Haul videos are a new viral phenomenon created by Gen Y girls and generally posted on YouTube. They recently made headlines when JC Penny announced their integration of haul videos into their market efforts.
What is a “haul” video?
“Haul” videos are videos of Gen Y girls or guys who go on a shopping spree, “haul” their purchases home, and post videos of them online. There are currently over 159,000 haul videos, with some of the more popular vloggers, like sisters Elle and Blair from Tennessee, having over 110 million combined total upload views.
Why did these start?
There are a couple of things that have really contributed to the viral phenomenon that is haul videos. A lot of people say, “High school is one big fashion show.” It was true in the 80s and 90s, and it’s still true today. The difference is that while past generations showed off their clothing to their peers at school or in their hometown, YouTube and other social sites have made it possible for girls to show off and share their purchases with the world. A lot of these girls are really tapped into what’s going on with high-end designers through shows like Gossip Girl or 90210, but the average teenager can’t afford those clothes herself, and with the economic downturn, shopping has become even more strategic. Haul video bloggers show these girls the best deals on everything from MAC makeup to Forever 21 clothes, answer their viewers questions, and help other teen girls know what to buy, how to wear it, and where to buy it for less.
Are they real people or paid actors?
The FTC regulates sponsored bloggers and video bloggers by saying that they can accept free merchandise, but if they’re being paid to review or talk about something, they have to disclose that. Several different retailers, such as Forever 21, JC Penny, or American Eagle, are in talks with some of the more popular haul video bloggers to figure out the best way to use those to promote their brand.
Will this be successful?
Brands are already seeing online promotion from unsponsored video bloggers, so it seems safe to say they’ll benefit even more from the ability to feature those bloggers on their websites and in their marketing material. This will work especially well if they work with popular video bloggers that were already promoting their brands because it will come across as the most authentic.
How does this compare to traditional advertising?
Think of haul videos like Mary Kay parties of the 80s and 90s. A girl invites all of friends over to look at and talk about the latest makeup and how to wear it, and sometimes she benefits from the retailer.
