The Inner-Beauty behind Dove Products

A social media audit for the Dove Beauty brand was conducted over the Facebook and Instagram social media platforms, examining the effectiveness of their campaigns and their overall presentation. Dove is one of the top brands in the beauty industry. Dove has become the most consistent and relevant brand on the market for the last 20+ years. They have really focused on manufacturing quality beauty care products, building brand loyalty and trust with their consumers.

Facebook Audit

Dove have more followers on their Facebook page than they do on their Instagram, however they are more active on their Instagram than they are on Facebook, which I found sort of odd. You would think if they are more active on Instagram, they would have more followers there as opposed to Facebook. As seen in the excel chart, the Facebook audit showed a very high following of consumers, put they have not made any recent posts in several months, since November of 2025 to be exact. Dove has not been consistent nor very active with their Facebook postings. Out of the 25 posts audited on Facebook, only two of them were posted in 2025 and three posts made in 2024, all the rest date back to previous years way back. The posts that have reached the largest numbers and have been the most effective have been the posts that really engage their audience by asking question such as “What Dove products do you use in your shower?” – made with a very aesthetically captivating reel of a woman modelling Dove shower products in the shower. This has gotten the most likes of about 1,700. The second highest post on their Facebook page would be the reel about women sports and the number one reason why women are quitting is due to low-body confidence. This post has garnered the most response in the comments section. The highest number of comments from the audited posts, cultivating a response of 687 comments. And the third highest post was also around the same number of likes as the second post at about 1,500 likes – the post being about Dove bathroom collections over the summer.

Instagram Audit

Dove are much more active on their Instagram page than on their Facebook, however with less followers. Dove has 1.2 million followers on Instagram. They post quite regularly on their Instagram day to day. Their presentation looks somewhat similar across posts on their Instagram as far as similar or repeated uses of colors across posts. Their Instagram story highlights are very broken-up and assorted among topics. Their most successful post is of fairly recent – January 15th the Dove x Bridgerton reel post at 27.5 K likes and the highest number of comments on Instagram of about 721. It’s a very visually stunning video post they made – a lot of color and costumes, almost like a masked ball themed video advertising for Dove.  The second highest post was their video regarding body care accessories – four different colors and flavors of Dove care accessories. The third highest post is very recent, being three days ago – a Muppets Sesame Street sing along reel celebrating natural hair in celebration of Black History Month, reaching at about 15,000 likes

Conclusion/Recommendations

Dove has a very appealing social media presence on their Instagram more than their Facebook. Some of my suggestions would be perhaps to be more advantageous with their Facebook and to maybe perhaps replicate that same layout or social media presence on their Facebook and keeping up frequent rate of postings. I would also recommend keep posting reels since they seem to do the best at reaching their audience - specifically post reels that promote new products on the market or new campaigns of a certain product. I would also recommend, formulating questions that really drive discussion from their audience, for example the post made on their Facebook about which Dove shower products they favor most - maybe more questions of that caliber. Drive discussion, facilitate audience engagement, being more active in the comments section. Those are just some recommendations I had after conducting my social media audit on Dove.