For the first time since launching the Reach List, Professional Jeweller was able to analyse the auction houses’ reach based on a UK ranking (because previously only a global ranking was available). This means the results for 2017 present a more accurate representation of the most influential auction houses among UK spenders.
After climbing up from second to first place last year, international auction house Sotheby’s has managed to stay on top despite only being assessed by its UK figures.
Notably Sotheby’s has seen a significant spike in Facebook and Instagram followers over the last 12 months, jumping to 458,794 and 540,000 respectively.
While other auction houses such as Christie’s and Bonhams have a separate account for showcasing jewellery products, Sotheby’s keeps its categories on one account. Nevertheless, it’s jewellery still has a prime spot, with pictures of rare diamonds and striking jewels featuring heavily on its Instgram profile. For these posts, it’s not uncommon for the company to receive over 3,000 likes, with videos of diamonds reaching over 45,000 views.
Over on Facebook, jewellery does not feature as much, but when it is followers are quick to like and share.
Breaking down its country reach on Alexa, the UK makes up 6.3% of the auction house’s traffic, coming fourth behind the United States, Japan and France, but marginally before China.
Visitors to the site will spend 3.6 minutes on average browsing through between three to four pages.
The majority of traffic comes from searches specifically for Sotheby’s.