Today, most of the branded stores have developed an active professional Instagram page. This strategy allows to share their brand mood & feel, like a virtual window to their brand and what they offer (a little of their values is thrown in there to spice up the visuals). By investing in Instagram, jewelry brands bet on a communicative way to transform their page as a real showcase for they digitally-savvy customers. The main challenge for others jewelers is now to change the traditional word-of-mouth communication to be more and more visible to connected targets. The secret sauce is to be as creative as your competitor, sometimes more!
Other jewelers, retailers and vintage stores are less involved in this new trend and take more time to invest in it. With lower communication budget, they often choose either basic Instagram page or somewhat non.
Instagram debuts in-app checkout for e-commerce brands
Instagram is rolling out an in-app checkout feature for a limited number of brands, making it possible for users to purchase products without leaving the app.
A “buy button” that brings sales!
Instagram isn’t transforming the way we shop online. Introducing built-in e-commerce was the best thing Instagram did. Simple to install, the pick and check-out system works!
This shows that Instagram is becoming a new sales channel rather than a communication tool.
Your personal virtual wishlist
The second best tool that Instagram introduced recently was the boards. Creating your shopping wishlist on Instagram is quite fast, copying the Pinterest model. For example, a customer can use boards by using kind of items wishlist in each board, including their romantic future trips ideas, cool illustration they wanna use for their future startup, inspirational designs for their engagement ring, sexy fashion items their girlfriend would want to buy, etc… On the other hand, jewelry brands use boards differently: 1 board is one marketing campaign mood-board or 1 kind of design they’d like to mimic.
The all-in-one social media app is still far from its Asian rival, Lime or WeChat. It gathers opportunity and promise but shows
The future of social e-commerce
- The ad business is still the primary focus — but Instagram will increasingly push users to shop on the app. Instagram’s focus will be on scaling the e-commerce business. Shah argued that Instagram is pushing e-commerce because the market opportunity is in fact greater than marketing: In 2018, US retail e-commerce sales totaled $513.6 billion, up 14.2% year-over-year (YoY), per US Census estimates. US ad sales are about half that, totaling $207 billion in 2018, up 6.9% YoY, per Magna estimates.
- And e-commerce can boost the ad business, and vice versa, in a virtuous cycle. As more users make in-app purchases, brands and businesses of all sizes are likely to respond by purchasing more ads on the app. The hope will be to direct users to the Instagram profiles of brands, which will increasingly act like virtual storefronts where users can buy products. Instagram now has 25 million active businesses, and half of them don’t list a website, meaning they’re native to Instagram. Shah suggested that Instagram is considering allowing businesses to turn shopping posts into ads, which would further hybridize shopping behavior and ad engagement in a virtuous cycle, and further reduce friction in the path to purchase.
- Instagram sees its biggest opportunity in product discovery — which can “broaden the spectrum” of what a user is looking for. More than four in five Instagram users say the app helps them to make purchasing decisions, with 83% saying it helps them discover new products or services, per Facebook IQ/Ipsos. Shah said that the Feed and Stories, in particular, could drive users to “serendipitous [product] discovery,” because the app will show users products and brand content that is personalized to their interests based on engagement data. As a result, Instagram is likely to convert meaningful sales through casual engagement — scrolling, not searching — in which users happen upon something they want to buy without having had a prior intention to shop.
Influencers have gone viral
To be an influencer, you need to have a good phone, a good community of followers and patience. @ThirdCostGems is one of the millions of influencers specialized in jewelry. Being a guy and posting women’s jewelry is not as hard as it seems. It is actually pretty easy: Hold the jewelry in your hand, take a cool picture and share it, of course with the right caption, the right amount of good hashtags and of course a good community of followers.
Inbound marketing, the most efficient communication strategy of Instagram!
Some of the small jewelry businesses have a good communication strategy. Fancy jewelry companies like Arctic Fox And Co didn’t invest in the Instagram page but got her reputation in spending a lot of time to make the feed professional, proposing nice photos, following the right targets and using relevant hashtags.
Most famous brands adopt a cutthroat strategy by paying to get more and more follower, likes and comments on their pages. To be efficient, brands implement the user-generated content (UGC), sharing user experiences and friendly relationship with customers in an inbound marketing model. This model is opposed to the traditional outbound marketing way consisting to propose a direct brand call-to-action with a pop-up for example.
UGC’s strategy uses influent profiles of unfashion people who just post high-value content and benefit of more than 100K followers like Monica Vinader or Missoma. Under and until 2K they are called micro-influencers. This strategy has a global impact on the jewelry market, showing fine jewelry collections in influencers daily life. Customers who scroll this kind of content quite often, think more and more that jewelry is not only occasional luxury goods but can be wearable accessories every day. Fine jewelry was born that way, the right mix between high jewelry and fast fashion, 18kt gold with semi-precious stones.
Paradoxically, some of the very high jewelry companies as JAR go against the flow considering that Instagram is another social media that disrespect the confidentiality and exclusivity values of the luxury market. They fight to keep the high jewelry accessible to a certain upper class and unwearable in the daily life of the mass market. These few elites remain famous by their long heritage, high designs playing with the word-of-mouth strategy, today quite disappearing.
How is Instagram a strong tool to acquire customers?
Although jewelry businesses invest on Instagram, people mix transformation and conversion rate. Indeed, with good communication skill and a good strategy plan, it can be easy to acquire “smart” followers. Smart followers are valuable future customers or influencers that will talk about your brand, basically the interesting ones. However, getting follower allows to increase the transformation rates, but doesn’t make clients! Sometimes jewelers are boosted by influencers having millions of followers who cannot be convertible. Random followers generator algorithm don’t work either! The only way to convert is to target the right consumers with the right story they will share their values with.
Starting a conversation with your customers can be a good conversion channel. This is what the Swiss jewelry De Grisogono did by introducing a chatbot Facebook Messenger to engage a relationship with online visitors. Having a way to start a direct conversation give to the client the advice and the confidence which could lead to potential “press the buy button” kind of feel. Installing a chatbot has its benefits of answering quick after-sale requests. You could do the same by hiring a full-time marketing professional that would grow your community using social media messaging. Some companies are more optimistic in proposing snapchat and Whatsapp as new discussion channel!
Stories are also a great way to engage customers with the brand. Through a few seconds passing by, a story can get a quick message out, a feeling of an event, a survey opinion for research or even making-of for many manufacturing processes.
What about Exjewel and Instagram?
Exjewel expanded its community to future potential clients but also leaders in the industry. We work every day to propose new interesting content to everyone who shares the same beautiful passion we believe its supply chain still lack innovation. We share creative stories that retrace historical vintage jewelry. Also, we follow up on all the new design trends we find interesting. We also follow jewelers to improve their own Instagram page in using a smart strategy of clients acquiring and brand content optimization. We do not use boosting tools which attract followers randomly but rather, improve naturally your storytelling.