Despite follower counts and organic engagement slowing across social media networks, they remain critical tools in the watches and jewelry sector. Social media is now a key product research channel and consumers are increasingly going to long-form content platforms like Reddit and YouTube for crowdsourced information on brands, product types and styles before making a purchase.
Instagram continues charging ahead of Facebook and YouTube as the main platform for audience interaction. The photo-sharing platform is winner-take-all in terms of engagement: While the top ten brands account for less than one-fifth of posts, they garner four times the share of total interactions.
Yet opportunities for growth remain; innovative brand Tudor grew followers and its share of voice by 2% on Instagram over the last year by emulating the strategy of its sister-brand Rolex, proving the value of sharing effective strategies across enterprise brands. Like Rolex, the brand’s image posts now focuses on close-up and full display product flatlay shots, with 45% of flatlay posts featuring these image types. Posts captions now also provide extensive product information and tag product campaigns and collections.
Other brands growing in share of interactions are those leaning into popular formats like Instagram Stories and effectively partnering to expand reach. For example, Kendra Scott debuted with a Genius rank in the social media dimension in Gartner L2’s Digital IQ Index: Watches & Jewelry Global 2019. The brand earned high scores due to innovative and successful Instagram Stories tactics that guide users in store. Meanwhile, Instagram leader Pandora leveraged its Disney partnership to raise followers and interaction counts. Brands can learn about how leaders are also charging ahead by differentiating content to meet platform-specific audience interests in the Watches & Jewelry Global: Optimizing Social Media Content Insight report.