The beauty industry has seen its fair proportion of modifications over time, maybe far more than some other business. Manufacturers have come and gone, however some endured and have already constructed a powerful legacy.
Such is the case with Dove, which regardless of being 60+ years outdated, is a model that retains up with the occasions and thrives on social media. Dove is now one of many world’s most beloved private care manufacturers.
And it’s not simply the merchandise that makes this model stand out, its advertising technique additionally performs a serious function on this course of.
Keep on studying to know what’s Dove’s social media technique and what makes their strategy to advertising so distinctive and highly effective.
- What defines Dove’s strategy on social media?
- Dove’s social media strategy on Instagram
- Dove’s social media strategy on TikTok
- How to perform a competitive brand analysis with Socialinsider
One doesn’t merely analyze Dove’s social media technique, at the very least not earlier than taking a great have a look at their total advertising technique and determining what makes it stand out.
Given their longevity within the magnificence business, this model may have very nicely didn’t sustain with the occasions and traits, however as an alternative they turned pioneers in cause-based advertising.
When Dove first began difficult the established order and taking over physique empowerment associated subjects on social media again in 2004, it was an business first.
Since then, they’ve been busy breaking stereotypes and redefining magnificence requirements, which has introduced them huge quantities of free advertising protection and helped construct their repute.
Their compelling advertising technique transcends product promotion, elevates the model’s place throughout generations of girls and succeeds in making a neighborhood of people who share their values.
Given all this, it is smart that Dove’s social media technique ought to mirror the identical values and promote the identical causes.
Their tone of voice throughout all social media platforms is emotion-driven, considerate and empathetic, though it does fluctuate barely based mostly on their target market (i.e. extra casual on TikTok).
Taking a look at their Instagram and TikTok presence particularly, I seen that a whole lot of their content material is constructed round a number of pillars:
1. Shopper empowerment over product push. This strategy allows them to attach extra deeply with their viewers and creates a long-lasting influence.
2. Difficult the norm. That is how they seize the eye of shoppers who’re uninterested in unrealistic magnificence requirements.
3. Creating conversations, even when they’re difficult or uncomfortable. Their campaigns encourage open discussions about delicate but essential subjects, vanity, physique picture, and psychological well being.
4. Storytelling by way of video. Dove is conscious of the facility of video in on-line advertising, which is why they prioritize it as a format on the subject of emotional storytelling.
5. Maintaining with the occasions and traits. Their model messaging has developed alongside the wants of their neighborhood and method essential points are being mentioned by youthful generations.
It doesn’t matter what platform we’re speaking about, one factor is for certain, no Dove social media put up is random. Every one in every of them is nicely thought out, deliberately shared and almost definitely a part of a global campaign with vital social influence.
Instagram is Dove’s second largest channel (judging by the variety of followers) and essentially the most energetic (judging by whole engagement and numbers of posts).
Their content material on this platform is a well-thought mixture of promotional posts (asserting or highlighting new or widespread merchandise) and physique empowerment posts, though it does are inclined to lean extra in direction of the latter.
A lot of Dove’s technique on Instagram revolves round their many hashtag campaigns.
Certainly one of their largest model initiatives, the Dove Self Esteem Project, is an ongoing international marketing campaign created again in 2006 that goals to construct vanity and physique confidence in younger individuals. Over the previous yr, this hashtag was current in round 10% of whole posts on the official Dove Instagram account.
One other widespread marketing campaign hashtag – #letschangebeauty (which deliberately describes the model’s core goal) – is so closely used that it may be discovered among the many high Instagram hashtags (each by utilization and engagement).
Instagram is the place the place we will discover Dove’s strongest tales – usually instructed in video format. Their posts usually spotlight deeply private and weak tales of girls dealing with physique points, cultural pressures, discrimination, misrepresentation and so forth.
With that in thoughts, it’s simple to know why this post is by far the most effective performing put up on their Instagram within the final yr.
As a part of their #DetoxYourFeed marketing campaign, Dove tapped into the energy of influencer advertising and reached out to influencers corresponding to Victoria Garrick (Browne) to unfold their message and promote a more healthy method of utilizing and taking a look at social media:
Is it working?
Their Instagram technique appears to be working easily, as their stats proceed to develop throughout the board.
Their follower depend has gone up by 20% during the last 12 months.
The variety of impressions generated by their Instagram posts has additionally climbed considerably.
By way of best-performing put up varieties, Reels appear to be main the best way on the subject of engagement:
Over time, Dove’s content material has earned a repute of being fairly heavy and emotion-driven. Whereas that’s by no means a nasty factor, it does imply that the tone of voice must be barely altered on the subject of sure social media platforms, corresponding to TikTok.
Subsequently, on TikTok, Dove stays true to its worth and continues to advertise self-acceptance and physique positivity, however in a lighter method than on Instagram.
Right here’s an instance:
@dove PSA: You’re precisely the place you’ll want to be, irrespective of how outdated you might be 💖Girlhood can really feel overwhelming, so go simple on your self. What’s one factor you’d inform your youthful self? #Dove #Girlhood #DearYoungerMe #YoungerSelf #DoveSelfEsteemProject #WriteALetter #Womanhood ♬ original sound – dove
After all, their account can be dwelling to a whole lot of comedic posts, memes and popular culture references, that are all a good way of attracting youthful viewers and retaining them .
@dove GRWM to welcome the ✨good vibes ✨ Inform us which Dove physique wash provides you good vibes everytime you use it 🫧 #Dove #BodyWash #ShowerTok #MercuryRetrograde #GoodVibes ♬ original sound – dove
It additionally options some behind-the-scenes content, within the good ol’ authenticity TikTok style.
Their high performing put up (by engagement) from the final 12 months is a brief (5 seconds) product promotion put up.
@dove I remorse nothing 💁♀️ ¼ moisturizers 💖 Wealthy, whipped texture 🍦 Creamy coconut scent 🥥 Smooth, clean, glowing pores and skin ✨ #Dove#DovesonsWhy #B#BodyPolishS#SelfCareS#ShowerTok ♬ Calm LoFi song(882353) – S_R
Is it working?
Equally to Instagram, their technique appears to be hitting the fitting spots, since their numbers are trying superb.
For instance, their follower depend has skyrocketed up to now 12 months:
Their TikTok engagement has additionally gone up, and spiked a number of occasions all through the final yr, which normally signifies virality.
“Making it” on TikTok as a pioneer model within the beauty industry, coping with heavy content material, significant conversations and nice social duty is one thing nicely value celebrating.
Dove has discovered a method to protect the essence of their content material technique on TikTok, however alter it simply sufficient to make it extra accessible to youthful generations.
4. The way to carry out a aggressive model evaluation with Socialinsider
Manufacturers don’t exist on an island. Every one belongs to a particular area of interest or business, and because of this, it competes with different manufacturers. Such is the case, after all, with Dove as nicely.
Utilizing Socialinsider, I ran a fast competitive analysis on one in every of Dove’s high rivals – Nivea – to see how Dove stacks up towards this model’s efficiency.
My aggressive model evaluation began within the Benchmarks part, the place I seemed on the two manufacturers from a cross-channel perspective. Seems that, regardless of having the same variety of followers, Dove has a far higher attain however decrease engagement and video views.
For a extra particular, side-by-side comparability of the 2 manufacturers, I used the Evaluate function. On Instagram, Dove is a transparent winner, with extra engagement, extra frequent posts and a bigger follower depend.
On TikTok, the scenario is reversed, which is smart given Dove’s tone of voice and distinctive model id. Nivea’s content material is a lot better fitted to TikTok as a result of it’s not as heavy or emotionally-charged.
Last ideas
It’s fairly a problem to sum up Dove’s social media technique in a number of phrases, given the complexity of their advertising strategies and the model’s longevity within the magnificence business.
Manufacturers normally align themselves with international actions and causes however Dove is a pioneer in its business and has remained firmly dedicated to empowering girls by way of their quite a few advertising campaigns and highly effective messaging.
