Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
Getting savvy with Snapchat
Snapchat is one of my favorite social media platforms.
For those of you who are unfamiliar, it’s a social app that allows users to capture images and videos that can be sent to approved friends but self-destruct after a maximum of 10 seconds.
There’s also a chat feature where those who receive images/videos can reply to the original sender with another image or a text, and a feature that allows users to draw and add captions to their content.
Examples of how Snapchat is used among millennials; the ticker in the upper-right hand corner counts down for each image. If a user takes multiple Snaps in a row, they play at once in a “story.”
National Jeweler has emphasized time and time again the importance of independent jewelers utilizing not only an Internet presence but also social media, whether it be Instagram, Pinterest, or Facebook.
Snapchat is one platform we have yet to cover, with the main question looming: Is it appropriate for our industry?
Nicole Kroese, vice president of marketing and partnerships at social media software provider Likeable Local, said retailers should know their audience when using Snapchat.
“If your target audience is late 20s and under, Snapchat and Instagram might be a great fit as they are popular with that demographic,” she said. “Make it high quality, use features … make sure that you Snap great and compelling moments and take advantage of the ability to write and draw on Snaps. This will make your brand Snaps more authentic.”
Still, there are obstacles.
The first is connecting with your audience. In order to send content on Snapchat, you need to have a list of connections to send it to—like on Facebook, they are called friends—and you need the cell phone numbers of these friends to reach them. They must also approve your request to be friends and receive your images/videos.
This could be easy with a jewelers’ existing clients, as they may already have a database of their customers’ cell phone numbers already, but ideally retailers want to reach millennials with this app, as it’s the third most popular social app among them.
Users also must have an account from which to send the content, set up via a smartphone that can capture images and videos (because it is a mobile app, you can’t send content via a desktop or laptop computer.)
Once these hurdles are cleared, it’s time to send
On one hand, exciting content and clear, crisp pictures could get them in the door, regardless of what they remember seeing, but users run the risk of the out-of-sight, out-of-mind mentality when the image disappears. Still, the Snaps could be enough to have potential customers keep you in the back of their minds and come into your store when it’s time for bridal jewelry or other gifts.
The final frontier: Do your customers want to engage with you on Snapchat?
Earlier this year, Snapchat added a new portal of curated news stories called “Discover,” where users can access content from outlets such as Comedy Central, CNN, ESPN, Yahoo, National Geographic and People.
I personally checked it out only once or twice because I am more interested in the content friends are sending, and I don’t believe I am alone—Engadget.com reported in May that the feature’s traffic has been dropping significantly since its debut.
While the Discover portal is separate from how independent retailers would be reaching their own Snapchat users, it does give insight into how users feel about connecting with businesses on this platform. Snapchat is quick, fun, easy and not yet plagued with ads; are users ready to be inundated with commercial content?
Retailers, what’s your take on Snapchat? Do you use it for your business and, if so, do you find it effective? Please feel free to weigh in below in the comments section, or contact me directly at hannah.connorton@nationaljeweler.com.
The Latest
The Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
The announcement came as the company reported a 23 percent drop in production in Q1.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
Inspired by the Roman goddess of love, the designer looked to the sea for her new collection.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
The selected nine organizations have outlined their plans for the funds.
The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
Emmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Ruser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
The “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
The overhaul includes a new logo and enhanced digital marketplace.
The money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
A new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
From now through mid-May, GIA will be offering the reports at a 50 percent discount.
De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Sponsored by the Las Vegas Antique Jewelry & Watch Show
The Patek Philippe expert will serve as personal curator for the brand-focused company.
The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.