Diving Deeper into Dove
Updated: 5 days ago
The purpose of this social media audit is to simply explain the data collection from Dove’s twenty-five most recent posts on Facebook and Instagram, which I began analyzing on September 22nd, 2026. They emphasize the importance of healthy skin, aim to change beauty standards, and raise self-esteem in the next generation. Dove has been around since 1957, so it is a trusted brand that many people have known and used for years. Customers have shared their honest thoughts online, which has resulted in both positive and negative comments. Although the brand isn’t perfect, Dove has stayed relevant by keeping up with trends such as sugar scrubs, holiday scents, and hair care.
Facebook Audit Report
Facebook page: https://www.facebook.com/DoveUS
Social Media Handle: @Dove
Number of Posts Collected for Audit: 25 most recent posts
Key Performance Indicators:
Total Likes: 21,746
Total Comments: 5,306
Total Shares: 1,203
Number of Profile Followers: 26 Million
Top 3 Facebook Posts:
Post 1: August 28, 2023
Likes: 1,500
Comments: 1,300
Shares: 28
Total KPIs: 2,828
Post 2: February 2, 2024
Likes: 1,600
Comments: 673
Shares: 380
Total KPIs: 2,653
Post 3: July 12, 2023
Likes: 1,700
Comments: 479
Shares: 137
Total KPIs: 2,316
Engagement trends and content effectiveness on Facebook
Dove’s engagement on Facebook remains extremely inconsistent, which surprised me because they have so many followers. Although Facebook is not used as often in 2026, it still allows Dove to reach an older audience who follows the brand. One way Dove could improve would be to engage more with customers and create content specifically designed to catch the attention of Facebook users. This could help increase interactions and make their Facebook page more active.
Instagram Audit Report
Instagram page: https://www.instagram.com/dove
Social Media Handle: @Dove
Number of Posts Collected for Audit: 25 most recent posts
Number of Profile Followers: 1.4 Million
Key Performance Indicators:
Total Likes: 117,401
Total Comments: 1,877
Total Shares: 119,278
Top 3 Instagram Posts:
Post 1: September 7, 2026
Likes: 63,200
Comments: 681
Total KPIs: 63,881
Post 2: September 12, 2026
Likes: 19,700
Comments: 100
Total KPIs: 19,800
Post 3: September 10, 2026
Likes: 10,400
Comments: 269
Total KPIs: 10,669
Engagement trends and content effectiveness on Instagram
Dove’s Instagram content has more engaging and creative content. A post that stood out, was post 1, a collaboration with two other Instagram accounts where an interviewer asks people, “What’s your take?” The video was quick, simple, and funny, which made it more interesting to watch. The product was included in a way that did not feel like a forced advertisement or obvious partnership. This type of fun and relatable content can help Dove catch people’s attention while still showing how their product works.
Dove’s Social Media Presence: The Good and Bad
A strength is Dove’s consistent brand messaging that centers around body positivity and self-esteem. Their posts feature real people actually using the products, which helps build trust and authenticity with their audience. They make these posts personable by following trends, for example, what products to use for an everything shower or stocking up on holiday scents.
Dove also does well interacting with followers by responding to comments, either positive or negative. By doing this, they initiate discussions about beauty standards, which increases the number of loyal customers who enjoy the personal community interactions. But if a follower has a complaint, I noticed Dove immediately replies to help the customer or let them know they have been privately messaged.
Although Dove aims for a positive, trustworthy brand image, many posts receive negative feedback regarding false advertising. Many comments have expressed a disconnect between the brand’s message and its product advertisements, which can affect other customers' opinions on future Dove purchases. Dove has addressed past controversies, but occasional negative comments still appear on posts, which shows that the brand’s negative reputation is consistent. The biggest weakness that has led to this issue was a scandal in 2017 regarding models using a product. This advertisement showed a darker-skinned woman removing her shirt, transitioning to a white woman. This ad suggested that using Dove’s Deep Moisture Body Wash means lighter skin is cleaner, which came off as terribly wrong and racist.
Recommendations to enhance Dove's social media performance
Post more consistently on Instagram and Facebook Dove should aim to post daily or more consistently on Instagram and especially Facebook. Since both platforms can be connected through Meta, Dove can share the same content at the same time, without having to create two completely separate posts. Posting more consistently would help Dove stay relevant on feeds and give the audience more opportunities to interact with the brand, resulting in Dove having an excellent brand image.
Do more collaborations with people and events I noticed many posts that performed well included people with a Dove product. A partnership with someone who has a large audience could introduce Dove to potential new customers. These partnerships could also create more engagement and conversations around Dove's products and campaigns. People who fit the brand's values should be chosen so the partnership feels natural rather than just being an advertisement.
Partner with trending celebrities or influencer creators Dove could work with a trending celebrity or popular creator to bring more attention to the brand. By doing so, it allows new customers to try a product that fits their needs. This would also create more engagement leading to more sales for the brand.
Conclusion
Overall, my Dove social media audit shows that the brand is doing well, especially when it comes to Instagram engagement and the quality of their content. However, there is still room for improvement, especially on Facebook. Dove can take this new opportunity to grow and find new ways to connect with the followers. Successful brands are those who continue to adapt and improve as social media and the audience changes.
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