Desiderate: Turning Instagram Content into Shoppable Sales

Overview

Desiderate is an Australian jewellery brand with a rich library of Instagram content — rings, bangles, and accessories styled beautifully for the feed. The challenge? That content was living entirely on social media, invisible to shoppers browsing the website.

By partnering with Whatmore, Desiderate transformed their Instagram videos into a fully shoppable, speed-optimised experience — unlocking a 2.27% video conversion rate and a 126% conversion lift over non-video sessions within the first 30 days of measurement.

The Challenge

Desiderate creates compelling jewellery content every week — ring sizing guides, bangle styling reels, care tutorials, and lookbooks. All of it was being published on Instagram with strong organic reach. But on the website, shoppers saw only static product grids with no way to interact with the brand's real, authentic voice.

Without solving these challenges, high-quality social content was generating awareness it couldn't convert, and a rich library of utility videos was going to waste.

Solution

Whatmore connected Desiderate's Instagram account to their store with an automated pipeline — pulling in new videos daily, matching each one to products using AI at 95%+ accuracy, and publishing them across the site with zero manual effort. Here's what was set up:

Key Features Implemented

Automated Video Sync & AI Product Matching

With Autopilot enabled, every new Instagram post is automatically pulled into the dashboard, matched against Desiderate's product catalogue, and pushed live to the relevant product pages — no uploads, no tagging, no intervention needed. The AI match threshold was set at 95%+ to ensure only precise product-to-video associations were automatically published, with manual control available for any edge cases.

Floating Card Widget on Product Pages

The primary placement — a floating video card — sits on product detail pages, showing the relevant jewellery piece in a real-world styling context. Shoppers can watch a ring being worn, sized, or styled while they're on the product page, reducing purchase hesitation and increasing add-to-cart intent. The overwhelming majority of video-attributed revenue came from this widget alone, confirming that meeting shoppers at the moment of product consideration is the highest-leverage placement for a jewellery brand.

Homepage Video Integration

The homepage widget surfaces Desiderate's best Instagram content in a scrollable video grid — set to show newest videos first, with shuffle-in-batches enabled so returning visitors always see a fresh selection. This transforms the homepage from a static landing page into a living editorial space that reflects the brand's active social presence.

Planned: Utility Video Grid for Education

Identified during the Whatmore team's review of Desiderate's content library: a dedicated educational widget — pinning evergreen videos on ring sizing, bangle sizing, and jewellery care to the homepage and relevant collection pages. This will provide persistent shoppable context for first-time buyers, reducing return rates and customer service queries.

Conclusion

Desiderate turned an untapped Instagram library into a revenue engine — without writing a single line of code, without slowing their store, and without adding operational overhead. The combination of AI-automated syncing, precision product matching, and well-placed floating card widgets delivered a 126% conversion lift in the first 30 days of measurement.

For jewellery brands where tactile experience can't translate digitally, video is the closest proxy — showing scale, texture, movement, and styling in a way static photography never can. With a mobile-first audience (12,831 of 17,238 sessions on mobile), shoppable video is exactly the format Desiderate's customers already know how to engage with.

Impact on Page Speed: Even with videos across homepage and product pages, Desiderate's store performance remains unaffected. Real-time video asset optimisation keeps files lightweight (under tens of KBs per asset). Thumbnail pre-loading and lazy-loaded JavaScript assets ensure first-paint is never blocked.