Victoria's Secret Social Media Use
The use of
social media is extremely important and useful for the marketing of brands. Social
media allows the consumer to connect with the brand through their own personal
devices, allowing them to share, comment, like and interact with posts which
often display incoming products, sales, collaborations and other posts related
to the company. Today I researched on why social media is so vital for the
marketing of a brand whilst relating it back to my focus, Victoria’s Secret.
Improved Brand Awareness
A customer’s
ability to recognise a brand is key when purchasing a product as a purchase is
not made without the customer knowing about a brand first. One of the ways that
brand awareness can be increased easily and quickly is by use of social media
sites such as Instagram and Facebook as this increases brand visibility.
Personally,
I believe that Victoria’s Secret does well in this area. They are very active
on their social media profiles which bring in thousands of new followers each
day. Whenever I think of underwear my mind immediately goes to this company and
even though I rarely buy from them, I know they exist and I know how to buy
from them whether it be in store or online.
Cost Effective
As for
advertising, social media is by far the cheapest strategy a brand can use with
the majority of social media platforms being completely free, meaning they are
accessible to anyone. Victoria’s Secret make great use of these free platforms,
posting frequently and therefore interacting with everyone who follows their
profiles regularly, keeping them relevant.
Customer Satisfaction
It is important
that a brand has a good relationship with their customers to ensure they are
seen in a good light. One way in which this relationship can be improved is by
the brand interacting and replying to their customers via the social media
pages. I can see that Victoria’s Secret is successful in this as when looking
through their social media posts, if someone posts a question, they are very
likely to reply directly to the customer answering their question. For me, this
would make me see the company in a positive way as they are willing to help me
personally and would make me more inclined to buy a product from them and I’m
sure it would have this effect on other possible customers.
As of 8th
January 2019, the Victoria’s Secret Facebook page has 29,131,203 likes.
On their page you can see posts and photos of products, leave a review of the
company (currently with a score of 3.2 out of 5), see the locations of their
shops around the country, watch videos of the VS fashion show or interviews
with the angels, see upcoming events and finally general page information. You
are also able to send the page a message where you will typically get a reply
within a couple of hours.
- Images are same images used on Instagram.
- The posts are getting nowhere near enough likes considering the amount of likes they have on the page with some posts getting as little as 55 likes which is appalling when there is over 29 million likes on the page. Why could this be happening? Are their posts not getting seen by Facebook users or are they not interested in their posts? Are they posting too much content?
- There are hardly any comments left on the posts showing that their is little engagement with their audience on Facebook.
Instagram
As of 8th January 2019, the Victoria’s Secret Instagram
page has 64.1 million followers and 7,135 posts. On this page you are able to
direct message the company with any queries and you can comment and like their
posts. Many of their posts also include a direct link to the product where you
can purchase it which is very useful if customers are wanting to save time
looking for the product online. On their profile is a link to click on to get
to their shop, their phone number and their email address.
- Their posts are predominantly of their products or models wearing their products.
- Many posts are of their beauty collections such as the body sprays and fragrance sets.
- I personally feel that their feed is quite busy with lots of different colours and I'm not quite sure where to look, maybe this is something to look at?
- When looking at the amount of likes their posts get, it is clear to see that they are getting nowhere near the amount of likes they should be getting considering the amount of followers they have. Does this mean that their posts aren't engaging enough? Do they need to reconsider the type of image they are posting?
- On average they post around 3 times a day.
Here are some screenshots taken from their Instagram profile on 8th January 2019.
As of 8th January 2019, the Victoria’s Secret
Twitter page has 11.2 million followers. On their twitter page you are able to
send tweets which you will often get a reply to, like their tweets and vote on
their twitter polls. You can also see their media posts which include photos
and videos and there is a direct link to their online shop.
- Their tweets have a relatively good engagement level with their twitter followers. With most of their tweets being liked more than a couple of hundred times, there are less retweets but this is expected.
- They tweet about other things than their products such as 'relatable' tweets like "When your dresser is full but you heart wants more lace" and "Think about the weekend. Too soon?". These tweets bring in more engagements such as likes and retweets which gets the brand seen more on twitter. They may get followers purely for those kind of tweets.
- They seem to be quite active on their twitter account and are often replying directly to customers queries, improving on customer satisfaction.
Here is a screenshot from their Twitter page on 8th January 2019.
YouTube
As of 8th January 2019, the Victoria’s Secret
YouTube page has 1,724,473 subscribers. On this page you can watch the famous
Victoria’s Secret fashion shows, interviews with the angels and videos of sneak
peeks of upcoming products. On YouTube you are able to get post notifications
so that when the page posts a new video, you get notified. This page also has links to all their other social media pages and has playlists of videos to watch.
- The number of views on their videos on this channel varies massively. Some videos are getting viewed just 35,000 times whereas others are getting viewed over 7 million times which is a massive difference. It seems the views depends on what type of video it is, with the videos to do with the Victoria's Secret fashion show getting the highest amount of likes with the most recent show being viewed 7.3 million times.
Here are some screenshots of their YouTube channel page on 8th January 2019.
Research links: https://www.digitaldoughnut.com/articles/2018/february/7-reasons-why-social-media-marketing-is-important
https://www.facebook.com/VictoriasSecretGB/?brand_redir=79775744089
https://www.instagram.com/victoriassecret/?hl=en
https://twitter.com/VictoriasSecret?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
https://www.youtube.com/user/VICTORIASSECRET/featured
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