With online video, brands and their products come into existence, youtube which is the second only to facebook for social media visits, is aboon to visual brands including big fashion, entertainment, music, sport and lifestyle brands.
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While all marketers cherish the hope that their YouTube video will “go viral,” that’s as unlikely as hitting a grand slam. Instead, focus on hitting singles: create fun, relevant videos that connect with your target audience. Even without viral popularity, YouTube videos can benefit your brand image, boost searchengine visibility, and amass a “cookie pool” for Google AdWords advertising.
Especially popular among shopping-obsessed teen girls, these user-generated YouTube videos feature shoppers displaying and talking about all the cool new outfits, shoes, and accessories they just purchased at the mall or online. The most popular practitioners of haul videos enjoy fan bases of thousands of subscribers and can rack up millions of video views—inspiring comments, video responses, and other positive word of mouth both for the YouTube personality and the brands he or she favors.
According to a study by Google and Compete, 2012 marks the first time that more than half of clothing purchases—57%, to be exact—are transacted online or influenced by online research and price comparison. Video is playing a powerful role in this equation.
Consumers using video to research products and services spend more and buy more frequently. About 25% of video users bought apparel more than six times in six months. Some 28% of video researchers spent more than $500 on apparel in six months—compared to a mere 2% among those who don’t use video to research their purchases.
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