Luxury brands’ missed opportunity: YouTube
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Luxury fashion brands sashayed their way to substantially more YouTube views in 2014. But they still have a lot of runway ahead for growth on the social media platform.
According to a new report by think tank L2, conducted in partnership with YouTube ad buying platform Pixability, fashion brands increased views on the video site by 204 percent as of October, as compared to the prior year’s total. The 90 brands examined also boosted their subscriber base by 87 percent, with Chanel, Dior and Burberry leading the way.
Despite this improvement, the report noted fashion brands “consistently fail to optimize their YouTube presence,” in part because the majority of their content fails to appear in the top slot of search results for their respective brands.
Questions & Answers
Q.How much did luxury fashion brands increase their YouTube views in 2014?
How much did luxury fashion brands increase their YouTube views in 2014?
Luxury fashion brands saw a 204 percent increase in YouTube views as of October 2014, compared to the previous year's total. This indicates significant growth on the platform.
Q.Which specific luxury brands were noted for their subscriber growth on YouTube?
Which specific luxury brands were noted for their subscriber growth on YouTube?
Chanel, Dior, and Burberry were highlighted as the leading brands in terms of boosting their subscriber base. Overall, the 90 brands examined increased their subscribers by 87 percent.
Q.What is one reason luxury brands are not fully optimising their YouTube presence?
What is one reason luxury brands are not fully optimising their YouTube presence?
The report indicates that a primary reason is that most of their content does not appear in the top search results for their own brands. This suggests a failure to effectively manage search optimisation.
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