CHECK OUT THE SHORTY SOCIAL GOOD FINALISTS SEE THE LIST

5th Annual Shorty Social Good Awards Categories

Entries are now closed. Finalists will be announced in mid-October!

From the 12th Annual Shorty Awards

YouTube Fashion Channel Launch

Finalist in Fashion

About this entry

Where does fashion reign supreme on social media? Well if your first thought was Instagram, you’re not alone. However, there’s another player you should consider. Fashion and beauty content on YouTube generated more than 169 billion views on YouTube last year. In fact, Fashion & Beauty channels on the site had grown more than 6x from 2014 to 2018. So why weren’t people associating fashion with YouTube? 


The answer: Nobody likes to spend time searching for new content. 

Why does this entry deserve to win?

With that problem in mind, we sought out the goal to change the way fashion is digitally consumed by the world (yes, the world) and establish YouTube as a safe and chic home for fashion. 


There would be some pre-existing perceptions of YouTube’s content to overcome but we were driven by the insight that the fashion world is more wide open than ever before. New voices and designers were creating a diversified fashion landscape that was shifting preconceived notions. And that played perfectly into the greatest advantage YouTube had: they were already the most diverse social platform in the world.

Results

We set out to present YouTube as fashion’s most diverse runway and welcome the whole world to the new front row of fashion. Through highly targeted social content, influencer activations, and NYFW takeovers with some celebrity friends, the world was introduced to /Fashion, a fashion channel dedicated to showcasing the best and brightest style & beauty vloggers and celebrity talent with content ranging from live streams from the runway, inside looks into the fashion industry, behind-the-scenes video from fashion icons and more. 


The channel gained nearly 1M subscribers and tens of millions of views in just 48 hours and amassed significant press coverage as the new destination to discover and binge fashion content.

Media

Video for YouTube Fashion Channel Launch

Produced by

hi5.agency, YouTube

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

winners and honorees will be announced at the shorty social good awards digital ceremony on november 19!