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Editor's Comment: Look to YouTube for new audiences

This week I attended YouTube’s Brandcast event, which was hosted by James Corden and highlighted some of the most-watched videos on the platform during 2016.

Corden’s Carpool Karaoke was on the list, of course, but what was interesting is how YouTube has also changed brand advertising. As we go to press, the John Lewis #BustertheBoxer Christmas advert has generated more than 22 million views on the platform.

But it is not just big businesses that can maximise exposure on YouTube. Speaking at the event, Matt Brittin, president of Google’s EMEA business and operations, said there were now more than 220 UK-based YouTube creators who had surpassed 1 million subscribers. Creativity is what this industry is built on and, whatever the budget, creating quirky, innovative video clips can allow you to reach a vast audience.

With 18-to-34-year-olds watching an average of 45 minutes on the platform every day – and 73% of YouTube views happening on mobile – it is a chance to capture a new audience and engage shoppers on an international level.

Consumer behaviour is changing at a more rapid pace than ever and, as the year draws to a close, it will be interesting to see how shopping habits have evolved this Christmas. Next year will no doubt bring even further changes. Talk of AR, AI and VR is becoming increasingly common – could 2017 be the year that these types of technology become mainstream trends?


This industry can rise above and even thrive in challenging times


The last 12 months have by no means been easy and the uncertainty around Brexit remains. However, this industry can rise above and even thrive in challenging times – an opinion shared by the man who has made it into the number one spot in this year’s Drapers Top 100 list of the most influential people in fashion retail.

As this is our last issue of 2016, it just leaves me to say a huge thank you, from myself and the Drapers team, for all your support of this year and I hope you all have a lovely break.

We will continue to bring you news stories, product coverage and other content daily at over the holiday season, so do check the site and register for our newsletters to keep up to date during peak trading.

Our first printed issue of 2017 will be published on 13 January – I look forward to seeing you all again in the new year.



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