With its visually-driven platform, Instagram has become the perfect playground for jewellery businesses to showcase their products and reach a wider audience. If you’re an Australian marketer or business owner in the jewellery industry, this blog post is for you.
We’ll dive into why Instagram ads are crucial for jewellery brands first, and only then explore 10 dominating Instagram ads that will certainly get you inspired.
Why are Instagram Ads Important for Jewellery Brands?
Instagram has evolved into more than just a social media platform; it’s a powerful marketing tool that can significantly benefit your jewellery brand.
Instagram ads are crucial for jewellery brands because Instagram, just like jewellery, is all about aesthetics and visual appeal. It’s an image-centric platform, in which high-quality images and videos can captivate audiences and leave a lasting impression.
In this context, the business opportunities found on Instagram are more than just convenient for jewellery brands—they can convert into bonafide game changers! Instagram ads target options like location, demographics, interests, and behaviour, meaning you can reach potential customers who are more likely to be interested in your products.
Instagram Shopping, on the other hand, allows users to explore and purchase products directly from your posts, which translates into faster (and more abundant) sales. You can even tag specific products in your images, leading users to a dedicated landing page.
Get Inspired by These 10 Dominating Instagram Ads
Now that we’ve established how important Instagram ads are for jewellery brands, it’s time to take a look at what the best players in the market are doing right:
1. Tiffany & Co.’s Iconic Blue Box
Tiffany & Co. is known for its iconic blue box. Their Instagram ads often feature this classic packaging, creating a sense of luxury and anticipation for their jewellery. It’s a prime example of how a brand’s signature element can be a powerful visual asset.
This sponsored Instagram reel, for example, makes extensive use of Tiffany & Co.’s signature blue. For this reason, it’s immediately identifiable as a Tiffany & Co. ad.
2. Pandora’s Content Outsourcing
Pandora leverages content marketing to showcase their jewellery. Sharing customer photos of their personalised pieces not only promotes the brand but also encourages engagement from their satisfied customers.
They’re also known for teaming up with artists such as designer Henrik Vibskov to create artsy street campaigns; it’s an interesting content-outsourcing strategy, combining user-generated content (UGC) and influencer marketing.
3. Cartier’s “It’s All About the Product”
Cartier’s Instagram ads often zoom in on the intricate details of their jewellery. This approach highlights the craftsmanship and quality that goes into their pieces, reinforcing their brand’s luxury image.
Nevertheless, Cartier’s social media marketing strategy doesn’t snub aspects such as user engagement and storytelling, as displayed in their love-celebrating #TritinitydeCartier campaign.
4. Michael Hill’s Seasonal Promotions
Michael Hill Jewellers effectively uses seasonal themes in their Instagram ads. Whether it’s Valentine’s Day, Christmas, Mother’s Day, or even Black Friday, they tailor their content to resonate with customers during specific occasions.
5. Swarovski’s Influencer Collaborations
Swarovski often partners with influencers to create engaging content. Influencers can reach a wider audience and lend authenticity to your brand.
In 2017, for example, Swarovski showed vision by teaming up with the influencers Fei Fei Sun, Ruby Rose, and Jourdan Dunn (the latter of whom has roughly 4 million Instagram followers).
6. Hugo Jewellery’s Workshop
Hugo Jewellery shares behind-the-scenes glimpses of their workshop, showcasing the artistry behind their pieces. This transparency can build trust and connect customers with the people behind the brand.
Hugo Jewellery’s reels routinely showcase some of the stuff most jewellery brands try to keep in hiding, including testing.
7. TOUS’ Everyday Life
TOUS often features lifestyle shots that incorporate their jewellery into everyday scenarios. This strategy helps customers envision how your products can enhance their daily lives. It also promotes TOUS as a friendly, easygoing, and accessible brand.
8. Thomas Sabo’s UGC
Taking inspiration from Pandora and many other jewellery brands, Thomas Sabo encourages customers to share photos of themselves wearing their products. Their UGC not only strengthens brand loyalty but also provides a variety of images to use in marketing.
Unboxing videos are also huge when it comes to UGC, as seen in this user TikTok (it’s not Instagram, but that only goes to show how easily UGC can be used cross-platforms).
9. Jenna Clifford’s Handmade Jewellery
Jenna Clifford often highlights their local artisans, emphasising the handmade nature of their jewellery. This approach can appeal to customers who value craftsmanship and support local businesses.
10. Mejuri’s Minimalistic Elegance
Mejuri’s Instagram ads are known for their minimalistic and elegant style. Their clean and simple imagery aligns with their brand identity, which resonates with customers seeking a refined look.
Final Considerations
Instagram ads have become a vital tool for jewellery brands to reach and engage with their audience. By taking inspiration from these dominating Instagram ads and implementing the tips provided, Australian marketers and business owners can finally master Instagram advertising.Remember that a compelling visual story, tailored to your audience, can work wonders in creating a lasting impact and driving sales for your jewellery business. So, go ahead, steal these ideas and start crafting Instagram ads that shine as brilliantly as your jewellery pieces.
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