Video vs. Photo: Which Medium Drives Better Fashion Brand Engagement?

Fashion is all about appearance. It’s a visual thing. Something that can be used to highlight a person’s characteristics, personality, or to make a statement. As a result, it needs to be seen.

Brands that have designed new garments need to showcase them to their potential consumers. Otherwise, they won’t be sold. Social media has been extremely useful in helping labels advertise their latest products, but which has been the better form of content: videos or photos?

Why video has been the best medium

Studies have revealed that video content reigns supreme. It is unsurprising that many social media users prefer video as their content medium. Fashion houses have had no choice but to make sure they incorporate it to drive engagement.

A video can showcase their designed apparel in a way that photos can’t. Movements can be captured, highlighting how a garment can or should be worn. This can give the viewer a way to make an instant decision about whether they like the product or not, as they can see it for themselves.

In general, videos keep people’s attention longer than images. It can be very easy to swipe past or through a collection of photos without noting the content being shot. A video will often stop the user in their tracks, even if for a few seconds.

Videos have become more engaging than photos, utilizing several features to make them more interesting. For instance, videos can be subjected to various editing techniques that can grip the viewer. Subtitles can be placed to allow the viewer to watch along in silence. Special effects can make things pop off the screen. Cuts can move content to the front to capture initial interest. Software can be used to implement customizable DaVinci Resolve templates and others to add extra dimensions to the content being shown.

Do photos still have a place driving engagement?

That said, there is still a place for photos on social media. However, findings have clearly shown that video is the #1 way to drive engagement.

Fashion brands can still increase the attention that they receive by using traditional photography. They can post snippets of the videos that they take of their latest designs and upload them as teasers. They can post photos to keep people interested and on their toes about upcoming releases, etc.

Photos still have strengths that videos don’t, something fashion labels can capitalize on. They can evoke immediate emotion from viewers, as they show everything immediately. They show the full picture, whereas videos can take time to build up. In a fast-paced world where people ‘doom scroll’, a photo can be a great way to make an individual pause. They have to take time to look at the photo to truly understand what is being depicted.

Still images can also help a fashion brand to create authenticity. Photos can be shot in the intended way, capturing the finer details and aspects of a new garment. This can be the difference between getting people to buy it or not. A video may not always be the best form of content for this, which may lead to people not engaging. A still can be shared, and people can comment on things that everyone can see immediately.

What type of medium should fashion brands use?

With so many different pros and cons for each, fashion brands are better off using a strategy that involves both.

Video content has proven to be the popular medium in recent years on social media platforms, as people seek entertainment and want immersive watching experiences. However, photos can still play their role for the fashion industry.

A picture can speak a thousand words. The saying has always been something that many in the industry have believed, especially when trying to get their apparel designs seen.

They must focus on the right things with whatever type of content that is used. Regardless of whether it is a video or picture, engagement will often come from a post showing authenticity. If it doesn’t come across as genuine or trustworthy, then it can be a lot harder for a user to interact with; even worse, they may interact with it negatively and drive poor engagement to the brand.