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How to Sell Jewelry on Instagram » Jewelry E-Commerce Tips

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How to sell jewelry on Instagram?

If you’re one of those online jewelry retailers who haven’t received the memo yet, we’re here to tell you that Instagram could potentially be the biggest boon you’ve been waiting for.

Yes! With its striking filters and snazzy updates now and then, it’s no doubt that most people are hooked. But if you think that it mostly glorifies social vanity, think again. Statistics show that of the top 100 brands globally, 90% are on Instagram. The level of engagement with brands on this platform is said to be the highest among other popular social media sites and is 10 times higher than the king of social media, Facebook.

In short, you need to be on Instagram.

In this post, we’re going to arm you with easy-to-follow tips on how to sell jewelry on Instagram by making your feed shoppable and your visual aesthetics top-notch, for you to generate long-term followers and — who knows — repeat customers.

Here we go!

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Jewelry E-Commerce Tips: How to Sell Jewelry on Instagram

Being active on Instagram entails a combination of a lot of things. It’s more than just marketing and promoting your products but also more about building your brand’s image by creatively telling your story through captivating imagery (both photographs and videos) and engaging captions.

The visual element plays a critical role in drawing your target people into your feed and once drawn, you’re able to build a relationship with them by interacting with them through direct messages, public comments, and Instagram stories.

The following steps are sure to help you kick off your Instagram presence.

1. Create a profile for your brand.

While creating a profile for your brand sounds pretty straightforward, make sure that the username you come up with represents your brand. Commonly, companies would use their company names as usernames, but in cases when the company name is too lengthy, you have to come up with a shorthand version that doesn’t deviate too far from who you are as a brand. Remember, your Instagram name can be any 1-30 characters long and you have the freedom to add additional characters and underscores. However, if your company name doesn’t have numbers in it, it would be good to skip that part.

In case your desired Instagram name is already taken, you have to come up with an alternative name that still accurately represents who you are. You can check if your desired name is still available or otherwise via this Instagram Availability tool. Your Instagram name should be straightforward, memorable, and consistent with all your other social media handles.

how to sell jewelry on instagram e-commerce
  • Upload a profile photo

Once you’ve chosen your Instagram name, immediately upload a profile photo that is your company logo. By doing so, you strengthen the level of brand recognition. What you want to achieve here is to make your target customers think of your brand instantly every time they see your logo.

instagram jewelry store
  • Add a creative bio

Be succinct yet creative when writing a bio because you only have 150 characters to work with. Tell users and followers directly who you are and what your brand is about. You can change what appears in your bio as often as you want.

As you can see in the photo above, Pandora uses it to invite their customers to showcase their Pandora jewelry by using their official hashtag #DOPANDORA. You too can do the same. You can use this space to promote your campaigns or announce any upcoming events you may have similar to how the GemLightbox did it below.

2. Create and showcase engaging content.

There are two important components of the content. The first is text (captions including hashtags). The second is visual imagery like photos and videos.

  • Photo content

Instagram photos are said to drive 36% more engagement than Instagram videos, so you have to build a balance between videos and photos. Your photos can be any (but not limited to) of the following:

— Your jewelry products
— Behind-the-scenes showcasing your jewelry creation process.
— Promotional/campaign announcements
— lifestyle photos or your jewelry products in action
— Events you’ve been to
— Product reviews
— User-generated content

When posting photos, it’s important to post professional-looking images that would attract your target customers. Remember to pay attention to the basics of jewelry photography to ensure that your target customers get something of value from your content. For instance, the entire product must be in focus, well-lit, and free from any distracting background that doesn’t complement what you want to achieve. Take a look at a few of the Instagram photos below. It will also give you ideas on what photo content you can use on Your Instagram feed.

how to sell jewelry photos on instagram
Ring photography using the GemLightbox and a smartphone

And here’s an example of a product review photo that you can reproduce for your Instagram feed.

how to sell jewelry on instagram review

Sales announcements make great content too as shown below.

how to sell jewelry on instagram sale

Your jewelry piece in action doesn’t only provide you with captivating visual aesthetics, but it also allows your target customers to visualize how it looks when worn while giving them important visual product information such as the stone’s dimension.

how to sell jewelry on instagram jbd
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  • Video content

Although photos generate more engagement than videos, this doesn’t mean you can abandon making videos at all. In fact, Instagram video consumption has increased by 40%. Like the photos above, your video content could be anything engaging such as the ones below:
— A sneak peek of your new jewelry collection
— A live or recorded video of your events
— A live product review from your customers

Check out some of the video examples below.

Photographing Paraiba tourmaline semi-precious stone
Paraiba ring with diamonds, photographed with the GemLightbox
fiery opal captured using eclipse and the gemlightbox
Fiery opal captured with GemLightbox, Eclipse, and a smartphone

Don’t forget to add a product testimonial/review video like the one below.

Overall, your Instagram content should be a combination of videos and photos – each serving different purposes such as enlightening, educating, and entertaining your target customers and promoting your products.

The statistic shows that product posts beat out other content like lifestyle photos and/or videos as 65% of top-performing content are product posts. However, be mindful of the 80/20 rule where 20% is dedicated to self-promotional posts and 80% to educating, enlightening, and engaging customers.

Further, you don’t need expensive camera equipment to produce professional-looking jewelry images. As we’ve seen, most of the photography issues encountered by jewelers on Instagram have something to do with lighting. Find a better way to diffuse your lighting by using a lightbox. You can make one from the comfort of your home; however, if you’re a professional jeweler who needs to do jewelry photography regularly, it would be more convenient to invest in the equipment.

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3. Write powerful descriptions/captions.

Instagram allows you to work with up to 2,200 characters in the caption; however, the text will get truncated after the 125th character so the key is to place the most important information at the beginning of your caption and all the @mentions and hashtags at the end.

When writing captions, don’t forget who your target customers are and what your brand represents. The message must be genuine and engage your target customers by asking questions or adding a quick call-to-action. Check out some of the example captions below.

Here, the GemLightbox used its space to make an important announcement about shipping schedules and a quick call-to-action that informs potential customers on how to place an order.

Picup Media uses call-to-action in its Instagram caption.

Below, ELVERD Designs engaged their followers by asking a question aside from adding a quick call-to-action.

another form of call-to-action is by asking questions to encourage interaction.

4. Use tags effectively.

Hashtags can help you grow your audience as it makes your posts visible not only to your followers but also to other Instagram users who are using your hashtags as their search terms. Instagram allows you to use up to 30 hashtags per post but maximizing it doesn’t always guarantee results. According to a statistic, 5 to 10 hashtags are the ideal number to use in a post. As mentioned in the infographic above, 70% of the most used hashtags are branded hashtags, so don’t forget to include one as this is unique to your jewelry business.

Note that using a branded hashtag doesn’t necessarily mean that you have to limit it to your brand name.

The most important takeaway here is to always use hashtags in your posts. The statistic shows that an Instagram post with at least one hashtag will do better – attracting 12.6% engagement – than those posts without. This will help you tremendously in increasing product awareness.

Another tag you can use is a geotag, as shown in the sample images below. Take advantage of Instagram’s geo-tagging feature as it has been said that posts with a location attract up to 79% more engagement.

how to sell jewelry on instagram
how to sell jewelry on instagram

Geotagging can help you make location-based decisions by analyzing the way your followers react to your posts. For instance, analyze the data you’re getting in terms of engagement and check where you geotag them. Do you notice any low or high engagement based on locations? Does it tell you which locations you get the most engagement?

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5. Reach the audience through Instagram ads.

Instagram is one of the best platforms for connecting with your target audience. It’s said to have 800 million monthly active users with nearly 60% of them aged 18-29. And if merely existing on Instagram isn’t fast enough for you, you can try reaching audiences through Instagram ads.

There are several types of ads but photo and video ads are two of the most popular. Like your regular posts, it will let you tell your story but the ads will allow you to build your brand even more by reaching well-targeted demographics.

You will also get to choose from different supported call-to-action buttons like “Download”, “Learn more”, “Contact us”, and “Book now” among others. Unlike other ads, Instagram ads are not annoying as the only thing that distinguishes them from other visual content on the platform is the “Sponsored” label just below the Instagram name, see the sample image below.

How to sell jewelry on instagram with ads

6. Engage with your audience.

Instagram, like other social media platforms, is a two-way street. You have to build meaningful relationships with your followers and target customers by responding to them when they reach out to you. There are many ways you can interact with them.

First, through the comment section. Pay attention to what users are saying in the comment section and make sure to address it by responding to them if they ask you a question or simply recognizing them, as seen below.

Engage with your audience.

Second, reach out even further by interacting with other Instagram users who are outside your network but are within your industry. For instance, you can like and comment on others’ posts. This is one way of making others know about your Instagram presence and who knows, they might just follow you or you might have some jewelry pieces that would interest them.

And there you have it!

So, how do you use Instagram in building your jewelry brand or selling jewelry pieces? What other tips on how to sell jewelry on Instagram do you know?

Feel free to share in the comment section below!

Instagram FAQ

What is Instagram?

Instagram is a free photo and video-sharing app where people can upload photos and videos, and share them with their followers or a select group of people (for private accounts). People on Instagram can view, like, and comment on posts shared by people.

Currently, Instagram users can also take advantage of Instagram Live, where users can stream videos to their followers and interact and engage with them in real time.

Can you sell jewelry on Instagram?

Yes, as an image and video-based social media platform, Instagram is a powerhouse for jewelry selling and you can do it for free!

With its rich visual environment, Instagram is packed with features that allow you to showcase your products and sell your jewelry collection directly to customers seamlessly.

How do you start selling jewelry on Instagram?

Selling your jewelry on Instagram is easy!

Begin by creating an Instagram account. Make sure to create and complete your profile to make it look more professional. If you have a web store, you can also add the link to your profile so that Instagram users can click it every time they will visit your profile.

Next, start uploading your jewelry products. A combination of photo and video content would be ideal for keeping your followers engaged.
Be creative and unique with your content. This way, you will stand out from all the noise on the platform. Consider the type of content we have listed in the section above. Different types of content will add variety and will certainly keep your profile from being lackluster.

How do I make my Instagram shoppable?

Make your Instagram shoppable by turning on Instagram Shopping on the Instagram app.

To do this, you must first be approved for Instagram Shopping, so make sure that you comply with Instagram’s merchant agreement and commerce policies. If you have a personal Instagram account, you must convert it to a business account and connect it to a Facebook catalog. As such, you must also have a connected Facebook page. Take note that Instagram only allows the selling of physical goods.

Once you’re all set, go to your profile settings, tap ‘business’, and tap ‘Instagram Shopping’. Follow the steps to submit your Instagram account for review. The review process usually takes a few days or longer but you will be notified once your application is approved so you can continue your Shopping setup and tag your jewelry products for sale.

Can you sell directly on Instagram?

Yes, you can!

You can sell directly on Instagram through your posts and if you have a shoppable Instagram as it makes product tagging effortlessly possible.

You don’t need a website to do this. You can do everything on Instagram. It’s a free platform and selling should be easy as long as you post engaging and high-quality jewelry photos and videos that attract followers and other users.

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