While Facebook continues to grow, social media users are drifting to Instagram to engage with brands. The platform accounted for 80% of interactions with Watches & Jewelry brands in Q3 2015, according to L2’s Digital IQ Index: Watches & Jewelry.
With eye-catching campaigns, Tiffany & Co. dominates those exchanges and takes up the entire list of the top 10 Instagram posts by interaction count. The average Tiffany & Co. post receives over 34,000 interactions. In comparison, the average Index brand garners a scant 3,000.
Rolex is another brand that dominates Instagram, despite having only joined in November. Despite being a latecomer to the social platform, the brand amassed thousands of followers within a few weeks and ended 2015 with an audience close to 300,000.
To achieve that rapid success, Rolex tapped into a vast network of celebrities, athletes, and events. For example, Rolex used one of its initial posts to tag The Open Championship, which responded with a Rolex-branded photo welcoming the watchmaker to Instagram – helping the brand capitalize on the sporting event’s nearly 50,000 followers. The brand followed up by tagging Roger Federer and Michael Bublé, who each have over 1.3 million followers. This echo effect exposed the Rolex account to millions of followers and exponentially grew the brand’s audience.