Source:https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/
https://instagram-press.com/blog/2018/06/28/introducing-music-in-stories/
Secondary:
As Instgram is growing, according to Statisitca, there are around 1 billion monthly users and 400 million of those are currently using instagram stories. These facts were found in June 2018 so this is more than likely increased since then.
As you can see, especially over the past 2-3 years there has been a huge instagram boom and this has become the biggest social media platform. According to Instagram, there are 400 million Instagram story users daily. This has become a huge part of instagram, it's instant and interactive. Added features such as "swipe up to buy" and interactive polls are questions have made it easy for businesses such as VS to engage with their audience.
Primary: Looking into VS use of Instagram features
You can see from this they are looking to what the consumer wants. As discussed in previous surveys, their target consumer values comfort when looking for bras, this is an added feature as they have a story with their 'Perfect Comfort' bras. The 3 other highlights include the VS Fashion show following the models in their rehearsals, the filming of the show and the reveal of who was wearing the iconic fantasy bra this year. During these highlights there are features such as 'swipe up to shop' on the filming and 'comfort bras' making the shopping experience almost instant. Having such a big percentage of Instagrammers using the story features, the highlights are keeping up with the consumers and keeping them involved in the brand and yearly fashion show.
Having an Insta-shop is also an advantage as consumers can see the product on instagram browse through and shop to what they like on social media. This is the new wave of shopping and is in-line with Gen Z and Gen X.
However, interacting with the Instagram page a lot more frequently, VS don't make much use of their Instagram stories. Using the Poll or Questions feature may be a good way to gain knowledge of their audience on social media. As the marketing directer himself said in an interview with vogue, the company aren't afraid of competition, they want to know the needs of their customers. This would be a good way to interact as they have the followers for this, questions such as " What kind of bra do you usually buy?" Answer "Comfy always!" or "Sexy and Lacey". This would be a brilliant way to interact with the customers, making them feel cared about buy the brand but also a great way to find out the needs of the consumer today. Doing this on a regular basis can boost the brand a lot and they can shape their brand to fit who their audience is. I can see this is done on Twitter a lot but I believe as Instagram is their biggest platform, this is going to give the best and most accurate results.
Using Instagram stories on a daily basis gives the audience something instant and interactive everyday, they are probably more likely to get profile views and definitely a lot more engagements from this. A story of regrams from influencers and their customers wearing the products may help the brand feel a lot more relatable to their consumers.
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