It’s been a difficult year, with stores closed for weeks at a time. Economic uncertainty still hangs in the air, and it remains to be seen how that will affect December shopping. But there’s positive, too. Jewelry sales have actually been up in the past few months. Special occasions and milestone moments continue on, and people have turned to jewelry as a way to celebrate.
As a brand, your retailers look to you for support, especially when it comes to driving sales. And when you offer them an all-inclusive program (that benefits both of you) that’s cost-effective, efficient, easy to implement, and actually works, they’ll be singing your praises. Enter social media. Read on to learn how your brand can benefit from a social media program this holiday season, and how easy it can be to pull off.
Go Where the Shoppers Are
Up to 51% of US adults are using social media at higher rates right now than normal, with Facebook and Instagram being the the top two accessed platforms. And they’re not just using these sites to communicate with friends, share memes, or catch up on the latest headlines. They’re looking to shop and find things to add to their wish lists. According to Forbes, 78% of consumers’ purchases are impacted by companies’ social media posts, with the three most popular social sites being Facebook, Twitter, and Instagram.
Twitter is not conducive to driving jewelry sales, but Facebook and Instagram are. Per Big Commerce, 60% of Instagram users say they find new products on Instagram. It’s predicted that adults will continue their higher use of social media through the end of 2020. Combine that with holiday shopping, and the opportunity is there for the taking.
A Picture is worth 1,000 words. A Video is Priceless.
Today’s online consumers are discerning. And when they see content they like, they comment, share, and engage with it. According to Revive Social, Facebook videos get 135% more organic reach than photos, and time spent watching videos on Instagram is up by a full 80%, year over year.
A holiday social media program is the perfect reason to create high quality videos of your best-selling products. These will not only get major traction on social via your retailers’ social feeds,but you can use them on other digital platforms as well.
Promote Your Products to the Right Shoppers
While this type of program allows you to support your retailers, it also allows you to promote your products to tens of thousands of targeted jewelry shoppers at the same time.
Your product videos aren’t just posted on your retailers’ social media pages; they’re boosted. Using advertising dollars, these type of posts utilize geo-targeting and demographics (interests, age, relationships) to target very specific audiences. A retailer located in Baton Rouge showing an engagement ring and a retailer in Santa Barbara showing an Art Deco bracelet are going to reach very different audiences.
Boosted posts are not expensive. For a small amount, you can reach thousands of targeted shoppers, which means thousands of unique shoppers will have seen your product video. And you can have your retailers pay for this advertising. It will drive holiday sales for them, it will increase sales for you, and it will promote your brand and your retailer’s store. It’s a win-win all around.
Offer a Ready Made Program
You could create and give videos to your retailers and hope they use them accordingly. Or run a program on your own and deal with the hassle of details and all the work involved.
But if you’d rather rely on experience and get the best results possible, we have you covered. Visit https://harmongrp.com/holidaysocial/ to learn about the social media program we’ve created that puts your products in the homes of thousands of jewelry shoppers throughout the holiday season–and that your retailers pay you to promote.
If you want to know more about what we can do for your brand or business, contact us.