This blog is a TikTok deep-dive into the #victoriasecretfashionshow2024 by a researcher who analysed an unexpected engagement trend during the event.

#VictoriasSecretFashionShow Hits 1.2 Billion Views on TikTok in just one week, becoming one of the most trending topics on TikTok. With a perfect “10 out of 10” engagement score on the day of the show, the event’s return captured global attention, sparking extensive discussion and interaction across the platform.

This graph showcases the engagement around the hashtag #victoriasecretfashionshow over the last 30 days.

About the research: How Tyra Banks and Kate Moss Dominated TikTok, Outshining the Hadid Sisters!

The comeback of legendary supermodels like Kate Moss and Tyra Banks created a true sensation, and interestingly, they outperformed the younger Hadid sisters in terms of engagement.

The return of the Victoria’s Secret Fashion Show in 2024 has transformed into a major cultural event, mixing nostalgia with modern trends. After a five-year break, the show generated a huge amount of buzz, with extensive media coverage. While opinions on the show varied, here we’ll take a closer look at the TikTok audience’s reaction. 

TikTok has become the optimal platform for #beauty and #fashion promotion, and using Exolyte, we can leverage a “few-click analysis” approach to capture the full impact of the event. 

This mechanism provides insights in just a few clicks and helps answer the following key questions:

Which user content garnered the most attention?

Which hashtags were necessary to boost views and likes?

How was this analysis performed on Exolyt?

Using Exolyt’s Hashtag Tool, we observe that the primary hashtag, #victoriassecretfashionshow, scored a perfect 10 out of 10 on the day of the show and maintained this peak level for three days following the event. 

The trend remains exceptionally hot even a week later, with the hashtag still scoring a strong 7.9 out of 10. This data confirms that Victoria's Secret has stayed at the forefront of discussions on TikTok well beyond the initial launch.

The Hashtag Growth feature allows us to evaluate basic quantitative metrics, including the volume of publications and engagement. Over the last ten days (October 14-24), 23.9K videos were published under this hashtag, totalling 1.2 billion views and averaging 50,209 views per video.

Here are some key findings from the hashtag metrics analysis:

To delve deeper, I ranked the hashtags by frequency of use by TikTok users and counted the top 30 hashtags; eight were celebrity-related hashtags. This focus on well-known personalities highlights the powerful role that celebrities play in amplifying engagement around the Victoria’s Secret 2024 show. 

Surprisingly, #tyrabanks received the most likes, even though her average view count was relatively low. This indicates that, despite fewer mentions, her audience shows significant admiration by “voting” with likes. Tyra is clearly beloved by fans.

Moreover, the data reveals that mention frequency does not directly correlate with engagement. Tyra Banks and Kate Moss, although mentioned less frequently, outperform the Hadid sisters (Gigi and Bella) in both views and likes. 

The Hadid sisters may have doubled the mentions, but Tyra and Kate’s legendary status results in higher engagement rates, illustrating their iconic appeal.

The clear leader in both views and likes is #tyla, a rising 22-year-old singer from South Africa. Her live performance captured widespread attention, making her the event’s standout star. 

Similarly, #lisa, better known as a member of Blackpink, also performed at the show. As a singer, dancer, and rapper, her presence on stage drove high engagement, securing her as one of the most popular figures among TikTok users. 

Unlike the supermodels, Tyla and Lisa stood out as performers, bringing a unique dynamic to the show that resonated deeply with the audience.

#adrianalima appears most frequently, with every fifth post tagged with her name. As one of Victoria's Secret’s most recognized Angels, the Brazilian supermodel continues to captivate audiences, reinforcing her status as an iconic figure.

The Victoria’s Secret show beautifully illustrated the concept of a "celebrity paradise garden."  

According to social anthropologist Jeffrey Alexander, this “paradise garden” consists of extraordinary figures who remain out of reach for the average person yet endlessly captivating. This fascination drives high engagement and loyalty. For these celebrities, it’s not just their fame but their iconic and legendary status that fuels this interest.

The Related Hashtags tool reveals which hashtags users frequently include alongside our primary hashtag, #victoriassecretfashionshow when posting videos. 

According to social media research, hashtags act as brief labels that indicate a post’s purpose, helping to organize and structure information flows online, as noted by researcher S. Jefferes.

Here are some key findings from the related hashtag analysis:

Several clusters emerge in relation to our primary hashtag:

Blue Cluster: Beauty and Fashion
This is the largest cluster, where hashtags related to Victoria's Secret intersect with broader themes like #fashion, #model, and #makeup. These tags highlight TikTok’s role as a hub for fashion and beauty content, where users engage with posts that showcase VS-related style and trends.

Yellow Cluster: Celebrity News
Here, TikTok acts as a new kind of newsroom, featuring stories and video reviews from media outlets. Hashtags like #celebritynews and #popstars represent the culture of celebrity watching and discussion, underscoring the show's appeal to fans eager to follow real-time updates on their favourite public figures.

Green Cluster: Victoria's Secret Angels
This cluster centres on iconic supermodels associated with Victoria’s Secret, especially Adriana Lima, whose hashtag #adrianalima serves as the focal point of this network. Other legendary figures, such as Bella Hadid, Gigi Hadid, Tyra Banks, and Alessandra Ambrosio, are linked here, forming a core group that connects to the VS legacy.

Red Cluster: K-Pop Influence
This is a distinct, new cluster for 2024. It focuses on K-pop star Lalisa Manoban, reflecting the growing influence of K-pop culture within global fashion events. Related hashtags here capture the K-pop subculture, particularly around Lisa’s fanbase. Additionally, two other music industry figures, Cher and Tyler Walter, appear in this cluster, representing the show's musical element and expanding the event’s reach into pop music territory.

Breakdown of the key findings from Exolyt's data

The return of legendary #supermodels: Kate Moss and Tyra Banks created a true sensation. Interestingly, they outperformed younger stars like the Hadid sisters in #engagement, underscoring the timeless appeal of fashion icons.

Tyra Banks’s Loyal Following: Surprisingly, #tyrabanks received the most likes despite a lower average view count. This shows her fans’ deep admiration, “voting” with likes even when mentions were fewer.

Mentions Don’t Equal Engagement: Tyra and Kate, though mentioned less than Gigi and Bella Hadid, outperform them in views and likes, demonstrating that legendary status often beats sheer popularity.

The Rising Stars of Performance: The real breakout star was #Tyla, a 22-year-old singer from South Africa, with both the highest views and likes. Similarly, #Lisa from Blackpink brought her own massive fanbase, proving that performers bring a fresh dynamic to the Victoria’s Secret stage.

Adriana Lima’s Unstoppable Influence: #adrianalima appeared in every fifth post. As one of the brand’s most iconic Angels, her enduring influence shows her timeless appeal in the VS community.

This social trend study was compiled by researcher and digital strategist Dr Olga Logunova, who used Exolyt as the primary source for her TikTok trend analysis.

Olga is an independent consultant specialising in social media analytics, digital media intelligence, and influence marketing. She provides strategic guidance to help organisations leverage data and insights to navigate the complexities of the digital landscape effectively. Olga also holds a researcher position at King’s College London (UK). To know more about this report and analysis, connect with her directly on her LinkedIn.

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Icons vs Superstars: A TikTok analysis of #victoriasecret fashion show 2024

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