By: Rylee Turner

I had the opportunity to conduct a social media audit for one of the best person care brands, Dove. Dove sells skincare, haircare, and deodorant products by trying to make people feel more confident. The brand heavily focuses on women and young girls, and that beauty is a source of confidence not anxiety. Their social media provides relatable content and helpful tips on how to use their products. I had the privilege to review their 25 most recent Facebook and Instagram posts. Their Facebook page has some inactivity, but their Instagram is updated multiple times throughout the week. I started gathering information on their performance on January 28, 2025 and I concluded by findings on January 30th. I was very intrigued by Dove’s online presence and am excited to explore more ways to enhance the activity on these pages.

FACEBOOK ADUIT REPORT:

• URL link of the social media account: https://www.facebook.com/DoveUS
• Number of Profile Followers: 27 Million Followers
• Social media handle:@Dove
• Key Performance Indicators:
  • Total likes: 15,597
  •  Total comments: 4695
  •  Total shares: 1057

—URL links of top 3 posts in terms of Key Performance Indicators:

https://www.facebook.com/reel/1013728350064282

https://fb.watch/xrBdmjxSFG

https://fb.watch/xrwat4302m

INSTAGRAM AUDIT REPORT:

• URL link of the social media account: https://www.instagram.com/dove/
• Number of Profile Followers/Likes:
  • 1 million followers
• Social media handle: Dove Global Channel 🌎 (@dove)
• Key Performance Indicators:
  • Total likes: 61,902
  • Total comments: 1885

—URL links of top 3 posts in terms of Key Performance Indicators:

https://www.instagram.com/reel/DFYNYWxIBk0/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

https://www.instagram.com/p/DEVHnjxo-SA/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

https://www.instagram.com/reel/DDHvThzIXco/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

I was intrigued by Dove’s profile and the content the brand has been posting. One of their strengths was how they utilize their products through current trends on social media like ASMR, certain phrases, or lifestyle hacks. A weakness I found throughout their social media was consistency. Although their Instagram has been active, their last Facebook post was in 2024. This brand must convey itself on Facebook because its biggest demographic, older women, tends to be on that platform more than others. A robust solution to this problem is to either share the same content on both platforms so more consumers can access it or have a specific team to provide content for each platform. Another weakness concerns me is focusing more on the consumer than the product. Although their message is empowering, I sometimes get motivated without wanting the product.

A strategic recommendation to enhance Dove’s social media presence is to show all aspects of the brand. Dove tends to show natural beauty and try to boost self-esteem; although this is great, many consumers love to be involved in some way. When posts ask questions like “Who introduced you to the beauty bar,” engagement rises compared to other posts. The brand can do this by filming behind the scenes of creating content or even posting polls on social media that help shape the content. Hence, consumers feel they have a choice. Another aspect the brand would benefit from is going live on their platform and having a Q&A session. A session like this would foster community and encourage active participation.

User-generated content (USG) is another strategic recommendation that allows Dove to build trust and expand its reach through organic shares. When social media influencers or athletes are present, the interactions are more frequent than in other posts. Tying in (USG) will allow consumers to share their self-love journeys that can be featured on Dove’s social media, allowing more traction to be present. Implanting a user takeover from influencers, consumers, or even staff to embark on how Dove has helped them on their self-love journey. 

Integrating the products into the brand’s storytelling may be a strategic recommendation that makes consumers resonate with the campaign and buy the products. Posts with powerful messages brought by storytelling do better than others on Dove’s social media. Blending the emotional narrative with the product information will make the consumer form a connection between the two. If the brand shares stories showcasing how Dove products have positively impacted users’ lives, maintaining the brand’s empathetic tone while promoting its offerings will promote its presence on social media.