“If pictures speak a thousand words, then video speaks a million.” – Christine Kirk. It’s true. There is something about a video that sometimes a single photo cannot capture. Like the elegant movement of a skirt in the wind, or the rain dramatcially falling from the sky, video can bring so much meaning to a once still-image. That’s why the mix of photos and movement in Cinemagraphs and video are making its way into the fashion world.
Images and movies envoke emotional connections that words alone cannot. And are becoming a much better way to tell a brand story. A handful of luxury fashion brands are on the video trend – like Dior, Gucci, Burbery, Louis Vuitton and Barney’s, which some of them are even using shoppable video to encourage browsing and purchasing from social videos. “Visual content is king this year with platforms like Instagram, Pinterest and even social video-sharing apps like Viddy exploding in their number of users.” True dat.
So, what’s a fashion brand to do? Video production can be pricey, but some brands make it work like Michael Kors who just launched its own video series, Livin’ The Kors Life that focused on some of its employees and made you feel more involved and personal with the MK life, which def cuts down some costs. Animated .gifs or cinemgraphs can be taken during regularly scheduled campaign shoots and added to enhance the campaign’s story.
But, you don’t have to be rollin’ in the doe to make meaningful connections. DVF uses Viddy to show snippets from events, shoots even days in the office that make you feel a little bit more intrigued about what Diane has next up her sleeve. So even if you don’t have a big campaign shoot or budget, you can give fans an even more personal peek into things through the “Instagram of video” and make those connections.
Let the camera roll.