Within the Fall of 2023, we set out with a plan to create a set of 10 new engagement rings with the intention of filming the method from begin to end. Our video group 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 satisfaction within the craftsmanship of our designs with a concentrate on 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 needed to make an oval middle 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 facet diamonds with the help of our in-house manufacturing group. On this case, it was a 3 carat oval diamond middle with two small marquise diamonds on both sides.
Lastly, we full the ring design and work with our grasp jeweler who creates a CAD (pc aided design). This permits 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 Workforce to file the whole technique 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 Workforce images every batch for our web site and potential social media use. In the meantime our video group 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 strive on and look at throughout appointments.
Posting our Reel
Once we initially posted the Oval and Angled Marquise Lab Diamond Ring Reel on December 17, we had no intention or concept that it will turn into so widespread. 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 take pleasure in watching our Making Of content material as these movies are likely to carry out effectively—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 need to see, thus we produce extra of what performs: these behind-the-scenes sort 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 rely is within the hundreds with our viewership within the tens to tons of of hundreds. 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 realize. This was after we began to catch onto the truth that this ring was completely different from the remaining.
Going “Viral”
It’s in all probability secure to imagine that every particular person and/or firm has a barely completely different opinion on what they contemplate “viral.” For bigger firms or particular person accounts with a excessive variety of followers and viewership, their model of “going viral” must prime their present 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’ve got amassed a bit over 27 million views with almost 1 million likes and climbing.
Our notifications and DMs have been flooded with individuals commenting, tagging their mates 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 Reduce Diamond and Sapphire Three-Stone Ring, Radiant Reduce 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 at the moment are extra eyes on us to carry out and create content material that meets that very same stage of curiosity. There have additionally been limitless inquiries in regards to the ring featured within the publish; we’ve got seen an uptick in appointments made and particular appointment requests for the gorgeous sparkler.
Our design group has labored tirelessly to create distinctive and attention-grabbing engagement rings whereas our social group 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 option to “go viral.” Sure, there are particular issues one can do that may assist them in attracting extra consideration, however there isn’t a concrete recipe. If there have been, the idea would turn into out of date. The concept behind one thing turning into widespread is that it both stands out from all the remaining or it’s 100% unifiable to all individuals.
All that stated, 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 best way the video was seamlessly edited collectively by our Video Workforce? Was it that we occurred to publish it on the proper time? Or was all of it simply luck?
