Jewelry consumers are more likely to turn to YouTube to conduct top-of-funnel research, particularly in the bridal space, as millennial consumers are now the prime age for first-time nuptials.

One-half of rising YouTube search terms related to “engagement rings” in 2018 were education based, such as “how to buy an engagement ring” according to Gartner L2’s report on the topic. Indie brands, like James Allen, have taken action to meet these consumer needs. Not only does James Allen invest heavily in promoting educational content through Google search and display advertising, it also works with YouTube influencers for sponsored content related to bridal education to capture consumers early in the purchase journey. The brand sponsors long-form educational content on popular men’s lifestyle YouTube accounts like that of influencer AlphaM, who boasts over five million subscribers. These videos appear top-of-page on results pages for “engagement ring” searches, and James Allen taps into influencer audiences through this content.

AlphaM posted a guide for buying engagement rings, targeting first-time male buyers. In addition to a detailed video, the influencer provides users with information around the “four C’s” of diamonds (cut, color, clarity and carat) in the description. He also closes the loop between content and commerce by providing an affiliate link to drive users to the brand site. This proves successful, as two videos from the influencer accounted for over 4% of James Allen’s incoming desktop site traffic from YouTube.

Brands should think about the value of partnerships for not only boosting content visibility but also guiding consumers further down the purchase funnel. Consumers looking to conduct product research on social media prefer posts from other consumers, with 51% of respondents citing them as more trustworthy and authentic than brand-created content. As such, 34% of Cartier’s YouTube referral traffic in 2018 originated from organic influencer reviews, while 1% of traffic came from the brand’s channel, despite the educational content living on the brand’s channel as well.

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