Instagram is one of the most popular social media platforms for selling jewelry. This is because the platform revolves around images and videos, making it a great showcase for anyone wanting to display their products.
As explained in the article Which Social Media to Use to Sell Jewelry, it is important to understand the role of each platform in your communication strategy. That’s why the first question you need to ask yourself before opening an Instagram account is: “What do I want to achieve with my profile?” The answers may vary, so it’s essential to be clear about where your Instagram account fits within your overall communication strategy. To do this, you need to analyze your customers’ buying process (read also Jewelry marketing – customer journey and photography) and your marketing objectives.
1. Build a community on Instagram to sell your jewelry
Of course, you mustn’t forget that you are on Instagram to sell. The best way to showcase your products is to reveal the process behind their creation. The famous storytelling technique that’s so often mentioned is simply a more genuine way to introduce your product by narrating how it’s made, why it exists, and for whom it was designed.
Instagram favors light, creative, fun, and engaging content, but that doesn’t mean you can’t touch on more serious topics. Just remember what your audience likes and try not to stray too far from that. You’re not an influencer; your goal is to sell your jewelry.
Creating content for Instagram can be tiring, but keep in mind that what might seem simple or obvious to you could actually be highly interesting to others. Don’t assume your audience knows what you know. Create an editorial calendar where simpler content alternates with more complex topics, and you’ll likely find that the simple posts get the most engagement.
Read also How to Create an Editorial Plan to Sell Jewelry.
Also, be sure to interact with your followers by responding promptly to comments and messages. Encourage your customers to share photos of themselves wearing your jewelry and always thank those who do. It’s essential for your followers to understand that real people are behind your brand. Use Instagram Stories to showcase behind-the-scenes moments, new arrivals, special promotions, and engage your audience with polls and questions. You can ask them which jewelry they prefer, what kind of content they’d like to see, or what new designs they’d like. If you have more than 10,000 followers, you can use the “Swipe Up” feature to link directly to product pages or your online store, a great way to turn engagement into sales.
2. Optimize your Instagram profile
Recently, Instagram seems to prioritize keywords found in various texts—such as account names, bios, and captions—over hashtags. For this reason, it’s important to choose the keywords you want to be found with by your audience.
Your bio is the first impression visitors get of your brand. It should be brief but impactful. Include who you are, what you do, and a clear call to action (CTA), such as a link to your website or online store.
Use the link in bio to guide visitors to your online store, a specific product page, or a current promotion. Tools like Linktree can help you create a menu with multiple links, or you can create a dedicated page on your website.
Use a profile image that represents your brand, whether it’s your logo, a photo of one of your best jewelry pieces, or even a picture of yourself if your brand is small.
3. Create high-quality content
Instagram is a visual platform, so your content must be aesthetically pleasing and professional. Invest in a good camera and a professional photo studio, like the Studio4 Jewels Pro or Studio4 Jewels Pro 3D, which allow you to capture perfect images and videos in seconds. The jewelry should always be the focus, with sharp, bright images and videos that highlight the unique details of your pieces.
Leverage carousel posts to tell a story or show different angles of a piece of jewelry. These types of posts tend to get higher engagement because users spend more time viewing them.
With videos, in addition to showcasing your jewelry, you could also display your tools, explain the differences between materials, or give a virtual tour of your workshop.
Use the correct formats for different types of content:
- Posts (images and videos): Square 1080×1080 px with a 1:1 ratio; Horizontal 1200×566 px with a 1.91:1 ratio; Vertical 1080×1350 px with a 4:5 ratio.
- Reels and Stories: 1080×1920 px with a 9:16 ratio.
4. Use paid advertising
Instagram offers a powerful advertising platform that allows you to target your ideal audience.
Your ads need to grab attention immediately. Use high-quality images or videos and include a clear CTA, like “Shop Now” or “Learn More.”
Leverage Instagram’s targeting options to reach people who are most likely to buy your jewelry. You can target by interests, behaviors, demographics, or even people who have interacted with your profile.
Don’t be afraid to experiment with different types of ads and audiences. Monitor your campaign performance and continuously optimize to improve results.
5. analyze and adjust your strategy
Monitoring the results of your Instagram activities is essential to understanding what works and what doesn’t.
Use Instagram Insights to analyze the performance of your posts, stories, and ads. Look at metrics like engagement, reach, and conversions to get a clear idea of what’s effective.
Listen to feedback from your audience. Comments, direct messages, and responses to stories can provide valuable insights into what your followers like and what could be improved.
Instagram is constantly evolving, with new features and trends emerging regularly. Stay updated on the latest developments and don’t hesitate to adapt your strategy accordingly.
6. Reach a wider audience
Some other effective ways to reach a broader audience on Instagram include:
- Hosting giveaways and contests
Giveaways and contests are great for increasing engagement and attracting new followers. Create simple rules and offer prizes that appeal to your audience. For example, ask participants to follow your profile, like a post, and tag a friend in the comments. - Collaborating with influencers and other brands
Influencers can help you reach a wider audience and increase the credibility of your brand. Look for influencers who align with your brand values and whose audience would be interested in your jewelry. You don’t always need to aim for macro-influencers; sometimes, micro-influencers with a smaller but highly engaged following can have a bigger impact.
Also, consider collaborating with complementary brands to host a joint giveaway, which can help you reach an even larger audience.
7. Understand Instagram’s algorithm to increase views
Instagram’s best practices change yearly, and the algorithm is constantly evolving, but some things remain the same. It’s important to know what to do and what not to do to avoid being penalized in terms of visibility.
There are countless guides online that describe various tricks to increase followers, but the truth is that these tricks won’t help if your followers aren’t in your target audience. So, the first rule is: don’t buy followers! Instagram heavily penalizes this practice, and you want to have a smaller but engaged audience who interacts with your content and ultimately buys your jewelry.
Other rules:
- use the right formats for different types of content;
- post only original content created by you;
- always engage with other users.
Instagram is a powerful platform for selling jewelry, but it requires a well-thought-out strategy and consistent effort. Optimize your profile, create high-quality content, interact with your audience, and use paid ads to build an active community around your brand. With patience and dedication, you will surely see an increase in jewelry sales.