I Love Victoria’s Secret But Show Me More Than A White T-Shirt

Dear Victoria’s Secret Social Media Team,

As a company who single handedly holds over half of the lingerie market, it is important for young, aspiring social media maven to learn about how you use social media to gather consumers has been extremely intriguing. Watching the up and coming target audience for Victoria’s Secret makes this team crucial to the continuation of where Victoria’s Secret stands in the market.

With over half of millennials and almost 90% of Generation Z using social media and interacting with brands on all platforms, how drastic of a social plan that you implement into your accounts. Using three channels on each network, one for each sub brand (Victoria’s Secret, PINK, and Victoria’s Sport) is a great way to interact with the right group of people for that specific brand.

The main Victoria’s Secret account does a really good job of showcasing the Angels and using these photos to target anyone who may be interested in the company or the general merchandise. The PINK account uses more color, sports fan based clothing, and athleisure for the younger audience. Victoria Sport takes the time to follow several of the athletic Angels for their workouts and outfits. There is occasional crossover in the content on the different social networks, but never anything that would stop someone from following all three brands.

The problem I see with the social media content is that it is all the same. When you look at one channel, the content seems fresh and always on brand. When comparing Twitter to Facebook to Instagram to Pinterest, the content is all the same. A younger consumer would be likely to try and follow a brand on more than one platform, but why would they try to if all the content is the same? Taking social channels and allowing users to see a variety of content on each network and not as much cross over. I know I, as a very active shopper with Victoria’s Secret, would much rather see different content everywhere. I don’t want to see the same white shirt on Twitter, Facebook, Instagram, Snapchat, and Pinterest. I want a variety of content.

The only place we, as consumers, see anything different from the photos posted across platforms is on YouTube. On YouTube the videos published are not very good content. The videos are just short ads or videos with small significance to the actual brand. The only videos where the consumer might be more interested in them are on the Victoria Sport channel and this is the smallest channel.

A social area where there could be a lot more focus is on the apps. In the past few years, it has been interesting to see the increased push of the PINK Nation app for millennials, most specifically college students, to download and use this app. Because this app allows for the user to shop in the app, gives special coupons, and a lot of freebies (whether they’re for your phone or just in general). However, there has been little to no coverage of the Victoria’s Secret app.

The Victoria’s Secret app is very recognizable as it is dressed in the same logo that is spread across everything inside the store. It may just be a shopping app currently (not that this is something the Social Media Team is responsible for…) there is the possibility to increase the amount of things that can be done. Or it can just stay as a shopping app. Either way, over 20% of all the sales for Victoria’s Secret are done online. With a website that’s not the most usable (that’s another story…), letting consumers know there is an app that works well and allows them to work with sale associates via Live Chat and review things for other consumers to read is also a form of social networking that should be communicated.

I am someone who is very passionate about social media because it’s something I’ve grown up using and also want to work in social media. Following how my favorite brands put their stamp on the newest generations is very, very important to me. Whether there are changes implemented similar to what I’ve discussed or none at all, I will continue to follow.

Vaughn Springer

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