Rhode’s Approach to Organic and Paid Social Media
By Zoe Kasinskas
Rhode is a skincare brand founded by Hailey Bieber with a focus on intentional, science-backed skincare. Built on values of simplicity, accessibility, and transparency, Rhode has positioned itself as a relatable brand, which is an approach that is strongly carried through their social media presence. In just a few years, the brand has built a massive digital following and a highly engaged community across social platforms.
Organic Social Media Presence
Rhode has profiles across several social platforms, including Instagram, TikTok, Facebook, YouTube, LinkedIn, and Threads. However, the brand is most active on Instagram and TikTok. Rhode currently has approximately 3.9 million followers on Instagram and 1.9 followers on TikTok, with TikTok content earning over 61.8 million total likes.
So far in January 2026, Rhode’s organic performance includes:
Instagram (24 posts)
1.2 million likes
7,819 comments
9,186 reposts
TikTok (41 posts)
5.7 million views
321K likes
3,693 comments
19,618 shares
10,864 saves
These numbers show that people are actively engaging with Rhode’s content. According to Hootsuite’s social media metrics framework, shares and saves are especially strong signals that content is resonating and providing value, not just generating surface-level attention. Shares help extend the content’s reach to new audiences, while saves suggest that users find the content valuable enough to revisit later, often as part of their decision-making process before purchasing.
Posts featuring Hailey Bieber consistently perform best on both platforms. This makes sense given her existing audience. Product sneak peeks, skincare routines, and minimalist lifestyle content also performs well and aligns closely with Gen Z preferences, helping explain why content performs so well on Instagram and TikTok in particular.
Paid Social Media Presence
In addition to organic content, Rhode runs paid campaigns across Meta platforms, including Instagram, Facebook, and Threads. These ads are highly product-focused and designed to drive purchases on specific items, including new and limited-edition launches. Some paid ads also repurpose influencer videos, allowing Rhode to extend the reach of content that already feels native and authentic.
Rather than relying heavily on traditional direct-response advertising, Rhode primary uses paid social as a supporting tactic. Organic content builds trust and awareness, while paid media helps scale visibility for products once interest has already been established. This approach aligns closely with Sprout Social’s recommendation of a hybrid strategy, where organic efforts lay the foundation and paid efforts amplify what’s already working.
Rhode also leans heavily into influencer and creator partnerships. Most recently, the brand sent out PR packages for an upcoming product launch, which resulted in a wave of creator-led content. These efforts help to expand reach without feeling overly promotional.
Key Metrics Driving Strategy
Based on observable data, Rhode seems to prioritize engagement-focused metrics such as likes, comments, shares, and saves. On TikTok especially, saves and shares indicate content that audiences find valuable enough to revisit or recommend. Views and reach support awareness, while paid efforts likely prioritize CTR and conversions, even if those metrics are not publicly visible.
Opportunities for Improvement
While Rhode’s strategy is effective, there are opportunities to optimize further. One opportunity is expanding educational content by featuring members of their Advisory Board, such as their cosmetic chemist and dermatologist. Short-form videos explaining ingredients, formulations, or skincare science could add depth while still aligning with the brand’s minimalist tone. Skincare is a big trend currently, and people may be interested in learning more of the science behind it.
Another opportunity is experimenting more intentionally with paid media on TikTok. Given TikTok’s strong discovery-based algorithm and high engagement rates, running more structured paid campaigns could help Rhode reach new audiences beyond its existing follower base. TikTok ads could also support product launches by driving awareness earlier in the funnel and capturing purchase intent while interest is high, complementing the brand’s already strong organic performance.
Overall, Rhode demonstrates how a strong organic foundation paired with strategic paid support can drive both community growth and business results.
01/24/26