Brands are leaning into long-form videos again to attract Gen Z shoppers. While we know young people can’t get enough of short-form content, brands like Coach, Chanel, and Nike are also betting on long-form campaigns like behind-the-scenes or documentary-style videos on YouTube. The strategy is smart, considering 88% of Gen Z and Millennials use YouTube to discover new products, and 78% of Gen Alpha uses YouTube on a regular basis according to Vogue Business/Archrival. Brands are also noticing that building viewership and duration creates a sense of loyalty from their young audience. Coach has seen success with its investment into YouTube partnerships already. The brand took over YouTuber Haley Pham’s account last year for a campaign called “Dear Haley,” which drove a 60% increase in “global top-of-mind awareness among Gen Z.” The brand’s “Explore Your Story” campaign, which embraced long-form content with spots from celebs like Elle Fanning and Storm Reid, also saw 15M organic engagements across the board. (Vogue Business)
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