How Creating Downloadable and Saveable Guides Can Help You Grow on Instagram
For those who missed our brilliant live session last week on UGC and social media growth with Grace and Jess from Zestie Agency, one key takeaway really stuck with me, and it’s something that has been the single best thing (in terms of growth) that I’ve ever done on Instagram.
The 3 Stages of Social Media Growth
As Grace and Jess explained, there are three main stages of social media growth:
Grow → Nurture → Convert.
While all three are important, the growth stage is where the magic happens, especially when you create something your audience can share, save, or genuinely use.
A couple of weeks ago, I put this into practice by creating an Independent Jewellers Guide to Gold Prices in response to the recent price hikes. It broke down what was happening in the gold market, what it meant for jewellers, and how customers could understand the impact - all with a positive spin.
The result really surprised me:
➡️ Over 150 new Instagram followers
➡️ Hundreds of new email subscribers
➡️ A significant boost in engagement and reach
And all from one well-timed, useful piece of content.
Why Downloadable and Saveable Guides Work So Well
People love to feel informed, empowered, and part of the inside circle - especially in jewellery, where the language and pricing can feel intimidating. By creating content that demystifies, educates, or inspires, you instantly position yourself as a trusted expert.
When followers find your content useful, they save it and hopefully share it. And when you pair that content with a downloadable version (like a PDF or checklist), you also have the perfect reason for people to join your email list.
It’s a smart, sustainable way to grow both your social media reach and instagram following, and your marketing database without relying on constant posting or ads.
8 Saveable Guide Ideas You Can Create This Month
Here are some easy-to-make, high-performing ideas you can adapt for your own jewellery business. Each one can work as both a carousel post on Instagram and a downloadable PDF lead magnet.
1. The Real Difference Between 9ct, 14ct and 18ct Gold
Simple, visual education that builds trust.
Format: Carousel comparing tone, purity, price, and longevity.
Save hook: “Save this before you buy gold jewellery.”
2. Gemstone Meanings - What Your Stone Says About You
Emotional, self-identifying and shareable.
Format: One stone per slide with colour backgrounds and short meanings.
Save hook: “Save your birthstone slide ✨”
3. What Those Tiny Stamps Mean - Hallmarks Explained
Insider knowledge your audience will love.
Format: Close-up hallmark photos with text overlays.
Save hook: “Save this next time you look at your jewellery.”
4. Lab-Grown vs Natural Diamonds: What’s the Real Difference?
Topical and trustworthy - great SEO value too.
Format: Split comparison chart (price, origin, carbon footprint).
Save hook: “Save this before you shop for diamonds.”
5. Diamond Cuts Explained - Find the One That Suits You
Visually irresistible and luxury-feeling.
Format: Each cut on its own slide with personality traits.
Save hook: “Save your favourite cut 💎”
6. Gold Jewellery Colour Guide - Which Shade Suits You?
Encourages self-identification and sharing.
Format: Yellow, rose, and white gold on varied skin tones.
Save hook: “Which one are you? Save for future reference.”
7. Birthstone Guide - The Meaning Behind Each Month
Emotional, nostalgic and gift-inspiring.
Format: 12-slide carousel with gemstone photo + short meaning.
Save hook: “Save your month 💫”
Optional CTA: “Would you wear yours or someone else’s?”
8. How to Clean Your Jewellery at Home (Without Ruining It)
Quick, useful, and highly saveable.
Format: Before/after visuals with do’s and don’ts.
Save hook: “Bookmark this for later - your jewellery will thank you.”
My Top Tips for Creating Saveable Content That Converts
Pick a topic your customers actually ask about.
That’s the best way to ensure engagement and genuine interest.Create a downloadable version for new email subscribers.
Offer the “complete guide” as a free PDF in exchange for their email, and post a simplified version as a carousel to Instagram.Use Canva for quick, polished visuals.
Choose “social media post” and search “Instagram carousel template” to get started. Keep fonts, colours, and photography consistent with your brand.Add a clear call-to-action (CTA).
Tell people what to do: “Save this post,” “Send to a friend,” or “Sign up to download the full guide.”Take your time.
My own Gold Price Guide took almost 4 hours to make but it’s brought lasting results. It’s really worth taking the time to create something useful and beautiful.
The Takeaway
Social media growth doesn’t come from shouting louder, it comes from creating genuine value that your audience wants to keep. A well-designed, informative guide can really help and also offers something different to what you might usually be posting.
Variety is great, and keeping a mix of beautiful, well considered content is key to growing your social media audience.
It helps you:
✅ Build trust and authority in your niche, whether that’s fashion or fine jewellery
✅ Reach new audiences organically without paid ads
✅ Turn followers into subscribers, and ultimately, customers
I’m currently working on my next downloadable guide for The Cut London - follow along on Instagram to see how it performs, and visit my latest GoldDust post to see for yourself just why these pieces of content are fast becoming the most effective growth tools for independent jewellers.