Our Top Five Trends in Fashion and Beauty Video Content for 2024
Video content & advertising in the fashion and beauty space is dynamic and ever changing. It's about tapping into the desires and dreams of consumers while promoting products, creating brand awareness and encouraging sales. It thrives on visual aesthetics, storytelling and influencer marketing. Whether it's a chic clothing line, revolutionary beauty product or an innovative retail concept video brings these treasures to life.
Here are the top five trends we are seeing in the industry right now.
1. Emotive Storytelling
Emotive resonance in video marketing is the ability of the content to evoke strong emotions and create a deep emotional connection with viewers. It aims to elicit emotional responses such as joy, excitement, inspiration, empathy, or even nostalgia. According to a recent study by google emotionally connected consumers are more than twice as likely to be brand loyal.
Gen Z and Gen Alpha are highly attuned to social and ethical issues. They value brands that take a stand on matters such as diversity, sustainability, inclusivity and social justice. A study by Deloitte found that 62% of Gen Z consumers want brands that take a stand on issues they care about and 37% have stopped buying from a brand due it's stance on social issues. Purpose driven messaging that goes beyond selling products and connects with views on a deeper and emotional level is a way to approach video in this space and align with your audiences core values.
2. Ethical Expectations
By leveraging humour in video advertising, brands in the fashion beauty, and retail industries can effectively engage and resonate with their audiences. According to a study by Ipsos, 45% of global consumers find humour in advertising and content appealing and attention grabbing. In a fast paced digital landscape, where consumers are inundated with content, using humour can help a brand stand out and make a lasting impression. This ability to capture attention, enhance brand recall, foster perceptions, encourage social sharing, create emotional connections, and improve ad effectiveness makes humour a valuable tool for driving engagement, brand awareness, and ultimately sales.
3. Humour
Representation and inclusivity are increasingly important to consumers in the fashion beauty and retail space. Brands that are genuine and authentic in their representation of diverse people and cultures are more likely to resonate with audiences, Inclusive campaigns that showcase a range of body types, skin tones, and abilities are becoming more prevalent. In video production, this means casting diverse talent and featuring them in a way that is authentic and empowering. Campaigns that celebrate diversity and inclusivity will resonate with audiences and help brands stand out in this space.
4. Inclusivity and Diversity
Influencer collaborations have emerged as a phenomenal trend in the video advertising space within the retail, fashion, and beauty industries. But now we are also looking at collaborations with micro influencers, who may have smaller but very highly engaged communities. These collaborations bring together bring the power of influential individuals and the creative storytelling potential of video content. By partnering with popular influencers, brands can tap into their loyal fan base and leverage their authenticity and influence. The ability to reach targeted audiences, create authentic relatable content, tell compelling stories, and leverage social proof makes these collaborations an effective strategy for driving engagement, brand awareness, and ultimately sales.