The magnificence business has seen its fair proportion of modifications over time, maybe rather more than another 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Such is the case with Dove, which regardless of being 60+ years outdated, is a model that retains up with the instances and thrives on social media.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 method to advertising so distinctive and highly effective.
- What defines Dove’s technique on social media?
- Dove’s social media technique on Instagram
- Dove’s social media technique on TikTok
- Easy methods to carry out a aggressive model evaluation with Socialinsider
One doesn’t merely analyze Dove’s social media technique, not less than not earlier than taking a great take a look at their total advertising technique and determining what makes it stand out.
Given their longevity within the magnificence business, this model might have very nicely did not sustain with the instances and developments, however as a substitute they grew to become pioneers in cause-based advertising.
When Dove first began difficult the established order and taking up physique empowerment associated matters 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 popularity.
Their compelling advertising technique transcends product promotion, elevates the model’s place throughout generations of ladies and succeeds in making a group of people who share their values.
Given all this, it is sensible that Dove’s social media technique ought to replicate 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 differ barely primarily based on their audience (i.e. extra casual on TikTok).
Taking a look at their Instagram and TikTok presence particularly, I observed that a whole lot of their content material is constructed round a number of pillars:
1. Client empowerment over product push. This method allows them to attach extra deeply with their viewers and creates a long-lasting impression.
2. Difficult the norm. That is how they seize the eye of customers who’re uninterested in unrealistic magnificence requirements.
3. Creating conversations, even when they’re sophisticated or uncomfortable. Their campaigns encourage open discussions about delicate but necessary matters, shallowness, physique picture, and psychological well being.
4. Storytelling by 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 instances and developments. Their model messaging has developed alongside the wants of their group and means necessary points are being mentioned by youthful generations.
It doesn’t matter what platform we’re speaking about, one factor is definite, no Dove social media put up is random. Every one in every of them is nicely thought out, deliberately shared and most probably a part of a world marketing campaign with vital social impression.
Instagram is Dove’s second largest channel (judging by the variety of followers) and essentially the most lively (judging by whole engagement and numbers of posts).
Their content material on this platform is a well-thought mixture of promotional posts (saying or highlighting new or common merchandise) and physique empowerment posts, though it does are likely to lean extra in direction of the latter.
A lot of Dove’s technique on Instagram revolves round their many hashtag campaigns.
Considered one of their largest model initiatives, the Dove Self Esteem Mission, is an ongoing world marketing campaign created again in 2006 that goals to construct shallowness and physique confidence in younger folks. Over the previous yr, this hashtag was current in round 10% of whole posts on the official Dove Instagram account.
One other common 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 are able to discover Dove’s strongest tales – typically informed in video format. Their posts typically spotlight deeply private and weak tales of ladies going through physique points, cultural pressures, discrimination, misrepresentation and so forth.
With that in thoughts, it’s straightforward to know why this put up is by far the very best 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 reminiscent of Victoria Garrick (Browne) to unfold their message and promote a more healthy means 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 way in which on the subject of engagement:
Through the years, Dove’s content material has earned a popularity of being fairly heavy and emotion-driven. Whereas that’s by no means a foul factor, it does imply that the tone of voice must be barely altered on the subject of sure social media platforms, reminiscent of TikTok.
Subsequently, on TikTok, Dove stays true to its worth and continues to advertise self-acceptance and physique positivity, however in a lighter means than on Instagram.
Right here’s an instance:
@dove PSA: You’re precisely the place it is advisable be, regardless of how outdated you’re 💖Girlhood can really feel overwhelming, so go straightforward on your self. What’s one factor you’d inform your youthful self? #Dove #Girlhood #DearYoungerMe #YoungerSelf #DoveSelfEsteemProject #WriteALetter #Womanhood ♬ unique sound – dove
After all, their account can also be residence to a whole lot of comedic posts, memes and popular culture references, that are all an effective 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 ♬ unique sound – dove
It additionally options some behind-the-scenes content material, within the good ol’ authenticity TikTok vogue.
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, easy, glowing pores and skin ✨ #Dove#DovesonsWhy #B#BodyPolishS#SelfCareS#ShowerTok ♬ Calm LoFi music(882353) – S_R
Is it working?
Equally to Instagram, their technique appears to be hitting the best spots, since their numbers are trying excellent.
For instance, their follower depend has skyrocketed up to now 12 months:
Their TikTok engagement has additionally gone up, and spiked a number of instances all through the final yr, which normally signifies virality.
“Making it” on TikTok as a pioneer model within the magnificence business, coping with heavy content material, significant conversations and nice social accountability is one thing nicely value celebrating.
Dove has discovered a technique 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. Easy methods to carry out a aggressive model evaluation with Socialinsider
Manufacturers don’t exist on an island. Each belongs to a particular area of interest or business, and consequently, it competes with different manufacturers. Such is the case, in fact, with Dove as nicely.
Utilizing Socialinsider, I ran a fast aggressive evaluation 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 regarded on the two manufacturers from a cross-channel perspective. Seems that, regardless of having an analogous 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 characteristic. On Instagram, Dove is a transparent winner, with extra engagement, extra frequent posts and a bigger follower depend.
On TikTok, the state of affairs is reversed, which is sensible given Dove’s tone of voice and distinctive model id. Nivea’s content material is a lot better suited 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 world actions and causes however Dove is a pioneer in its business and has remained firmly dedicated to empowering girls by their quite a few advertising campaigns and highly effective messaging.
