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Why video is at the heart of The Outnet’s content strategy

UK-based discount luxury online retailer, The Outnet, has a new monthly video series, Elevated Style, featuring interviews with celebrity stylists in an elevator.

The videos are fully shoppable and visible across all of the brand’s marketing channels, including email and social media, as well as YouTube.

The Outnet called Elevated Style “a natural progression” for its content strategy, which in recent years has centred increasingly on video.

“We know video is important to our customer and how she consumes media – it’s one of the most engaging ways we can reach new customers and increase brand awareness,” said Linda Fulford, brand communications director at The Outnet.

“With the phenomenal growth in video content and the ability to watch on more devices than ever before, this medium is an increasing focus for The Outnet, allowing us to deliver our fun and playful content at scale.”

Fulford noted that Facebook has been investing in new video tools and formats – from Facebook Live to Instagram’s new longform video channel, IGTV – since it estimates video will account for over 80 per cent of all consumer internet traffic by 2020.

The Outnet is following suit and experimenting with a variety of video content.

“We have a big focus on social in particular, with a comprehensive video strategy that encompasses different video lengths, aspect ratios and content, catering to different platforms, including our newly launched Chatbot,” Fulford said.

Notably absent from The Outnet’s video strategy is television. Once the primary way for businesses to distribute video content, Fulford said pureplay retailers like The Outnet are far more likely to have a presence on YouTube today.

“YouTube is key for our brand strategy, offering us high reach and a level of targeting that isn’t possible through more traditional forms of media,” she said.

“Utilising data around users’ browsing and purchasing behaviours means we can be super-targeted and, where relevant, we’re able to create shoppable content that lets our customers purchase products they love immediately.”

Uploading videos to YouTube is also much less costly than paying for an ad spot on broadcast television. But high-quality video production, no matter how it is distributed, still comes at a price.

When it comes to investing in video, however, Fulford said ROI isn’t the point.

“This activity was not so much about driving revenue but more about engaging customers with new and exciting content.”

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