What’s “Marketing Myopia” and How Can It Affect Your Jewelry Brand?

Have you ever heard of a term called “marketing myopia“? You may have seen the word “myopia,” which is a fancy way to say nearsightedness. In relation to marketing, myopia means a brand has lost sight of the big picture and is focusing too closely on small details that only relate to short-term outcomes.

When a jewelry brand’s design and marketing teams are in the throes of product development and promotion, they often become laser focused on making sure a product is just right and that the corresponding marketing is attractive and appealing.

Let’s look at a more specific example. Imagine a jewelry brand’s marketing team has become obsessed with growing the brand’s Instagram presence because Instagram converts. They focus heavily on getting “likes” and feel discouraged when a post doesn’t attract as much activity.

Meanwhile, the brand hasn’t invested time, attention, and money into customer service, product innovation, content marketing, and real relationship building.

Now, there’s nothing inherently wrong with focusing on Instagram, especially if customers are finding the brand through Instagram and actually buying products they see in posts. However, this approach is limiting for two reasons.

  1. When product development and marketing is the sole focus, a brand may lose sight of its overall mission. In addition, they forget what the customers really want, which is often more than a pretty picture they can “like”.
  2. Focusing all time, budget, and attention on Instagram strategy is short sighted, especially for a jewelry brand that hopes to remain relevant many years from now. Who’s to say that Instagram will still be popular in 5-10 years?

So how exactly can you avoid marketing myopia? First, you need to fully understand what you stand for as a brand and know what sets you apart in the marketplace. Then, you must never lose sight of your core value proposition and constantly consider how you can communicate it to your customers, whether your brand is 5 years old or 50 years old.

Studying heritage jewelry brands can help you better understand this concept. A brand like Tiffany & Co. has been around since the 1800s. It’s true they’ve pushed the boundaries with some of their collections over the years – appealing to new customers and evolving with the fashion trends. However, they’ve never lost sight of the fact that they make jewelry that people love to receive as gifts. They’ve kept their iconic blue packaging and the personalized shopping experience sacred.

Have you ever experienced marketing myopia? How do you pull your brand out of this state and reconnect with your customers on a more personal level that will stand the test of time?

Grid + Lock: Is Your Instagram Grid Locking Down New Customers?

If you were given a random lineup of Instagram profiles for jewelry brands – with the usernames hidden – would you be able to determine which ones are corporate jewelry brands and which ones are mom-and-pop jewelry shops?

You’d likely analyze the quality of the images, the caliber of models, and the overall cohesiveness of the grid. By “grid”, I mean all square photos stacked in three columns on any user’s main Instagram profile.

Not only are the most established and professional brands sharing the best photography on a daily basis, but they’re also thinking about how each photo connects to the next, telling a story and reinforcing the brand.

For an example, take a peek at the screenshot of Vrai and Oro’s Instagram feed (above) or visit their Instagram profile. Founded in 2014, Vrai and Oro is a fairly new brand, but they’ve attracted a lot of attention due to their innovative approach to jewelry. Selling only simple designs crafted from gold and diamonds, Vrai and Oro’s core values are quality, simplicity and transparency.

Vrai and Oro’s Instagram grid, which is clean and minimalist, communicates the brand very effectively. Not only is the color palette very limited, but the jewelry is presented in a way that seems very “no nonsense” and wearable. At the same time it’s beautiful and light.

Once you’ve determined your brand values and know how you want your customers to see you, then you can also take steps to make your Instagram grid a cohesive expression of your brand and tell a clear story that progresses from one photo to the next.

Do you know about the tools that can help you pre-plan your grid? PLANN and Preview are two of my favorites.

PLANN is one popular visual planner. When you download the PLANN app, you can upload potential photos for your Instagram feed and preview how they’ll look in your grid before you post them. If you’re not sure about adding a new tool to your technology mix, you can try PLANN for free with one Instagram account and upgrade later.

Preview has basically the same planning functionality as PLANN and costs $7.99/month for unlimited posts and some analytics capabilities. In my opinion, the two tools are very similar, and the one you choose will depend on personal preference.

What’s your favorite method for planning your Instagram grid? Are you new to the concept? Leave a comment and let me know what you think about building an Instagram grid as a branding strategy.

Boomerang and Instagram Video in Social Media Marketing for Jewelry

One of the most difficult aspects of photographing jewelry is capturing its “sparkle,” especially the brilliance, fire, and scintillation of a beautiful diamond. In the jewelry industry, sharing a beautiful product photo on your website or via your social media accounts is the most effective way to entice a customer who isn’t able to see your jewelry in person.

Product photography could well be the single most important design aspect of any e-commerce website. – Smashing Magazine

If you’re a jewelry designer or jewelry business owner who has ever tried photographing your jewelry yourself, without outsourcing it to a professional, you probably know that producing the perfect product photo requires ideal light, proper equipment, lots of trial and error, and more than a basic knowledge of Photoshop.

If you don’t have time to learn how to photograph jewelry, or you can’t afford to hire a jewelry photographer, don’t worry: you do have other options, especially when it comes to posting on Instagram.

What most people know about Instagram is that it’s a social media platform where users can share square-shaped photos altered with filters. Many jewelry brands have been very successful with sharing still photos on Instagram.

Check out #showmeyourrings for some examples of rings on Instagram.

But lately, I’ve been noticing that many jewelry brands are incorporating Boomerang and video into their regular, still Instagram postings. What are Boomerang and Instagram video, you ask? First, you should be aware that Instagram will, by default, display video “views” rather than “likes.” To see actual likes, just click the number of views for more information.

Boomerang: In late 2015, Instagram announced the launch of Boomerang, an app that allows users to create a one-second mini video from a quick burst of photos.

Below is an example of a Boomerang for a double-halo diamond engagement ring.

Check out the sparkle on this cushion-cut, double halo ring! How many heads do you think you’d turn?

A video posted by DIAMOND MANSION (@diamondmansion) on

Instagram video: In 2013, Instagram launched a video feature that allows users to post 15-second videos, which can then be altered with one of Instagram’s filters.

Below is an example of an Instagram video featuring multiple ring stacks.

Boomerang vs. Instagram Video

You might think that not much can happen in a second, but one second could be just the right amount of time to showcase a moment of sparkle.

Boomerang is a perfect choice when you want to capture polish, fire, or scintillation, and a still image isn’t doing your jewelry justice. When using Boomerang, you’ll find that the app’s photo bursts happen quickly, and you might need to do a few takes in order to achieve your desired effect.

What I like most about Instagram video is that 15 seconds can offer a potential customer a brief glance into how it might look and feel to wear your jewelry. Few people are likely to get bored in 15 seconds, so you’ll be able to pique viewers’ interest without losing their attention.

In one of my favorite examples of Instagram video used for jewelry marketing, jewelry brand Mark Broumand enlisted a hand model wearing a 3.56 carat double-halo oval engagement ring to visit Los Angeles restaurant and gourmet market Bottega Louie.

In the video below, you can see the model admiring a window display full of cakes and colorful macarons while wearing her show-stopping ring. To date, the video has received more than 55,000 views.

Do you already utilize Boomerang and Instagram video? If so, how do you decide when to use a still image or a video? If not, do you think your Instagram account would benefit from some moving images?