Look Book

32 www.thejewelrybook.com D e b u n k i n g t h e t o p 3 i n s t a g r a m m y t h s S o c i a l S t u d i e S Benjamin Guttery Getting a handle on your company's marketing can be tough. With the multitude of social media platforms today, it can easily seem like there are endless strategies, no-no's, rules, faux pas, and limitations as well as unfounded rumors across all. And since Instagram isn't fully self-explanatory, lots of room is left for speculation and opinion versus fact. This column aims to debunk the top three Instagram myths and misconceptions so you and your staff can cut through the noise and get straight to connecting with customers! 1. Your gallery grid or newsfeed needs to look pretty. Nope. It never has mattered to the company's seemingly mysterious algorithm, and Instagram's Eva Chen, director of fashion partnerships, has announced this fact publicly. Whether you're posting alternating rows of black and white photos or lifestyle images, no one cares but you (and may- be that 2 percent of your following that's OCD). There is, however, evidence to support giving vid- eo content room to breathe by not posting multi- ples back to back, but how they look on a phone or desktop doesn't affect your traffic, chances for dis- covery, or overall growth. Post more of what your audience wants to see and you'll be just fine. 2. I think I may be shadow banned. Shadow banning is thought to be where the app pur- posefully hides your content from your own audience and especially from being discovered by new follow- ers. It was a popular excuse for why content wasn't performing well back in 2016 and 2017 (and still is in some circles), but this rumor circulated so much that the platform addressed the topic in 2018. Instagram stated that "the platform doesn't downrank users for any specific actions such as hashtag count or posting too often" and "shadow banning is not a real thing." 3. Switching to a business account from a personal one is bad for engagement. This is one of the more prevalent falsehoods that I hear from new and prospective clients. The only dif- ferences between the two are the ability to run ads, boost posts, embed links, and obtain those coveted analytics. The in-app analytics you get from switch- ing are crucial to anyone doing business today. Why? You can learn key metrics like the location of follow- ers, age, sex, and even what time of day posts gener- ate the most interaction. My account, @ThirdCoastGems, was invited to par- ticipate in beta testing for a business account back in 2015, and I've never regretted the decision. I get in- valuable data with a business account, like knowing top-performing posts and which hashtags are most effective. And earlier this year, I was again invited by Instagram to beta test new Creator accounts for con- tent creators and personalities. This permits a few extra perks and buttons (like collating direct mes- sages by priority). Bottom line: If you're a business, switch to a business account! Over time, the tools give you hard numbers that help your account grow. I hope these insights can help your jewelry business focus on what matters most: telling your story and connecting with clients. Never in history has there been a time where makers, creators, personalities, and businesses of all kinds have the power to directly speak to so many, so easily. Use these tools to your brand's benefit. Ben is an advocate for jewelry designers, a storyteller, and a self-pro- claimed gem nerd from the Dallas-Fort Worth area. He spent sev- eral years selling fine jewelry behind the counter of an independently owned jewelry store in Texas before debuting his @ThirdCoast- Gems account on Instagram. To date, the account has amassed 118,000 followers—including some celebrities like Debra Messing. In addition to sharing gorgeous snaps of jewels on the medium, he also teaches retailers how to master it for maximum sales. Reach him at Benjamin.Guttery@gmail.com. B y Benjamin Guttery GIA G.G., A.J.P. Bottom line: If you're a business, switch to a busi- ness account! Over time, the tools give you hard numbers that help your account grow. Debunking the Top 3 Instagram Myths Targeted Tips to Better Use the Top Platforms Today

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