Many jewelry brands spend a lot of time and resources on their product and lifestyle photography, ensuring that the photos accurately represent their brand and depict it in an attractive way. However, most don’t invest nearly as much effort into video, which can potentially communicate a brand story even more effectively than photos.

Don’t believe us? Then take a look at the results from Wyzowl’s State of Video Marketing Survey, which tapped 656 unique respondents, including professional marketers and consumers. While in 2015, only 78% of marketers felt that video was an important part of their marketing strategy, in 2020 that number grew to 92%. Nearly everyone is in agreement that video marketing matters! Furthermore, 88% of marketers say that video marketing provides them with positive ROI. Given this outlook on video marketing, why wouldn’t you want to try it?

Of course, adding video to your marketing mix may require you to hire new staff members or contractors, and it will also require advanced planning and a carefully devised strategy. However, the advantages are numerous and worth the effort. In fact, we know of four benefits that you’ll start realizing almost immediately when you move forward with video marketing.

You’ll start building more genuine relationships founded on trust.

These days, it’s easy for consumers to perceive the next new jewelry brand as just another avatar on a screen. We’re so disconnected from what we see on social media and the Internet that it’s sometimes hard for us to imagine that brands are real entities with real people behind them.

To be a successful and memorable jewelry brand, you must focus on building a true connection with your ideal customer and even inspiring her to feel emotion – whether it’s admiration, desire, delight, or awe. If she’s scrolling past your post at full speed, then you will struggle to reach her.

Video invites the social media or Internet user to slow down and take a moment to savor the content, especially if it’s interesting and unique. Video can draw the consumer into a story, and it can also serve to educate and inform her. Furthermore, it simply allows the consumer to spend more time with you.

Boost your organic social media engagement.

Fighting for organic social media engagement can feel like shouting in the middle of Times Square and trying to get anyone to notice – they’re too distracted, they’re wearing headphones, or they’ve already heard so much shouting they don’t bother to look. Posting a photo on social media once a day simply doesn’t cut it anymore, even if you accompany that photo with a clever and interesting caption, followed by the best hashtags. Not only have people stopped liking and commenting on your photos, but they’re absolutely not sharing them. However, the good news is that social media videos are shared 12 times more than links and text posts combined, according to data compiled by Simply Measured.

Improve your presence on Facebook.

If you’re interested in reaching your target customers via organic Facebook posts or even Facebook advertising, then you definitely can’t ignore video. Did you know that more than 500 million Facebook users are watching videos on the platform every day? Furthermore, video seems very well suited to the Facebook platform, even more so than it is for YouTube. Can you believe that the average engagement rate for a video on Facebook is 6.3% compared to 3.2% for videos on YouTube? (Emarketer). Finally, if you want to get better results from your ads, you should know that video ads receive about 20% more clicks than images, according to Hubspot.

Attract customers to your website and keep them there.

When your video thumbnail appears in Google search results, then potential customers are more likely to click through to your site, especially when all their other options only include text. Furthermore, video is a medium that’s well-suited for answering a consumer’s question or educating her. Most people search Google because they have a question or want to find something, and your video can satisfy a particular need, drawing the consumer into your website.

Did you know the average consumer will spend 88% more time on a website that features video? If you’ve been successful at attracting new web traffic, but you struggle to keep people on your site, then you may want to consider adding some videos that showcase your jewelry products. “Dwell time” is a factor that Google uses to rank the relevancy of a website. If people are spending more time on your page due to video watching, then you’ll also improve your search engine ranking and attract more customers to your site.

Now that you know about the benefits of video marketing, what are some ways that you can start incorporating video into your marketing strategy? As mentioned above, you can use video to create more effective ads, inform and educate consumers about your products, enliven your email marketing campaigns, showcase customer reviews and testimonials, show styling tips, provide coverage of an in-person event like a trunk show or pop-up shop, or punch up your Instagram posts and Stories. With a little bit of creativity and some basic tools, the possibilities of video marketing are endless.