Dove is a personal care brand, owned by Unilever, known for “The Dove Real Beauty Pledge” campaign that promotes authenticity and empowerment through self care. Since launching in 1957, Dove has expanded their products as they gained popularity for their formulas and their passion for personal care. In order to better understand Dove’s brand and social media presence, I looked into two of their social media pages, Facebook and Instagram. Dove posts more frequently on Instagram rather than their Facebook account, with consistent daily posts on Instagram and only about a couple of posts a year on Facebook. I gathered my data from the 25 most recent posts from both of these social media pages.
- URL link of Dove’s Instagram account: https://www.instagram.com/dove/?hl=en
- Social Media Handle: Dove
- Key Performance Indicators:
- Total likes: 119,881
- Total comments: 1,902
- Number of profile followers: 1.4M
URL links of top three posts:
- Post 1: September 7, 2026
- Likes: 63.8k
- Comments: 686
- Post 2: September 12, 2026
- Likes: 20k
- Comments: 103
- Post 3: September 10, 2026
- Likes: 10.8k
- Comments: 270
- URL link of Dove’s Facebook account: https://www.facebook.com/DoveUS/?brand_redir=21435141328
- Social Media Handle: Dove
- Key Performance Indicators:
- Likes: 21,115
- Comments: 5,250
- Shares: 1,212
- Number of profile followers: 26M
URL links of top three posts:
- Post 1: July 12, 2023
- Likes: 1.7K
- Comments: 479
- Post 2: February 2, 2024
- Likes: 1.6K
- Comments: 673
- Post 3: May 30, 2024
- Likes: 1.6K
- Comments: 502
Dove’s Social Media Audit
Introduction
Dove is a well-known personal care brand that focuses on authenticity and confidence. For this social media audit of Dove, I examined Dove’s Facebook and Instagram social media accounts in order to evaluate their social media effectiveness.
Audit Report for Instagram
During the audit report for Instagram, I gathered that the content with the most engagement were posts that were in collaboration with another brand or entertainment series. For example, the most popular posts included collaborations with SubwayTakes, WatchingNewYork, and InStyleMagazine. These accounts have more of a following and overall engagement due to their entertainment and celebrity sponsors. The Dove brand could improve their engagement by creating more content that includes collaborations with known influencers and celebrities, as well as interactive content that encourages further engagement with the brand’s social media page.
Audit Report for Facebook
During the audit report for Facebook, I found that posts with hashtags, links, and videos had the most engagement. One of the most popular posts, out of the many posts that I analyzed, is a pinned post that contains an Instagram link to a “summer ready” bathroom collection full of Dove products. One of the other posts provides a step-by-step shower routine using Dove’s soaps and another is a post that promotes body confidence for adolescent girls. Dove’s Facebook social media presence could be improved by posting more frequently, providing Instagram links in posts every now and then, and creating more content on their “The Dove Real Beauty Pledge” campaign.
Conclusion
Overall, Dove has a strong social media presence because it not only posts promotional content, but also includes collaborations with other popular brands and content that promotes confidence and natural beauty. Although Dove has a decent social media following, the audit has proved that there are opportunities to improve the overall audience engagement. From my audit, I would suggest:
- Participate in collaborations with other brands to expand viewership and and engagement with the Dove brand.
- Focus on “The Dove Real Beauty Pledge” Campaign by sharing stories and customer experiences on social media posts.
- Use links in posts build a better social media effectiveness through convenience for the consumer.
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