VICTORIA'S SECRET SOCIAL MEDIA

SM stats as of 27.01.2019

Instagram 64.7 M followers
Facebook  29 M likes 
Twitter  11.2 M followers
LinkedIn   275.123 followers

2017: "Victoria’s Secret was the dominant retail brand on social media in 2017, receiving more than 352 million cross-platform actions (likes, comments, retweets, etc.) across Facebook, Twitter and Instagram. The lingerie brand’s total accounted for 28% of all cross-platform actions among retailers, according to the State of Social report from Shareablee. Urban Outfitterswas the second-most-social retailer with 161 million actions (13% of the total), followed by:

• Forever 21 with 123 million actions (10%);
• Gucci with 110.2 million actions (9%);
• H&M with 97.3 million actions (8%); and
• Dior with 95.2 million actions (7%). "

2018: Victoria's Secret have a huge cross-platform audience of 102.8 M (Shareablee, Apr 28, 2018) and total actions of 43.6 M.

On their Youtube VS have 1,742,820 subscribers (1/27/2019) and their latest fashion show reached 8,431,091 views. They have a few categories, namely: Sport, Fragrance and Beauty, Provocatively Sexy, Everyday Sexy, Simply Sexy. Their videos fairy representing the brand's identity: sexy, fun, athletic. 
Most of the comments to their latest runway show are discussing the models, what happened during the show, the outfits, Adriana Lima leaving the powerhouse, but some of the are harsh and display how younger consumers perceive the show: 

S Diddy3 weeks ago

"Empowering, strong, sexy, confident, beautiful. Really? Why does Victoria's Secret have to showcase that in women who have tiny waists, thigh gaps, and tall bodies? They are feeding the stereotype that women have to look a certain way to be beautiful. I'm not trying to throw harsh shade at this brand, but all I'm saying is that I'm a 12 year old, and I don't see many comments realizing that Victoria's Secret has a reputation of only showing beauty, confidence, and empowerment in women who have to be unrealistically small. Maybe it's time for a change."

-Their content(photos) is similar across different platforms:

-They also use instant buy, allowing their followers to buy any product they might want to. 

-Semi-annual sales (periods of great price reductions) are highly advertised on their online platforms:

-The content is always the same: models, angels, lingerie, accessories and beauty products. No giveaways, no other celebrity or influencer collaborations

-On average I would say they have between 100,000 and 300,000 likes per post (Instagram), while pictures from the VS fashion show can reach more than that. One particular post with angel veteran Adriana Lima from the VS 2018 runway had more than 1,000,000 likes.

-They post around 3 times a day (Instagram) 

-Both on their FB and Instagram they don't receive enough engagement compared to their number of followers. On Facebook they have as little as 43 likes and no comments. After researching into younger generations of consumers, I found out that Gen Z and younger Millennials prefer platforms like Instagram and Snapchat (photo and video based), while older generations use FB and Twitter. Maybe older generations of consumers (older Millennials for eg) are not engaged by this type of content and would prefer discussion-based posts or at least other pictures. Content should be different across different platforms as long as the audience is different. Please the majority. 

-Their Twitter page is getting some engagement depending on post and they post on a daily basis.






Visually, all their platforms match the in-store design, colour-scheme and overall brand identity.
I could say that their Instagram feed has 2 moods: dark and sultry or bright and fun.