Three factors contribute to Chanel’s massive YouTube growth: high-production video content, high volume of its YouTube uploads and high organic reach. The channel is ranked the top beauty brand on YouTube by Pixability, with 168 million views and 6.6 million shares. Adding to its success is the allure of the Chanel brand, and the visibility the YouTube videos provide. “They’re aspirational,” said L2’s Mabel McLean. “Everyone wants a piece of Chanel.”