In 1947, the well-known jewelry brand De Beers coined the famous slogan -“Diamonds Are Forever.”
The slogan, which has stuck around for over half a century, certainly wasn’t wrong. The jewelry industry has continued to boom year over year and is expected to reach a market size of $307 billion by 2026.
Clever business owners like yourself have no doubt invested countless hours curating a sparkling line of high-quality jewelry. Now it’s time to bring that beautiful shine and sparkle to the world of Instagram.
In 2017 millennials and Gen Z made up 60% of the diamond jewelry sales in the United States? Their demand for glistening gemstones and diamonds continues to grow, with online jewelry sales expected to hit $7.6 billion in the U.S by the end of 2021.
That is why your jewelry business must have a well-thought-out and visually appealing Instagram feed. A whopping 91% of younger generations prefer online shopping, and your jewelry brand can easily capture that market through Instagram.
If you don’t consider yourself social media savvy, don’t worry – we got you!
This guide will act as your complete step-by-step instruction manual to building an Instagram account for your jewelry business. Let’s get started!
The Benefits of Instagram for Jewelry Brands
Instagram feeds are entirely image and video-based, making it the perfect place to highlight your top jewelry pieces and collections. An Instagram presence also builds trust and brand recognition amongst your potential customers.
Think of your Instagram feed like an online catalogue. On average, Instagram users spend 30 minutes per day on the app, and 50% of those users have made purchases after viewing products on Instagram. Putting time and effort into curating your page makes it incredibly easy to drive sales through the platform.
By creating a visually appealing feed on Instagram, your jewelry business gains access to a market of over 1 billion users. Instagram is a digital social hub, which makes it a fantastic place to build and maintain relationships with customers.
How to Start Selling Jewelry on Instagram
Alright, so you’re convinced your jewelry brand needs to create an Instagram account. What’s the next step?
Building a dazzling Instagram presence is easy when you follow these best practices:
Utilize Instagram Business Account Tools
Instagram is well aware that its social media platform is popular for digital marketing. Because of this, they offer a handful of helpful tools that brands can use to influence sales and manage critical data.
When creating your Instagram account be sure to set it to an Instagram business account. Creating an Instagram business account allows you to unlock essential features, such as:
- Including contact info like your email, phone number and business address in your bio.
- Create a “call to action” button that links back to your products.
- Access Instagram insights like profile views, impressions, clicks and demographics.
- Boost your sales by setting up an Instagram shop
Once you’ve got your Instagram business account created, you can connect it to Sked Social where you can manage, schedule and plan all your social media in one place!
Commit to Your Brand Image
Digital marketing is all about committing to a clear and unique brand image that resonates with your target audience.
Approach your Instagram marketing with clear brand guidelines rather than posting at random. Your images must be high-quality and showcase the goals of your brand.
Building an Instagram feed with a clear brand image involves:
- Using the same logo and profile pictures across all social media
- Maintaining a consistent tone of voice
- Sticking to a specific colour scheme and design
Develop an Aesthetic
Your potential customers will be looking for fashion inspiration, birthday gifts, or engagement rings, and you want to be sure your aesthetic draws them in!
Are you a jewelry designer selling unique, one of a kind artistic pieces, or are you a fashion-focused luxury brand? Creating an aesthetic for your Instagram account allows you to sell the lifestyle and vision behind the jewelry.
The type of jewelry you sell will be the deciding factor for your overall aesthetic. Some jewelry shines best with minimalist décor and bright white backgrounds, while others may work best as part of a fashionable ensemble.
Here are a few jewelry brands that have developed a killer aesthetic:
As a lifestyle brand, Mejuri does a great job of mixing routine shots and closeups of their products that look both appealing and visually cohesive.
As a luxury brand, Bulgari’s Instagram feed looks and feels expensive. The way they showcase their expensive pieces amongst a sea of royal blue makes the brand feel elevated and valuable.
Whichever direction you choose, make sure it stays consistent. Instagram feeds with a consistent aesthetic perform much better because they are pleasing to the eye. Using a Visual Instagram Planner is an easy way to manage and build an aesthetically pleasing feed.
Include High-Quality Images
Your stunning jewelry pieces can only shine through high-quality images. The carat count of your diamond won’t matter much if viewers can’t make out the details.
High-quality images are vital on Instagram. Your images are the main selling point for your products on Insta, and your feed must include photographs that draw users in.
Lucky for you, most mobile phones these days have great cameras. Just be careful to avoid distortion when you download or edit images. Also, be mindful of cluttered backgrounds or images lacking a clear focus.
Our hot tip: Always shoot in areas with good lighting. This will produce the best photos, even from your phone!
Write Interesting and Fun Captions
Writing interesting captions for your feed images is critical for drawing in potential customers. Your Instagram profile should feature clever and relevant descriptions on every post.
Remember to stick to your brand guidelines and tone of voice when writing content, but have fun with it too! You want your descriptions to be engaging while also providing information about your jewelry. Consider including details like the type of materials used, how it was designed or the best ways to style it.
A great move is to include a call to action in your description like “check the link in our bio for our latest pieces” or “visit our website for more information.”
Including links in your bio is incredibly important on Instagram. Unfortunately, you cannot include linked URLs in your captions, but you can include a strong CTA to lead viewers back to your website via the link in your bio.
Hashtags are the secret weapon behind Instagram’s digital marketing. They are a great way for your posts to gain traffic and attention but don’t overload your post with too many tags.
It might shock you, but posts with only one hashtag typically receive higher average engagement than posts with 5-10 hashtags. This shows that selecting a few carefully chosen hashtags that capture your target audience works better than simply using the most popular hashtags.
Always include relevant and specific hashtags for your jewelry niche, or create a unique brand hashtag. You can drop hashtags into your post descriptions, story updates, and even in your bio. You want your account to be found by customers scrolling Instagram – hashtags are the way to do it!
Bonus tip: Use the discover function of Instagram’s search to find competitor content for inspiration!
Post Instagram Stories
Instagram Stories are a prevalent feature on Instagram, with 500 million people posting to their stories every day.
Updating your Instagram story on the regular is a great way to stay connected with your customers and drive sales. As many as 58% of Instagram users have become more interested in a brand after viewing their story.
Instagram recently dropped a new feature that allows any account to include links in their Instagram stories. This is fantastic news for your jewelry business! You can now easily lead curious customers to your website by dropping a link in your story.
Some great ideas to get you started with Instagram stories:
- Showcase your latest feed posts through the “share to stories” function.
- Promote sales and new jewelry pieces.
- Conduct polls to engage your followers and have a little fun. Tip: An excellent poll idea for jewelry businesses is to feature two pieces and ask which one your followers prefer!
- Share customer feedback and customer photos.
Promote Your Content
Now that you’ve built up a stellar Instagram account, it’s time to extend your reach. As we mentioned above, hashtags and stories are a great way to increase engagement. However, it’s important to continuously promote your content, which can be done through Instagram ads, contests and giveaways, or influencer marketing.
You can launch advertisements through Insta quickly and easily. Instagram will guide you through campaign creation in a step by step process, allowing you to select your target demographics, total costs, and advertising goals.
Instagram ads can be created as videos, stories, collections or carousel ads. However, not all Insta ads are created equal. Brands that opted for an Instagram collection ad experienced a conversion rate increase of 6% and received 20% more direct messages after posting Instagram story ads.
To decide which ad format will work best for your jewelry brand, consider your advertising goals and what your target audience will be searching for.
Contests and Giveaways
Contests and giveaways are a great way to engage with customers that may otherwise overlook your content – because everyone wants free stuff!
Posts and stories that feature contests or giveaways are proven to perform better than other posts.
Consider promoting your jewelry business through a contest or giveaway centred around a holiday or special time of year. Valentine’s Day is the perfect time to launch a romantic jewelry giveaway package, as well as Christmas and New Year’s.
Another successful strategy is to partner with other brands for giveaways. For example, you could partner with a local hotel or restaurant to design an anniversary or birthday giveaway.
They’re called influencers for a reason. Brands that work with influencers show significant increases in brand awareness and sales, with 94% finding influencer marketing to be effective.
Customers are more likely to purchase products when they have been recommended by friends, peers or trusted public figures. This is why influencer marketing has become such a popular choice for brands.
There are many different types of influencers, including bloggers, live streamers, models, photographers and music artists.
Top jewelry brands like Cartier and Bulgari are known for using influencer marketing – and you should too!
Use hashtags and the discovery search function to find influencers that have sway within your target market. Local influencers, sometimes called micro-influencers (depending on the size of their following), are a great place to start for small businesses. Micro-influencers are known to have more sway in their local communities and are much easier to approach than big-name celebrities.
Stay Active Within Your Online Community
It’s essential to stay connected with your customers and other small businesses on Instagram. Engaging with posts by other jewelry brands is a great way to get your name out there. If you see something that you enjoy, drop a like or a comment to increase your account visibility.
After all, social media is about being social. Building a relatable and personable persona on Instagram helps to build stronger customer relationships.
Always search for ways to provide value through your content! By providing valuable or helpful information you’ll build trust with your followers, and customer loyalty is key for repeat business.
Consider featuring tutorials on styling or jewelry making, or offering jewelry purchasing tips to your Instagram followers.
Are You Ready to Shine on Instagram?
We certainly hope so!
Follow these tips and your jewelry business will be well on its way to becoming an e-commerce behemoth.
Instagram can seem like a lot of work (and it is) but it’s also a lot of fun! That said, if you ever feel overwhelmed by Instagram we can help you out. From post scheduling to advanced analytics, Sked Social is your all-in-one solution to Instagram. To learn more about how Sked Social can support your Instagram marketing, pop on over to our features list or try out a free 7-day trial.
Now get out there and start posting – we can’t wait to see what you come up with.