In Detail Article – How Instagram Transformed the Jewellery World
Not too long ago, In Detail magazine released an article about the effect of new Instagram-based digital PR and marketing strategies on jewellery retail. It’s quite a good read.
If nothing else, this article makes for an interesting exposition on what celebrity product placement and other similar fashion marketing strategies now look like in the age of social media.
Annoyingly, like most trends in marketing and PR, by the time this is being reported it is already well-used by many in the industry, and possibly on its way to overuse. Having said that, one saving grace is that these are not the easiest strategies to implement in practice (at least not without professional help), so perhaps this article is simply making the case for working with influencers and the agencies which can connect with them.
Jack Meyer
Bespoke jewellery designer and jewellery technology educator, providing jewellery CAD and design training since 2006.
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It’s an interesting article. I’ve built quite a few instagram profiles over the years and require so much time and effort I’ve decided it’s not always worth the spend (time or money) – I think it can work great for many brands that can absorb the time. Saying that you make a good point about it being saturated and think other (possibly more traditional) forms of marketing will start creeping bak in very soon.
Thank you Stephen. It’s interesting how many people who I talked to during researching that article said the very same thing.