How Refinery29 Owns its Lifestyle Video Presence

How Refinery29 Owns its Lifestyle Video Presence

Clearly, the company’s message and content resonate very well with its audience. Celebrity Content Dominates Refinery29’s Top Video Hits A quick look at the top ten most-watched Refinery29 videos of all time reveals a lot about the viewing preferences of the brand’s audience. In general, it seems Refinery29 viewers have a taste for a very particular kind of content: namely, celebrity-based videos. The one-minute-forty-one-second video, posted to Refinery29’s Facebook account, claimed 43.9 million total views, with 33.2 million of these arriving in the first three days of the clip going live. Ironically, Refinery29’s second most popular video also featured Ramsay, but that’s the last time the chef shows up on the top ten most-watched list dominated by celebrities and popular figures. 30-Day Engagement Rates High on Refinery29’s YouTube Channel Refinery29’s presence on YouTube has proven to be a boon for the media brand in terms of average 30-day engagement rates (ER30). The ten videos which boast the highest ER30 of all Refinery29’s social profiles live on the brand’s YouTube channel, with the top five clips amazingly seeing ER30 figures of 10x+. In the short video, Beilin talks about her insecurities growing up as a Latina woman in America while removing her makeup to reveal her natural skin tone and features. On average, each view of the Beilin video resulted in a 9.5% engagement rate. By their very nature, these topics incite lots of discussion, opinions, and interaction, which is why Refinery29 should be lauded for placing these clips on YouTube where it knows its audience will engage with the content.

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Founded in 2005 with just $5000 by four friends dedicated to helping others refine their personal fashion, Refinery29 is now one of the most popular, fastest-growing media brands in the world. The female-centric brand defines itself as a “lifestyle destination that delivers nonstop inspiration to live a more creative life,” and as of 2016, was valued at $500 million. Clearly, the company’s message and content resonate very well with its audience.

And part of that content includes video. Over the last eleven years of its existence, Refinery29 has become one of the most-recognized publishers in the world of online video. Appropriately, its visual content centers around lifestyle-related categories, including fashion, style, beauty, health, and entertainment, and routinely pulls in millions of views each month. Here’s how Refinery29 continues to attract views and why the publisher is worth paying attention to in terms of video strategy.

Celebrity Content Dominates Refinery29’s Top Video Hits

A quick look at the top ten most-watched Refinery29 videos of all time reveals a lot about the viewing preferences of the brand’s audience. In general, it seems Refinery29 viewers have a taste for a very particular kind of content: namely, celebrity-based videos.

Refinery29’s most-watched video of all time, for example, is all about celebrity chef Gordon Ramsay and the stark contrast between the way he talks to adult competitors on his TV shows and the way he talks to children competitors. The one-minute-forty-one-second video, posted to Refinery29’s Facebook account, claimed 43.9 million total views, with 33.2 million of these arriving in the first three days of the clip going live.

Ironically, Refinery29’s second most popular video also featured Ramsay, but that’s the last time the chef shows up on the top ten most-watched list dominated by celebrities and popular…

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