Strategy report · Updated Jul 4, 2026
What's working for @aramiessentials on Instagram.
Arami
90.1K followers · 1.2K posts
“Your Body Is A Temple Multitasking beauty essentials with integrity made in the Lushlands of Africa 🌍 Available on aramiessentials.com & @amazon”
Engagement rate
0.80%
Per post, last 90 days
Posts per week
2.1
Niche avg 4.0
Average likes
703
14 avg comments
Post mix
Last 90 days · 1,150 posts indexed
01
Top-performing posts
The three posts pulling the most engagement in the last 90 days.
reel 8.64% engagedThe official lock in starts with one spritz 🔐 Glow Oil Forever delivers a fine mist from glass-to-skin, sealing in moisture with instant refills so you never run out ♻️ ✨ Available now on aramiessentials.com or DM us for assistance.
reel 5.02% engagedNEW: Petal Muse has arrived 🪻✨ A floral-fruity blend with a warm musky undertone created in collaboration with @choandzenbeauty for the moments between -after your shower, getting ready, heading out or winding down. Massage into damp skin or hair & let it sink in as you move through your day, unfolding at your own pace. Spend N60,000+ and get a free sample with your order (while stocks last) 💜 Now available on aramiessentials.com, in-store and @choandzenbeauty ☁️
reel 4.73% engagedSubtle, delicate & gently powerful… Our bestseller Glow Oil, applied post-shower, always guarantees nourished skin all day long ☀️
02
Content pillars
AI-clustered themes the account posts about, with example posts pulled live from Instagram.
03
Posting rhythm
Cadence and timing patterns over the last 12 weeks.
2.1 posts/week
Niche benchmark · 4.0/week
Best days
Wednesday · Thursday · Monday
Best hours
7-9am · 6-8pm
04
Signature hooks
Caption patterns the account reuses across high-performing posts.
The official [ritual/action] starts with [product] 🔐
Used 4×
The official lock in starts with one spritz 🔐 Glow Oil Forever delivers a fine mist from glass-to-skin
You're still going to do your skincare, it should just do its job ✨ Most routines don't fail because people stop
Always the first step 🫧⚓ Onyx light is a fluid black soap that moves evenly across skin
[Skin/product] doesn't [do X] overnight. It [does Y] when you [action].
Used 4×
Settled skin doesn't happen in a week. It happens when you stop interrupting it.
Oils don't transform skin overnight. They support it.
balance takes longer than a trend cycle ♾️ Stay with what works.
NEW: [Product] has arrived [emoji] [one-line sensory description]
Used 3×
NEW: Petal Muse has arrived 🪻✨ A floral-fruity blend with a warm musky undertone
More to love 💜 Glow Oil Petal Muse now comes in a bigger size, 500ml with a brand new pump
Good news for your skin ⬇️ Hydra Gel is now 15% less than before. The formula is exactly the same.
"[Direct customer quote]" - @[handle] on [product]
Used 3×
"It smells edible, like I can eat this... moisture that actually lasts." - @rolake.a on Ore's Cheesecake Dream Butter
"Which Arami product have you emptied and come back to? And what made you keep reaching for it?"
In Good Company with @ibi_moneystart 🤍 The problem has never been money.
Clear/clean [result] [adverb] [verb] [scent/product] differently ✨
Used 3×
Clear skin holds scent differently ✨ Onyx Light creates a clean, balanced base so nothing competes.
Onyx Light clears buildup, smooths texture and calms sensitivity in one step
A little Petal Muse may never be enough 🌷🍐 Onyx Light starts it off, Glow Oil deepens it
05
Strategy summary
What's working, what to fix, and what to ship next.
TL;DR
The single strongest lever for @aramiessentials is format, not content. Reels that lead with a sensory or behavioral hook drive 10 to 60 times more likes than carousels covering identical topics. Post 2 (7,695 likes) and post 7 (4,427 likes) prove the format premium is enormous, while carousels on the same products, posts 12, 16, and 17, average under 100 likes. At 2.1 posts per week, the account is also posting at roughly half the healthy benchmark of 4 per week for a beauty brand, meaning there is untapped reach being left on the table every week.
The biggest leak is posting cadence and format mismatch. Mindset reels like post 18 (381 likes) and post 19 (676 likes) outperform most product carousels even without a hard sell, which signals the audience responds to belief-based content when it is in video form. Community content like post 13 and post 14 earns above-average comments relative to likes, pointing to an underused engagement loop that could be expanded.
The account has a clear voice and strong product vocabulary. The priority now is to move more pillar content into Reels, double the weekly posting frequency, and build a repeatable UGC amplification loop to grow the social proof pillar without extra production cost.
Working
5- Sensory-led Reels consistently outperform all other formats, posts 2 and 7 are the clearest proof with 7,695 and 4,427 likes respectively.
- Mindset and philosophy Reels like posts 18 and 19 punch above their weight and attract shares beyond the existing customer base.
- Community carousels like post 13 drive comment rates that are disproportionately high relative to their like counts, signaling genuine conversation.
- Product pairing and bundle content like post 15 earns solid engagement while visibly raising basket size intent.
- Sensory copywriting, words like edible, enveloping, and settling, creates strong thumb-stop value in captions across multiple pillars.
Risks
5- Posting only 2.1 times per week is the biggest structural gap, doubling to 4 posts per week would compound reach without diluting quality.
- Carousels covering product education and ingredient breakdowns consistently underperform, these topics need to move into Reels to get traction.
- Comments are very low across most posts, averaging under 8, so adding a direct question or prompt at the end of every caption is a quick fix.
- The philosophy pillar has no product tie-in on most posts, adding one soft CTA per mindset Reel would convert passive viewers at no cost to the tone.
- UGC is almost entirely absent at roughly 7%, which is a missed opportunity given the strong repeat-purchase signals visible in post 13.
Ship next
5- Convert the top 3 carousel education topics, HLR Drops, Onyx Light, and Joy Oil, into 15 to 30 second Reels using the same copy as a voiceover script.
- Add a direct question to every caption this month and track whether comments-per-post rises above the current average of 7.
- Launch a monthly UGC repurposing workflow: pull tagged posts and testimonials weekly, credit the creator, and publish one UGC Reel per fortnight.
- Test posting on Wednesday and Thursday evenings between 6 and 8pm for four weeks and compare reach against the current unstructured schedule.
- Create a Petal Muse layering Reel using post 29 caption language, the scent-stacking concept is already proven and just needs a video execution.
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