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Tune in to a YouTube channel

New Look and Foot Locker are among the retailers building a buzz and creating a community on YouTube Founded in 2005 and with a current reach of 71 million unique users a month, YouTube has fast become the most popular online video community.

And with fast-fashion chain New Look recently launching its own sponsored YouTube channel, it’s a good time to look at whether this is something all retailers should be doing. 

The New Look-sponsored channel is an interactive concept that allows users to view and comment on New Look-produced videos, or upload their own.

New Look’s message: “Fashion TV that’s styled by you,” is evident throughout. The videos are shot in New Look stores and feature both staff and customers.

Customers can take part in a “style wars” challenge, which involves two customers being filmed as they create an outfit that costs less than £100 in five minutes.

Customers are also given the chance to guest present an episode of New Look TV or take part in a “weirdest places you can catwalk” challenge by uploading their own videos.

The channel has received 55,000 views within three weeks of launch, making it the 15th most viewed sponsored YouTube channel of all time.

Before its launch, New Look undertook extensive research and found that its customers were looking for ways to actively engage with New Look. The YouTube channel allows just that.

Foot Locker also launched a YouTube channel this month, which the footwear retailer is using to hold a competition to win “sneakers for life”. In order to win, users must write, film and submit their own Foot Locker ad.

Foot Locker has also used the channel to showcase previous ad campaigns, and judging from the number of views this has clearly been successful. However, viewers appear to be slightly less forthcoming in uploading their own videos (with only 15 live on site at the time of writing).

YouTube can also be used to launch a viral ad campaign, which if done well can trigger a massive response. The key is to research your audience.

With a user age range of 18 to 55, and with 52% of 18 to 34-year-old users actively sharing videos with friends or colleagues, YouTube is a great way to get your brand noticed.

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