Dove Social Media Audit
DOVE
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DOVE -
Hannah Stelitano
Audit of Brand Accounts
Dove is a personal care brand with their first product being the famous beauty bar. This was first launched in the US in 1957. Since then, Dove has expanded their brand in offering a variety of products for men, women, babies, and children. These products range from body wash, shampoo, conditioner, deodorant, face wash, and more. Dove’s main prescenes is seen through social media, specifically Instagram, TikTok, X, Facebook, Youtube, and Linkedin. The main focus of Dove is to embrace natural beauty and boost confidence and they use their social media outlets to further promote this message. Each social media platform has specifically crafted posts to reach their targeted audience on that certain platform. After looking at the most recent 25 posts on each platform, it is evident that each platform vastly varies in likes, comments, shares, and views.
Dove’s Instagram and TikTok platforms are most presentable and seem to have the most amount of work put into them. They participate in more popular trends on these platforms and post more frequently. Through these two platforms, Dove definitely takes a more modern approach to their content. It is more targeted towards Gen Z in terms of what trends, filters, and influencer collabs they are incorporating. On the other hand, Dove’s Youtube channel features every commercial they have aired. They do not put much focus on following through this channel and focus more on having a place to keep all of their commercials. Facebook, X, and Linkedin do not have as much interaction or traction on their accounts. This is clear because Dove does not put as much effort into their content on these accounts. Overall, Dove has a great social media presence and is truly using their platforms to grow and expand their company.
Observation of Social Media Care
After exploring the comment sections on Dove’s posts, it is evident that Dove responds to every type of comment: positive, negative, or neutral. It is clear that Dove focuses on forming strong connections with their customers and wants them to feel valued from the brand. Some examples of Dove responding to customers with positive comments include “We are so glad you love our brand and we love you too!” and “We are obsessed as well!”. When a negative comment is posted, Dove responds by directing the user to the Dove email, after apologizing for their negative experience, and saying they can submit their feedback to their development team. When asked about a general question such as ingredients or scents of soaps, Dove will respond with the answer directly to the comment. This type of engagement provides Dove with a positive brand image. Their positive remarks show that they not only appreciate their customers, but love their brand. Responding to the negative comments shows that Dove cares about their reputation and truly does not want anyone to have a poor experience with their brand. They want to help, and make this evident. By responding directly to certain comments shows that Dove is easily accessible and a brand with open communication. Overall, Dove’s approach to how they respond to comments proves their brand to be positively loyal.
Observation and analysis of Social Media Comments
After scrolling through some of the comments on Dove’s most recent Instagram reel about their dragon fruit and coconut milk body wash, I put them into ChatGPT. I asked ChatGPT a few questions about Dove and this is what it came up with:
Question: “You are advising a social media strategist. Our goal is to uncover consumer-generated content ideas for social media. Please review and analyze these Dove Body Wash Comments about their dragon fruit and coconut milk body wash. What are the top qualities of this product that people mention? What ideas to go with the product do users suggest? Are there any other trends that you notice?”
Response: “Here’s how I’d break down the consumer insights for Dove’s Dragon Fruit & Coconut Milk Body Wash based on user comments:
Top Qualities People Mention:
Amazing Scent – Users rave about the tropical, fruity, and refreshing fragrance.
Moisturizing & Nourishing – Many highlight how soft and hydrated their skin feels after use.
Gentle & Soothing – Ideal for sensitive skin, making it a comforting option.
Luxury at an Affordable Price – People appreciate that it feels high-end but is budget-friendly.
Long-Lasting Scent & Lather – The scent lingers, and the body wash produces a rich lather.
Consumer-Generated Content Ideas:
“Tropical Escape” Challenge – Encourage users to share how the scent transports them to a vacation mindset.
#SelfCareSunday Features – Showcase customers using the body wash in their self-care routines.
"Scent Pairing" Ideas – Suggest complementary lotions, perfumes, or candles for a full sensory experience.
Morning vs. Night Showers – Create content showing how users incorporate Dove into their routines.
Aesthetic Shower Shelfie Contest – Ask fans to share photos of their shower setups featuring Dove.
Other Trends Noticed:
Scent Drives Purchases – Many buy it based on fragrance alone, so scent-focused marketing is key.
Relaxation & Mood Boosting – Users associate it with stress relief and a spa-like experience.
Gift-Worthy – Some mention giving it as part of a self-care gift set”
Closing Analysis and Learnings
Overall, Dove is a great brand that truly focuses on tier customers while maintaining a stable brand reputation. In terms of social media presence, Dove puts most of their time into their Instagram and TikTok channels where they focus on current trends and influencing. Their recent collaborations make their brand stick out compared to their competitors and also draws more traction to their brand image. Dove takes a positive approach on responding to comments and shows a true interest in engaging with their audience. Moving forward, I would recommend that Dove:
Utilizes all of their platforms to their full potential to expand their target audiences.
Create more engaging content (Q and A, polls, etc) so customers have a chance to feel more connected with Dove
Expand the variety of products they offer so more people can be in use of their brand
A popular competitor of Dove is Olay. Olay is similar to Dove in terms of their products, social media appearance, and customer communication. After reviewing Olay’s platforms, I would recommend that they
Focus on personalization through their customers
Offer more partnerships with other brands to draw more attention to their individual brand
Promote more health and wellness facts surrounding their clean soaps
