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Instagram to Instaglam: Part 2

In the conclusion of a two-part series, DEBRA TEMPLAR outlines more tips and tricks for how jewellers can increase consumer engagement and foot traffic with visually friendly platform Instagram.

Last month, I outlined why Instagram was one of the most useful social media platforms for jewellers and explained several best-practice strategies, including why retailers need to post their own high-quality images rather than relying on supplier product photos, and perfecting an Instagram bio.

With the basics covered in Part One, readers should be ready for the next round of advice.

Good timing

Timely posts are of utmost importance so retailers need to know what times their target audience is on Instagram. If mums with school-aged children are part of the store’s target market, be sure to post something around 3:00pm as this will be the time they’re waiting in the car to pick their kids up from school – a prime opportunity to check Instagram and Facebook.

Similarly, another ideal opportunity is between the hours of 7:30pm and 9:00pm because the kids have been fed and put to bed, meaning most mothers are sitting down for some quiet time with their phones.

Jewellers also need to remember to schedule posts during store opening hours. The aim is for followers to see a post and think, “Oh, I’m passing there today. I’ll go in and have a look.”

Sharing is caring

Many businesses share their Instagram posts across to their Facebook page. This is good practice because it increases the reach by about 23 per cent and also reduces time; however, one common mistake is to use the automatic-linking option to publish a post across both platforms instantaneously.

If I’m following a retailer on Facebook and Instagram and they’ve simultaneously posted on both platforms, I’ll look at it and say, “This is the same thing – delete. Don’t need to follow you on Facebook anymore. I’ll only follow you on one of the platforms.”

This doesn’t mean retailers have to avoid posting the same content on both networks; it’s merely advising retailers to be strategic about when that content is posted. For example, you might choose to post on Instagram then share it across your Facebook page two days later.

Hashtag puzzle

Another reason for avoiding the automatic-posting option is that hashtags must be treated differently across Instagram and Facebook. Instagram should have a maximum of 10 hashtags while Facebook should have a maximum of three. It becomes fairly obvious when someone has automatically posted the same content on both platforms because the Facebook post will have too many hashtags.

Developing hashtags on the spot – every time new content is posted – can be daunting, which is why I keep a list of them in the ‘notes’ feature of my iPhone. This way, I never forget the hastags previously used and can copy and paste them with little brain power necessary.

Story arc

Have you heard of a ‘story arc’? It’s a tactic retailers can employ and is particularly useful when hosting in-store events.

Generally, businesses will promote events by taking photos during the occasion and then posting those photos in the ensuing days. This is a mistake. Events need to be publicised prior to them taking place, while they’re taking place and after they’ve taken place – this is called a story arc.

On Monday, one might say, “We’re running an in-store event on Tuesday. Stay tuned.” On the actual day, a staff member can post photos in real time and on Wednesday, staff can go back and proclaim what a success the event was.

Buying followers

Many retailers are comfortable building their follower numbers organically but there is actually a better way – buying likes. I have a tonne of examples illustrating how buying likes with apps such as 1stlike has helped stores to build momentum.

Take one jewellery retailer in Melbourne with whom I work. The business had gained only 49 followers in six months. I purchased 2,000 followers and that triggered organic growth – the number of followers quickly increased to 15,400. The account now receives an average of 100 organic followers per month and the business is reporting an increase in foot traffic.

I was recently talking to another business owner who said customers visit their store because of Instagram posts. The same could not be said for that business’ Facebook efforts; they just didn’t drive traffic.

Small business owners and their staff have enough on their plates than to be wasting time posting pretty pictures for the sake of it. Instagram is designed to woo and attract people into a store and retailers should be well on their way to achieving this by following these simple guides.

Happy snapping!

Click here for Instagram to Instaglam: Part 1 »

Debra Templar

Contributor • The Templar Group

Debra Templar is founder of The Templar Group, which offers retail consulting, training and keynote speaking. Visit:

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