Is Dove a Social Media Superstar?
- Chloe Coker
- Sep 16, 2024
- 4 min read
Updated: Sep 17, 2024
In this post for today, I will be discussing how Dove uses social media to boost its brand awareness among millions of people worldwide. I looked at Dove's most recent 25 posts on Facebook and Instagram to see how well they performed and get a better idea of the company. By gathering the total likes, comments, and shares, I can see how Dove may be able to expand its reach to a broader audience or find ways to maintain its current influence.
What is Dove?
Dove is a well-known American personal care brand owned by the British consumer Unilever, specializing in soaps, hair products, deodorants, etc. Starting their company in 1957 with just a bar of soap, they now sell to over 150 countries and create products for men, women, and babies.
Instagram:
URL Link of Dove Instagram Account: https://www.instagram.com/dove/
Social Media Handle: @dove
Number of Posts Collected for Audit: 25 (the dates ranging from July 30th, 2024, to September 4th, 2024)
Key Performace Indicators:
Total Amount of Likes: 45,226
Total Amount of Comments: 2,541
Total Amount of Shares: 1,378
Total Followers: 998K
Url Links of Top Three Posts From Instagram
Post 1: August 5th, 2024
Likes: 5,346
Comments: 398
Shares: 600
Post 2: August 27th, 2024
Likes: 5,919
Comments: 143
Shares: 10
Post 3: August 15th, 2024
Likes: 3,802
Comments: 215
Shares: 350
Overview of Instagram:
For having such a vast following, Dove doesn't get the type of engagement I would have expected. The posts that get the most engagement are their reels, which could be because reels have much higher visibility rates than regular posts. Partaking in the culture of reels was a brilliant move by Dove and brought a lot more awareness to their social media.
Facebook:
URL Link of Doves Main Facebook Account: https://www.facebook.com/DoveUS
Social Media Handle: @DoveUs
Number of Posts Collected for Audit: 25 (Dates ranging from October 6th, 2022 to July 9th, 2024)
Key Performance Indacators:
Total Amount of Likes: 12,793
Total Amount of Comments: 4,145
Total Amount of Shares: 947
Combined Totals
Total Profile Likes: 27M
Total Profile Followers: 27M
Url Links of Top Three Posts From Facebook
Post 1: July 12th, 2023
Likes: 1K
Comments: 380
Shares: 94
Post 2: August 28th, 2023
Likes: 967
Comments: 1.3K
Shares: 16
Post 3: Feburary 2nd, 2024
Likes: 775
Comments: 627
Shares: 365
Overview of Facebook:
Dove's main Facebook account is very inactive, while other accounts related to Dove, such as Dove Men+Care, post regularly. The primary account should be posting regularly to get the most brand awareness out of Facebook's algorithm. They get a decent amount of engagement on some posts and have a massive following, but it's not enough to persuade more people to purchase their products. This main page is also dedicated to raising self-esteem in women, but they aren't helping the cause without posting.
So Are They Superstars?:
Overall, Dove has a tremendous digital presence on social media apps such as Instagram and Facebook, but they aren't quite a superstar. The Instagram page always posts new engaging content in the form of reels, which is incredibly smart as more people view them. I feel the Dove website gets a lot of traffic through the Instagram page, which helps to sell more valuable products. On the other hand, their Facebook account needs a lot of work. There needs to be consistent posts to keep followers coming back for more. Even when I went to find Dove on Facebook, it was like looking for a needle in a haystack; I could not find it. They need to get their presence back out there, and with these three ideas to help enhance their image, I think they could.
Three Recommendations:
Recommendation 1: Link Posts to Facebook and Instagram
- One easy way to keep up with posting is to link both social media sites on the same post schedule. Their Instagram has way more frequent posts, but if Dove links the sites, they can easily post everything from Instagram onto Facebook. This will increase engagement and bring more consumers to the site. Doing this will result in:
-- More engagement
-- More traffic to the site
-- More consistent posts
Recommendation 2: Use Creative Thumbnails
- Using more creative thumbnails catches browsers' attention and makes them want to see/watch the post. Dove does a decent job of this on Instagram, but it could use a few more eye-catching creations. When scrolling and you see a bar of soap, you're not going to click on it, but if the thumbnail is outgoing, more people will be engaged. Same with Facebook, even though they are not as active if the thumbnails were intriguing, views would still be racking in even a couple of months later. Doing this will result in:
-- Creative freedom
-- More engagement
-- Continuous views, likes, etc.
Recommendation 3: Play the Field
- Dove should participate in the ongoing trends to broaden their audience. By doing this, they will be able to test what works and what doesn't with their community. Playing the field also brings in more outside perspectives and ideas, all while having the possibility of going viral. Combining this recommendation with the second one will produce a lot more engagement and views over all platforms. Doing this will result in:
-- Potential to go viral
-- More visibility
-- More engagement
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