Benefit Cosmetics has gotten to the bottom of at least one way to rock an Instagram video—by playfully featuring the derrieres of a cute young lady in a baton twirler's outfit and a nearby muscle-bound dude taking a shower (the latter is nearly NSFW).
In its 15-second social clip, the camera first pans up from the woman's white boots to her skirt before transitioning down the man's back. And the San Francisco-based cosmetics seller was the No. 1 player in its category from Sept. 1 through Sept. 7 for Instagram videos, per our Adweek/Shareablee Instagram Video weekly rankings. Thirty-eight-year-old Benefit Cosmetics has nearly 974,000 followers on the social platform.
The chart below features eight categories (auto, beauty, consumer electronics, retail, fashion, celebrity, sports leagues and TV shows), which appear every week. Two wildcard niches are always sprinkled in, and we've chosen magazine and luxury fashion for this week's edition.
The winners are determined by which brand had the hottest single video on Instagram.
So check out the top clips while seeing what kind of reach the brands achieved.