Daphne By Paige Desorbo: A Deep Dive on Key Metrics
The brand I chose to analyze the key metrics of its organic and paid strategies was the ready-to-wear loungewear 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 being unable to find ready-to-wear lounge pieces that were comfortable to sit in on the couch at home, yet still ready to grab a coffee with a friend. Paige announced the brand in June of 2025 to her 1.6M Instagram followers.
I chose to focus specifically 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 averages about 200-400 likes per post. This is obviously very low for the brand's high follower count. 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 their importance for the brand's ability to grow), and began to break each post down for more concrete data points that will tell me more about the actual exposure and reach the brand has at this current moment. Further into the brand's engagement, each post typically receives 2-40 comments, depending on the call to action in the 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 consumer liking and engagement with posts featuring 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 to identify what appears to be Daphne’s main priority on Instagram. As previously stated, this is a new brand, so it appeared to me that Daphne is focusing on identifying their ideal consumer and shaping the brand image to attract them. Daphne began posting behind-the-scenes content about the launch and creation of the brand's first capsule collection and then pivoted to more people-facing content, whether through using fellow social media influencers as models for its newest items or through 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 it could benefit from using more sponsored posts from fellow social media personalities who 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.
