How Jewellery Brand Mejuri Stays Relevant on Social Media

If social media has one fixed, it’s change. Platforms come (BeReal, anyone?) and go (relaxation in peace, Vine). Algorithms are as capricious as influencers’ sponsored-post charges, and the churn of content material is so fast that it’s virtually assured {that a} pattern might be stale by the point key stakeholders approve a model’s try and catch the viral bandwagon.

At the identical time, social media is the place prospects are—and the place they’re making buying choices. According to a 2022 research by Sprout Social, two-thirds of shoppers have bought immediately via social media. For manufacturers, getting left behind—lingering too lengthy on a platform that’s previous its prime or shedding followers as a result of content material isn’t contemporary—may make the distinction between whether or not the business lives or dies.

Most manufacturers acknowledge the significance of social media for backside traces: Shopping immediately on social is anticipated to double within the United States by 2025 and attain US$99 billion. That’s why Mejuri, a Canadian fine-jewellery model, employs three full-time staff whose job is to make sure that the corporate retains its robust social presence. (Mejuri has one million followers on Instagram alone.) Launched on-line in 2015 earlier than later opening bricks-and mortar shops, the corporate has prioritized social media since day one; its goal demo—ladies aged 20 to 40 with disposable revenue—are usually among the many most lively social-media customers.

Staying related on social media is a unending job, says Majed Masad, president and co-founder of Mejuri, explaining that the social crew logs a minimal of six hours of display screen time day by day, consuming content material from different manufacturers and creators so as to establish traits. Within the crew, everybody has a specialization—one individual is extra targeted on TikTok, for instance—however employees pitches in throughout platforms as wanted. This fixed monitoring means Mejuri is attuned to adjustments in its viewers’s tastes.

“In the past year, we felt like we needed to shift toward content that was less curated and more ‘real’ and ‘in the moment,’” says Masad. Previously, Mejuri would put up extra professionally shot product pictures. The model’s feed now options pictures of consumers and employees sporting Mejuri items in unfiltered photos that seem like they had been shot on an iPhone.

Mejuri additionally launched extra video, realizing that that is what youthful social-media customers are gravitating towards, whatever the platform. (Eighty-eight per cent of social-media customers need extra video from manufacturers, based on Sprout Social.) Keeping up with the much less curated aesthetic, this implies lo-fi Reels as a substitute of the professionally shot marketing campaign movies that when pulled within the likes. Now, the crew produce much more “on the fly” video content material, like footage of employees opening a brand new retailer or speaking about their favorite gadgets.

“There is purpose behind everything we post,” says Masad. The aim is likely to be attracting new prospects or selling a vacation sale. Sometimes, this appears to be like like an in-depth product explainer for a brand new drop. Other occasions, it’s hopping on a trending TikTok sound, which helps content material land on customers’ “For You Page,” main to an enormous enhance within the quantity of people that see the put up. One of Mejuri’s most profitable TikTok posts from December—a brief video of sparkly rings accompanied by a clip of the favored track “Miracles Happen” from the film The Princess Diaries—bought greater than 835,000 views.

Mejuri additionally makes use of a device from Dash Hudson that generates analytics, which can be utilized to tell future posts. Reach—the quantity of people that see a put up—is a key metric for Mejuri, however so are issues like feedback or how efficiently one thing results in a conversion—that’s, a sale both immediately via a platform like Instagram or a click-through to their e-commerce website.

“Our social strategy is driven primarily by what we predict our target demo is looking for and wants to engage with based on our data analysis,” says Masad. He says the corporate additionally attracts intel from its in-house consumer-insights crew, which tracks buying patterns and broader market traits. But it really works each methods: “Understanding the type of content our demo interacts with on social media provides insights into their shopping behaviours and decision-making processes.”

Brands usually make the error of utilizing the identical technique throughout all social platforms. Content has to make sense for the nuances and particularities of every channel. “TikTok tends to skew younger, and there is more freedom to experiment,” says Masad. “Instagram, on the other hand, tends to be more aesthetics-driven.” The model’s crew tailors its approaches primarily based on what every platform is used for and what the viewers likes.

The one factor manufacturers can’t afford to do is simply sit again and pray that the algorithm will smile on them. “Similar to any marketing strategy, we constantly have to revisit our approach,” says Masad. “And we have to evolve as platforms and consumers evolve.”

This article seems in print within the winter 2023 situation of Canadian Business journal. Buy the problem for $7.99 or higher but, subscribe to the quarterly print journal for simply $40.