Condé Nast launches women’s video network, lead by Glamour brand
Based on the strength of Glamour’s video performance with the blockbuster franchises, “You Sang My Song,” “In 2 Minutes” and “Evolution,” five new series will be added in Q4 2018 along with extensive coverage of the expanded 2018 Women of the Year Awards and Summit in November.
Glamour’s video views have experienced exponential growth across multiple platforms, especially on YouTube where total global views are up 230 per cent year-on-year as of August. In addition, Glamour’s YouTube subscribers have grown by 154 per cent year-on-year.* The increased investment and focus on Glamour’s video programming complements the brand’s creative mission to reach women with provocative and accessible content through its print, digital and social platforms.
“Condé Nast reaches one out of two millennial women in the United States, and we’ve created a new Women’s Video Network to make it easier for advertisers to leverage our influence with our next gen audience at a critical time in the purchase decision journey,” said Pamela Drucker Mann, chief revenue and marketing officer of Condé Nast. “Glamour has seen incredible video growth over the past year, and we’re making the brand the anchor of the Women’s Network, which also includes Allure, Self and Iris, as we invest in more video programming launching to reach new viewers next quarter, just in time for the holiday shopping season.”
Three of the new series will be hosted by in-house experts, marking Glamour’s first foray into producing series with a regular host. The three hosted series include: “Kylie Mania,” a tribute to beauty and fashion maven Kylie Jenner, looking back at her most iconic looks and hosted by one of her biggest fans; “Beauty Back to the Future,” where viewers get to follow the show’s host as she spends her day re-living the best trends from the past 50 years; and “Temp Job,” a series that brings in experts to teach Glamour’s audience how to do some of the coolest, most offbeat jobs imaginable.
Rounding out the slate of five new series are “HR Expert,” which chronicles the evolution in workplace conduct with an HR expert providing commentary on classic movie scenes that feature bad bosses; and an expanded version of the popular series “Money Tours,” where women invite Glamour cameras into their homes, so viewers can see first-hand what they spend on personal items, such as clothing and beauty regimes.
Additional video coverage of Glamour’s popular Women of the Year Awards and Summit will be produced for all platforms in November. The annual event features women who are standing up, showing up and speaking up—women who rise up together. Last year’s video coverage of the annual event garnered 75.6 million global total views.**
“Audiences everywhere want more of Glamour and video is a hugely exciting part of our growth strategy,” said Samantha Barry, editor-in-chief of Glamour. “It’s important to serve our community across all platforms, and that means being able to understand what compels our audience in each medium. These new video series are a fantastic addition to the types of powerful, influential and edgy content that our audience loves. This year we had an overwhelmingly positive reaction to our print redesign, while seeing incredible growth in our video and engagement metrics, proof that Glamour is continuing its evolution towards a multi-platform storytelling juggernaut for women.”
“The video series we have been producing for Glamour are resonating with the brand’s audience and driving exponential growth in viewers and subscribers so we are investing more resources and expanding on what is working, while also adding hosted content,” said Lauren Lumsden, vice president, video programming for the Beauty Collection and head of content and creative for Iris, Condé Nast Entertainment. “Our goal with Glamour’s video programming is to provide unexpected and humorous takes on the real experiences women have while giving them information they crave.”
The five new programmes join Glamour’s existing lineup of blockbuster series (defined as a series that averages 1 million views or more per episode), including “In 2 Minutes” with 215.0 million lifetime views, “You Sang My Song” with 94.6 million lifetime views, “Evolution” with 80.7 million lifetime views, “Body Talk” with 12.7 million lifetime views and “Friended” with 8.7 million lifetime views.***
*Source as of 9/1/18: YouTube Analytics
**Source as of 9/9/18: Adobe, YouTube Analytics, DFP, Partner Data; Facebook Insights; Data is Global
***Source as of 8/13/18: Adobe, YouTube Analytics, DFP, Partner Data; Facebook Insights; Data is Global
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