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Social Media Audit

Audit by Jamilla Philson

Dolls Kill

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Social Media Platforms

3,346,974 followers

955,700 followers

872, 037 followers

52,800 followers

7,333 followers

19, 700 followers

✦ Dolls Kill ✦

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Instagram

@dollskill

Averaging about 6 post per day, Dolls Kill’s instagram masters the ability of creating engaging content for their alternative and funky fan-base. A lot of their posts are quite provocative, but showcase individuality and expression in one’s body.

The overall brand perception is generally mixed and fairly neutral. While Dolls Kill has a large fan-base and following, they receive many mixed comments on their items and their controversial past. Their comments range from things like “OMG very beautiful” to “Nope I don’t like it” on their photos.

There is definitely room to grow with their social media and there is a distinct pattern that they follow in content that they post. Content with models/influencers bring in less engagement than just product photos.

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What are people saying about the brand?

Inspiration + Admiration

Confusion + Questions

Dislike + Distrust

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Hashtag Analysis

While Dolls Kill lacks external hashtags on their post, they do follow the hashtags listed in the chart most likely to view content that their customers create with their products and find its potential to post. Dolls Kill rarely uses hashtags on their physical posts and I think they could benefit greatly from that, even if it were just a couple a post, instead of one/two within every ten posts. Besides this, Dolls Kill separates their hashtags by their collections with other brand like Bratz, Hello Kitty, and Current Mood Clothing. While this is an interesting tactic, these hashtags have some of the least engagements compared to their own #DollsKill hashtag.

Replacements

Because of Dolls Kill’s following, their hashtags should fall into the range ones with 17 million - 170 million posts in them. They use #OOTD, which has 354 million posts, which is way too many posts and their content will get lost. Instead, they could use something like #OOTDfashion (20 million posts) to get more engagement. Similarly, they use the hashtag #CMood (for current mood clothing) which only has 1.9k posts in it. Instead they should use the hashtags #CurrentMood (3.4 million) and the one they follow #CurrentMoodClothing (17k). Even though this is below their range, these hashtags will still have them rank higher in the niche they are trying to represent in their posts.

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Tiktok

@dollskill

Averaging about 3 post per day and 21 posts per, Dolls Kill’s tiktok has gained a following among Gen-Zers with styling videos and unboxing clothing hauls, which is where content creators will show all of the clothing they’ve bought to been sponsored with. These unboxing hauls are very big on Tiktok and Youtube and draw in a massive crowd.

Majority of their content, 16/21 posts, are content from other users that they repost and also share on Instagram. The rest of the posts are comprised of collection edits and shoe lookbooks.

The visuals are bright, glamorous, and reminiscent of subcultures in the late 90s and early 2000s/Y2K.

Some opportunities to improve on their content would be posting more in a day, anywhere from 4-6 videos and staying on trend with sounds, memes, and younger culture on Tiktok.

76% of posts are sourced content from creators, customers, and influencers

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Twitter

@dollskill

Dolls Kill’s Twitter shows consistency in branding, color scheme , bio/link information, but lacks consistency in posts and engagement

Averaging 8 posts per day, Dolls Kill utilizes Twitter by posting product photos, polls, and collection updates. One thing that Dolls Kill does very well on Twitter is use of emojis and slang to be more relatable to its target audience.

Although they currently have 52.8k, they receive extremely low engagement on their posts (anywhere from 20-40 likes). They also try to seek engagement by creating responsive comments, that few to little people are responding to. Unlike the other platforms, their feed isn’t mostly sourced, and they are creating most of the content themselves. The posts on Instagram and Tiktok are more closely related than the Twitter feed.

They can change this by being more interactive with their followers by offering things like giveaways and posting more often and remaining consistent with their bigger platforms. They could repost similar content including videos to their Twitter. Twitter is also one of those places where they could thrive off of trends and memes.

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YouTube

@dollskill

Key Metrics

Videos : 145

Total Views: Total Views: 2,648,065

Average # of videos made per year: 19

Most Watched Video: ASMR w/ KatieLoo | Dolls Kill

How many views did it get: 312, 777

Are Videos Monetized? Yes

Key Takeaways:

They have an amazing platform and there is a lot of room for growth
They should focus on more content with celebrities and create longer videos to make more of a profit with adclicks + advertising
Its organized very well in its playlist tab + community tab and its very helpful and clean
It would benefit them to change their banner to the same one on Twitter or on Facebook

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Facebook

@dollskill

Averaging about 5 posts per day, Dolls Kill has perfected the catering to the Facebook algorithm as their competitors has less than half the amount of followers.

Although the competitors are younger and utilize social media with a younger audience (ex:Instagram) and they competitors don’t post as often on Facebook, Dolls Kill knows exactly what they’re doing to gain followers.

This is their third highest ranking follower count on social media, and their branding shows consistency with their other well branded accounts like Instagram and Tiktok.

They get a consistent amount of engagement 50-200 likes per post and 1-10 comments, but still not enough based on their Facebook following.

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Facebook posts

Some of Doll Kill’s most popular Facebook posts are product posts with links and emojis, which shows relatability and efficiency.

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@dollskill

There is a large opportunity here for Dolls Kill to build their brand further by using LinkedIn. The only postings that they have on LinkedIn is job posting for new positions which are added almost every month including CFO and Product Developer.

There is a large opportunity for Dolls Kill to utilize this social media to build their community. Credited as the “Fastest Growing Retailer in the US” they should be posting updates to LinkedIn, like giveaways or deals/offers/and sales that they are having.

Because LinkedIn is credited as a networking and business space, it would also be beneficial to post about the employees that work for Dolls Kill, their positions/what they do, and why they love working there. This way, there is more faces associated with Dolls Kill and seen more as a community than just a big retailer. They could do the same with celebrities who wear and promote Dolls Kill as this seems to be some of their most engaged posts on other social media accounts.

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Competitor Analysis

Dolls Kill

IAMGIA

Jaded LDN

vs.

“delivers a curated collection of statement wardrobe essentials in bold styles and contemporary fabrics, designed to wear trans seasonally, anywhere.”

“is an online boutique featuring a rebellious spirit and attitude, mixed with a bit of punk rock, goth, glam and festival fashion.”

“Jaded London is an urban streetwear brand loved by the likes of Rita Ora (left) and Ellie Goulding that is set for huge success. +10. Ellie Goulding snapped up this Jaded London tee on a trip to Urban Outfitters. Jade and Grant Goulden founded Jaded London in the summer of 2013.”

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Competitor Analysis

IAMGIA

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Social Media Platforms

1,060,592 followers

55,400 followers

5,200 followers

0 followers

(account made but is private)

990 followers

45 followers

(account made but no videos)

✦ IAMGIA ✦

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Social Media Platforms - IAMGIA

Username: @iamgia

Verified Account: Yes

Bio in link: Yes

Mission/Branding in bio: No, just contact information

Matches style guidelines/consistency: Yes

Bio: Link and contact information for press and celebrities

Followers: 1.1 million

Following: 3

Posts: 5,585

Overall engagement: 0.38

Username@:iamgia_

Verified Account: Yes

Bio in link: Yes, but not hyperlinked

Mission/Branding in bio: No just website and shipping policies

Matches style guidelines/consistency: Yes

Followers: 55.4k

Total views: 343.3k

Average likes: 10,578

Average comments: 9

Average shares: 8

Max likes/shares: modeling/influencer video

Max comments: modeling/influencer video

Username: @i.am.gia

Verified Account: No

Bio in link: Yes

Mission/Branding in bio: No, just shop link

Matches style guidelines/consistency: Yes

Followers: 5200

Page likes: 4905

Average likes: 4

Average comments: 0.05

Average shares: 0.01

Max likes/shares: tiktok couple modeling/influencer picture

Username: @I.AM.GIA

Verified Account: No

Bio in link: Yes

Mission/Branding in bio: Yes

Matches style guidelines/consistency: Yes

Post: 0

Followers: 990

Job listings: 0

Username: I am Gia

Verified Account: No

Bio in link: No

Mission/Branding in bio: No

Matches style guidelines/consistency: No, no posts

Subscribers: 45

Videos: 0

Comments: 0

Total Views: 0

Username: @iamgia

Verified Account: No

Bio in link: Yes

Mission/Branding in bio: No, just contact information

Matches style guidelines/consistency: No, no posts

Follower: 0

Tweets: 0

Average likes per tweet: 0

Average retweet: 0

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Instagram

@iamgia

Averaging about 6 post per day, IAmGia’s instagram is their most followed social media page. They use zero hashtags on their posts and minimal emojis. They have pretty low engagement (under 1.00) under majority of their posts.

There posting schedule is consistent and simple and has a theme within each row of three, whether it’s the color, style, or photoshoot.

Unlike Dolls Kill, every post on I Am Gia’s page has a model (whether during a photoshoot, influencer, or customer) in it and doesn’t include flat lays or just product photos. This can both be an advantage and a disadvantage, as shown on Doll Kill’s page, the product photos tend to do better, but the modeling photos here show the brand’s signature and personality.

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Instagram - @iamgia

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Iamgia - SWOT

Strengths

Has a great pattern and posting schedule that is consistent and aesthetically pleasing

Threats

Weakness

Has low engagement across most social media postings/not engaging with their audience enough
Doesn’t utilize the social media accounts they have opened but haven’t posted anything (Youtube + Twitter)

Opportunities

IAMGIA has the opportunity to use their platforms that they have an account on and use it to further build their community

Privating a social media account, like on their Twitter, shows distrust to the public and makes it seem like the brand is hiding something

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Competitor Analysis

JADED

LDN

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Social Media Platforms

630,000 followers

58,300 followers

16,970 followers

2382 followers

2567 followers

64 followers

(across 2 channels)

✦ Jaded LDN ✦

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Social Media Platforms - Jaded LDN

Username: @jadedldn

Verified Account: Yes

Bio in link: Yes

Mission/Branding in bio: No

Matches style guidelines/consistency: Yes

Bio: Link to new collection

Followers: 630k

Following: 2290

Posts: 7412

Overall engagement: 2.84

Username@:jadedldn

Verified Account: Yes

Bio in link: Yes,

Mission/Branding in bio: No just link to shop and a hashtag for their followers

Matches style guidelines/consistency: Yes

Followers: 58.4k

Total views: 355k

Average likes: 1006

Average comments: 15

Average shares: 14

Max likes/shares: lookbook

Max comments: lookbook

Username: @jadedldn

Verified Account: No

Bio in link: Yes

Mission/Branding in bio: Yes

Matches style guidelines/consistency: Yes

Followers: 16,970

Page likes: 16,448

Average likes: 18

Average comments: 3

Average shares: 0.7

Max likes/shares: lookbook of same item on different influencers

Username: @Jaded London

Verified Account: No

Bio in link: Yes

Mission/Branding in bio: Yes

Matches style guidelines/consistency: Yes

Post: 1

Followers: 2567

Job listings: 1

Username: I am Gia

Verified Account: No

Bio in link: Yes

Mission/Branding in bio: Yes

Matches style guidelines/consistency: Yes

Subscribers: 64

Videos: 18

Comments: 5

Total Views: 7056

Username: @JadedLDN

Verified Account: No

Bio in link: Yes

Mission/Branding in bio: yes

Matches style guidelines/consistency: no

Follower: 2381

Average likes per tweet: 3

Average retweet: 0.01

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Instagram

@jadedldn

Averaging about 3 post per day, Jadedldn’s page is displays a fun and quirky aesthetic that makes their customers want to dress just like them!

There seems to be an inconsistent posting pattern and can only be distinguished by the collections. They posting schedule isn’t frequent enough to keep up and try to compete with brands like Dolls Kill and IAMGIA.

Even though that is the case, Jaded LDN has a very good engagement rate at 2.84% for their whole page and almost every post is in the engagement rate of 2%-8%. This is extremely high for a brand and it shows that their customers are engaged and loving the content they put out.

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Instagram - @jadedldn

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JADED LDN - SWOT

Strengths

High engagement on social media (specifically Instagram +Facebook)
Shows diversity and inclusivity through its posts (with skin color and size inclusivity)

Threats

Weakness

Engagement is high on instagram but low on social platforms, but on Twitter they haven’t posted in 2 years. If you have the account, post, more engagement on all platforms is great

Opportunities

Could include more product photos or flatlays to break up the constant model pictures

A lot of its engagement, especially on Facebook, is because people are complaining about the brand and how unreliable and unhelpful their customer service is

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Top 10 Recommendations

For Dolls Kill

Improve engagement across social media
Improve overall image and work on addressing the past + and the future.
Be more responsive to complaints + concerns
Interact more with customers
Use more and better hashtags within engagement range
Have more campaigns/promotions to increase engagement
Be more relatable / follow trends especially on Tiktok
Be more human / Show the faces of the company
Focus on helping over sales
Encourage an be open to customer feedback

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Improve engagement across social media

Dolls kill has a lot of potential here to grow with their presence on social media. They have a very large following and have been building their base for years now but their overall engagement is very low. They’re engagement on their biggest platform is 0.34% which is very low.

Although they are consistent in their posting, they need to make their brand more personal and get customers more engaged. They could tackle this by creating hashtags for their customers to use to show their purchases or supporting a movement or cause like expressing individuality. They state that they want to show people that they could express their individuality through the clothing, but they could take it even a step further by creating campaigns to promote self-love through style. This would keep followers and customers more engaged than just a big retailer pushing its products on people.

2. Improve overall image and work on addressing the past + and the future.

Dolls Kill does not have the best reputation as a company. Recent controversy involving stealing designs from small brands and controversy over the BLM movement does not look good for the company. For this, the company can hire a team of skilled design experts to ensure original designs and also make an effort to show support for movements like these on their social media accounts, if not for the organization, at least for the people, especially the ones who are affected by systems of oppression who also shop at Dolls kill. It’s important to show corporate social responsibility, especially in this day and age where a lot of people are becoming more aware of company pasts and practices and more conscious of where they are spending their money.

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3. Be more responsive to complaints + concerns

On every social media account that Dolls Kill has had complaints or negative comments about the store in general. Although some were answers, not all of them seem resolved, at least in the public eye. Dolls Kill needs to have a better responsive rate and respond to comments that complain about their orders never coming in. This way customers are more trusting that Dolls Kill will be more caring about their personal needs, especially because they’re just one person, but they’re the most important person because they’re customers and this will also influence if they will come back to purchase more in the future.

4. Interact more with customers

Although they’re posting schedule is consistent, Dolls Kill does not post enough interactive comments or even interact with their comments (unless it’s sometimes responding to customers). Interacting more with comments on their posts will show customers that they’re reading the comments and find it important to engage banter with them. This could be as simple as liking some posts, or responding to some positive comments with emojis. This humanizes and shows that the brand values their customer’s responses.

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6. Have more campaigns/promotions to increase engagement

Nowhere on any platform that Dolls Kill had were there any sign of a promotion/campaign/giveaway. The only thing relatively close to this was a sales event or a collection drop. Campaigns that are interactive like giveaways draw more people and you can control the rules (sharing posts/recommending friends) that will give you more traffic and more potential customers. It was actually quite shocking that a really big business like Dolls Kill wasn’t already doing this despite the fact that they could afford it. It could be used to promote a new design or a new collection of clothing in general.

5. Use more and better hashtags within engagement range

Dolls Kill uses little to no hashtags on all social platforms. Even though they’re quite an establish brand, they could benefit from using hashtags so people who don’t know their brand can find them. To utilize hashtags, Dolls Kill can’t be using generals hashtags like #OOTD that have 350 million posts under it, but should stick to hashtags that fall within 5x-50x their follower count. This way, they can remain prevalent and attract more people to their account. They could also use hashtags to promote their products, create one for their customers to show off their items, or for campaigns.

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8. Be more human / Show the faces of the company

With changing times, people are becoming more conscious of where they spend their money and small businesses are thriving. How will a big retail business like Dolls Kill survive? They must rebrand and show more humanity through their posts. Specifically on LinkedIn, I noticed they only used it for job postings and nothing else. With LinkedIn, they have an opportunity to show humanity in their business by posting about their employees, what they’re like, why they love working there etc. It gives faces to the brand and the people that are creating/designing/working at the company and people really appreciate attaching a face to a brand, rather than just viewing it as a big corporation business figure.

7. Be more relatable / follow trends especially on Tiktok

Social Media Platforms like Tiktok thrive on trends and is ever-changing. Most of the content that Dolls Kill posts is sourced content from influencers or customers who are showing off the product, which is fine, but the content that is made by Dolls Kill itself is boring and redundant. It’s usually a lookbook of new shoes that they’ve designed, but it gets boring seeing the same content over and over again. Tiktok should be a place where they use trendy sounds and dances to catch people’s eyes and get on the better side of the algorithm. A lot of people use Tiktok to purchase products and changing up their content could be extremely beneficial.

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10. Encourage and be open to customer feedback

A lot of the engagement on Dolls Kill is negative feedback. And while it’s not always good, it’s also not always bad. Deleting comments and complaints can make the company look bad especially when people start noticing. By working on the other recommendations, Dolls Kill can welcome negative feedback and turn it into an opportunity to do better. This is also related to the fact that despite the owner having thousands of followers, remains private on Instagram, privating an account when you’re such a big figure has negative connotations and shows the public that you cannot handle drama or any problems professionally and correctly.

9. Focus on helping over sales

The customer is always right and should always come first. Even though Dolls Kill is an overall successful brand, they have a problem focusing on helping their customers or potential buyers and focus more on money. This isn’t good in the long run and people are realizing the impact they have with their money. This ties back to recommendations 3 and 4. Dolls Kill can do this by using platforms like Twitter for customer help or service (much like Depop does) when the company cannot always be reached through their website. They need to respond to people who have problems publicly while also private messaging them and helping them track their orders or figure out their problems.

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Thanks

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