What is the first thought you get when thinking about Victoria’s Secret (VS)?
Their lingerie, the Victoria’s Secret Angels, or their annual fashion show?
Founded in 1977 in Ohio, VS has become the queen of lingerie with 1,177 shops worldwide and a market share of over 60% of the entire market.
It is unquestionably that their social media marketing strategy is successful, and it also helps VS to boost their sales.
In this blog, we will discuss what and how Victoria’s Secret has built their Social Media Strategy.
Victoria’s Secret is one of the most followed brands across all major social media networks such as Facebook, Instagram, Twitter, YouTube, Pinterest, and LinkedIn.
The brand maintains an active presence on social media with a killer content strategy that helps the brand add thousands of followers every day.
Furthermore, it has more than 29M fans on Facebook and 69M followers on Instagram. These are numbers that are impossible for their competitors to exceed.
Victoria’s Secret on Instagram
VC’s “Social Media strategy plan” starts with Instagram. Instagram is a great platform for products like Victoria’s Secret.
It is one of the most followed brands after Nike. Victoria’s Secret enjoyed 18% growth in followers by gaining over 10 million new followers in the analyzed period—with an average of 32,000 followers added per day!
Latest Victoria’s Secret Social Media Campaign
Victoria’s Secret most recent social media campaign was in collaboration with British undergarments brand Bluebella uncovered its first-ever “plus-size” model in quite a while 42-year history.
This was an achievement for the brand as it started targeting women of all sizes with its #loveyourself campaign.
It was a big success and appreciated by the Victoria’s Secret fans.
This post has been promoted by Instagram Influencer “Ali Tate Cutler” has over 620K likes.
Influencer marketing plan of Victoria’s Secret
Associating with the Influencers like “Sara Sampaio”, “Romee Strijd” is a very strategic move of Victoria’s Secret.
It was an incredible strategy to create interest among the target audience. Victoria’s Secret and its social marketing plan is more into associating with young influencers rather than models.
Influencer’s own identity and presence enhance the brand value of Victoria’s Secret.
Social Media and the Victoria’s Secret Fashion Show
The Victoria’s Secret annual fashion show is the main key to their “Social Media strategy plan”.
Each year during the first week of December, VS has been mentioned in hundreds of thousands of posts throughout various social media platforms with hashtags such as @VictoriasSecret, #VSFashionshow #VSFS.
It is the period where VS’s presence is the highest on social media, but the high engagement is not taken for granted by VS.
They understand their main audiences -young women- and their demographic and interests, and based on this data VS share a variety of content on various platforms to promote the event:
- Official Website: Countdown clock, Instagram posts from the Angels, and exclusive content about the show
- Facebook: Fashion show content, photos, videos, and behind-the-scenes posts
- Twitter & Instagram: Fashion show content with topic related hashtags such as #VSFashionShow and #vsfs
“Social Media strategy plan” of Victoria’s Secret consists of social engagement that helps to go viral during their fashion show.
Besides brand-generated content, VS understands the power of influencers on social media. Therefore, they also let the influencers such as celebrities, models, and beauty bloggers, engage on social media by using hashtags on their posts.
VS also interacts with audiences on social media by providing information and suggestions on the platforms.
Another important fact that VS also knows is that the purchasing rate is very high during Christmas.
Therefore, it is also the best period of the year to use the fashion show to generate high brand awareness and engagement on social media.
VS has a very user-friendly website. Website navigation is quite simple and consumers can go to their destination with ease.
Furthermore, the theme of the website changes with the events.
For example, the theme for December is Christmas and many Christmas decorations are used in the videos on the homepage.
The homepage of VS is also optimized. Each page of the site has a clear title, which allows the audience to search easily.
Furthermore, although it is a merchandise website with many videos and images, the response time of each page is mainly below one second.
Victoria’s Secret and its “Social Media strategy plan” consist of Email Marketing and it also tries to reach its clients actively with emails.
Subscribers receive 2-3 emails from VS per week with coupons and information about upcoming products and events.
VS tries to make their audiences feel special and exclusive.
The feeling of being special to the company makes the unsubscribe rate stay low.
Is Content strategy again an important part of the “Social Media strategy plan” of Victoria’s Secret?
It includes all the social media platforms, as mentioned below.
A) Facebook: Visuals are the focus area on Victoria’s Secret’s Facebook page. The brand’s methodology bases on off-camera and behind the scenes photographs of product launches, fun activities with a very good title that increase their engagement rates.
This photograph below was Victoria’s Secret’s most captivating post in the dissected period with over 14K. http://ly/2TxU7vP
B) Twitter: Victoria’s Secret has 11.2 million followers on Twitter.
From time to time Victoria’s Secret team also engaging in sharing new trends, offers, and fun contests with its Twitter followers like this one:
Trends of Work from home during Covid19 pandemic:
Offers and gifts: Offers, Gifts, and surprises are always a welcome activity for the followers.
It helps them to get engaged with brands on the next level.
Key takeaways of the “Social Media strategy plan” of Victoria’s Secret:
- An effective social media post requires a huge amount of understanding of the target audience, which includes their demography, interests, and shopping behaviour.
- Effective use of influencers can increase a company’s brand awareness.
- Use multiple distribution channels to reach different groups of targets.
- Consistency in content uploading across social media platforms is an important activity.
- Well, a planned social media strategy is important to be present right in front of the customers.
- Audience engagement through social media strategy creates brand value.
- It also helps to maintain customer relationships by hearing them out first with the prompt response.