Twitter chat? So last season, according to executives at Bobbi Brown.

Instead, the brand plans an Instagram chat with Kate Upton, who was named the brand’s face in July.

“Bobbi Brown has always been a pioneer in the digital space,” said Vimla Black Gupta, senior vice president of global marketing for Bobbi Brown. “While we’ve done many Twitter chats, this will be the first Instagram chat in the beauty space. While Twitter has a 140-character limit, Instagram lets us dive deeper. This is our first holiday season with Kate, and we wanted to maximize our partnership with her, especially as she is a social media darling who is always breaking ground and raising the bar in the social landscape for clever, new ways to reach her fans. This gives loyal fans of the brand access to our spokesperson in a unique way that is engaging and personal.”

The one-hour Instagram chat, which will take place on Nov. 12 between 2pm and 3pm EST, will feature fan questions about confidence or beauty, answered directly by Kate Upton via a series of short Instagram videos. Fans on Instagram and Twitter were invited to comment, tag or tweet their questions to Kate by tagging @BobbiBrown with hashtag #AskKate.

“Within hours of announcing the InstaChat the week of Nov 3, the posts from @BobbiBrown and @KateUpton received over 30,000 combined likes,” said Kelly McDonnell, director of global social and digital marketing for Bobbi Brown, adding that the brand got 800 responses in the first 24 hours. “Also, Bobbi Brown Cosmetics saw a 141 percent increase in engagements that day.”

Bobbi Brown has roughly 286,000 Instagram followers, while Upton has about 1.6 million. Upton is promoting the chat on her Instagram feed.

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