1.5 billion monthly logged-in users, according to YouTube. “We’re just always on our toes, ready to see what the new thing is. Pacsun has consistently posted Shorts for the last two months and had a presence on the platform for several months before that, said Tyler MacDonald, senior manager of influencer and social media at Pacsun. Primarily a short-form video creator, Deatherage first became active on social media during the pandemic, he said. The fact that YouTube now houses a short-form video hub, more conducive to the type of off-the-cuff content people are demanding, is a big step in the right direction, based on Stauffer’s experience.
’ve made short-form videos shoppable,” she said. There, members paying $3-$14 per month can view more in-depth takes on his instructional fashion design and construction videos. They can also download design patterns and gain exclusive access to a Discord community. For Pacsun, Shorts is proving most useful as a tool for gaining YouTube subscribers. Pacsun now has 26,000 YouTube subscribers. “People assume the only money to be made on YouTube is from the views,” he said. Through a partnership with Shopify announced in July, YouTube allows users to integrate product selling into long-form videos, Shorts and livestreams. The company is currently advertising on Shorts. Deatherage said Shorts has great potential for those with a craft, including designers. In addition, Deatherage has taken part in brand partnerships that feel authentic, with most enlisting him to create designs based on whatever it is they’re promoting. “It’s part of a fun experience: You watch a creator, they’ve talked about a product, and you value their opinion and trust them.
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