How to use the GemLightbox to jumpstart your jewelry business's social media strategy

How to Use the GemLightbox to Boost Your Social Media Strategy

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If you’re already a proud owner of the GemLightbox, congratulations! If you haven’t made the leap into effortless jewelry photography yet, here’s one big reason why you should consider investing in the GemLightbox today: social media.

Why should I post on Social Media?

As the jewelry industry inevitably surges towards a digital age, it is becoming increasingly vital to build a catalog of beautiful images and videos that will attract customers, help you develop your online customer base, and share exciting updates and new designs with your existing customers. If you aren’t already posting on social media, you should be. It’s quick, easy, and most importantly – free.

How to use your GemLightbox to jumpstart your jewelry business's social media strategy
How to use your GemLightbox to jumpstart your jewelry business’s social media strategy

Effortlessly capture white background images and videos with the GemLightbox. The GemLightbox makes amassing a library of studio quality jewelry images and videos extremely simple, but it’s also important to know how to utilize this content effectively for advertising and marketing on social media platforms. Specifically, online engagement with videos on platforms such as Instagram is growing by 80% every year, with video posts receiving 38% more engagement than image posts. Consequently, it is crucial for every jeweler to have the ability to capture high-quality jewelry videos with a clean, white backdrop in seconds.

Designing a convenient jewelry website experience
360 white background video captured using the GemLightbox and iPhone 7 Plus

Today we’ll be taking a look at arguably the most popular image and video sharing platform on the planet right now – Instagram.

A Titanic Platform for Titanic Growth

When it comes to sharing images and videos, Instagram is undoubtedly a giant amongst a growing sea of social media platforms and applications. Over 100 million users record or tune into live videos every day. Furthermore, there is a higher level of story engagement with Instagram (68% engagement) compared to contemporaries such as Snapchat and Facebook (48% and 44% respectively).

With those numbers in mind, it’s apparent that Instagram should be every jeweler’s first choice when it comes to building an online presence and customer base. Instagram offers a multitude of ways for users to engage with their followers: image and video posts, stories, live recordings, and so on.

But first, let’s learn how to create our very own Instagram profile.

Create a profile that’s consistent with your branding.
Create a profile that’s consistent with your branding.

Creating an Instagram Profile

The way you construct your Instagram profile is crucial, as a consistent profile and branding across your social media and e-commerce platforms will strengthen your level of brand recognition for your customers. The goal is to have your customers recognize your brand immediately every time they see your logo, products, or even branding colors.

Step 1. Choose a username

When creating an Instagram account for your business, keep in mind that your ultimate aim is to achieve consistency and recognizability in your branding and online profiles for maximum brand awareness and ease of promotion. As such, your username will more often than not be the actual name of your company or business. In the event that your desired username is already taken, it is best to come up with a name that most accurately represents who you are. Here are some useful guidelines and tips to remember when creating your profile name:

  1. Your username can be a maximum of 30 characters
  2. You have the option to add underscores, numbers, and additional characters
  3. Sometimes, less is more – keep your name straightforward, memorable, and consistent with your company branding

Step 2. Upload a profile picture

As with your username, your profile picture should have two main goals: to accurately depict what your company represents, and create a link between your logo and brand in your customer’s mind. A good starting point would be a logo, image, or product that is already associated with your company.

If you have yet to develop any sort of branding guide for your business, now would be a great time to take that step and create an image, theme or style that you would like to be associated with your brand. Above all, remember that consistency is key, so pick something that falls in line with the rest of your social media and online profiles.

Step 3. Write a bio

The bio section of your profile is where you get to (finally) tell the world who you are and what your brand is about! You’ll only have up to 150 characters to work with, so make sure you write something that’s creative but concise.

Remember that you are never limited in your approach – feel free to use the bio space for promotional campaigns, announce upcoming events, tease new product releases, and so forth.

Write a bio - how to use your GemLightbox to jumpstart your jewelry business's social media strategy

You’re all ready to post!

Now that we’ve set up our profile, we can get to the fun part – sharing our beautiful content with the world!

Posting images and videos of your jewelry captured with the GemLightbox is an excellent way to showcase your products to the world, naked and unabashed. Presenting your creations and designs on a white background conveys a sense of professionalism and elegance, helping you establish your brand’s trustworthiness and reputation as a jewelry company.

In an era where online users and consumers are constantly craving content, it is important for all businesses to keep their followers engaged and excited. Additionally, more posts mean more chances for you to gain new customers and drive traffic to your Instagram page. As such, you should aim to post as frequently as possible – between once and three times a day is a great rule of thumb to follow. The best part of all? With the GemLightbox, you’ll never be short of content to share.

Instagram stories are another fantastic way to engage with your customers and showcase new creations and designs. Whether you accompany your stories with a caption, or just let the beauty of your piece speak for itself, the white background provided by the GemLightbox will ensure that your customers fall in love with your jewelry with no unnecessary distractions.

For the more daring jeweler, Instagram Live allows you to stream to an audience in real time. Apart from being a fantastic way to engage with your customers, there are a plethora of ways to take full advantage of this feature, from:

  • Live demonstrations and tutorials
  • Special marketing offers and announcements
  • Product reviews and sneak peek of releases

READ MOREFive Compelling Jewelry Photography Tips for Social Media

Top Tips to Keep Your Content in Tip-Top Shape

Captions, hashtags, and communication are key to a successful Instagram post
Captions, hashtags, and communication are key to a successful Instagram post.

1. Write powerful descriptions/captions

It’s no secret that jewelry purchases are both highly visual and emotional. Every piece of jewelry has a story to tell, whether it’s the inspiration for the design, the craftsmanship and creation process, or even where the material or stones were sourced from. Make sure you capture the magic of your pieces in your captions, and don’t be afraid to paint a vivid image in your customer’s mind. Tugging at the heartstrings of your potential buyers is one of the most powerful tools in your online advertising arsenal.

Instagram generously allows you to write up to 2,200 characters; however, your caption will be truncated after the 125th character. Therefore, be sure to include the most important and relevant information at the start of your caption, and add your mentions and hashtags at the end. Speaking of hashtags…

2. Tag your posts effectively

Hashtags are essential for growing your customer base beyond users who already follow your profile, as your posts become visible to users whose search terms match the hashtags included in your post. Although Instagram allows you to include up to 30 hashtags with each post, it isn’t always the best idea to utilize each and every one of them. This statistic tells us that including 5-10 hashtags with your posts is optimal. Moreover, you’ll be able to reach the right customers and leads by using specific hashtags relevant to your product or post, instead of using generalized hashtags.

Another useful tagging feature is Geotagging. Instagram users search for businesses and locations all the time, to find out what’s around them. You can tag locations strategically depending on your current whereabouts, or if you’ll be hosting a special event at a certain location, and analyze the locations that gave you the highest views or most likes. As such, adding geotags to your posts is a great way to further increase your product awareness and customer engagement.

Above all, remember that it is always better to use hashtags than not to use them. Posts with at least one hashtag have shown a 12.6% higher engagement rate than posts without hashtags, and every bit of customer engagement goes a long way towards increasing product awareness.

3. Engage with your audience

Every company, big or small, needs great communication and customer service. Interacting with your audience on Instagram is a surefire way to build your brand’s trustworthiness and reputation as a company that cares about its customers. From a simple hello to in-depth discussions, communicating with your customers through live streams or in the comment section of your posts will undoubtedly establish strong links between your brand and your customers.

Furthermore, Instagram is great for facilitating meaningful relationships with contacts who are in the industry but not yet within your network. It’s easy to build networks and find new friends simply by liking and commenting on others’ posts.

READ MORE8 Jewelry Advertising Ideas to Attract Your Target Audience

Your Time to Shine!

There’s no better time to start sharing beautiful images and videos of your pieces with the world than now, and there’s no better way to photograph your pieces than with the GemLightbox.

Picup Media Family

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