Table of contents
This week, the jewelry world is buzzing with excitement as Vicenzaoro Fall begins tomorrow, unveiling new trends and collections. We also have something to reveal: a little-known truth about the jewelry world.
The jewelry industry is among the most suitable sectors for social media marketing. Essentially, if you’re a goldsmith, jeweler, or a brand in this sector, you can’t afford not to have a Facebook page.
Let us explain why with six good reasons.
1- The Audience.
The most represented gender and age group on social networks are women over 30. Recent studies reveal that women are more numerous on social media and Facebook. Moreover, the female gender spends more time on social networks and engages more than males. This means that the target audience of the jewelry industry is already on Facebook and has a strong inclination to interact through likes, shares, and comments.
In essence, you’re starting on the right foot.
2- The Product.
Jewelry symbolizes relationships, is synonymous with beauty, and each piece has a story. What distinguishes social networks from other digital marketing tools is precisely the mix of beauty, relationships, and stories. Beauty because what is beautiful lends itself to sharing on Facebook; relationships because it’s the connections that form the basis of social networks’ logic; stories because they are precisely what is shared on Facebook every day.
In short, there is affinity.
3- Visual Content.
What Facebook and the jewelry industry have in common is their visual nature. Visual content (photos, images, and videos) is the most clickable, shareable, and commented on. And who better than the jewelry industry (along with the fashion industry) can boast the highest production of attractive and emotional visual content?
So, it will be easier to share the jewelry through its natural sharing mode: the image.
4- Statistics.
SocialBakers, a site that analyzes the performance of various sectors on social media, recently distributed some average data for the fashion industry. In the first quarter of 2014, the fashion world (along with the automotive and sports articles sectors) recorded the highest percentage of likes on overall interactions.
This means that fashion products, including fashion accessories, are appreciated by Facebook users.
5- User Behavior.
People spend their time on Facebook to have fun, connect with friends, and be moved by what they see. By spending their free time on this social network, users are more attracted to light, fun, engaging, and emotional content.
These are the very same feelings that an image of a piece of jewelry or a post about an accessory collection can evoke: pleasantness, lightheartedness, harmony…
6- Celebration of Events.
On Facebook, people celebrate every common event together, fostering a sense of participation. Holidays and anniversaries are celebrated, shared, and commented on social networks. Think of how many of these events feature jewelry as the protagonist: birthdays, weddings, births, engagements, Valentine’s Day, Women’s Day…
Conclusion
If these 6 reasons haven’t convinced you yet, know that with a Facebook page, you can also increase the awareness and visibility of your brand, as well as interact with and get to know your customers and potential customers. Do you still think that a company or brand in the goldsmith and jewelry sectors can afford not to be active on Facebook? Write us a comment: we’ll be happy to discuss it with you.
Are you interested and want to know more?
Table of contents
