A bit like Google Analytics, but for video. Think of YouTube Creator Studio as the backend of your channel-a place to measure, optimize, and improve your videos for performance and growth. YouTube Studio is where you manage videos, analyze the performance of your channel, respond to comments you’ve received, and start to make money from your channel by adding ads to your content. However, no timeline has been set.Bonus: Download the free 30-day plan to grow your YouTube following fast, a daily workbook of challenges that will help you kickstart your Youtube channel growth and track your success. Morphe also has plans to expand into New Zealand. Laar declined to cite sales figures but said Australians, “spend more money on cosmetics, per capita, than any other country globally.” In September, the brand expanded to Australia, through both through multi-brand retailer Mecca as well as its own stores, with two in Melbourne. The brand’s global retail expansion has been directly informed by its e-commerce sales, said Jennie Laar, Morphe vp of wholesale. “We’re very nimble and are determined to adjust to the trends we are seeing.” “We have tried to learn from the lessons of the industry headwinds, but we’re in a growth phase,” said ErSelcuk. Fellow digitally native brand Ipsy has also been aggressively looking at ways to engage and activate customers offline and has positioned its own content studio as a way to produce user-generated content. Morphe’s newly implemented strategy is in line with a larger trend of fashion and beauty retailers updating their interiors to attract customers in-store, and it comes during a softening in U.S. “And we believe the mid-tier influencers want a more public space to activate their community.” “The services, for us, are a point of difference,” she said. Morphe does not require users to publish UGC or use only Morphe products, although it is expected that they will focus on the brand. While driving foot traffic is the biggest opportunity for Morphe, there are other benefits to the studios, she said: Morphe will likely benefit from high-quality, user-generated video content and will develop better relationships with the up-and-coming influencers using the space. Meanwhile, masterclasses began in September and are expected to be held three times per quarter per studio, with focuses on the Morphe brand, partner brands such as Jeffree Star Cosmetics and “merchandising priorities,” said ErSelcuk. Morphe has been offering the 20-minute services in all locations (with or without a studio) since the second quarter and has been monitoring the spend of service recipients, as well as sales and traffic uptick in stores, said ErSelcuk. In August, Morphe received an undisclosed investment from private equity firm General Atlantic, and it’s on track to earn $500 million in net sales for the year, according to WWD. The brand declined to state studio build-out costs. By the end of 2019, Morphe expects to have 20 store studios up and running. The studio, which must be reserved online, offers professional lighting and film equipment, as well as on-site staff to help with content creation. These spaces offer free services like a 20-minute makeup application with a makeup artist and masterclasses on makeup-related skills, as well as the ability to book the studio for the filming of YouTube videos. Presently, in select stores, it has 12 studios in operation. In 2017, the brand had only one store, in Burbank, California, but it’s on track to have 50 stores in four countries, including Australia, Canada and the U.K.
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