Video is the future of social media advertising.Or so says Theresa Moore, vice president, platform partnerships, at Pixability, a firm that helps brands and agencies conceptualize, execute and analyze their campaigns on YouTube, Facebook, Instagram and Twitter.To start, she advised brands to focus on their audience — and to not be scared of losing an audience that isn’t right for them — and once you can identify this group to start looking at it across the social platforms. For instance, YouTube is “great across the board” for a wide range of ages, while Facebook captures a bit of an older audience and is a great place to start if there’s a more mature product to promote. Instagram, Moore explained, is a good place for “snackable content” for young consumers.“It’s expensive; it’s laborious for sure...and making sure you’re starting with the right content is really tough. There are a lot of brands that are culprits that are creating 30-second TV spots and throwing it out on digital,” Moore said. “We’re seeing a lot less of that now. Brands are starting to understand that’s not the best way to do it.”Content on each social medium should be different — if you have the budget to do that, she said. If a brand has a product where it takes more than 30 seconds to describe how to use it, then YouTube is the right platform. If you’re just looking for “that click,” back to an e-commerce site, Instagram and Facebook are better suited for shorter clips and videos that have a clear call to action to click through to a product page or an app download. Twitter is a great compliment to a TV ad, Moore explained, because people are sitting on their couches watching TV and tweeting about it.Partnering with influencers adds value “across the board” — from the number of engagements to adding subscribers on branded YouTube channels to just sheer views. As their “influence” rises, though, many content creators have become increasingly expensive to work with, and Moore suggested finding an influencer who isn’t popular yet. In this case, a brand can “pay” by just sending product.“It is a pay to play space. If you can have some investment in any of the platforms for advertising you will succeed…[In] this age of data we’re in right now, because we have so much data we have ability to target them [consumers] that much better,” Moore said, citing Victoria’s Secret and Dior as the leaders in video ads for fashion and Victoria’s Secret and Dove as the leaders in beauty.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion