Beauty Video Marketers Are Finding a Second Home on Instagram

It's not just about YouTube anymore

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.

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