Brands don’t normally succeed on social media, but one upstart jewelry brand has proved the exception to the rule–let’s talk about Evry Jewels’ current content series.
It's a fantastic "person on the street" setup, easy to execute and incredibly immersive. Simply put, they stroll up to strangers, toss them some rather daring questions (nothing too touchy, we promise!), and in return, hand out a free piece of jewelry to the standout respondents. Let’s analyze one example.
Ever considered whether certain names give you the "ick" factor? Apparently, a video spotlighting this quirky theme, racking up over 9.8 million views (our apologies to Jack!), has sparked quite the conversations.
Evry Jewels
The numbers speak for themselves when it comes to Evry Jewels. With a staggering 1.4 million TikTok followers, they consistently churn out videos surpassing the 1 million view mark using this format.
So why does this formula work its magic? And does it really help them move jewelry off the shelves?
To crack the code, Evry Jewels places their bets on captivating content, not the product. Yes, they subtly weave in their product line, but that's not the star of the show. Viewers eagerly tune in to witness the intriguing questions and hear how strangers respond. That's where the real charm lies.
When it comes to social media, a hard-hitting sales pitch doesn't quite hit the mark. We're hardwired to scroll past anything that feels like an ad, much like the impulse to jump up from the couch for a snack during a TV commercial break. Calls to action, forceful sales tactics, and over-the-top branding—these aren't fans of great content. This rings true for flashy logos, color schemes, and fixed fonts or designs identifying a product or service. Research shows that such heavy marketing hurts the performance of content, as viewers swiftly identify an advertisement and scroll past.
In today's dynamic social landscape, it’s essential to steer clear of a typical marketing agenda, swinging towards holistic communication. Viewers can instinctively sense when content doesn’t ring true, which is why it's crucial to focus on creating content that genuinely entertains and resonates. That’s what holistic communication is all about.
But what about the bottom line? Does this content strategy actually translate into jewelry sales for Evry Jewels? Let's break it down. Suppose that viral video amassed 9.8 million views. Even if just 1% of those viewers clicked the link in Evry Jewels's bio and landed on their website, we're talking about 98,000 visitors. Picture just 2% of these visitors making a purchase—resulting in 1,960 successful sales—all from one video. Now that’s a conversion rate worth celebrating!
So, the golden rule for your content? Shine the spotlight on the content itself while shelving the sales pitch tactics.
Want help with your social media strategy? Connect 1-on-1 with Hook Point's team here to see if we are the right fit to work together.
