Less than a week after Instagram launched IGTV in a bid to step up the competition and lure social media influencers away from other sites, YouTube has appointed Derek Blasberg as the head of a new division on the platform which will work on fashion and beauty content partnerships.

The Business of Fashion reports that Blasberg has a long task ahead of him – “cultivating relationships with brands and high-profile people in the industry so that they will use the platform more often, more effectively and build audiences there.”

Instagram had done something similar in 2015 by hiring the former editor-in-chief of Lucky Magazine, Eva Chen. Chen’s role as the head of fashion partnerships at Instagram involved her having to work with designers, brands, stylists and influencers and ensure that the platform was aiding them in getting as much content out.

“I’m looking forward to bridging the world of YouTube creators with the global style and beauty industries in this newly created role and department,” said Blasberg in a statement, according to BoF.

Instagram holds a lot of influence in the fashion world seeing as how the industry is like the social media platform in that it is heavily reliant on visual aesthetics. Now, with the launch of IGTV, the app gives space to influencers so they can reach out to a wider audience. While YouTube has its work cut out, it’s not without its own unique set of advantages as well.