Decoded · Beauty · October 30, 2026
rhode on Instagram, decoded
rhode's engagement rate is the highest in this set at 2.1% on 5.5M followers, and every pillar sits above 6%. Creators appear inside launch reels rather than as a separate pillar, which is the pattern to copy: the creator demonstrates, the brand owns the moment. Scarcity mechanics do the rest.
Content pillars, by engagement
Share of posts and average engagement per pillar. A pillar that is small in share and large in engagement is the engine.
Who follows them
Beauty-forward women aged roughly 18 to 35 with disposable income who value founder credibility and creator recommendations over traditional advertising, and engage most with seasonal collections and limited-edition exclusivity.
Where the audience is
- Los Angeles, US · 12%
- New York, US · 10%
- London, UK · 8%
- Toronto, CA · 5%
- Sydney, AU · 4%
What works, gaps, learnable
What works
- Launch reels that feature creators demonstrating the product, with urgency copy, consistently outperform.
- Founder-adjacent content earns roughly 3.5 times the engagement of celebrity testimonials; the authentic brand voice is the asset.
Learnable
- Time-stamped launches with a waitlist convert anticipation into pre-launch conversation volume.
- Multi-use positioning for one product (base, mixer, highlighter) widens purchase consideration.
Gaps
- No carousels or static images, so no scrollable product detail or educational formats.
Top posts in the sample
| Format | Likes | Comments | Why it worked |
|---|---|---|---|
| reel | 364,895 | 2,941 | A three-word seasonal teaser with no product specification; mystery outperformed detail. |
| reel | 212,635 | 1,609 | Founder-led look with a product breakdown; authenticity outpaced testimonial formats. |
| reel | 211,696 | 1,538 | Retail expansion news paired with limited-edition access; a distribution milestone framed as scarcity. |
Decode any brand yourself
In Radar at /strategy, or as one ask in ChatGPT or Claude with Zaver connected. The assistant calls decode_brand_strategy. A decode is reused free for seven days.
decode @rhode's Instagram strategy: pillars by engagement, format split, partnerships, gaps, and the audience persona. then compare it with @ourbrandQuestions
What content works best for rhode on Instagram?
Product launches is the pillar with the highest engagement in the sample, averaging 7.2% on 58% of posts. Launch reels that feature creators demonstrating the product, with urgency copy, consistently outperform.
What is rhode's weakest pillar?
Tutorials and how-to, averaging 6.1% on 25% of posts.
Who follows rhode?
Beauty-forward women aged roughly 18 to 35 with disposable income who value founder credibility and creator recommendations over traditional advertising, and engage most with seasonal collections and limited-edition exclusivity. Top audience locations: Los Angeles, US 12%, New York, US 10%, London, UK 8%.
How was this produced?
Zaver's strategy decoder read rhode's last 12 public Instagram posts, a follower sample and comments on the top posts on October 30, 2026, and reported pillars by engagement share, format split, partnerships, audience persona and strategy notes. This is Zaver's analysis of public content, not a statement by rhode.
Go further
Playbook: decode a competitorPlaybook: benchmark against competitorsAll decoded brandsResearch
Zaver's analysis of rhode's public Instagram content as of October 30, 2026. Figures change; captions are not reproduced. Not affiliated with or endorsed by rhode.