EXCLUSIVE: Pandora blows away the market in battle for social media influence


Danish jewellery giant Pandora has extended its lead in the race for UK social media engagement to the extent that it now commands nine times more Facebook ‘likes’ and Twitter followers than its nearest rival in the fashion jewellery segment, Professional Jeweller can reveal.

Social media has become an increasingly important battleground for the top jewellery brands as they jostle for market share, with platforms such as Instagram, Facebook and YouTube used to engage, influence and interact with customers.

Research for the 2016 Professional Jeweller Reach list, which charts the social media influence of the leading jewellery brands and retailers in six key categories, has shed new light on just how heavily companies are investing in this part of their business.

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And while the likes of Thomas Sabo, Trollbeads, Links of London and Monica Vinader have all strengthened their social media reach this year, it is Pandora that has blown the UK market away.

Based on figures collated in October 2016, Pandora had accrued some 9.3 million Facebook ‘likes’ in the UK, compared with 3.9 million at the same stage last year. Its Twitter following has swelled to 158,000, while its followers on Instagram have doubled from around one million to 2.3 million in the last 12 months.

For Mother’s Day this year Pandora became the first UK-based retail brand to make use of Snapchat’s sponsored geofilter feature, inviting fans to take a Snapchat with their Mum on Mother’s Day and add the exclusive geofilter which consisted of a branded Mothering Sunday message.

And the brand recently struck a partnership with Google and SEO specialist Epiphany in what is a first-of-its-kind UK project to track the way search activity influences in-store footfall. It is hoped the move will shed valuable light on the journey that customers take online before purchasing products from the website or in store.

The 2016 Professional Jeweller Reach List will be published in full online next week.

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Andrew Seymour

The author Andrew Seymour

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