‘Tis the season! For some, the start of the holidays begins with the premiere of the Annual Victoria’s Secret Fashion Show. The lavish fashion show airs every year on prime time and is produced by the lingerie and sleepwear brand, Victoria’s Secret. It features elaborate costumes, the biggest names in the modeling world, and of course, musical guests. This year was no exception, supermodels like Gigi Hadid and Kendall Jenner walked the catwalk and musical guests Lady Gaga, Bruno Mars, and The Weeknd provided the sounds of the evening.

We wanted to learn more about those who paid attention to the Victoria’s Secret Fashion Show – who they are, what matters most to them, and what you might not know about them. Using the Affinio platform, we analyzed anyone who mentioned the official event hashtags, #VSFS2016, and #VSFashionShow, and segmented the audience into 14 interest-based communities with over 139,521 individuals.

Here’s the insights we discovered about Victoria’s Secret Fashion Show fans:

1. There is a strong Thai fan base that loves Victoria’s Secret!

The largest audience engaging with the show was an audience of Thai Teen Girls – they make up 11% of the total audience.

When I looked at the top interests of this audience, I noticed a lot of profile pictures of stars and brands popular in North America such as Kylie and Kendall Jenner, Taylor Swift, Cara Delevingne, and Victoria’s Secret. What I noticed is that these aren’t the verified accounts of the stars and brands but are instead Thai fan-created accounts: @ThailandJenner, @ThaiSwifties, @Cara_ThaiLand, and @VSAngelsTH.

We can infer that these Thai teens are influenced by American pop culture, but have created versions of these accounts that will better resonate with their Thai friends. It is also interesting to note that the above accounts all have ties to the Victoria’s Secret Fashion Show. Kendall Jenner and Cara Delevingne have both modeled in the show, Taylor Swift was the 2014 star performance, and the brand Victoria’s Secret is its namesake.

2. They would want Zayn and Ariana Grande to perform

The Victoria’s Secret Fashion Show has become just as famous for its star-studded performances as it has for its daring fashion. Past performers have included the biggest names in music like Maroon 5, Taylor Swift, Justin Bieber, and Selena Gomez. This year was no exception with performances from Lady Gaga, Bruno Mars, and the Weeknd. So how can VS make 2017 just as great? By choosing acts that resonate with their key audiences.

Based on our Relevance score, which measures from 0-100 the accounts that are most likely to be relevant to an audience, Zayn (former One Direction bandmate turned solo artist) and Ariana Grande (pop songstress) take the top spots. Zayn and Grande for 2017?!

3. They preferred Clinton over Trump

Looking at the top interests of the overall audience, we can see how different individuals stack up. Based on the accounts most likely to be relevant to the audience (including brands, media, celebrities, etc.), Hillary Clinton appears as the #135 most relevant account whereas Presidential-Elect, Donald Trump sits at #517.

4. Of course they did the #MannequinChallenge

It seems like everyone was doing the Mannequin Challenge, and the Victoria’s Secret Fashion Show audience is no exception. In looking at the over-indexing hashtags in each audience segment, we can see that all 14 interest-based clusters have used the #MannequinChallenge and over 20,000 individuals engaged with it. Out of all the clusters, the hashtag was used the most by the Teen Girl Humour community.

5. The two fashion communities in the audience care about different things

Two communities within the Victoria’s Secret have a heavy fashion focus: Fashion Model Fans and High Fashion Fans. At first glance, these two communities seem pretty similar and are brought together by their love for fashion and the Victoria’s Secret Fashion Show.

Dialing in a little closer, and using our Cluster Compare feature, we can see the similarities and nuances between these two fashion communities.

The Fashion Model Fans seem to be more interested in the “celebrity” side of Fashion. They are influenced by models such as Kendall Jenner, Gigi Hadid, and Bella Hadid who do not stray from the public eye. They also find celebrities like the Kardashians and Justin Bieber highly influential. As seen above, we can also see their use of hashtags like “#PurposeTour” (Justin Bieber’s tour) over-indexing.

In contrast, the High Fashion Fans are less concentrated on the celebrity/models but on the designers themselves such as Vogue, Louis Vuitton, and Michael Kors. They use general industry hashtags such as #Fashion and engage with topics such as #BlackFriday or #CyberMonday, two hashtags that did not over-index amongst the Fashion Model Fans community.

Originally posted on the Affinio Blog, “5 Things You Didn’t Know About Victoria’s Secret Fashion Show Fans”