JML Guitars
JML Guitars is run by Jay Lewis, a solo luthier of electric guitars. He promotes his work on his page while also sharing pieces of his normal life. He is the only craftsman in his company where he builds handmade guitars. His work is also promoted and sold on popular music retailers like Reverb and Etsy. His account has 10.4k followers, but his posts only tend to have up to 400-1,500. With exceptions to his more popular posts reaching above 3,000 views but consistent with his normal amount of likes. He is very consistent with a daily posting schedule and receives the most likes when he shows off the finished product. He works with various popular artists and tagging them in his posts. In return, I’m sure the artist will reciprocate the same on his page, which will gain him more likes and followers. This tends to be where he gets his most response. The amount of comments on average is 20 comments, ranging from 2-50. The most frequent hashtags he uses are, #customguitars, #handmade guitars, #handcraftedguitars, #guitarsdaily, #luthier, #guitarmaker, #madeinindiana, #oneofakindguitar, #boutiqueguitars, #guitars of instagram, and uses specific hashtags on each post, pertaining to the subject. I would use most of the same hashtags he uses to better promote my product and increase my range. Working with other artists and sponsoring each other will also improve your engagement.
Wyatt Wilkie
Wyatt Wilkie is a solo archtop acoustic luthier, his profession extends from guitars to mandolins made in Vancouver Island. He mentions an apprenticeship with Bob Benedetto, an expert luthier since 1968 when he built his first Archtop. He also has a link posted with a personal website, which leads to his website, listing all the models he has created and offers an one-on-one master class. The page has 2,339 followers with an average of likes per-post between, 40-800 likes. The posting schedule is slightly inconsistent, with either a few days between posts or daily. His posts tend to not have much engagement when it comes to comments, receiving either 4 or 12 comments consistently. Similar to JML Guitars, he works with other artists to promote his skills on Instagram. He tends to be very conservative when using hashtags compared to other companies online using, #artofthearchtop, #archtopguitars, #acousticguitars, #finewoodworking, #jazz, #vancouverisland, #handcarved, in most of his posts. It seems his Instagram page is of use to him through advertising his website. Not much information is present unless you move on to his website.
Peggy White Guitars
Peggy White is an independant exotic acoustic guitar luthier. Her Instagram page has a total of 1,475 followers with the number of likes ranging from 90-300 per post. She has a very spaced out posting schedule, with either days or a month in between each. Her last update was posted 3 days ago. She rarely will share posts about her daily life, which are the posts with the lowest amount of likes but her finished products are where she gets the most attention. She tends to have comments range from about either usually 8-30 comments, depending on the post. I was unable to find a consistency with why some posts were receiving more comments than others though. She is not conservative with her use of hashtags for example, #customacoustic, #woodworkersofinstagram, #luxurylifestyle, #craftsmanship as her more unique hashtags. Her account is leaning more towards a personal business account, which will result in her spacing between posts instead of daily updates like other businesses. This will result in the algorithm passing your account for promotion, as it wants to push for accounts that engage consistently.
GuitarBuilds
GuitarBuilds UK manufactures a wide range of guitar blank designs in different types of exotic wood. Their highlights contain an archive of either Necks, Bodies, Builds, and their Website. The bio contains contact information starting from Instagram Direct Message, enquires email, phone number, and website. Their posts are of high quality and professional at even a first glance, It immediately grabs attention. With an account of 11.5k followers, it seems to have not alot of engagement that reflects that number, with around 200-400 likes and tending to not break over 5 comments on most posts. Their posting schedule is consistent daily with new builds being advertised every day on the account. Since all their posts contain a different type of guitar blank, it is difficult to find which post receives the most response as it adds up to personal preference. The company uses a hidden cut and paste hashtag section in all their post captions, the problem with that method is you are not allowing your account to reach a wider range of interests. What I learned from observing from this account is that even with the reach, large following, organization, quality, and professionalism, the dynamic use of hashtags is important to account for when choosing an audience.
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