Social media platform, Instagram, has launched a step-by-step guide for creating engaging and interactive Instagram Stories.

With Christmas fast approaching, the social channel’s top tips could help a jeweller bolster business and brand awareness during a season where people are and browsing for products online more than ever.

And, it’s a known fact that Instagram is one of the most influential apps, with many users using the channel to inspire them for gift and self-purchase ideas.


Therefore, having an engaging Instagram channel could really make a difference to business this Christmas, and according to the app, Stories is an effective way to secure sales.

The social channel says: “Instagram Stories are a playful and attention-grabbing way for people to learn about your business. One-third of the most viewed stories come from businesses.

You can read the whole guide here, but here are some of the top tips Professional Jeweller believes will benefit jewellery firms:

Show unfiltered moments: Consumers, particularly millennials and Gen Z who are active Instagram users, want to see your business in all its unpolished glory. These two generations want truth, reality, and authenticity from the people and companies they follow, and they are looking for a community to belong to – so show them what it means to be part of your business culture. Give users an insider’s view of your business. This can be done with behind-the-scenes footage, whether that be a video of the team getting the store ready for Christmas, or a series of photos showing the process of bespoke pieces being made, or even some action from a staff charity initiative. Whatever you do, keep it real, as according to a study by Facebook, UK users view stories for live and unfiltered content.

Share testimonials: Many jewellers will have testimonials on their websites, so why not take some of them and put them on Instagram Stories? Furthermore, if someone has shared a positive post about their experience with your store, re-share it. Also, get in the habit of asking for feedback so you can keep testimonial content fresh and up-to-date! If any of your shoppers are willing, you can ask to take a photo of them wearing their purchases, or even speaking to the camera about their experience in your store.

Use polls to interact with followers.

Tell your story: Don’t assume everyone who walks through your doors or visits your business via a digital channels knows your story. Use Instagram Stories to retell it. Share the story of how the business got starter, the vision and the mission, and even in the interest of keeping it unfiltered, share the challenges you’ve had to overcome and anecdotes that give your business personality. This can be done via videos, images or text. Get creative – and get different team members involved!

Show-off your products and services: Take advantage of Stories’ full-screen format to showcase your products, launch new pieces, announce fresh initiatives, and promote services that make you stand out from the competition. If you have a bestseller this season, put that product in your Stories to attract others that might be interested. If you are able to transform old pieces into contemporary designs – shout about it! In a study commissioned by Facebook, half of respondents said they have looked for the product/service on a company’s website after seeing a Story.

Get Interactive: Instagram Stories provides a way for your followers to directly engage with your business. According to Instagram, there are the top six ways of being interactive and engaging your audience: Go live, create a buzz using the countdown sticker, host a Q&A session, poll your community, encourage consumers to respond directly to you, and make quizzes for your followers. The social channel says 1 in 3 Instagram Stories results in a direct message, so if you are not experiencing this remind your community that they can easily get in touch with you by giving them a reason to respond to Stories.


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Editor, Professional Jeweller