Video continues to dominate, especially among millennial focused brands – Pitchfork & Highsnobiety

Those of you who read our 2017 Trends Report – available here – will know that we anticipated video,in various iterations, would would be one of the key media forms adopted by brands in 2017. Barely three months in, and we are already seeing brands aimed at engaging a young, millennial audience place prominence behind video production – live and pre-recorded. Pitchfork – the online music magazine – recently announced it has just embarked on an ambitious plan to stream at least 20 concerts this year across various social platforms. Furthermore, streetwear publisher Highsnobiety has set itself a goal of reaching 500 million video views over the next 12 months. The media company said it’s currently getting about 25 million views a month from the 200 or so pieces of original video it publishes. In January, just across social platforms, Tubular Labs calculated that Highsnobiety drove nearly 14 million video views. These examples evidence that brands and publishers are not only using video engagement as a key metric for success, but that variation of form and style set apart dynamic brands from the run-of-the-mill.