Dove’s Social Media Audit and What it Tells Us About Skincare

Today I am going to conduct a social media audit on Dove skincare through their Instagram as well as their Facebook. Dove has been a staple in the skin care industry for decades. Their logo and message is memorable to everyone. However, their social media doesn’t seem to be getting the traction that the brand should pull in.

On Facebook, there are way less frequent posts after one of their posts partnered with a non-profit that has quite a bit of controversy. Their total number of traction over the past 25 posts is around 35,206.

On Instagram, their posts are much more frequent, their engagement is around 110,338. This is largely due to their posts collaborating with celebrities including Venus Williams. With their posts being more frequent, there is much more consistent traction.

Dove’s strength comes from their collaborations and their consistency with posting, however, when it comes to controversy, they do not know how to bounce back. Three things that they can do to improve performance is to post more consistently on Facebook, cater to a more specific demographic, and to collaborate with more people online.