Where would the modern watch collecting world be without Instagram? In relatively short order it’s become one of the most, if not the most, important places online for people to show watches, show off about watches, buy and sell watches, and even make fun of prominent news outlets that write about watches (you know what I mean). The watch content on Instagram runs the gamut from major brand accounts promoting their latest timepieces, to cigar and car loving attention mavens posting pictures of themselves and their watches next to cigars and cars, to the austere pleasures of the accounts of Dr. Rebecca Struthers, the Royal Observatory’s Rory McEvoy, and the illustrious Roger Smith, OBE.
Apparently, however, what you should not do, is post pictures of watches on models if you want to, you know, close the deal. Watch business news site WatchPro shared with everyone, earlier this month, a most interesting study from Gartner L2 which observes that flatlays seem to produce markedly better engagement, and says, “Brands should prioritize this content over shots displaying products on models to see incremental increases in engagement,” citing both IWC and Audemars Piguet as leaders in this respect. The report also says that “… flatlay shots achieve higher average engagement rates than posts with products shown on models.” Read more about this interesting and somewhat counterintuitive observation, at WatchPro.com.