Viral trends beyond clothing, including trending filters, music, dances and even scenes can explode in popularity overnight, sweep the globe and be over by morning. Due to the instantaneous nature of social media, it can be tricky for brands to capitalise on online trends. However, getting to know the intertwined history between the body fashion industry and video content can help aspiring businesses spot how they can utilise it to build their brand, assemble a strong and loyal consumer base and covert those all-important sales. Join Hysculpt as we explore the rise and impact of video content on the contour industry.
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YOUTUBE: FASHION’S SOCIAL BREAKTHROUGH
Beginning with what many consider the ignition for video content’s popularity is YouTube. YouTube’s ascendancy into a pop culture phenomenon in the mid-2000s opened doors for fashion brands to showcase their creations in dynamic ways. Suddenly, the curtain was slightly lifted for fashion enthusiasts who had long been excluded from the industry, receiving a front-row seat to runway shows, glimpses behind the scenes of major fashion labels’ workflows, and tutorial-style content from their favourite designers and influencers to help them achieve Vogue worthy looks.
The platform’s long-form video format allowed for in-depth storytelling, enabling brands to craft narratives around their collections, explaining why a particular cut may have nostalgic symbolism for heritage brands for example, which strengthens the brand identity for the consumer. Collaborations between fashion icons and YouTubers burgeoned, amplifying the reach and credibility of both parties. Such partnerships bridged the gap between the exclusivity of high-end fashion and the relatability of digital influencers.
Moreover, YouTube served as an educational hub, empowering viewers to learn about styling tips, sustainable fashion, and the intricate artistry behind clothing design. More covert and subtle marketing tactics to craft a brand image could come from more ‘authentic’ content by partnering with YouTube influencers, with ‘haul’ and ‘unboxing’ type videos reviewing the brand in an intimate setting. This blend of entertainment and education solidified YouTube’s role as a pivotal platform in fashion marketing, and a whole new breed of campaigns were born.
INSTAGRAM’S FASHION MONOPOLY
Instagram has emerged as a powerhouse platform for fashion marketing, largely due to the profound influence wielded by its legion of fashion influencers. These individuals have transcended mere social media users, becoming pivotal players in shaping trends, dictating consumer behaviour, and driving brand engagement within the fashion industry. At the core of Instagram’s influence on fashion marketing lies the symbiotic relationship between influencers and their engaged audiences. Fashion influencers have cultivated devoted followings by curating visually appealing content, offering style inspiration, and establishing their unique brand personas. Their ability to authentically connect with followers has transformed them into trusted advisors, wielding significant power in influencing purchasing decisions. The visual-centric nature of Instagram perfectly aligns with the fashion industry’s essence, allowing influencers to showcase clothing, accessories, and styles in a seamless, aspirational manner. Through meticulously crafted posts, Stories, Reels, and IGTV, influencers weave compelling narratives around brands, effortlessly integrating sponsored content into their feeds without alienating their audience.
Moreover, the platform’s features such as shopping tags, swipe-up links, and collaborations with brands have streamlined the path to purchase, converting admiration into transactions seamlessly. Influencers bridge the gap between brands and consumers, serving as relatable intermediaries who humanise and contextualise fashion products. The diversity among Instagram fashion influencers is also noteworthy. From mega-influencers with millions of followers to micro-influencers with niche but highly engaged communities, each category brings its own advantages for brands. Micro-influencers, in particular, excel in fostering authenticity and deeper connections, while mega-influencers possess massive reach, amplifying brand visibility on a global scale. In essence, Instagram influencers have revolutionised fashion marketing by redefining the dynamics of brand-consumer relationships. Their ability to merge authenticity with aspirational content, coupled with Instagram’s visual allure and user-friendly shopping features, has created a landscape where fashion is not just showcased but experienced and embraced within a digital ecosystem driven by influence and engagement.
However, has users of the social media platform and fashion consumers become more exposed to these potent marketing tactics, the veil is lifted and audiences have begun to see through carefully curated content so that it no longer feels genuine or authentic, which is what the majority of the market is looking for in 2023 and beyond.
If you want help from industry experts to craft your brand’s perfect Instagram grid, including reels, photos and graphics, take a look at our bespoke Social Media Services.
THE TIKTOK FASHION REVOLUTION
Fast-forward to the present day, where TikTok has taken the digital world by storm. This platform revolutionised content creation with its short-form, punchy videos that thrive on creativity and virality. Fashion brands swiftly recognized the potential of TikTok’s format to engage younger audiences in a more playful and spontaneous manner that feels less ‘corporate’ and ‘manufactured’ than Instagram video content. TikTok’s algorithmic prowess propelled obscure fashion trends to stardom in a matter of days, driving sales and brand recognition. The platform’s “challenge” culture birthed viral fashion challenges, where users flaunted their styling expertise or showcased transformations using a brand’s products, fostering immense user-generated content that effectively doubled as organic marketing. Brands learned to leverage TikTok’s authenticity-driven landscape by collaborating with micro-influencers and everyday users, rather than solely relying on established celebrities. This strategy proved potent in establishing genuine connections with consumers, steering away from traditional advertising tropes and embracing raw, relatable content.
Despite TikTok being relatively new, it has captured the attention of Gen Z more than any other social platform to date, a fact that has not been ignored by TikTok’s competitors. Just as Instagram saw the impact and success of Snapchat’s 24-hour story features and integrated it into its own business model, the Meta-owned platform has also created its own version of TikTok; Instagram Reels. Reels function very similarly to TikTok’s video format by promoting more ‘authentic’ content such as BTS, Get Ready With Me and A Day In The Life Of. However, there is still a ‘polished’ element to reels, which usually have more editing and planning whilst TikToks feel more ‘spur of the moment’. Instagram’s struggle to remain the dominant social platform allows for rapidly developing technologies as they compete, which opens up new and exciting methods for fashion brands to connect with their consumers and carve out a unique space in the market.
The impact of video content on fashion campaigns has been transformative. The traditional hierarchy in fashion marketing, dominated by glossy magazines and elite runway shows, has shifted towards a more inclusive and diverse landscape. Video platforms have democratised fashion, allowing smaller brands and independent designers to gain exposure alongside industry giants. Engagement metrics have also undergone a paradigm shift. While YouTube excelled in longer watch times and detailed narratives, TikTok’s success lies in rapid, repeatable content that thrives on immediate impact. Fashion brands now strategise to balance both platforms, creating a cohesive narrative that spans the depth of YouTube and the immediacy of TikTok. Moreover, consumer behaviour has evolved. The modern audience seeks authenticity, inclusivity, and relatability. Video content on these platforms has allowed brands to humanise their image, engage in conversations, and build communities around shared fashion interests. Viewers aren’t just passive consumers anymore; they’re active participants in shaping fashion trends and narratives.
THE FUTURE OF SOCIAL FASHION: 3D, AI, AR & VR
As technology evolves, so does the realm of video content in fashion marketing. Augmented Reality (AR) and Virtual Reality (VR) are poised to transform the shopping experience, allowing consumers to virtually try on clothes or attend immersive digital fashion shows. The integration of these technologies into video content will undoubtedly shape the future of fashion campaigns. The journey from YouTube to TikTok exemplifies the evolution of fashion marketing in the digital age. These platforms have redefined storytelling, engagement, and consumer interaction, offering a glimpse into a future where creativity, authenticity, and innovation will continue to drive fashion campaigns forward. The fusion of video content with emerging technologies promises an exciting landscape where fashion meets interactivity, blurring the lines between the virtual and the real.
Has the idea of 3D sparked your interest? Head to our 3D services to learn how we can create bespoke 3D images that strengthen your branding and catapult it into the future.
You can also head to our latest blog which explores how brands are using AR to create captivating social campaigns, including one of our very own clients!
Why Brand Storytelling is the Future of Fashion Marketing