How Instagram Changed the Fine Jewellery Marketing Approach
Likes, hashtags and shares have significantly altered the way we buy, sell and wear jewellery and accessories. Undoubtedly, social media has changed consumer behaviour and has caused massive shifts within the world of fashion and jewellery — from the appearance of social influencers, to the introduction of ‘see now wear now’ collections.
Social media has changed the game for many industries and fashion and fine jewellery has arguably benefitted immensely. Platforms like Instagram give customers access into the world of a brand, while designers can showcase their items to a global audience regardless of their size.
With plenty of sources for information and designs at their disposal, customers are more knowledgeable and opinionated than ever. At the same time, the wide distribution of social media channels has helped people understand fine jewellery as a whole — it’s no longer only for special occasions, it’s something they can buy for themselves and wear every day.
This has been great news for brands that don’t have huge marketing budgets. Now, a single post from an influencer can catch the attention of an audience and could have more impact than a year’s worth of advertising. Social media has become an important tool for most of small businesses.
Instagram boasts one of the highest user engagement rates, making it an effective space to build a brand community. This is an especially great platform for businesses that have products that lend themselves to being showcased visually.
However, don’t limit yourself to just pictures or videos of your jewellery. As beautiful as your products are, Instagram is also a great place to humanize your brand by showing off your company culture. This is especially important on Instagram because users on the platform tend to skew younger and these younger consumers value connecting with brands online.
One challenging aspect of Instagram for marketing purposes is that the platform does not support links within posts. You are only allowed one link within your bio, which can make it challenging to redirect followers to content on your website or blog.
Alongside working with influencers, social media is replacing traditional channels for younger audiences who start a conversation on Instagram, follow it on Messenger and Snapchat and end on WhatsApp.
Rather than necessarily leading directly to sales, Instagram is an invaluable brand awareness tool. It is an effective method to grab the attention of the much-coveted millennial market and make sure they become future customers.