In the UK jewellery industry, Pandora continues to command the greatest social media influence over UK shoppers, Professional Jeweller can reveal.
Research for the 2017 Professional Jeweller Reach list, which charts the social media influence of the leading jewellery brands and retailers in six key categories, shows that for the second consecutive year Pandora is dominating the social media market.
While all brands have shown an increase in followers across Facebook, Twitter, and Instagram, the Danish jewellery giant still has 7 million more Facebook likes than its nearest fashion jewellery brand rival, and 3 million more than Tiffany & Co, which commands the second greatest social media influence in the UK jewellery industry.
Compared to last year, Pandora has picked up 3 million more Facebook ‘likes’, 7,000 more Twitter followers, and 900,000 more Instagram fans.
New for this year, Pandora launched a multi-faceted marketing campaigned called ‘Do’, which involved encouraging consumers to celebrate who they are and do the things they love. To spread this message the brand created engaging social media content, from exclusive Twitter competitions, to playful videos, which has helped boost its online influence and increase its digital reach.
For Tiffany & Co, which hasn’t seen as much growth across its social media channels, but continues to be a leading player based on the strengths of its brand identity, Instagram has been an instrumental tool over the last 12 months. This year has seen Tiffany & Co play with more lifestyle shots, and video content, in a bid to be more relatable to a broad range of consumers.
The full 2017 Professional Jeweller Reach List will be published later this week.