MERCADEO Versión en español
Chanel found a winner formula for Youtbe
Maye Albornoz| 28 de agosto de 2015
El video más visto Marilyn y No. 5, está hecho con imágenes de época de Marilyn Monroe y tiene cerca de 13 millones de visitas
Being one of the most luxurious fashion brands does not limit Chanel’s popularity on Yotube. By subscriber numbers alone, Chanels channel doubles its closest competitor Dior, with 444,739 subscribers compared to Diors 210,365, while Burberry has 183,626. The brand has done more than accumulate a large amount of followers. It has translated its fine-crafted allure and unattainability to its videos content. Much of Chanels YouTube content is made up of ads and its beauty tutorials. Its most-watched video, Marilyn and No. 5 made with vintage footage of Marilyn Monroe, has nearly 13 million views. Data from the marketing firm, Pixability, demonstrates Chanels smart use of the platform, as 65% of beauty video views are either commercials or tutorials, just the goal the brand aimed to with its strategy. And an L2 Video study showed that simply creating content in those top categories beauty, luxury, fashion and jewelry – doesnt guarantee more audience. So besides the high quality of its productions, Chanel makes the difference by the amount of videos uploaded, gaining popularity and budget efficiency. “Brands want to maximize organic views because theyre free, and they reflect how many people are searching for their content said Mabel McLean, research analyst at L2. Here Chanel has an additional advantage: “Theyre aspirational, everyone wants a piece of Chanel.”
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