ANGELS SLIP: Victoria’s Secret’s fashion show, which was broadcast Monday night on CBS, has generated some major consumer engagement on social media but not as much as a year ago.
Consumer interest surrounding the Victoria’s Secret brand skyrocketed on the day of the TV broadcast, with both organic conversation (up 1,170 percent) and organic search queries (up 105 percent) seeing large jumps compared to the previous day, according to ListenFirst Media, the social analytics firm.
But compared to the 2015 fashion show, Victoria’s Secret is underperforming, seeing both a decline in organic conversation (down 34 percent) and organic search queries (down 12 percent), the analytics firm said.
On Monday, there were more than 362,000 mentions of Victoria’s Secret across Facebook and Twitter, with mentions of #VSFashionShow making up 79 percent of those total mentions, according to ListenFirst. During the actual event (10 p.m. to midnight EST), there were more than 184,000 users tweeting, with media outlets such as Yahoo Style, Vogue, USA Today, TV Guide and People posting about the show, helping drive a total of 3.5 billion potential impressions on Twitter. Peak conversation occurred at 10:49 p.m. EST, with a high volume of tweets and retweets surrounding Adriana Lima walking the runway and Lady Gaga’s performance.
Terms that were used are @VictoriasSecret or “Victoria’s Secret” or #VSFashionShow or #VSF2016.
Among Instagram posts published by the top 500 consumer brands in the world on Monday, Victoria’s Secret published the top seven most popular posts, with the number-one post featuring Elsa Hosk and Lima on the “Today” show. Likes and comments on these top seven posts accounted for 25 percent of all engagement on content posted to Instagram by the top 500 consumer brands, ListenFirst said.