A psychologist explains why Victoria’s Secret is killing it on Instagram

Victoria’s Secret has over 26 million followers on Instagram, coming in second only to Nike as the platform's most popular brand, according to the Iconosquare index.

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Of course sex appeal has something to do with it, but there are plenty of sexy Instagram accounts that don't have nearly as many followers.

So how did Victoria's Secret get so popular?

doutzen kroes victorias secret
Pascal Le Segretain/Getty Images

Tech Insider spoke with Director for the Media Psychology Research Center Dr. Pamela B. Rutledge about all the reasons the brand is doing so well on social media. Keep reading to see how Victoria’s Secret built its massive Instagram following.

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One thing you’ll notice right away after following Victoria’s Secret is that the models aren’t just pretty faces — they’re personalities.

Just a regular Sunday night. #VMAs #FrontRowSelfie #photobomb @jaredleto

A photo posted by Victoria's Secret (@victoriassecret) on Aug 30, 2015 at 6:55pm PDT

 

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Even though the models are ethereally gorgeous, they're not always perfectly posed like they might be in a lingerie catalogue or fashion editorial.

Sooo... Angels walked into an elevator and...📸 by @jastookes w/ @stellamaxwell @hoskelsa @shaninamshaik #selfie #VSFashionShow

A photo posted by Victoria's Secret (@victoriassecret) on Nov 10, 2015 at 3:17pm PST

 

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“When you see their images all the time, you start to feel like you know them,” Rutledge told Tech Insider. “Which makes it friendly — this is just my friend showing me lingerie.”

Future's so bright, they need (really cute) shades…@jastookes & @vitasidorkina. 😎 #OwnTheSummer

A photo posted by Victoria's Secret (@victoriassecret) on May 20, 2015 at 10:04am PDT

 

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“It also elevates the brand,” she continued, saying that not only do consumers feel as though they know the models, but they trust them as well as Victoria’s Secret.

The secret is out! @LilyAldridge will be wearing this year's #VSFantasyBra 🎉 #VSFashionShow

A photo posted by Victoria's Secret (@victoriassecret) on Nov 2, 2015 at 6:22am PST

 

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Making the models seem accessible also makes the lingerie and brand feel accessible, too.

@jacmonika's still blushing about pg. 39…and so are we 😉. #TisTheSecret

A photo posted by Victoria's Secret (@victoriassecret) on Oct 31, 2015 at 11:01am PDT

 

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“Victoria’s Secret really did an interesting thing which is they countered a cultural taboo and they made sexy lingerie something you could put in a shopping mall or on Instagram,” Rutledge said.

Almost showtime! @angelcandices is ready. 🎉💥 #VSFashionShow

A photo posted by Victoria's Secret (@victoriassecret) on Nov 10, 2015 at 1:02pm PST

 

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That could be because the models they choose aren’t threatening. Even though they won the genetic lottery, all the models seem to have personalities that customers — especially women — can relate to.

Mix. Match. #Squad. @josephineskriver, @taylor_hill & @hoskelsa totally shared a 👙 wardrobe in #BoraBora for #VSSwim 😉. #SneakPeek2016

A photo posted by Victoria's Secret (@victoriassecret) on Oct 23, 2015 at 11:52am PDT

 

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“They make it look like they’re silly,” Rutledge said. “[The photos are] tasteful, playful, and celebratory.”

When bestie got you like 😜 #regram @taylor_hill

A photo posted by Victoria's Secret (@victoriassecret) on Sep 28, 2015 at 11:13am PDT

 

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The brand also doesn’t always show models who are perfectly coiffed and photoshoot-ready. The hashtag #trainlikeanangel is all about being both relatable and aspirational.

Can't wait to see @mingxi11 on the runway! 💋 #VSFashionShow #TrainLikeAnAngel #regram

A video posted by Victoria's Secret (@victoriassecret) on Nov 8, 2015 at 2:36pm PST

 

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“This is obviously not something everyone can achieve,” Rutledge said, referencing the models’ bodies. “But it makes the point that they sweat just like you do.”

 

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It also makes the statement that the in addition to being naturally beautiful, the models also work on themselves like anyone else. Of course, they have a leg up, but this makes the brand more relatable.

Regram by @StellaMaxwell --- Latenight #trainlikeanangel 👼🏼 #VSFS15 @victoriassecretsport @victoriassecret

A photo posted by Victoria's Secret (@victoriassecret) on Nov 7, 2015 at 9:46am PST

 

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But then there's the annual Victoria's Secret Fashion Show, where models wear some of the least relatable outfits on the planet. How does that tie in?

Happy Birthday, @LilyAldridge! 🎉

A photo posted by Victoria's Secret (@victoriassecret) on Nov 15, 2015 at 8:50am PST

 

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“The extraordinary outfits [of the Victoria’s Secret Fashion Show] also help with the social comparison,” Rutledge told TI.

Talk about oohs & ahhs…the crowd just went WILD for @CindyBruna’s look. #VSFashionShow

A photo posted by Victoria's Secret (@victoriassecret) on Nov 10, 2015 at 6:16pm PST

 

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She said that the fashion show is a massive success because women aren't as likely to compare themselves to models in extreme costumes.

Heartbreaker, dream maker, love taker…and then there’s those BOOTS. @romeestrijd #VSFashionShow

A photo posted by Victoria's Secret (@victoriassecret) on Nov 10, 2015 at 5:49pm PST

 

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“What’s the point of comparing yourself to someone in angel wings?" she said. "You're more likely to compare yourself to someone in a little bikini next door."

This bodysuit on @angelcandices = EVERYTHING. #VSFashionShow

A photo posted by Victoria's Secret (@victoriassecret) on Nov 10, 2015 at 6:11pm PST

 

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It also doesn’t hurt engagement-wise that the brand shows a lot of beautiful faces.

Never not snapping. @sarasampaio @romeestrijd #VSFashionShow

A photo posted by Victoria's Secret (@victoriassecret) on Nov 10, 2015 at 12:49pm PST

 

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A study by Georgia Institute of Technology and Yahoo Labs found that people were 38% more likely to receive likes with photos of faces.

Angels have the SWEETEST dreams…get this sleep mask & slippers FREE when you buy 2 bras with your #AngelCard thru 10/8. 😴

A photo posted by Victoria's Secret (@victoriassecret) on Oct 5, 2015 at 4:00pm PDT

 

Source: Georgia Tech

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“Instinctively we respond with our lizard brains to sex,” Rutledge said. “So the interesting thing about the Instagram is it’s not just sex, sex, sex, but it takes you on these stories.”

Yacht life. #EndlessSummer ☀️ 👙⛵ @jastookes #regram

A photo posted by Victoria's Secret (@victoriassecret) on Aug 29, 2015 at 7:53am PDT

 

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“It’s intense, playful, funny, and takes you through these waves of emotion,” she continued. “That makes it more pleasurable to flip through their pictures.”

Buy 2 bras, get a $15 reward card (and if u buy 3, u get $25!). Pretty much a no-brainer! In select stores & online thru 10/4. #GetItGirl 👍

A photo posted by Victoria's Secret (@victoriassecret) on Sep 29, 2015 at 9:11am PDT

 

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And relatable or not, both men and women enjoy looking at pictures of attractive people.

Love at first blush. @jastookes in the new Body by Victoria collection.

A photo posted by Victoria's Secret (@victoriassecret) on Jul 30, 2015 at 7:05am PDT

 

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“You’re interested in how the stuff looks,” Rutledge agrees. “They’re also selling beauty tips, and there’s a certain amount of interest in ‘What are their secrets? How do they look so beautiful?’”

❤️ is blind...and it's also on #Snapchat! Follow us tomorrow for live #bts moments from our #ValentinesDay 2016 shoot! 👻: victoriassecret

A photo posted by Victoria's Secret (@victoriassecret) on Oct 7, 2015 at 6:29pm PDT

 

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Plus, at the end of the day, Victoria’s Secret sells clothes, so people are interested in seeing how the product looks on the models.

Fresh knits for that first chill. 🍂 #SweaterWeather #FirstDayOfFall

A photo posted by Victoria's Secret (@victoriassecret) on Sep 23, 2015 at 5:58am PDT

 

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And yes, they’re sexy.

Soft glowy skin...just one of the reasons you need to try our new body care collection. See more on our #Tumblr!

A photo posted by Victoria's Secret (@victoriassecret) on Aug 23, 2015 at 10:47am PDT

 

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