Rather than wait for Condé Nast Entertainment‘s digital video channel, Brides is amping up its video presence by tapping beauty blogger Michelle Phan.
About two weeks ago, CNE launched an original video venture with GQ and Glamour, and other titles like Vogue and Wire will follow. According to WWD, “it’ll be a while” until Brides’ turn in the video spotlight, and publisher Michelle Myers explains: “Until that happens I can’t put my whole digital on hold. We’ll move forward with the projects we’re looking to do.”
The print edition of Brides is only produced six times annually, so the web is a major factor in the magazine’s future. Two prime examples are the partnership with Mark Zuckerberg‘s sister on a recurring feature of a “real wedding” livestream, and asking readers to vote on every aspect of one couple’s nuptials which will be livestreamed this April.
For Phan’s first video, the blogger created two beauty looks that readers could vote on for the “real wedding” series. She’ll continue to make two videos each month, both of which will be promoted on her YouTube channel and Brides’ website.
Phan has over 1.2 million Facebook fans and over 300,000 Twitter followers, so from a social media standpoint, it’s no surprise that Brides has tapped the blogger. But from a brand standpoint, Phan isn’t exactly a bridal blogger, so we’ll just have to wait and see how this partnership turns out.
In the meantime, catch Phan in action with a rather, err, interesting way to use kitty litter:
[WWD]
