7th July, 2021 | 10 min read

A Guide to Social Media Advertising
for Jewellery Brands

The jewellery industry is now embracing social media not only as a platform to promote their brand but also as a way to make sales and establish a community of loyal customers. All over the globe, leading jewellery brands have increased their digital marketing spending. While diamond jewellery retail chain ORRA has completely shifted to the digital platform, some of the other leading brands in the industry like PN Gadgil & Forevermark to name a few, are keeping aside almost 40-50% of their spending for digital mediums. Jewellery retailers can utilise a variety of social media channels, such as Facebook, Instagram, Twitter, and Youtube, to gain exposure, increase their reach, and drive sales.

Here are some of the top emerging social media strategies that brands can capitalize on to increase customer engagement and boost sales

  1. Curate a social media feed: It is critical for brands to first understand their target demographic since this will help them determine which platform to employ in order to connect with their customers effectively. There are multiple social media platforms like Facebook, Instagram, etc. where brands can create an account and build a business profile. Once the platform is up & running, jewellery brands should focus on creating an engaging feed to keep their audience interested. Brands can capitalize on various options available on those platforms and can be creative by posting a variety of content such as a series of posts, ask me anything, behind the scenes, reels, etc. If brands give some of these social media ideas a shot, they’ll never feel forced to adhere to a single type of content. Eventually, brands can learn how to optimize content performance problems and make strategic decisions based on which type of content resonates the most with their target audience.
  2. Leverage the power of influencer marketing: Influencer marketing has grown considerably in the past few years. When industry experts suggest a brand to others, the brand can reach the target audience seamlessly and in a hassle-free manner. An effective influencer marketing strategy may increase brand awareness by picking the interest of curious buyers and bringing the jewellery brand to their attention. This will help the brand generate more traffic. In today’s marketplace customers are overwhelmed by the number of choices they have and tend to stick with familiar brands. Thus, when a trusted content creator promotes a brand, it helps build trust and loyalty. Toronto-based jewellery brand Mejuri, often uses this strategy by getting influencers like Oprah Winfrey to promote their products and forming long-term relationships with their customers and content creators. Kalyan Jewellers rolled out a series of a campaign called, ‘#TrustIsEverything’ featuring 16 celebrities and influencers from various parts of India. The film was launched digitally by Kalyan’s national brand ambassador Amitabh Bachchan on social media, gaining over a million views on Instagram! Now, the brand has also started amplifying this video on television and the company’s digital properties.
  3. Hold contests and giveaways: To get people excited, holding a contest and bringing customers closer to the brand by giving away products at no cost does the trick! The best strategy to enhance the business is to increase the involvement of the consumers. Contests and giveaways certainly do that! They’re the best way to create instant buzz on social media which can eventually boost engagement and increase the prospect of a sale. mirrAR, in collaboration with Isharya, held a contest called ‘The Bridesmaids Edit’ wherein customers could virtually try-on their favourite Isharya jewellery and win exciting giveaways. Many other leading jewellery brands also hold contests for their customers, one such example being the ‘Akshaya Tritiya ki Tayyari’ by Tanishq which gathered a successful response and got almost a million views!
  4. Explore advertising campaigns: There are certain budget-friendly advertising options available on each of the social media platforms. Advertising on Facebook and Instagram are excellent ways to reach out to existing customers as well as new markets the brand may not have considered. The ad campaigns can consist of videos, photo carousels, etc. to help tell the brand's narrative and promote the products in ways that a business page alone can't. When done right, paid advertising can work wonders as it is a cost-effective way to spread the word and build a loyal customer base of fans and jewellery lovers!
  5. Unleash the power of retargeting: What if someone clicks on the ad, browses through all the products, but ultimately decides not to buy? Is that customer gone forever? Not with the power of retargeting! Retargeting across social media ads will help ensure that the ad run by the brand, or even the specific product the customers looked at, appears on other sites they visit. For instance, Facebook retargeting is a type of strategy that targets people who have engaged with the ads run by the brand, visited the website, or have interacted with the brand in the past through a physical retail store. Similarly, Instagram allows the brand to retarget users who have engaged with the ad, have shared a post from the brand’s profile, or watched any content posted. Reminding users about the products they looked at is a great way to encourage them to click through and complete a purchase.
  6. SocialAR: SocialAR is a means for people to engage with augmented reality through various social media applications like Facebook, Instagram, and Snapchat. It allows consumers and brands to interact with one another in an exciting way! SocialAR leads to increased brand awareness and brand recall value as the experiences are highly memorable. Jewellery brands can increase sales and downloads, create consumer involvement, and improve brand exposure through SocialAR.

    If your jewellery brand is looking to reach out to customers in an engaging and exciting way, mirrAR can facilitate that for you! Enable permanent augmented reality filters on your brand’s social media handles and gather millions of impressions and try-ons as customers interact with your brand’s AR filter, powered by mirrAR!

Get more information about mirrAR by clicking here or write to us at mirrar@styledotme.com

Posted by mirrAR by SDM

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