Whether it’s for music, entertainment, tutorials, binge watching a nostalgic show from the 90s or just getting lost in a video hole, YouTube is a platform we are all familiar with. However, the social media platform, which holds the title of the second biggest search engine in the world, isn’t happy to just sit where they are. They saw a need to add to their platform by creating a brand new fashion channel, Youtube.com/Fashion, which aims to give unfettered access not just to the fashion frontline but deep into the industry.
Launched in line with New York Fashion Week, YouTube Fashion will be a hub of content where you can find live streams of the most talked-about fashion shows, insider interviews, fashion how-to tutorials, closet tours, red carpet style and creator content from the biggest names in the industry.
The launch comes at a time when Instagram has already established its own platform as a destination for style and fashion. Instagram has now entered the e-commerce market as well, enabling brands to sell directly to Instagram users who can shop for products through the social app itself. And with its IGTV platform for long-form videos, it’s working to become more of a YouTube rival.
YouTube is known for its success in launching beauty stars who have gained traction from their makeup reviews and tutorials, going so far as to launch a new ad unit targeting the beauty category, that uses AR to get viewers try on makeup themselves.
The company knows the potential in fashion and has started to unlock its potential with the hire of Derek Blasberg as the Director of YouTube Fashion and Beauty. The top shelf content during the next few weeks will feature fashion shows from New York, London, Milan and Paris. There will also be a series called, ‘Stories of Style’ – which acts as a behind the scenes look at the fashion industry. There is a ‘vertical’ video (made for ease of watching on mobile phones) devoted to models, which we have named ‘ the model army’, and another devoted to careers. Publishers like Vogue and other magazines will also have a ‘vertical’ where they can create content and publish articles for their readers. So instead of this kind of content being dotted around the YouTube.com site it’s in one channel dedicated to you, where algorithms will pick up what you like and bring you more of that type of content.