The brand I chose to analyze its key metrics between organic and paid strategies was the ready-to-wear lounge wear brand Daphne. Daphne was created in 2025 by social media influencer, reality star, and podcast host Paige Desorbo. Paige was inspired to create Daphne after not being able to find ready-to-wear lounge pieces that would be comfortable to sit in at home on the couch, but also be ready to grab a coffee with a friend. Paige announced the brand in June of 2025 to her following of 1.6M followers on Instagram. 

I chose to specifically narrow in on the brand’s Instagram and its key metrics. The first metric I chose to look into was the following count. Daphne, as of January 2026, has acquired a following of 158K since its launch in June. When compared to founder Paige Desorbo’s follower count, there is definite room for growth for the brand’s exposure.  

From my scroll and study of the profile, Daphne tends to average about 200-400 likes on each post. This is obviously very low for the high follow count the brand has. To reference Understanding Social Media ROI by Olivier Blanchard, I then moved on from the “vanity” metrics, like follow counts and likes (while not to negate its importance for the brand’s ability to grow) and began to break each post for more concrete data points that will tell me more about the actual exposure and reach the brand has at this current moment. Going further into the brand’s engagement, each post typically receives a range of 2-40 comments, depending on the call to action in the post’s caption. The posts with the most comments featured actual people or models in the posts, rather than the BTS brand posts, for the process of creating each “drop” for the line. Which was something I made note of, as this is a brand created by a reality personality, so the consumer liking and engaging in posts that featured her or actual people made sense to me. I also noticed Daphne posted a majority of organic or UGC posts rather than sponsored ads or collaborations.

I began to zoom out on the social media profile in order to gather what appears to be Daphne’s main priority on its Instagram. As previously stated, this is a new brand, so it appeared to me that Daphne is focused on narrowing in on what their ideal consumer actually is and what the brand image will become in order to attract them. Daphne began its Instagram posting behind- the-scenes to the launch and creation of the brand’s first capsule collection and then pivoted to more people-facing content, whether it be through using fellow social media influencers as models for its newest items or Paige herself. I believe this was an intentional shift of the brand, realizing the people who want to buy from this brand want to buy a piece that connects to a social media/ reality personality who has either a lifestyle or literal style they are actively trying to achieve. 

When it comes to improvements the brand can make, I think the brand could benefit from utilizing more sponsored posts from fellow social media personalities that align with the chic, easy, on-the-go vibe the brand’s clothing represents.  This could also help Daphne begin to tailor and zone in on their ideal consumer and create a full persona for whoever that may be.

Sources:

Blanchard, O. (2011). Social Media Roi: Managing and measuring social media efforts in your organization. Que.