Within the Fall of 2023, we set out with a plan to create a group of 10 new engagement rings with the intention of filming the method from begin to end. Our video staff spent hours with our grasp craftsmen every day filming every a part of the ring creation course of for every design. What ended up being our most profitable, and now viral, reel was only a few seconds of a number of weeks value of labor.
Ring Creation Course of
At Lauren B, we take pleasure within the craftsmanship of our designs with a deal with customized engagement rings. Every ring is made by hand and to the precise dimensions of its center-stone for a seamless elegant look.
The method to get an engagement ring from preliminary design to completed product is kind of lengthy. First we begin with an idea for the ring. On this case we wished to make an oval heart with distinctive accent side-stones in yellow gold; each of that are trending as of now.
Second we supply the center-stone and discover matching aspect diamonds with the help of our in-house manufacturing staff. On this case, it was a 3 carat oval diamond heart with two small marquise diamonds on either side.
Lastly, we full the ring design and work with our grasp jeweler who creates a CAD (pc aided design). This enables us to visualise the design earlier than it goes into manufacturing and make any tweaks earlier than it is too late.
Filming and Media
As soon as we approve the CAD, the ring goes into manufacturing at which level we schedule our Movie Staff to report all the strategy of making the ring. Since all of our rings are handmade, every particular person ring can take a number of days to finish; our grasp jewelers handcraft every band, hand place every diamond (even pave!), form and shave every prong, and polish to complete.
As soon as rings are full, our gifted Digital Staff images every batch for our web site and potential social media use. In the meantime our video staff will edit hours of manufacturing footage into two variations: one for YouTube and one for Instagram. As soon as a hoop has been enabled on our web site, we put it in our showcase for purchasers to attempt on and think about throughout appointments.
Posting our Reel
After we initially posted the Oval and Angled Marquise Lab Diamond Ring Reel on December 17, we had no intention or concept that it might grow to be so standard. We had a plan to slowly roll out every ring we had filmed for our Making Of… sequence and to inform the straightforward fact, this ring was simply the following in line!
We all know our purchasers and followers get pleasure from watching our Making Of content material as these movies are likely to carry out properly—posting the Reel, we anticipated some success, however not more than our different movies from this assortment. We prefer to cater our content material to what our purchasers and followers wish to see, thus we produce extra of what performs: these behind-the-scenes kind movies. The video ends with the completed ring on the hand so viewers can visualize what it’d appear to be on their very own.
To be clear, our common like depend is within the 1000’s with our viewership within the tens to a whole lot of 1000’s. Nonetheless, in a single day this reel garnered almost 4,000 likes and about 50,000 views–one thing that sometimes takes us extra time to attain. This was once we began to catch onto the truth that this ring was completely different from the remaining.
Going “Viral”
It’s in all probability protected to imagine that every particular person and/or firm has a barely completely different opinion on what they take into account “viral.” For bigger corporations or particular person accounts with a excessive variety of followers and viewership, their model of “going viral” must high their current statistics. For instance, Taylor Swift posting a photograph of her cat would get extra likes than one in every of our engagement rings, however that doesn’t imply it has gone viral.
Inside 4 days we have been at 5 million views and inside ten days we have been at 20 million views. Since posting, we now have amassed somewhat over 27 million views with almost 1 million likes and climbing.
Our notifications and DMs have been flooded with individuals commenting, tagging their pals and companions, and reposting the ring to their Story. With out the assistance of our followers sharing the ring, there isn’t a doubt in our minds that the publish wouldn’t have carried out so positively because it has.
Different posts from the identical sequence have additionally seen a lift in efficiency, like our Emerald Lower Diamond and Sapphire Three-Stone Ring, Radiant Lower Diamond with Radiant Pave Ring, and our 7 Carat Oval Ring.
The Aftermath of Going Viral
Due to the success of 1 single publish, our Instagram following grew by about 10%; there are actually extra eyes on us to carry out and create content material that meets that very same stage of curiosity. There have additionally been countless inquiries in regards to the ring featured within the publish; we now have seen an uptick in appointments made and particular appointment requests for the beautiful sparkler.
Our design staff has labored tirelessly to create distinctive and attention-grabbing engagement rings whereas our social staff has scheduled extra Making Of… content material to be filmed.
Is There an Equation for Going Viral?
It’s honest to imagine that there isn’t a one, singular solution to “go viral.” Sure, there are particular issues one can do which may assist them in attracting extra consideration, however there isn’t a concrete recipe. If there have been, the idea would grow to be out of date. The concept behind one thing changing into standard is that it both stands out from all the remaining or it’s 100% unifiable to all individuals.
All that mentioned, we’re left questioning what about this particular ring spoke to so many individuals? Was it the distinctive design of the engagement ring? Was it the way in which the video was seamlessly edited collectively by our Video Staff? Was it that we occurred to publish it on the proper time? Or was all of it simply luck?
