Love it or hate it, social media is here to stay, especially as we continue to navigate a post-pandemic world that accelerated digital transformation. Having a social media presence is no longer optional to a jeweler’s overall marketing strategy—it is now seen as a critical business function.
If you’re skeptical, take a look at these fast facts from a recent Harris poll that surveyed over 1,000 consumers and 250 business executives:
- 55% of consumers learn about new brands on social media
- 68% of consumers agree that social media enables them to interact with brands/companies
- 43% of consumers increased their social media use to discover new products in the last year
- 78% of consumers are willing to buy from a company after a positive experience with them on social media
If you haven’t taken the plunge into developing your social media presence, there is no time like the present. Here are some effective social media tips for jewelry retailers who are ready to ride the digital transformation wave.
While there is no “magic formula” for days, times, or frequencies to post on social media, consistency is key. Developing and scheduling content ahead of time can help you stay on track to post at least 2–3 times a week. You can supplement your pre-planned social media content with “ad hoc” posting for a more robust social media content strategy.
Embrace “User-Generated Content”
There are enough songs written about diamonds and jewels to make it evident that people love sparkly things—and they love to show those sparkly things off even more. Develop a specific brand hashtag that only your company uses and encourage your customers to share photos of the jewelry they purchase from you and include the hashtag in their post.
Once a customer uses your hashtag, you can then click it to find photos that fit your brand’s image and aesthetic. This is known as “user-generated content,” and it’s a great way to make your customers feel like they’re part of your brand’s story—it’s also a great way to increase social proof, something that’s essential for generating trust and spreading awareness of your brand.
Post Real/Situational Photos
As a jeweler, you are in an ideal position to share some really gorgeous photos of the products you sell. Take lots of photos of the diamond engagement rings, earrings, bracelets, watches, and other types of jewelry you sell and post them on social media instead of choosing stock photos. Consider consulting with or hiring a professional photographer to make your pictures even more eye-catching!
Taking and posting photos of how your business works is also a good idea. You can do this through sharing employee photos, taking snapshots of any special days your team celebrates, documenting community service work you do as a team, etc. This humanizes your brand and gives potential customers a peek inside your company.
We aren’t saying that you have to learn the latest TikTok dance, but learning how to make videos and reels is another smart way to add variety to your content. Videos also help showcase your gorgeous jewelry in motion versus a static image.
Once you’ve embraced social media, don’t stop there! Make sure your eCommerce website is up-to-date with user-friendly apps and abilities and keep your eye on any tech trends in the jewelry industry.
And, of course, don’t forget to make jewelry insurance a breeze for your customers! We offer jewelry insurance policies that offer 1-click customer protection, no online forms, immediate coverage, POS & eCommerce shopping cart integration, claims back to you, and much more!