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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.

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?

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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