Bobbi Brown Cosmetics raised the bar in the social media landscape this week by taking to Instagram to host the beauty industry’s first ever InstaChat. In a series of videos, Bobbi Brown celebrity spokesperson and supermodel Kate Upton answered questions submitted by fans on topics including what’s on her beauty wish list (a red lip), what’s her go-to daytime lip color (coral) and what’s important about confidence (not comparing yourself to others.) The videos are posted in a series on http://instagram.com/BobbiBrown.

Kate, a social media darling with more than 1.6 million Instagram followers, starts off each video with the name of the fan who submitted the question she answered.

“Within hours of announcing the InstaChat the week of Nov 3rd, the combined posts from @BobbiBrown and @KateUpton exceeded 30,000 likes and hundreds of questions for Kate, said Kelly McDonnell, Director of Global, Social and Digital Marketing.

“It’s been quite interesting. We set the tone of the questions with confidence and beauty being the main topics since that is what Kate is about for us. And, we really wanted her to call out the fan in the video to make that connection with the audience.”

Videos on Instagram are 15 seconds long.

Since the InstaChat three days ago, Bobbi Brown’s Cosmetics Instagram followers grew by 10,000 to 297,050. “It’s the most organic platform and is where the younger audience is. We are really active there and wanted an event that was special and personalized,” said Kelly, adding, “The difference here is we can create real content around the videos in a series of posts than we can on Twitter with 140 characters. There’ll be a lot more meat to the answers. And, Kate has got a fantastic presence in video so we wanted to show off that personality.”