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Merrick, NY--Instagram is among the most important social media channels for jewelers. It allows the jewelry to stand out and be appreciated. With this article, we begin a new Instagram Jewelry Engagement Index to see how well jewelry retailers and designers/manufacturers are doing getting engagement for their many posts.

To report this Index, we take a look at a small, medium and large retailer and a small, medium and large manufacturer/designer and review their latest five (5) posts for likes, comments and video views--the ostensible measures of engagement. While everyone would love to have lots of organic comments that add up to "where do I find it?" and "how much to purchase this beautiful piece?", comments in fact are pretty hard to come by.  

30 Latest Posts Sampled

Of the 30 latest posts reported on, a total of 49 Comments were earned (not including replies or comments from the posting companyt). This contrasts with 3,159 Likes. There were 645 Video Views, as video is very popular on Instagram. However, those generally earn fewer Likes and Comments.

Building total Followers logically adds up to more Likes. But the world of Instagram discourages buying Followers as they are usually Bots with limited value. A mid-sized jewelry manufacturer with close to 25,000 Followers got 1,984 Likes in the past five Posts and was by far the leader in this sample. A mid-sized jewelry retailer with just over 5,000 Followers pulled in 278 Likes from its latest 5 Posts. The larger companies had similar number of Followers at close to 5,000 apiece. For them, Likes were at 500 and 218, respectively for the past five Posts. The smaller retailer and manufacturer had close to 500 and 300 Followers each and netted 26 and 153 Likes each on their past five Posts. But with the exception of one large jewelry manufacturer who got 19 Comments, Comments were single digits for all other participants. 

Did number of Posts correlate to Likes or Comments? Not really. The comnpany with by far the greatest number of posts at more than 3,000 earned the lowest number of Comments. And their Likes at just under 300 were in the middle of the pack. On the other hand, a small manufacturer with the least number of Posts at under 50 had the second highest number of comments at eight (8). Combined, this group had just under 40,000 Followers and had made just over 6,000 posts at this writing.