How much is important the storytelling of a brand on Instagram? Some suggestions to improve a brand profile and to be more visible to the audience.
One of the best ways to inform consumers about the back story of a brand is through daily Instagram posts. I almost can’t imagine a brand without an Instagram profile. It’s vital.
In terms of improving a brand profile, it’s important for a brand to find its own voice that is a reflection of the company’s philosophy. It’s important to make it a human conversation with followers. It can’t be 100% promotional. Recognition, at very least an exchange, in comments and remarks on others feeds is just good etiquette to be an active member of the social network. In other words, don’t forget to be “social” on the social network. Spread around your likes generously. Consistency is also key to engaging followers. Good photographs are a must.
Which are the 3 pieces posted by you in the last weeks that have had more likes or comments? Can you track any kind of trends from these reactions?
For the @theadventurine Instagram, we mainly use it as a portal to announce stories on the website. It is like a teaser to the larger narrative on TheAdventurine.com. There are also just great jewels we find in the market. Some of the most popular pieces in the last few weeks have been an Iphone photo I took of a ruby bracelet by Judy Geib, a studio shot of a ring by Sevan Bicacki announcing he was going to be the subject of a documentary and a picture of Queen Elizabeth wearing her Cullinan brooch sitting in the front row of a fashion show with Anna Wintour that linked to a story about her historic jewel.
I think the key is all the jewels in the images were fantastic and that is what our followers want to see also each was unique and I think the news component for Sevan and Queen Elizabeth was surprising. People engage with a post when they see something they don’t expect.
Which kind of pieces like much more to your audience?
Our audience likes big beautiful treasures. The unique contemporary jewel or a vintage piece they know or are seeing for the first time. We cover a lot of celebrities and the great jewels are usually more popular than even the biggest stars.
Instagram is important for all types of jewelry. It is a media outlet for sharing information so it doesn’t really matter if it is High Jewelry or ready to wear. A less expensive jewel might sell more from a designer’s Instagram post, but all of it creates a brand awareness.
Do you work also with some famous stylists? Which one?
I have interviewed several stylists including Cristina Ehrlich and Karla Welch for TheAdventurine.com. Stylists are really insightful about how they view jewelry and the decisions they make when they choose pieces for the stars they dress.
Any impressive numbers from your posts on Instagram?
One of the categories on TheAdventurine.com is movies. I have been writing about jewelry in the movies since I published my first book, Hollywood Jewels: Movies, Jewelry, Stars, years ago. When the Ocean’s 8 trailer was released I edited a snippet for Instagram to announce the trailer of the movie that centers on a jewelry robbery and shows the stars wearing tons of jewelry. It received 113K views.
The next big 2/3 jewelry trends that you can anticipate?
We are loving the new lariat necklaces. Mini stud earrings designers are beginning to create for people to wear in their multiple ear piercings is sure to take off this summer.
One of the hashtags we started on Instagram is #earringrenaissance – because there are so many different styles of earrings that are popular right now. I expect that to fully continue through 2018. One of the reasons I think people are loving earrings in every variation is because they look so great in a selfie for Instagram.