Dior vs Yves Saint Laurent on YouTube

A comparative look at the YouTube channels of Dior and Yves Saint Laurent will observe posting habits, content, and popularity.

Both Dior and Yves Saint Laurent demonstrate frequent and consistent posting habits on YouTube, uploading videos on a weekly basis. Within a week, about three to six videos are uploaded to keep the interest of subscribers.

Dior

Dior regularly uploads videos for promotional purposes such as commercials and "making-of" videos. They also upload behind-the-scenes footage at company/industry events, and beauty how-to videos. Typically the how-to videos are how to use their products in different ways to achieve certain looks.

In the description area, viewers will find a description of the product being promoted, a link to the company website, and a link to subscribe to their channel.

Dior's YouTube channel is categorized under "How-to & Style".

With 384,753 views, 130 likes, and 4 dislikes*, "Dior Diorsnow Bloom Perfect - The Film" is the most successful recent video. It's a promotional 30-second "film" ad that promotes their new skin brightener and colour corrector with SPF 35 PA+++.

Dior Diorsnow Video

This video was a success because of Dior's understanding of their target audience. The typical Dior customer appreciates grace, elegance, and femininity, all of which are depicted in this video. Dior also understands the need for and desire of perfect skin in their market, therefore using this knowledge to their advantage to create a video meaningful to their subscribers.

Yves Saint Laurent 

YSL Beauty's videos are a good mix of promotional, and tutorial content. Their promotional videos highlight the newest of their products, while their beauty how-to videos teach viewers how to achieve perfect eyebrows, daring/red lips, smokey eyes, etc.

Usually the description area simply states the category "How-to & Style", sometimes accompanied by a link to the company website.

With 12,217 views, 102 likes, and 7 dislikes*, "L’HOMME Yves Saint Laurent – 2'40’’ Director’s Cut" is the most successful recent video. It is a TV campaign for their men's fragrance.

Dior's L’HOMME Yves Saint Laurent – 2'40" Video

This video was popular most likely due to it's subtle sexuality, avant-garde black and white filter, and handsome leading man. All of which captivates YSL Beauty's target audience.

APA Citations:

YouTube, 2016. Christian Dior. 
     Retrieved from: https://www.youtube.com/user/Dior/videos

YouTube, 2016. Dior Diorsnow Bloom Perfect - The Film. 
     Retrieved from: https://www.youtube.com/watch?v=swQkTRZls1o

YouTube, 2016. L’HOMME Yves Saint Laurent – 2'40’’ Director’s Cut.

     Retrieved from: https://www.youtube.com/watch?v=xmZ12A86kdE

YouTube, 2016. YSL Beauty. 
     Retrieved from: https://www.youtube.com/user/yslparfums

*Figures as of March 2, 2016.



Written by Kim Lavia

Dior vs Yves Saint Laurent on Twitter

A comparative look at the Twitter accounts of Dior and Yves Saint Laurent will observe posting habits, content, and popularity.

Dior

• Demonstrates consistent tweeting habits, tweeting on a daily basis to keep followers’ interest.

• Applies the 50/50 rule – tweets are a mix of promotional material and industry-related events.

• The most successful tweet was posted on February 24, 2016, promoting the launch of "Dior Addict Ultra Gloss." The tweet includes the hashtag #shinedontbeshy

• The Dior Addict Ultra Gloss tweet gained 2,400 retweets and 5,900 likes. 

Dior Addict Ultra Gloss Tweet

Yves Saint Laurent

• Does not tweet on a daily basis

• Oftentimes there are four to five days in between tweets, however multiple tweets appear in a day. Their YSL Beauty account tweeted regularly until Nov 12, 2015, and has not tweeted since then.

• Yves Saint Laurent does not apply the 50/50 rule, as tweets consist only of company products and campaigns (on both main and beauty accounts).

• Their most successful tweet was posted on November 10, 2015, promoting one of their red lipsticks, and used the following hashtags: #kiss #love #holiday #makeup

• The tweet received 38 retweets and 79 likes

Yves Saint Laurent's red lipstick tweet

Both Dior and Yves Saint Laurent’s tweets proved to be successful because of the imagery used; they understood their target market (primarily females 18-35) knowing that they like high contrast photos with accents of pink, red, or gold. The use of hashtags contributed to the success as well, as they promoted the product were relevant to the industry and/or time of the year.


APA Citations:

Twitter (2016). Dior. 
      Retrieved from: (1) https://twitter.com/Dior (2) https://twitter.com/Dior/status/702510092093100034

Twitter (2015). YSL Beauty. 
      Retrieved from: (1) https://twitter.com/yslbeauty?lang=en (2) https://twitter.com/yslbeauty/status/664114816328560640

Written by Kim Lavia