Strategy report · Updated Aug 31, 2026
What's working for @theordinary on Instagram.
The Ordinary
3M followers · 455 posts
“Clinical Formulations with Integrity.”
Engagement rate
0.14%
Per post, last 90 days
Posts per week
2.3
Niche avg 5.0
Average likes
4K
99 avg comments
Post mix
Last 90 days · 455 posts indexed
01
Top-performing posts
The three posts pulling the most engagement in the last 90 days.
reel 2.01% engagedYour favourite water bottle is back again! 💦 The Daily Hydration Bottle. A durable, reusable 500ml bottle for everyday use. Use it your way. In store, and online via theordinary.com. $15 USD | $22.70 CAD | 13.00 GBP
image 0.28% engagedA multi-functional solution for skin care 💙 Multi-Peptide + Copper Peptides 1% helps to improve the appearance of fine lines and supports your skin’s overall elasticity, smoothness and firmness. Use daily, in the morning and evening for best results. You can learn more about copper peptides using our Ingredient Glossary at theordinary.com.
carousel 0.26% engagedThe O. Water Bottle. 💦 A straightforward, reusable 500ml bottle. Just add water, or whatever makes it yours. <3 Available in-store + at theordinary.com
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.
2.3 posts/week
Niche benchmark · 5.0/week
Best days
Tuesday · Wednesday · Saturday
Best hours
9am-12pm · 6-9pm
04
Signature hooks
Caption patterns the account reuses across high-performing posts.
No [punny denial]. [tease]
Used 3×
NO fishy business 🐠 Our first-ever eye cream arrives August 25.
No salmon needed. Here’s a little science behind our new vegan PDRN eye cream
[Provocative question]? [engage]
Used 4×
Are we scamming you? 🤔 Some of you might think eye creams are just moisturizers
Anyone partial to a pimple-popping video? 🤚 No judgement from us
[Action] THIS [routine/product].
Used 3×
Add THIS to your oily skin routine ✅ Salicylic Acid 2% Solution
🔖 SAVE this scalp routine. Alternating between Glycolic Acid
[Fun POV/BTS] [product world].
Used 2×
POV: You’re behind the scenes at The Pore Playground shoot.
We’re on a skin safari at The Pore Playground
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Strategy summary
What's working, what to fix, and what to ship next.
TL;DR
Post 26's water bottle reel exploded to 59,300 likes, proving merch humor crushes skincare promo norms and reveals untapped lifestyle potential. Eye cream launch cluster (posts 0-5) averaged 1,700 likes despite low volume, signaling science hooks convert skeptics fast. Yet 2.3 posts/week starves momentum, as high-performers like acne reels (post 10: 1,897 likes, 147 comments) fade without follow-up cadence. Acne pillars dominate 30% of feed with relatable education, fueling 130+ comment peaks, while social impact carousels quietly build equity. Ramp to 5 posts/week prioritizing reels, blending product drops with viral merch to hit 20% engagement lift.
Working
5- Merch reels go viral with fun utility, post 26: 59k likes.
- Acne humor drives comments, post 10: 147.
- Science breakdowns build trust in launches, posts 0-5.
- Routine builders engage repeat viewers, post 12.
- Ingredient glossaries educate loyally, post 19.
Risks
5- Cadence too low at 2.3 posts per week limits visibility.
- Few UGC reposts miss community amplification.
- Social impact posts underperform in likes versus product content.
- Limited variety in hair care beyond serums.
- Store news feels disconnected from core skincare.
Ship next
5- Launch 2 acne reels weekly with pop culture hooks like post 10.
- Test UGC reposts from customers using eye cream for authenticity.
- Build routine carousels pairing top sellers like post 12.
- Schedule posts Tuesdays and Wednesdays in 9am-12pm window.
- Partner influencers for hair serum BTS content.
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