Victoria's Secret Social Media
Victoria's Secret has a huge social media platform, with instagram being one of the biggest platforms they have 64.2 million followers. Over the past week or two I looked into their social media statistics, tracked their daily posts, engagements, likes ad content. Here's what I found
Secondary: Source is Shareablee
According to Shareable, Victoria's Secret is 2nd in the league in the top 10 apparel brands in terms of social media based on April 2018. They have a total of 19.3M actions and an audience of 99.7Million across Facebook, Twitter and Instagram. Looking further into the statistics, The top apparel brand in league being FashionNova, they only have an audience of 13.3 Million yet their total actions by followers have been a huge 39.4Million. This means their engagements per post must be very high. Considering the huge amount of followers VS has, their total engagements should be a lot higher.
I decided to look into why this might be and followed their posts over the past few weeks. Looking through their theme of their posts, most of the photos are very editorial, dark and sultry and is coherent with the brand identity and their in store Visual Merchandising.
Victoria's Secret Instagram
-Most of their posts are attached with instant buy, this makes it easy accessible to buy items shown through their social media channels.
-Most of the photos shown are of VS angels in an editorial style photography
-A lot of the accessories such as perfume and the iconic body sprays
-A lot of the photos of the bras and clothing alone are flat lays with a simplistic lay out.
The sale is highly advertised on their social Media Channels. Coming up to December and January time, a lot of the comments and interactions with the VS Instagram was questions regarding the sale, when it was happening, the discounts etc. VS consistent ly posted across Social Media channel about their semi-annual sale.
Looking further down their Instagram, I came across their yearly VS Fashion Show. I noticed this had the most engagements out of any of their posts. Looking further into their like to follow ratio, it seems they get very low engagement compared to the amount of followers they have. On average, looking through the likes are from 50,000 to 250,000. With 64.2 million followers this shows a very small percentage being interested and engaged with their posts. The problem isn't with how active they are as I turned on post notification for VS over the past couple of weeks to find they were posting around 3 times a day. But it seems routine, theme based photos that their followers have seen time and time again. On one hand, the core social brand message is clear and follows a theme of editorial, flat lays, angels and accessories but it doesn't resonate too well with the audience. As VS is one of the most well known brands especially in the US and Uk, I can predict that they have had followers over the years they have been around, but they have lost interest.
VS Fashion Shows
From my own research I can see the VS Fashion Shows get millions of views every year and are spread along all social media platforms, from 150,000 to around 1Million likes per post. Consumers seem to stick around for the shows every year and wait eagerly for the outfits and angels to be posted on their social media channels.
Secondary: https://blog.dashhudson.com/victorias-secret-fashion-show-china-instagram-reach-stats/?fbclid=IwAR00ZvEZoz3p9WRj0RZffP7kVPVqD2o_gBh27B4rO15Wz7WMjImXz0v9lE4
According to Dash Hudson, Victoria's Secret gain the most interactions of their social media channels.
VS, had received over 189million impressions on their social media channels are the show was being filmed and 140million impressions whilst the show was live. You can see this is the peak time for VS however they received less impressions than their 2016. Show. The night of the taping, their Instagram gained 120k Followers against their 42K daily average which is almost 3 times as much as the average day. According to this blog the VS Instagram has only 0.37% engagement per year and the angels posts around show the is 1.69%, though this is highly increased, the numbers are very low and their audience isn't interacting with their posts. It's clear that the VS Fashion Show is a huge promotional tool for them especially in the form of publicity from social media.
Conclusions
VS have a huge following behind them, they are the most well known underwear brand and have a very clear theme throughout their Instagram. However, their millions of followers aren't coherent with their engagements. They may need to rethink their strategy, instagram videos may be a good idea or a new range brought out that is out of their comfort zone may break up the theme of their instagram. More Instagram stories and TV may help them to gain a new type of audience. Re-grams from influencers wearing their products may build trust within the company and bring in consumers that follow and admire influencers. Using influencers to promote their brand will engage with different audience, especially of those of different body types. They will broaden their audience and bring in different types of customers.
-Most of their posts are attached with instant buy, this makes it easy accessible to buy items shown through their social media channels.
-Most of the photos shown are of VS angels in an editorial style photography
-A lot of the accessories such as perfume and the iconic body sprays
-A lot of the photos of the bras and clothing alone are flat lays with a simplistic lay out.
The sale is highly advertised on their social Media Channels. Coming up to December and January time, a lot of the comments and interactions with the VS Instagram was questions regarding the sale, when it was happening, the discounts etc. VS consistent ly posted across Social Media channel about their semi-annual sale.
Looking further down their Instagram, I came across their yearly VS Fashion Show. I noticed this had the most engagements out of any of their posts. Looking further into their like to follow ratio, it seems they get very low engagement compared to the amount of followers they have. On average, looking through the likes are from 50,000 to 250,000. With 64.2 million followers this shows a very small percentage being interested and engaged with their posts. The problem isn't with how active they are as I turned on post notification for VS over the past couple of weeks to find they were posting around 3 times a day. But it seems routine, theme based photos that their followers have seen time and time again. On one hand, the core social brand message is clear and follows a theme of editorial, flat lays, angels and accessories but it doesn't resonate too well with the audience. As VS is one of the most well known brands especially in the US and Uk, I can predict that they have had followers over the years they have been around, but they have lost interest.
VS Fashion Shows
From my own research I can see the VS Fashion Shows get millions of views every year and are spread along all social media platforms, from 150,000 to around 1Million likes per post. Consumers seem to stick around for the shows every year and wait eagerly for the outfits and angels to be posted on their social media channels.
Secondary: https://blog.dashhudson.com/victorias-secret-fashion-show-china-instagram-reach-stats/?fbclid=IwAR00ZvEZoz3p9WRj0RZffP7kVPVqD2o_gBh27B4rO15Wz7WMjImXz0v9lE4
According to Dash Hudson, Victoria's Secret gain the most interactions of their social media channels.
VS, had received over 189million impressions on their social media channels are the show was being filmed and 140million impressions whilst the show was live. You can see this is the peak time for VS however they received less impressions than their 2016. Show. The night of the taping, their Instagram gained 120k Followers against their 42K daily average which is almost 3 times as much as the average day. According to this blog the VS Instagram has only 0.37% engagement per year and the angels posts around show the is 1.69%, though this is highly increased, the numbers are very low and their audience isn't interacting with their posts. It's clear that the VS Fashion Show is a huge promotional tool for them especially in the form of publicity from social media.
Conclusions
VS have a huge following behind them, they are the most well known underwear brand and have a very clear theme throughout their Instagram. However, their millions of followers aren't coherent with their engagements. They may need to rethink their strategy, instagram videos may be a good idea or a new range brought out that is out of their comfort zone may break up the theme of their instagram. More Instagram stories and TV may help them to gain a new type of audience. Re-grams from influencers wearing their products may build trust within the company and bring in consumers that follow and admire influencers. Using influencers to promote their brand will engage with different audience, especially of those of different body types. They will broaden their audience and bring in different types of customers.
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