Instagram strategy Archives - Data in the Rough

As June ends and I look back on the month one event that made the summer feel more normal was a celebrity wedding! Sam Asghari and Britney Spears were wed on June 9^th. What I love about this wedding is it was both Sam and Britney’s wedding. Pictures with them together and separate with highlights of the little touches that made their wedding special I want to highlight the jewelry for the wedding and how the jewelers used this to display their product. I also want to show the increase in interest of this event that needed to mentioned sooner rather than later if you are marketing.

Wedding Jewelry

The 4-carat round brilliant engagement ring was by Forever Diamonds NY. Sam helped design it and had it engraved with the word ‘Lioness’. Sam’s nickname for his strong and independent girlfriend (at that time). The jeweler’s Instagram gave some details to the ring.

This theme was seen again with Sam’s cuff links worn for their wedding. The photo looks like something out of a high-end advertisement, and I loved seeing the groom’s jewelry on display.

The wedding rings were created by a different designer Stephanie Gottlieb. Britney had 2 options for her diamond wedding band and Sam got a sleek platinum band.

Several necklaces were brought for Spears to chose from below is a tennis necklace that was one option.

The bride ended up with the heart shaped tennis necklace made with 27 carats and a 23-carat bracelet. Those pieces plus a pair of earrings cost over a half million dollars (USD).

Britney Spears in wedding dress and jewelry (IG of Britney Spears)

Marketing from Wedding

The couple did not use this as a marketing moment but there was some interest in the event. Looking at Google Trends the searches for Britney Spears peaked June 10^th the day news went out about the wedding occurring the day before. The trend declines the day after and by the 16^th the numbers have plateaued.

Some brands related to the wedding saw more searches, like Versace, the maker of Britney’s wedding dress. The peak wasn’t as high as it was for Britney but with Versace being so public it’s not surprising.

For other less global designers like Gottleib this gives an opportunity to try and introduce more people to her jewelry. One nice way that she did this was showing a necklace she gifted Britney to mark her wedding date.

Necklace gifted by designer to Britney to remember her special day

I saw this piece on the designer’s Instagram page 2 days after the wedding was announced. Her posts about a week earlier were getting 1,000-3,000 likes on average, the post for Britney’s necklace got over 6,000 likes.

To End With

Even if you don’t have a celebrity to buy your product yet, if you have a product or service that is similar to what is mentioned in the news, see how you can communicate that to your clients If you’d like someone to consult with reach out to me on Instagram or my email: data.inthe.rough@gmail.com. I look forward to researching more on the Wedding Industry and posting about it. Thank you for reading my thoughts on Data in the Rough!

Marketing sites and businesses keep talking about how changes to the Instagram algorithm have hurt engagement. In this post I will look at how I got to my first 1000 followers shortly before the changes took place and how my strategy to grow my following has changed since.

Looking back at all my posts it’s hard to believe I have been on Instagram over 2 ½ years! I started in early September of 2015 to help a designer start and grow her Instagram account. I knew I needed my own account to run my own experiments and see what would be best for my client in the interest of time and resources. I have since ended my working relationship with her, but my account has continued growing. I will start by how I got to my first thousand, strategies that can be helpful as you look to improve your brand.

Getting to 1000:

Once I got to 1000 followers it felt like no time at all, but it took me 4 months from the day I started until I finally got to 1000. The amount of posts was 215. It was in January and I was a bit discourage that I wasn’t growing as quickly as I hoped. I was at a little over 700 followers and decided to post on a rainy Sunday afternoon this Tiffany necklace designed by Paloma Picasso in the 1980s.

Tiffany gemstone necklace posted on my IG that got me to 1000 followers, seen at Christie’s in December 2015

One feature Instagram had was a trending hashtag section. I looked at the page where the trending hashtags were and saw #rainysunday was trending, so I worked that into my caption picking out the most bold and colorful piece to chase away those clouds! Posting around three in the afternoon I knew I’d get some likes, but I never anticipated that over the next couple of days I would get over 500 likes and about 300 followers which got me from 700 to 1000 almost overnight! I realized that my post had made it on the explore page which is why the jump in interest!

Paloma Picasso wearing her design for Tiffany, taken in 1980s. photo from Paris Vogue

Strategies to use now:

Since the changes I can no longer like pictures in real time of when they were posted unless I follow them and get notified when they post. Also, some accounts never make it to the top of my feed. So how do I try and improve my odds:

Follow brands because you like their content not because you hope they follow you. I made the mistake when I first started of following accounts of people or brands that I thought would like me. The problem their feed was not always what I enjoyed seeing so I had to eventually unfollow and look at engaging with account that may never follow me but make my account a pleasant place to go to. Also, to note don’t follow them just because they follow you. They may like your posts, but you may not respond to their content as well, it comes down to engaging with accounts that resonate with you.
Look at what your posting and research hashtags to use that are relevant. Mixing up your hashtags is a better way to grow your following and be in front of new people. Using the same ones can be too predictable especially if you are selling online. Look at what your posting and who maybe interested versus trying to advertise it’s for sale.
Make Instagram friends. Too many small businesses and solopreneurs rely on friends, families or groups they belong to for engagement. The best compliments have been from people I have never meet but find my posts beautiful and interesting. I have even been able to meet with some of my new friends who give me inspiration and different ways to better serve my following.
Experiment with different posts and times. I have read and gone to workshops about growing your following. Everything from running an IG contest to posting more about you as a person. Some ideas are helpful others I tried have failed miserably (I’ll share stories and lessons learned in later posts). For posts use the edits IG has with their photos. I try to make sure my photos are sharp, in focus and the colors vibrant to stand out better to my followers.
Do not get too discouraged with slow growth or followers that leave you in the early stages. When first starting I got a lot of account follows and unfollows in hopes of growing their numbers. Instagram is still a game to many and if you worry too much about winning or losing you’ll miss the important reason for this platform to be social. Again, don’t follow just because they follow you, refer to tip #1.

There are plenty of other ways you can improve. Here is an article I read on Hootsuite about ways to improve your account with the changes to the Instagram algorithm. I also read an article by Recode posted early this month, that stated that your Facebook friends can play into what accounts are one top when you log in. I do not follow a lot of my Facebook friends on IG since I want to keep more focused on my business with IG.

Even though it feels harder sometimes, I am still having good success on IG growing my followers and engagement. If you would like a more personal session to find ways to improve your IG please send me an email at Data.inthe.Rough@gmail.com Also feel free to make a comment below about something you’d like to understand or an observation about your experiences with Instagram! Thank you for reading my post, I hope you return soon! Also a bonus the matching earrings to that bold Tiffany necklace, because you can’t have a statement necklace without some statement earrings!!