The document provides an analysis of The Diamond Shopper's social media presence and strategies on YouTube and Instagram. On YouTube, The Diamond Shopper consistently uploads videos of their jewelry products with the logo, item number, and call to action to contact them. They also create playlists to organize their video content by collection. On Instagram, their posts feature products with the logo, keywords, location and call to action to see full videos on YouTube. The document recommends Linara Jewelry adopt similar strategies, such as individual product videos, playlists by collection, and directing Instagram viewers to YouTube for more details.

1. The Diamond Shopper
Competitor Analysis: The Diamond Shopper

2. Table of Content
YouTube... ...…………………………………………………...1
Instagram …………………………………………...…………6
Goal #1: YouTube ……………………………….……………7
Goal #2: Instagram …………………………………...………8

3. 1
Competitor Analysis: The Diamond Shopper
Competitor Biography:
The Diamond Shopper is a jeweler that specializes in diamonds and diamond jewellery and are
located in Toronto Ontario.
The Diamond Shopper helps its clients to find them the perfect diamond for any occasion and is
only available by appointment via their email address.
Analysis:
The Diamond Shopper does not have a professional company website. However they are active
on four main popular social platforms, which are Instagram, Facebook, Twitter and YouTube.
The social posts on each of The Diamond Shoppers social media platforms are very different.
From a thorough glance it shows that The Diamond Shoppers is very active on YouTube and
Instagram. However when it comes to Facebook and Twitter, The Diamond Shoppers has not
posted a new update since August 2014 and September 2016.
Below I will give a thorough analysis of The Diamond Shoppers two main social media channels
they are mostly active on, which are YouTube and Instagram. Also I will discuss some of the
strategies that Linara could adopt from The Diamond Shoppers to help them be successful in
increasing their brand visibility.
YouTube
Biography:
In The Diamond Shoppers biography section, the company biography is summed up in three
sentences. But also in the first sentence their main keywords are present, which are Diamonds
and Diamond Jewelry.

4. 2
Upload Section:
The Diamond Shoppers YouTube channel consists of an interesting mix of videos.
In their upload section they showcased this one videos of a close up of the diamond they use in
many of their jewelleries.
The video starts with introducing the logo of the company “The Diamond Shopper.”
The video then shows a tweezer holding a diamond and then just rotating with the diamond to
show every angle of the diamond.

5. 3
The title of the video is the item number and their main keyword which is diamond, so this
shows that this video will be searchable.
Then the ending of the video just says “Thank you for watching” and then “Contact us,” colon
and then the company email address.
2nd
Video and All Other Videos in Upload Section:
The second video and the videos after that are in the upload section are the videos on different
diamond rings The Diamond Shopper sells.

6. 4
The video starts with the same introduction which is they showcase the company logo in big
fonts.
The video shows the diamond rings in a turnstile and then rotating to show every angle of the
ring.
The title this time is the name of the store then colon and then the item number of the products.
Then ending of the video just says “Thank you for watching” and then “Contact us,” colon and
then the company email address.
Playlist:
The Diamond Shopper created a playlists that features their best content.
Playlists are a way of organizing videos on YouTube.
The Diamond Shopper created a playlist of their best products that they are offering for sale.
As the Diamond Shopper does not have their own professional home page on their website and
silos of information for their different products and services. They have used YouTube channel
through to cleverly showcase their Featured Video and Playlist of their collections.
Videos in Playlist Section:
Lastly The Diamond Shoppers has only one playlist consisting of one specific collection of an
engagement ring that they have for sale. The video follows the same style as all of their other
videos.
The video starts with the same introduction which is they showcase the company logo in big
fonts.

7. 5
The video shows the diamond rings in a turnstile and then rotating to show every angle of the
ring.
However this time the title of the videos are “For Sale,” colon and then the type of ring followed
by the item number.
Then the ending of the video just says “Thank you for watching” and then “Contact us,” colon
and then the company email address.
Conclusion:
All of The Diamond Shoppers YouTube videos follow a consistent pattern which is in their
videos the product the diamond rings is in a turnstile and then rotating to show every angle of the
ring.
The background is usually black or pink to not to take away the focus from the product that is on
display.
The title of the video is the item number followed by the keyword or the company name
followed by colon and then the item number.
The ending of all of The Diamond Shoppers videos seem to end with “Thank you for watching”
and then “Contact us,” colon and then the company email address. Also the background is again
is usually black with white fonts.
The description of the company is very simple and summed up in three short sentences with the
two main keywords in the first sentence, which are “Diamonds” and “Diamond Jewelry.” The
description is short and simple with no lengthy details of how the company was found.
In the description The Diamond Shoppers makes it clear from the beginning that they are only
available by appointment via their company email address.

8. 6
Instagram
Biography:
From a thorough glance it shows that The Diamond Shopper has included their main keywords
in their Instagram biography. Their main keywords include diamonds, custom engagement rings,
wedding bands and Toronto, ON, Canada.
Instagram Posts:
The Diamond Shopper Instagram posts consists of their featured jewelleries with The Diamond
Shopper logo, their two main keywords, the city and province and then their company email
address.
Photo Caption:
The caption for many of The Diamond Shoppers photos are the same, which is they are directing
their audiences to their YouTube channel.

9. 7
In the captions for their photos they wrote the style number of the ring and then if audiences
want to see the full product, then they could just go to The Diamond Shoppers YouTube channel
and see the product from different angles.
Adoption of Strategies from the Diamond Shopper:
Linara Jewellery
Goal #1: YouTube
So far Linara has a very well planned strategy for showcasing their products in an interesting
way. However their videos could be even better and well organized.
Below I will briefly discuss some of the social media strategies that Linara could adopt from The
Diamond Shopper to help them be better at organizing their social media content and increasing
their brand visibility.

10. 8
#1: Feature Close Up of Individual Products in Videos
Linara could upload videos featuring close up of each of their jewelleries in their collections. For
example in their diamond bracelet collection, they could make individual videos for each of the
diamond bracelets in that diamond bracelet collection.
The jewellery could then be placed on a turnstile to rotate to show every angle of the jewellery,
and also the background should be black or white as not to take the focus away from the
jewellery that is on display.
The title of the videos could be the name of the company followed by colon and then the item
number. For example “Linara Jewellery: 11704.”
Then the ending of the video could end with “Thank you for watching” and then “Contact us,”
colon and then the company email address.
#2: Create Playlists for Each Collections
Linara should create a Playlist to organize their videos on YouTube.
Linara should create a Playlist of their best collections such as Two-Stone Rings, Vault Lock
Style Hoop Earrings, Diamond Bracelets and Diamond Fashion Geometrical Rings.
As Linara has done in their own professional home page on their website and silos of
information for their different products and services. They could do the same thing on their
YouTube channel to cleverly showcase their Featured Video and Playlist of their collections.
Goal #2: Instagram
#1: Follow a Consistent Template with the Social Posts
Linara could design their social posts for Instagram in a similar style as the Diamond Shopper
has done. Linara’s Instagram posts could consist of their featured jewelleries with Linara
Jewellery logo, their two main keywords, the city and province and then their company email
address.
The caption for many of the photos could direct Linara’s audiences to their YouTube channel.
In the captions for Linara’s photos there could be the style number of the ring and then if
audiences want to see the full product, then they could just go to Linara Jewellery’s YouTube
channel and see the product from different angles.