What to Do If Most of Your Instagram Followers Are Other Jewelry Designers
Someone recently asked me this inside my mastermind and the Double Your Audience Program:
“What do I do if most of my Instagram followers are other jewelers, jewelry brands, gem dealers and people I know from the industry? Should I keep growing this account or start over?”
Such a good question.
Because if you've been on Instagram for a long time, there's a good chance this is happening to you.
Back in the day, jewelry designers followed other jewelry designers. We supported each other. We commented on each other's posts. And there is absolutely nothing wrong with having your peers follow you.
The problem is when most of your Instagram audience isn't made up of potential customers.
Instagram uses signals from the people who watch, follow and engage with your content to understand who might be interested in seeing more of it.
So if you're primarily attracting other jewelers, suppliers and industry people, you may continue attracting more people like them.
And suddenly you're spending HOURS creating content without actually growing an audience of people who might buy your jewelry.
So what should you do?
Test a New Instagram Account
Don't immediately abandon the account you've spent years building. Instead, test it.
Create a second account and start posting content specifically designed to attract your ideal jewelry customer.
Then pay attention to WHO starts following, watching, saving and engaging.
Because follower count isn't the goal, getting the right followers who will actually buy from you is.
Clean Up Your Existing Audience
Take a look at who's following you.
Obvious bots, spam accounts, random gem dealers constantly pitching you and accounts you don't want in your audience? You can remove unwanted followers gradually. Do this slowly for 10 to 15 minutes every day while you're scrolling or watching a show.
But cleaning up your followers alone isn't going to solve the bigger problem.
Your content strategy has to change.
Create Content for the Entire Buyer Journey
This is the piece I see jewelry brands missing ALL THE TIME.
They're mostly posting BUY now content only ….
When most of the content you're creating should be for growth and nurturing because someone who just stumbles across your account probably won't be an immediate customer. They need to know, like, and trust you.
Your content needs to move people through the buyer journey.
A simple guideline for your content should be roughly:
40% audience growth + awareness content
40% know, like + trust content
20% sales content
That's how you stop creating content just to “feed Instagram” and start using Instagram as an actual marketing channel for your jewelry business.
And this is exactly what I'm teaching inside Double Your Audience. It's a 30-day challenge style program where I am giving you so much value to turn followers into paying repeat customers.
We're going deep into the content that's working NOW for jewelry brands, including Reels, voiceovers, B-roll, yap-style videos, carousels, single-image posts, Stories, sales content and more.
The goal isn't just to double your followers.
It's to build an audience of people who could actually become customers.
Listen to the full training: