Social Video Trends for Fashion & Beauty Brands: Engaging Audiences Ahead of the Holidays

The holiday rush is the biggest moment of the year for fashion and beauty brands, and social video is where the competition (and conversion) really kicks off. With audiences scrolling faster and expecting more from brands than ever, the smartest players are leaning into formats that feel human, immediate and creatively effortless.

Short-form scrappiness is winning.
Polished campaigns still matter, but it’s the quick, personality-led videos that are driving real engagement. Think GRWM-style content, behind-the-scenes clips, styling hacks, unboxings and “product in action” demos. These feel native to TikTok and Reels, and they stop the scroll because they feel real, not produced.

Creators still dominate, but UGC-style brand content is catching up.
Audiences trust people more than logos. Brands that adapt creator formats in-house (lo-fi lighting, handheld shots, natural dialogue) are seeing huge uplift. It’s not about perfection, it’s about connection.

Speed matters more than ever.
Trends shift daily during peak season. Fashion and beauty brands are building agile creative set-ups, mixing internal teams with on-demand freelancers so they can concept, shoot and publish within hours, not weeks. The brands winning the holidays aren’t the ones with the biggest budgets, they’re the ones with the fastest creative pipeline.

AI-enhanced creativity is creeping into the workflow.
From idea generation to rough storyboards and mood exploration, AI tools are helping teams move quicker and experiment more. Not to replace creativity, but to fuel it.

At The CoCo Group, we’re helping brands build these agile, trend-ready social teams, from content creators and videographers to social strategists and hybrid creative talent who can move fast and stay culturally plugged in.

Need extra hands ahead of the holidays?
We can get the right people on the ground quickly. Reach out and we’ll build you a tailored shortlist.