So, as all of you might know, the Victoria’s Secret fashion show 2018 just ended. 8 talented musicians performed alongside the gorgeous looking models. They are Halsey, Bebe Rexha, Rita Ora, Shawn Mendes, The Chain Smokers, The Struts, Kelsea Ballerini, and Leela James. This is the most number of performers the lingerie giant has ever had for their yearly show. At the same time, the number of models walking for the show has increased as well.
Let’s get technical 😀
Using the campaign tracking tool on PopularChips platform, one thing I learnt for sure is that
When Instagram posts look like a typical Ad, it’s not gonna perform for sure.
Victoria’s Secret made really pretty and theme based posters for their musical lineups.
Most of the singers posted it onto their own socials, expressing their excitements for the show. I believe anyone will be over the moon if they are invited to perform at Victoria’s Secret Fashion Show.
However, these carefully curated posters did not generate as much engagement as compared to the organic posts of the 8 musicians.
For Halsey, the poster generated 504.5K likes and comments on Instagram, which is a little bit lower than her usual average engagement.
Here’s the magic! After the Secret show, Halsey went on to Instagram and posted a picture of herself in Victoria’s Secret lingerie. She thanked the brand for inviting her to the amazing show. This organic post of her’s gathered 1M likes and its still going up as we speak. Other artists experienced similar contrasts in engagement between their Victoria’s Secret poster picture and organic after-show posts.
View this post on Instagram
Moral of the story:
Even though Celebrities are different from influencers, the law of Instagram still applies. Emotions do travel via pictures. Posts that look organic will be able to capture more attention from followers.
Overall, the artists that performed during the show is definitely worth every penny given by Victoria’s Secret. On average, their posts about Victoria’s Secret performed better than the majority of their non-related posts. A total of 5.3M Likes and comments were gathered by the 8 artists from the promotional phrase to 12 hours after the actual show.
Can’t wait for 2nd December when the show airs on ABC Network!