YouTube today is launching a new vertical called YouTube Fashion that aims to capitalize on the popular style and beauty content that attracts millions of viewers to its platform. According to Statista, last year's beauty videos alone generated more than 169 billion views in YouTube, and more recently, some of the most important names in fashion have set their sights on YouTube. Today, YouTube He says that the number of Fashion and Beauty channels on the site has grown more than 6 times between 2014 and 2018, and combined, generated billions of visits in 2018.
The new vertical, YouTube.com / Fashion, will try to organize a better part of this content, including style videos of the main creators, industry collaborations, live broadcasts from the catwalk, internal looks to the fashion industry, behind-the-scenes videos, vlogs of Fashion icons and more.
The launch occurs at a time when Instagram It has established its platform so well as a style and fashion destination that it has now entered the e-commerce market, allowing brands to sell directly to users of Instagram They can buy and pay through the social application itself. And with its IGTV platform for long videos, it's working to become a rival of YouTube.
Meanwhile, YouTube He is best known for establishing beauty stars like Yuya, Bethany Mota, Michelle Phan, Zoe Sugg, James Charles, Tati Westbrook, Jaclyn Hill and others, who have gained traction for their makeup reviews and tutorials, and sometimes their fights. It has even launched a new ad unit targeting the beauty category, which uses AR to allow viewers to try on the makeup themselves.
However, the company knows the potential of fashion, even if it was accused in the past of not paying enough attention to the category, despite having fashion-focused creators with millions of subscribers and hundreds of millions of video views .
Things are now starting to change on this front. Last June, YouTube He hired Derek Blasberg, formerly host of CNN Style and a Vanity Fair collaborator, as his new head of fashion and beauty associations. In YouTube, Blasberg has encouraged collaborations between leading creators and brands to better raise the profiles of brands and stars of YouTube.
With the launch of / Fashion, YouTube Now he plans to bring more international voices to the new destination and locate the page for global markets, says Blasberg, writing on the blog of YouTube.
Dedicating a vertical to a particular type of content is nothing new to YouTube. As YouTube stopped having an independent competitor of Twitch, for example, launched a destination / Gaming in YouTube.com . It is now one of the fastest growing verticals on the site.
YouTube Fashion can be found on the home page of YouTube and in the mobile application, where you can subscribe to the category itself, instead of just individual creators.
Now it is one of the few categories to get the best billing in YouTube, a list that also includes movies and shows, games and live.
With information from TechCrunch.