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Which social media platform is handiest for jewelry companies?

Which social media platform is most effective for jewellery businesses?

SAN ANSELMO, CA – MAY 9: The Facebook website displayed on a laptop computer on May 9, 2011 in San Anselmo, California. Research by the Pew Research Center found that Facebook has become a player in the news industry as the popular social media site generates increased traffic to news websites. (Photo illustration by Justin Sullivan / Getty Images)

It’s no secret that social media is an essential tool for almost every business in the world today, and it’s no different in the jewelry industry.

But which platform does the best for jewelry companies when it comes to getting their message across the most?

Digital marketing consultancy Spike and social media analytics tool Socialinsider have teamed up to answer the question and reveal how ecommerce jewelry brands are increasing digital performance on Instagram.

The companies compared the performance of jewelry companies on Facebook and Instagram.

While the engagement rate of followers on Instagram is higher, Facebook showed more spikes over the biennium of the data, suggesting more room for growth on the platform.

Instagram’s engagement rate stayed relatively constant between 0.47% and 0.7%.

Interestingly, the current Instagram engagement rate of 0.53% is well below all of the other industries Spike and Socialinsider researched.

“This is quite an interesting fact given its strong visual nature,” the report said.

Additionally, the companies were able to show that Instagram’s carousel posts – with a rotation of photos – performed the best of all options, again due to the visual nature of jewelry.

They received twice as much engagement as video posts.

The report concludes: “Because of its fun and inventive character, Instagram has taken the social media landscape by storm and is in the end the most engaging social platform.”

Spike’s Director, Duncan Colman: “We helped social insiders analyze e-commerce jewelry brands among various other sectors in the UK.

“The UK market is a dynamic e-commerce space and we have therefore delved into the data at a national level with a few selected areas of interest.

“Jewelry brands increase their performance on social media.

“But more importantly, Instagram’s algorithm clearly favors ad-supported content over organic content, as organic engagement rates are the lowest in the jewelry industry, which is a surprise given the appealing visuals of posts.

“Socialinsider found that jewelry brands had the highest engagement rates when they posted status-style posts. We understand this is likely due to discounts and sales as brands want to sell products through social media channels. “

Research by Spike and Socialinsider