by Amy RountreeValentine’s Day is a distant memory, but February 29th is on the horizon and with it comes the much-loved, albeit slightly antiquated, tradition of leap year proposals.
With content, relevance is key, so we’ve profiled the social media activity of three jewellers spanning High Street to luxury to see whose content is gold standard.
| Organisation | Followers | Posts | Engagements | Avg.posts per day | Avg. engagement on each post | Avg engagements per day |
|---|---|---|---|---|---|---|
| Pandora | 8m | 42 | 656.2k | 11 | 4434 | 46,873 |
| Tiffany & Co | 23.2m | 90 | 614.8k | 8 | 5641 | 43,917 |
| F.Hinds | 24.8k | 24 | 569 | 2 | 24 | 41 |
All data collected from February 6 - February 2020. Data correct as of the time of collection and may not reflect the impact of any paid media support, or data accrued since.
Pandora is one of the world’s largest jewellers and in the UK alone they’ve amassed an enviable social media following. Pandora’s hero product is its famous charm bracelet - the collectible charms ensure that wearers will make or receive regular purchases, meaning that its customers’ transaction frequency may be higher than that of Tiffany & Co. or F. Hinds. Similarly, having collectible products with regular limited editions or new additions to the line, means the retailer is able to frequently use newness as an engagement win, as well as benefit from the community-like behaviour collectors often demonstrate.
Pandora posts on average 11 times per day and its average engagements per day is the highest of all our brands profiled.
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Instantly recognisable with its distinctive blue packaging, Tiffany and Co. is one of the most iconic luxury jewellers. A quick look at its Instagram grid and Facebook page reveals how little it deviates from its visual branding.
As a build on branding for social media purposes, Tiffany recognises the symbolism of a Tiffany’s engagement or wedding ring and actively encourages the use of bespoke branded hashtags for its community to use. Examples include #tiffanylove or #tiffanyengagement.
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As a brand synonymous with romantic engagements they are also proving themselves to be masters of social engagement.
Although Valentine’s is undoubtedly a busy period, the business also curates content from its celebrity clientele showcasing those that have worn their diamonds and precious stones on the award season red carpet.
Hinds is a High Street chain stocking all things jewellery and watch related. It does not enjoy the global following of its more luxury rivals nor perhaps the brand awareness of other High Street jewellers with a similar customer base, such as H. Samuel but the proposition is similar.
Though they don’t have a signature product like Pandora, nor the luxury or aspirational product of Tiffany’s, Hind’s social content is still product-focused. They regularly feature jewellery pieces, stones, materials, and watches and for a business that stocks multiple brands, they might benefit from regular tagging and interaction with some of the brands they sell.
Hinds demonstrated they had their finger on the Valentine’s pulse by not only creating Valentine’s content, but also giving a nod to the growing Galentine's trend (single gals celebrating their friendship with the exchange of pretty shiny things!).
F.Hinds recognises that its customer may be price sensitive. Regular offers and contests earn it the most engagement.
Jewellery can be an emotion or a style driven purchase. Recognising and communicating the significance and sparkle of jewellery items via visual platforms is crucial. Knowing your customer and their passion and price points is key to setting yourself apart on social media. Creating a sense of community works well, as does playing to the strengths and consistency of your brand to drive affiliation and social media engagement.
