A deep dive into the social media marketing strategy of Tiffany & Co.
Tiffany & Co. is a fine jewelry and specialty retailer headquartered on Fifth Avenue in Manhattan. Charles Lewis Tiffany was a visionary merchant with a passion for the rarest and most extraordinary gemstones, and in 1837 in New York City, he founded Tiffany & Co.
The brand has grown into a world-class design house known for its innovative jewelry designs and expert craftsmanship. The company, which has 326 stores worldwide, was acquired by LVMH in January 2021 for $15.8 billion.
The brand is not only known for its fine jewelry, but it also pursues an extraordinary social media strategy. Active on Instagram, Pinterest, and Twitter, the brand has more than 1 million followers on each platform. The brand has proven that luxury brands have plenty of room to grow on popular social media channels and need not lose their appeal.
Take a deep dive into Tiffany & Co.’s social media marketing strategy and see what marketers can learn from this timeless jewelry brand.
Detail Analysis of Tiffany & Co.’s Social Media Marketing Strategy
We all know that Tiffany & Co. is a world-famous brand. But that doesn’t mean the advice is moot. Even small businesses can learn a lot from Tiffany & Co.’s social media strategy.
Tiffany & Co. on Instagram
The brand has 13.9 million followers on Instagram. With this we can be sure that the brand is setting the right example for every jewelry brand on social media.
Tiffany & Co. has a large following on Instagram, which can be accredited to the images they post. The brand’s images are beautiful, eye-catching and demonstrates the quality for which the brand is known. Brands let the images speak for the beauty of their products.
The images used by Tiffany & Co. are very compelling, but the brand uses the platform to enhance further buying decisions by featuring models and celebrities. Women feel confident, beautiful, and satisfied when they wear celebrity-approved jewelry.
Using social listening tools like Radarr can make it easy to identify relevant influencers for your industry.
In an industry where luxury is everything, brands often find it challenging to create unique content. But Tiffany & Co tackles this challenge with elegance just like their products. Their target audience on Instagram is young for which the brand has used modern marketing tactics such as reels and stories to bring fun and playfulness to their content while keeping the luxuriousness intact.
Most Instagram reels by Tiffany & Co. have more than a million views highlighting how all brands should harness the power of video marketing.
Insights from Tiffany’s Instagram Strategy
Focus on quality over quantity. Align your visuals with your brand’s core identity.
Generate more engagement and reach a wider audience with Instagram features like Stories and Reels.
Celebrity endorsements are undoubtedly an effective method of marketing for luxury brands.
Tiffany & Co. on Facebook
With over 10 million followers on Facebook, Tiffany & Co. uses the platform to take its brand to the next level.
Tiffany & Co. audience is present all over the globe and yet the brand actively engages with customer comments on Facebook. This clearly shows how the brand values each customer, further enhancing the brand’s reputation.
While interacting with your customers it’s important to understand their emotions behind online conversations. It’s where using tools for social listening on Facebook can help.
Tiffany & Co. harnessed the power of influencer marketing because collaborating with well-known figures in the audience’s circle of influence is critical in building brand credibility.
Insights from Tiffany’s Facebook Strategy
Today’s customers expect quick answers to their questions. Hence, marketers should reach them out on social media where they spend most of their time.
Interacting with your audience is key to building lasting connections and building trust.
Working with influencers gives your brand more credibility and makes it look more niche and luxurious.
Tiffany & Co. on Linkedin
The first thing that comes to mind is how relevant is Linkedin to luxury brands like Tiffany & Co. But to your surprise, Tiffany & Co. has more than 694k followers on Linkedin.
LinkedIn is more dedicated to building business and professional networks, so sharing business-related news is important. Tiffany & Co. used LinkedIn to highlight how the company achieved “zero net emissions.” Customers are more likely to buy from companies committed to a cause.
Tiffany & Co. significantly expanded its social reach by using employees as brand advocates. This increases brand awareness and employer branding which is what D2C brands use LinkedIn for 9 out of 10 times.
Your followers are always intrigued to learn about company insights. By providing an unedited look into what is happening inside the business, Tiffany & Co. has shown the human side of its brand. This is important for building trust and connection with customers.
Using social listening tools like Radarr can help you further deep dive into your Linkedin engagement metrics and create content that interests different demographic segments.
Insights from Tiffany & Co’s LinkedIn strategy
Build a strong network by sharing important industry/business news and updates.
Employee advocacy should be an important part of your LinkedIn marketing to build employer branding.
Showing behind the scenes helps you humanize your brand and connect with your audience on an emotional level.
Tiffany & Co. on Twitter
Twitter is a powerful tool for luxury brands to launch campaigns. Luxury brands using Twitter have increased brand awareness, brand preference, and purchase intent compared to brands that do not use Twitter. With 1.8 million followers, Tiffany & Co. is active in reaching out to its target audience on Twitter. Let’s see what the brand is doing differently.
If you look at the Twitter account of Tiffany & Co., you can see that the brand tweets 3-5 times a day. It’s usually a mix of suggestions, photos, and links to other social accounts.
Tiffany & Co. has created several successful social campaigns combining a memorable hashtag with captivating images and powerful text. #TiffanyEngagement is a recent campaign around which the brand has created a series of posts across different platforms that feature photos of their engagement rings designed to evoke an emotional response from their audience.
With social listening on Twitter, you can easily track ongoing conversations and trends, along with “emotion” or “sentiment” behind them so you can focus on things that led to positive sentiments.
Tiffany & Co. never misses an opportunity to share a photo of a celebrity wearing Tiffany’s jewelry at an event. Again, this is a great strategy for building credibility and making people feel confident in their buying decisions.
Insights from Tiffany & Co’s Twitter strategy
Stay consistent with posting on Twitter, for which you can use social media calendar
Use hashtags to promote upcoming events and featured products
Execute campaigns that evoke a sense of emotional attachment to the brand
Repost celebrities endorsing or promoting products to increase brand awareness, credibility, and visibility
Tiffany & Co. on Pinterest
The brand has over 3 lakh followers on Pinterest. The brand showcased its story and products on inspirational boards. Not only are brands using Pinterest to sell, but also to drive brand awareness and inspiration from their collections.
Tiffany & Co. has created different pins for different occasions which is a great way to help customers find items for specific occasions. For example, if you need to buy a wedding gift, click on the “Wedding Party Gifts” or “Wedding Celebration Ring” pins.
By making it easy for customers to find what they need, the brand has created a great customer experience.
Tiffany & Co. linked the visual content of their Pins directly to their website to drive traffic, increase conversions, and boost online sales. This is a great feature not available on other social media channels.
The brand uses relevant hashtags in its board descriptions which helps Tiffany & Co.’s target audience discover the brand and land on the right pages.
However, if you’re looking to create a better Pinterest marketing strategy for your brand it’s important to measure the effectiveness of your existing marketing strategy. It’s where you can use Radarr’s analytics capabilities to draw meaningful insights.
Insights from Tiffany & Co’s Pinterest strategy
Pins are an integral part of your marketing strategy on Pinterest. Create one that benefits your business.
Get more traffic by linking your website to attractive images on your Pins.
Use hashtags on Pinterest to help your target audience find your Pins.
It’s time to create an effective social media marketing strategy for your brand
Today, almost all brands are turning to social media to promote their products and services, leading to increased competition. Therefore, developing an effective social media strategy is no easy task. So to stay ahead of your competition, you need to understand your audience, track social media trends and your competitors, and glean actionable insights about how your audience is reacting.
This is where using social media analytics and insight tools like Radarr can help. This tool will help you with:
- Social media listening
- Social media monitoring
- Sentiment analysis
- Reputation and crisis management
- Social media planning
- Predicting and keeping up with trends
Book a demo now on Radarr and get started!