Client
WEND Jewelry (West Seattle)
Platforms
Instagram and Facebook – Brand Awareness
Impact
The Reel reached 3,200+ people across Instagram and Facebook, triple their normal reach.
THE CHALLENGE
WEND Jewelry’s organic Instagram reach wasn’t drawing in new customers: shoppers in West Seattle. Reels posted by the company were reaching around 800 people.
THE STRATEGY
Before the photoshoot, I created a shot list. The list included video references, concept ideas, hooks, and a list of products to be featured.
On site, we utilized an iPhone and natural lighting in the studio to film the Reels. Concepts included:
- Over-the-shoulder videos of the owner packaging rings, earrings, and a necklace
- A quick tour of the studio for new customers
- Gift ideas available for purchase
- Close-up views of handcrafted rings sparkling in the light (using a hand model)
I edited the short-form videos using Adobe Premiere Pro, using quick cuts to capture user attention in the first five seconds.
Before posting, I recommended the following tips for the owner who was writing the captions and hitting publish:
- Tag community accounts and partners. Use your caption to add accounts and the “Mention” feature on Instagram Reels.
- Use local hashtags in your caption or first comment (e.g. #westseattle), and the “Add location” feature to show up in the Explore feed. Limit your hashtags to a relevant, active list, as these are mostly used by people in search.
- In your caption, tell a story if you have one. But also use the space as if someone is searching on Google. For example, as a jewelry store, utilize keywords like “West Seattle”, “engagement rings”, “ethically-sourced rings”, “local artist”, etc.
THE IMPACT
The necklace packaging Reel reached 3,200+ people across Instagram and Facebook, triple their normal reach.
About 98% of all viewers reached were non-followers. Over 40% of people found the content in the Reels tab, with another 15% in the Explore feed.
