From Lanvin’s goofy dancing, Agent Provocateur‘s hilarious/super sexy/scary zombie movie and, most recently, Versace for H&M‘s elaborate (and creepy) doll house, you’ve probably noticed by now that video is where it’s at right now. To be sure, there’s hardly an ad campaign or new collaboration announced without a quirky video or at least some artfully editing behind-the-scenes b-roll to go along with it.

So what’s with the uptick in fashion flicks? In a word, YouTube. A report in Mashable today shows that video sharing site usage has grown exponentially since 2006 when just 33% of internet users visited a video sharing site. Now it’s 71%. Three billion videos are viewed each day on YouTube, and the site ratchets up around 800 million unique visitors each month. Wow.

What that means is that almost any fashion brand, not just the mega brands, can afford to get in on the game. “Web has given brands an opportunity to cheaply host and distribute video content for the first time,” Lauren Indvik writes for Mashable, where in the past, “prohibitively high costs…kept TV out of the media mixes of all but the most securely backed fashion brands.”

Mashable also broke down the web’s most popular fashion videos to date, and the results may surprise you.

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