While watch brands lag most other verticals in terms of digital sophistication, they dominate Instagram. The top brands in L2’s Digital IQ Index: Watches & Jewelry take advantage of the platform in ways beyond typical watch-on-a-wrist marketing, integrating key digital techniques to let customers explore watch offerings in a new way.
Innovation has been primarily observed through the use of Instagram Stories. Though the feature only launched last November, Stories has already been utilized by Watch brands more than counterpart Snapchat and boasts nearly three times as many active brand users within L2’s Index. Virtually all brands in the study are on Instagram, while only 31% of Watches & Jewelry brands have adopted Snapchat, in line with what is typically seen from Luxury brands.
Brands are using the digital tools within Instagram to drive mobile commerce and research for customers. Cartier employs Like2Buy, leading shoppers away from the Instagram interface and to a third-party site that drives customers to the brand site to purchase products. The brand is also promoting posts to reach users on their feeds in response to the platform’s changing algorithm.
Of the brands that use Instagram Stories, a plurality are watch brands. L2’s study finds that 6% of these brands employ Buy Now buttons within their Stories, pushing customers to purchase within the video screens. An additional 22% of brands take advantage of location stickers to drive customers to brick-and-mortar locations.