In the UK jewellery industry, Pandora continues to command the greatest social media influence over UK shoppers, Professional Jeweller can reveal.
Research for the 2018 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 third consecutive year Pandora is dominating the social media market.
While most brands have shown an increase in followers across Facebook, Twitter, and Instagram, the Danish jewellery giant still has almost 9 million more Facebook likes than its nearest fashion jewellery brand rival, and four 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 2.1 million more Facebook ‘likes’, 4,000 more Twitter followers, and 1.6 million more Instagram fans.
In an exclusive interview with Professional Jeweller at the beginning of the year, Pandora’s managing director at the time, Brien Winther, said its vital the brand creates content online that consumers will want to share.
He explained: “Your customers and the people that love your brand have to help you the voice for your brand – but you’ve got to give them content to do that.”
Content this year included videos features ‘real life’ women sharing stories, images showing the design process behind new collections, and influencer content.
Looking ahead, the brand’s five-year strategy has a heavy emphasis on digital marketing, with the brand vowing to make digital marketing spend represent over 60% of its budget,
The full 2018 Professional Jeweller Reach List will be published online tomorrow.