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Victoria’s Secret’s Real Secret Is Its Instagram Following

Photo: Joe Scarnici/Getty Images

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Victoria's Secret turned to Instagram today to announce the latest development in Victoria's Secret Fashion Show news regarding which Angel would be chosen to wear a $2 million diamond encrusted bra. With 24 million Instagram followers, there's no wonder why the photo sharing app is the retailer's mouthpiece, business intelligence firm L2 reports.

Victoria's Secret has a humongous following that dwarfs many other brands, although Nike has 27 million Instagram follows. Of course, the content the lingerie retailer is posting lends itself naturally to Instagram, featuring impossibly photogenic models in their underwear.

But in addition to the huge Instagram numbers, Victoria's Secret's followers are tuned in: according to L2, each of the brand's posts attracts almost 100,000 interactions.

The lingerie retail also posts often, publishing more than 20 posts per week. Its models with their own massive social followings also post Victoria's Secret content too. Meanwhile, VS's YouTube page has 50 million views and nearly 80% of those views are organic.

When Racked last wrote about Victoria's Secret's Instagram following in January of this year, the brand was gaining an average of 100,000 Instagram followers a day. That pace has held steady. The brand has more than doubled its followers since then, up from 9.4 million Instagram follows in January.