Beauty Video Marketers Are Finding a Second Home on Instagram

It's not just about YouTube anymore

Headshot of Christopher Heine

How-to beauty videos, which have been wildly popular on YouTube for years thanks to the likes of Michelle Phan, are increasingly finding a home on Instagram. The platform's 15-second limitation isn't scaring away cosmetics marketers, underscored by the continued success of Anastasia Beverly Hills. 

The Los Angeles-based salon chain has 3 million Instagram followers, and puts them to good use with daily photo and video posts. Its fast-paced tutorial showing people how to achieve a "smokey eye" look with eye shadow picked up 74,100 likes and 2,300 comments to rank as the best-performing clip for the beauty category from Jan. 5-11 in our Adweek/Shareablee weekly branded Instagram video chart.

The top-ranked spot is becoming familiar territory for Anastasia Beverly Hills, which also won its category during the first week of 2015

But it's not like there aren't competitors for the company to contend with on Instagram. In our latest rankings, the brand beat out industry notables Lush, Benefit Cosmetics and Estée Lauder (in that order) for beauty marketers on the platform. Anastasia Beverly Hills is clearly most focused on Instagram to do its sharing. It has only 25,000 YouTube subscribers, which is a meager sum compared to its millions of Instagram followers. 

The multimedia infographic 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 magazines and fashion bloggers for this week's edition.

Check out Anastasia Beverly Hills' work and the other winners' Instagram clips (fans of Ellen will definitely want to scroll down to watch the show's post) while seeing what kind of reach the brands achieved.

@Chris_Heine Christopher Heine is a New York-based editor and writer.