wp Creator Kate Bartlett explains the

luxury brands tend to be very particular and it's interesting they obviously always want editorial content. But I found that the more mass brands, you know, their biggest concern is numbers, impressions and luxury brands that I've worked with in the past really don't seem to care about that at all. They're much more concerned about, you know, the image, the aesthetic. And if it has half or a fourth of the amount of the impressions, it doesn't matter to them as long as the content is really true to their aesthetic. How does that impact how you're strategizing your content, planning your shoots, and actually going about creating? For me, I know when I'm creating a video, if it's the type of video that's going to appeal to the masses and hit the for you page, in a way, I mean, for me that would be like a trending sound and then text on screen in a very short 15 second video. And that's the type of video that I would produce for a more mass brand, or one that I know cares really about these impressions, but for a luxury brand, for maybe like going to a fashion show, they want a professional photographer, they want very aesthetic content and I like to give them what they want.