New media formats and changing viewing habits require brands to rethink how they tell or retell their stories. And right now, with YouTube Shorts averaging more than 50 billion daily views,2 that means delivering engaging short-form video.
For example, luxury fashion house Dior has been using YouTube Shorts to collaborate with a variety of talent, whether it’s South Korean skateboarder Viju Kim sporting the brand’s latest skate collection, or French actress Anaïs Demoustier fully dressed in Dior couture at Cannes.
But the brand recognises there’s equal opportunity for Shorts to feature product-focused content. This is demonstrated by this campaign celebrating Dior’s “timeless vintage spirit”, which incorporates execution and visual language that is primed for modern audiences.
Action for marketers
Get more from the past with new storytelling formats, such as short-form. With 59% of Gen Z — already the world’s largest generation — using short-form video apps to discover things they then watch longer versions of, this can be a powerful tool to introduce people to your brand and bring them deeper into your story.
