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This week’s Indie Index features Charlotte Tilbury, a brand that punches above its weight class on YouTube. Instead of investing heavily in a handful of videos, the brand posts weekly tutorials. Many of the videos feature Charlotte Tilbury herself and receive six-figure view counts even in the absence of advertising. To further optimize for views, Charlotte Tilbury video titles use words that mirror consumer searches rather than Beauty industry terms. Additionally, videos are promoted and syndicated on Facebook, Instagram and via email to garner more views.

YouTube is the world’s second largest search engine, and brands should prioritize it as such. In this video, Client Strategy Associate Camila De Souza shares tips on how others brands can follow Charlotte Tilbury’s footsteps and boost their YouTube presence.

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