The Jewelry industry in India is now embracing social media as a medium of promoting their business. Leading jewelry brands have increased their Digital Marketing expenditure. While diamond jewelry retail chain ORRA has completely shifted to the digital platform, others like PN Gadgil and Forevermark have increased their spending on digital marketing by 40-50% from last year. Through social media, brands are trying to increase customer engagement and brand loyalty.
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There are many different platforms for Social Media such as Facebook, Instagram, Twitter, Youtube, etc. that jewellery brands can use to expand their reach and generate more sales. There are certain social media strategies for the jewellery industry that can help any gems and jewelry brand to improve sales and brand image. Here are some of the top emerging social media strategies for jewellery and how you can capitalize them to create your brand identity –
1. Sell your brand
The jewelry industry is a luxurious one so the companies must focus on selling the brand. They should try to communicate the core values of the company to the audience. Most of the brands keep posting their products but they need to post content that helps them in building the brand. Companies like TanishQ maintain a balance between products and other content and it is working well for them. Many a times companies post customer reviews with a post and that is a really good way of building a brand by giving a testimony of the products of the company. Buying jewelry needs just as much thought as making an investment. So it is important the companies build a brand that creates trust in the minds of the consumers. Also, in the case of jewelry one very important aspect is the authenticity. When you talk about brands like TanishQ, TBZ, Kalyan Jewellers the customers have a trust factor attached to these names. They hesitate to buy from other companies. It is very essential to build a brand and sell it to the consumer because the products come and go but the brand goes a long way.
2. Be consistent
When a brand creates its social media page on any social media platform, it is necessary that they are consistent with updates. Brands that update their pages regularly enjoy the better performance as compared to ones who aren’t that active. Building a brand needs time and effort. Regular posts on social media allow customers to keep coming back to the page for more. When designing the social media page, it is essential that the theme, colors, and tone are consistent throughout all the posts. It makes it easier for people to recognize your brand through your posts easily.
They should post something or the other regularly, so the customers know what is going on. They should post about the upcoming collections to create a buzz. Being consistent helps to build a community, and that is very beneficial to the companies. This increases customer engagement, and they feel more connected to the brand. In India, the season for buying jewelry is Diwali. Brands should take advantage of that and should come up with exciting offers. TanishQ being such a big brand post on Instagram every day, and that is what increases the fan following and customer base.
3. Hold contests for customer engagement
People love free things. It is the reason why holding contests or sweepstakes for your audience is a great social media strategy for jewellery brands to create an instant buzz without doing anything else. The best strategy to enhance the business is to increase the involvement and engagement of the consumers. This can be done by running a contest which increases the follower base as well as the response of the consumers towards the brand. These contests create a buzz on social media, and it eventually helps in increasing the prospects of a sale.
Many of the leading brands hold contests, and it is a very good strategy to boost consumer engagement. One such example is the AkshayaTritiyaKiTayyari contest by TanishQ. Indians are very excited by contests, and they are successful in gathering a response. A lot of consumers participate in it by commenting on social media posts and even upload posts with various hashtags.
4. Content strategy
Content is very important in terms of social media. Brands need to post engaging content to keep the followers loyal. Today brands are posting the photos of the products and sometimes even repetitive, so are lead to the disinterest of followers. Amrapali Jewels posts a lot of images of celebrities featuring their jewelry. It lacks focus on branding even though it is a good way to communicate with the audience. The posts should be interactive and should engage consumers. Brands like Malabar Gold and Diamonds have tried something new by posting tips from Slide share. The quality of the content and creatives is a very important aspect.
Another excellent plan for social media marketing for jewellery that seems to work for jewellery brands is to make the content personal. Since jewellery is quite a personal item, creating posts that are personal and informal can help draw in customers to the brand. It has been seen that personalized content on social media results in higher click rates than non-personalized ones. These marketing ideas hold true for all kinds of businesses, whether it is jewellery or anything else.
5. Start social media campaigns
For increasing consumer engagement, brands have come up with social media campaigns across various platforms all at once that involve them in sharing their stories, experiences, and posts. A comprehensive social media jewelry marketing plan can boost your social media presence and draw people to your brand. Some famous social media campaigns are #SnapOutOfIt, #IDidIt, etc. Platinum Day of Love has been able to boost its branding among its target audience by campaigns like Share Your Love Stories and Places of Love. Along with this, there are contests where consumers have to use certain hashtags and get a chance to be featured on the brand’s page.
6. Leverage the Power of Influencer Marketing
Influencer marketing, as part of the larger jewelry social media campaigns, has grown considerably in the past few years. When influential people suggest your brand to others, your brand can reach the target audience seamlessly and in a hassle-free manner. You do not have to pay big celebrities to market your brand. Instead, you can use beauty and fashion influencers on different social media channels such as Instagram, Tik Tok, YouTube, and others to showcase your products at much lesser investment. It is important not to confuse influencer marketing with advertising. Influencer marketing is just an evolution of word-of-mouth marketing. It is important to pick influencers with large followers and is credible in the eyes of their audience.
There are different brands leading on different media platforms. There are many aspects to consider when evaluating a brand on the basis of it’s social media presence. The factors are Community Building, Content Strategy, Community Engagement and Sentiment.
To conclude brands should come up with content that establishes their brand positioning and ensuring that there is constant interaction and they will succeed in enhancing their business on social media.
About the Author
This article has been written by Moksha Turakhia. Moksha is working as a Lead HR at RDA Insights. Along with a passion in HR, she loves content writing and has deep understanding of social media engines and marketing.