One of the things I want to do in 2015 is bring you more specific Instagram examples of success. I am going to dedicate a number of Instagram blog posts to highlighting various types of Instagram accounts through my new series of Instagram case study posts.
I think this will help you better understand the power of Instagram and how different industries can use the platform so successfully. I will show you what these accounts are doing right, and even where I think they can improve. And I promise you that most of these case studies will not be the "big" accounts. These will be smaller accounts, with thousands or even hundreds of followers, not millions of followers. Because, let's face it, that's more relevant to you and your Instagram strategy 😉
I would also like to point out (for legal reasons) that I am not affiliated with the account described here in any way. This is my personal opinion and review of their public Instagram account.
And, so, for the first Instagram case study, I want to introduce you to Xennox Diamonds. This is a ring and jewelry designer based out of Australia.
I'll be honest, I'm a sucker for a beautiful diamond ring, so following this account is really just pure fun for me 🙂 But in all honesty, they are doing Instagram right in a lot of ways. In fact, I've learned his process so much, and developed such a trust in his skill, that if I ever wanted a custom ring designed, I'd probably consider contacting him - even if he is in Australia!
So let's dive into what this account is doing so well.
In general, this account bio is pretty good. I like that the profile pic is a human being, not a logo or product. People connect with people! Also, his username is his business name - which is key for recognition on Instagram. But his name is something fun and descriptive - The Dream Ring Designer.
The bio itself is descriptive and explanatory while showing some personality but remaining professional. I would like to see him add some emojis or symbols to the bio to jazz it up a little bit. But otherwise, the bio works well.
He also has the link to his company website right there for easy access if people want to learn more or visit his site.
This account averages about 2-3 posts a day. That's a lot. And for some companies it might be too many. But with all the content he has created, he can maintain this schedule and does it well.
Posts are not duplicated and showcase a variety of products that appeal to their followers.
Posts What the Audience Wants
This is a jewelry designer. Let's face it, their audience wants to see jewelry and custom designs. And that's exactly what they get. He knows his audience and what to show them!
As a result, he gets pretty good engagement on most of the posts. Plenty of likes and usually a good collection of comments. Most of the comments revolve around how beautiful the piece is but he also makes sure to respond to comments and thank the audience while continuing the conversation.
I would like to see more of the jewelry in an "organic" environment - for example, on someone's hand or on a rock, or in sand, or a seasonal themed environment. I think this would make the photos even more appealing and boost engagement even more. The catalogue/studio style posts with a white background are a little too standard for Instagram and I think good artistic showcasing would be a significant improvement.
One of the most effective ways to use Instagram is to make good use of the captions. And Xennox does this well. There's always a descriptive caption and good use of hashtags (he usually places hashtag in a subsequent comment to avoid looking too spammy which is fine).
He also includes calls-to-action, but frequently asks questions in the post captions which helps generate more engagement and information from the audience.
One of the biggest possible rewards of social media is the ability to create trust with your audience. And I love Instagram for its power to do this so well for businesses.
Xennox Diamonds does this so well with their behind-the-scenes type posts. And as I mentioned earlier, this is why I would have no qualms sourcing out a ring design halfway around the world.
This is what sets this account apart for me.
By opening up their business to how they do what they do, you learn, not only the process, but the trust in what they do. He showcases the start of a ring development with sketches. Shows how they can depict how your ring will look and fit on your finger. Demonstrates the process of building a ring. Shows the tools and items needed to craft a ring. And shows a final result so you see what really became of the ring.
This is how you inspire trust. Invite your customers in. Open up your virtual doors and educate your audience. Let them know they can trust you and you will build real brand advocates - and sales!
And there you have my review of Xennox Diamonds on Instagram. Why I like them, what I think they're doing right, and how I think they could improve. I hope this helps you see how other businesses are using Instagram successfully. And I hope it gives you some ideas on how to improve your own Instagram strategy.