Revealed: The most popular lingerie brands on social media

Influencer marketing platform Traackr uncovers global figures relating to the highest-performing lingerie brand influencer content on social. The findings show that volume of content doesn’t guarantee customer engagement, and that the highest-performing social content comes from brands that incorporate messaging around body positivity and inclusion.

Traackr looked at factors like number of influencers, post volume, engagements, and efficacy of influencer content to determine which brands perform the best on social. In the lingerie category, global lingerie heavyweight Victoria’s Secret has the most influencer mentions of all the lingerie brands, with over 35,000. However, despite having 70% fewer influencer mentions, Rihanna’s body-positive and inclusive lingerie brand Savage by Fenty was able to achieve 30% more engagements than Victoria’s Secret.

Italian lingerie brand Calzedonia also had slightly more mentions and social influencers talking about its brand than Savage by Fenty but fell short on engagements. Savage by Fenty has the highest number of engagements with fans on social media out of all top 15 global lingerie brands, while the lingerie brands that perform best in terms of volume, Victoria’s Secret and Calzedonia, don’t exactly appear to be employing the body-positive vibes as that of newer lingerie brands.

The data also reveals that when it comes to influencer partnerships, smaller volume programs can have a big impact. French brand Etam, for example, has an influencer loyalty (defined by mentions per influencer) at parity with Victoria’s Secret even though they don’t activate nearly as many influencers.

Evyenia Lyons, VP of Marketing, Traackr, stated: “Our data reveals that the most impactful social content amongst consumers within these categories included messaging around body positivity and inclusion. We see that volume doesn’t necessarily translate into engagement rates — meaning smaller, upstart brands are piquing the interest of customers across social platforms with savvy influencer-generated content. Therefore, when planning their social content and influencer programmes, brands would do well to look beyond mere volume numbers and more closely consider the type of influencer content that will truly drive engagement and move the needle within the customer journey.”

The top 15 highest-volume lingerie brands vs. top lingerie brands with the strongest content performance