When exploring Victoria's Secret, I decided to do some research into their social media. An effective way of doing this way to compare their social media with another leading lingerie company. 

One of the top UK lingerie retailers is Boux Avenue, with over 220k followers on Instagram. Compared to Victoria's Secret, this figure is low, as VS has accumulated over 64.5m followers. 

The interesting point of differentiation between these two companies is how they use influencer marketing. On the Victoria's Secret Instagram page, they only use photos of their own models. In fact, in the screenshot above, 5/9 of the photos include model Taylor Hill. Whilst this is good for consistency and maintaining brand image, it gets very repetitive and predictable. The Victoria's Secret instagram page has no excitement, as it follows a strict algorithm. On the other hand, Boux Avenue has a lot of variation in their feed, from photos of influencers, to professional shoots, to photos of just the lingerie and inspiring quotes. 

Boux Avenue uses a lot of influencer marketing, using big names such as Emily Shak and Sam Faiers. Fans of these influencers will see them endorsing the brand and be more likely to engage with it themselves. This is good for Boux Avenue because the more influencers they sponsor, the more new consumers they can bring to the brand, through fans of these influencers.

Another interesting point about the Boux Avenue Instagram page was the fact that they included quotes that could be relatable to the average woman. A quote that they posted on their page read 'It's kind of rude that you have to work out to stay in shape but okay' and 'my eating habits range from supermodel yoga fan to unsupervised child in a sweet shop.' This is a major contrast from the Victoria's Secret image as they are all about fitness, with countless reports on the intense meal and fitness plans that the angels have to go through for the fashion shows. The funny quotes from Boux Avenue makes them more relatable to the average consumer.