Jewelry brands typically offer products in multiple subcategories and must differentiate content to resonate with consumers on a category-by-category basis.
One-third of all jewelry brand posts were images of rings, and these posts lead engagement relative to other product types, according to Gartner L2’s report on the topic. Across ring subcategories (bridal and non-bridal), customers engage most with images of products displayed in tight close-ups on a model’s hand. On average, these posts drive higher engagement compared to product flatlays. However, only one-third of all ring posts featured such imagery. Pomellato embraced this type of imagery—38% of the brand’s ring posts featured products displayed on models in close-up shots—resulting in the brand’s leading engagement in the non-bridal rings category in 2018.
Across other jewelry subcategories, product flatlays outperform other image types. In the bracelet category, product flatlays achieved a 12% engagement lift relative to on-model close-ups. Notably, bracelets drive the second-highest engagement overall, but brands posted about bracelets 64% less frequently than rings. This provides brands with a whitespace opportunity to differentiate themselves on Instagram while competition heats up in the rings space.