With fashion and beauty content seeing significant increases in viewership across its platform, it makes sense for YouTube to give beauty and style videos their own dedicated focus, in order to better showcase what exactly it has on offer.
This week, YouTube is rolling out YouTube.com/Fashion, "a single destination for style content on YouTube".
As explained by YouTube:
"[YouTube.com/Fashion will] feature original content from the biggest names in the industry, as well as the popular content that users have come to expect from the world of YouTube. Each shelf is chock-full of compelling videos from fashion and beauty creators, industry professionals, publishers, and luxury fashion brands."
As noted, YouTube Fashion gathers together a range of content from popular platform creators, fashion professionals, publishers and the fashion houses themselves.
YouTube will also be looking to use the new surface to promote up and coming fashion voices, as well as diverse voices in the field. Over time, YouTube will also be looking to localize YouTube Fashion content for global markets, improving applicability and relevance to different audience subsets.
As noted, fashion content has become an increasingly important area of focus for YouTube, with views on fashion and style videos rising significantly year over year.
In addition to the above viewing stats, YouTube says that between 2014 and 2018, the number of fashion and beauty channels on the platform has grown 6x.
YouTube's hoping to harness this popularity, and drive even more views, by bringing all of these videos into one place, while it'll also present new opportunities for advertisers and marketers in the beauty sector by giving them a more specific focus for promotions.
The true value of such will, of course, depend on the popularity of the option, but if YouTube Fashion takes off, it may present significant potential for those looking to reach interested viewers.
But either way, it will provide a one-stop shop for industry research, and facilitate greater oversight of rising trends and creators, which, in itself, could present significant marketing opportunities.
YouTube Fashion is live now on mobile and desktop.