Report Introduction

In the current landscape, where social media platforms have become key in shaping consumer behaviors, the beauty and skincare industry is leveraging these platforms to effectively engage with its audience. Brands like Rhode, founded by Hailey Bieber, are tapping into the power of Instagram to cultivate a strong brand identity and connect with consumers on a deeper level.

This report will explore the marketing strategies employed by Rhode, focusing on the brand’s Instagram presence, content types, influencer partnerships, and user-generated content (UGC). Through case studies such as Rhode’s product launches and collaboration with influencers, we will analyze the tactics that resonate with consumers, boost brand visibility, and foster engagement. The report also includes insights on Rhode’s successful strategies and provides recommendations for similar brands looking to optimize their social media marketing approach.

The analysis covers data from January 1, 2024, to December 31, 2024, sourced from publicly available Instagram content, focusing on the performance metrics of posts, buzz, and influencer collaborations.

Core Insights

Brand Overview: Rhode, founded by Hailey Bieber in 2022, focuses on offering simple, effective, and affordable skincare products. The brand emphasizes simplicity, affordability, authenticity, quality, transparency, and personality.
Social Media Strategy: Rhode's Instagram content includes a balanced mix of official posts, user-generated content (UGC), and ads, with UGC accounting for over 90% of all posts. Product-focused content dominates, showcasing real-life scenarios like skincare routines, traveling, and makeup.Hailey Bieber’s personal lifestyle plays a central role in branding, blending her beauty philosophy and everyday life with subtle Rhode promotion.
Content Performance: Product shots and skincare routines generate the highest engagement.Founder interviews also perform well due to Hailey Bieber’s influence.The brand’s ads and UGC both focus on product usage, with UGC being particularly influential in building trust and brand loyalty.
Influencer Strategy: Rhode works with micro and mid-tier influencers for authentic and high-volume collaboration, while mega influencers are selectively used for added visibility.The influencer partnerships are driven by reach and relatability, with many collaborations linked to Hailey Bieber’s personal network.
Key Marketing Periods: New product launches typically generate high buzz, especially during January–February, June, and October–November.Product teasers are often shared 10–20 days prior to launch, especially by Hailey Bieber herself.
Overall Insights: UGC is the dominant content type, reflecting the brand’s strategy of fostering consumer engagement and trust through organic, real-life product experiences.Paid ads are used sparingly but complement UGC, especially around promotional events and product launches. The synergy between ads, UGC, and influencer content enhances brand visibility and consumer loyalty.
Conclusion: Rhode’s social media marketing strategy capitalizes on authenticity, real-life scenarios, and influencer collaborations to drive engagement and consumer trust, positioning the brand effectively for growth.