December 18, 2014
Report highlights top fashion brand performance, best practices, and missed opportunities
Boston, MA – Pixability, a YouTube ad buying and video marketing platform, and L2, a member-based business intelligence firm, have teamed up to produce the first comprehensive report of luxury fashion brands’ YouTube competency. The joint study, “Insight Report: Fashion and YouTube,” presents an analysis of the entire fashion ecosystem on YouTube, revealing: the top fashion brand performers and best performing videos; missed opportunities in discoverability, search, subscribership, and path to purchase; and a comparison of the fashion and beauty industries on YouTube.
Fashion-related content on YouTube has accumulated a total of more than 15 billion views. Some of the report’s key findings include:
- The average fashion brand underperforms benchmarks set by leading fashion outlets, including FashionTV and StyleHaul, which attract almost 500,000 subscribers each.
- Though 95 percent of fashion brands have an official presence on YouTube, only three brands can claim more than 100,000 channel subscribers.
- Only 25 percent of fashion brands have produced a piece of live content that has generated more than 1 million views. Chanel became the first fashion brand to surpass 100 million views in July 2014.
- While nearly 80 percent of official brand channels appear on the first page of YouTube search results for brand queries, less than half deliver content that reaches the top three results, and less than one-fifth own the top spot.
“A data-driven YouTube marketing strategy yields precise targeting and high performance to uniquely reach consumers at every stage of the marketing funnel,” said Andreas Goeldi, Chief Technology Officer at Pixability. “Though we have seen fashion brands make strides on YouTube, generating a 200 percent increase in video views since 2013, most fail to fully optimize their YouTube presence with a sophisticated strategy.”
For a comprehensive look at all major findings and best practices contained in “Insight Report: Fashion and YouTube,” download the full report here. The joint study accompanies L2’s sixth annual “Digital IQ: Fashion” report which was released to members on December 11.
Pixability is an ad buying and video marketing platform for YouTube. Many of the world’s top brands and agencies depend on Pixability’s award-winning programmatic media technology for effective YouTube campaigns with complete transparency and reporting accuracy. Pixability enables media professionals to plan smarter placements, run faster campaigns, and see better results. Pixability is headquartered in Boston with offices in New York, San Francisco, Chicago, and London.
L2 is a member-based business intelligence firm that benchmarks the digital competence of brands. L2 provides its member brands with actionable, data-driven insights on their digital performance. The L2 Digital IQ Index® is the globally recognized benchmark for digital performance. For more information, please visit: www.l2inc.com.