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On June 24th, Instagram unveiled Reels’ new broadcast format, short videos of up to fifteen seconds. A feature already taken by the fashion industry.
With this new format, the social network Instagram, owned by Facebook, enriches its functionalities after “Stories”, “IGTV”, “Live” and the “Shopping” option.
Thanks to this 15-second format, to which music, filters and special effects can be added, the billion users of the social network can edit and broadcast mini-clips, a privileged communication vector.
While this feature overshadows the trendy social network TikTok, it is an ideal access ramp for the fashion industry to reach a younger target audience.
Indeed, while the fashion and luxury goods industry is still struggling to make a place for itself on the TikTok platform, it already occupies a prominent place on Instagram.
Olivier Rousteing, the artistic director of the Balmain house is taking the lead, brilliantly appropriating the new functionality. Sensitive to new technologies, the creator has staged humorous videos posted on his personal page and that of Balmain.
He also used this tool as a teaser for the collaboration between the fashion house and the Lollapalooza music festival, which will feature a giant picnic on July 17.
Other houses have also taken their first steps and are once again using this format. Simon Porte Jacquemus has posted shortened versions of some of the videos already on his Instagram account and Louis Vuitton has posted three creative videos featuring the male silhouettes of the collaboration between Virgil Abloh and Nigo, a Japanese stylist and DJ.
We will undoubtedly see a wave of fashion brands taking over this tool, a privileged communication channel to address the millenials and thus optimize their sales.
Read also > AFTER DIOR AND GUCCI, IT’S SAINT LAURENT’S TURN TO JOIN TIKTOK
Featured photo : © Balmain / Instagram[/vc_column_text][/vc_column][/vc_row]
