Jewelry Business Survival Guide for Instagram’s AI Shift

January 5, 2025

Episode #318 - "Jewelry Business Survival Guide for Instagram’s AI Shift"

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Welcome to Episode #318, the first episode of 2025! In this introduction to the new year, I want to discuss a pressing topic—how social media, especially Instagram, will play a role in jewelry marketing this year. In case you haven’t heard, Meta recently announced that it will fill Facebook and Instagram with AI-generated bots.

According to Connor Hayes, Meta’s VP of product for gen AI, "We expect these AIs to actually, over time, exist on our platforms, kind of in the same way that accounts do. They’ll have bios and profile pictures and be able to generate and share content powered by AI on the platform."

Meta believes this will offer new ways for users to engage and interact on both platforms. However, I think it’s already frustrating many people who feel that Meta is saturated with AI content and bots.

In a May 2024 article, tech writer Jason Koebler says, "Facebook is the zombie internet, where a mix of bots, humans, and accounts that were once humans but aren’t anymore interact to form a disastrous website where there is little social connection at all."

I promise this isn’t a doom-and-gloom episode. I’m not thrilled by the news either, and as a marketer, it’s frustrating. At the same time, it motivates me to figure out how to use social media marketing effectively while we still can, and also to find ways to reduce our reliance on it.

In this episode, I’ll be talking about what I see coming for Instagram in 2025, and how you can leverage those changes without making yourself crazy.

Make sure to stay tuned for The Gold Mine, where I’ll reveal my social media resolutions for 2025 and explain the reasoning behind each one.

Transcript

Tired of marketing feeling like an uphill battle full of algorithms, ads, and empty numbers? You’re in the right place.

I’m Laryssa Wirstiuk, founder of Joy Joya, a women-founded marketing agency that helps jewelry brands thrive through compelling stories and authentic connections.

For over 8 years, I’ve been elevating jewelry businesses of all sizes by focusing on heartfelt narratives and strategic content. Think of this podcast as your weekly marketing huddle—whether you’re sipping a latte or tackling your to-do list, I’m here to guide you.

Let’s toss aside the one-size-fits-all playbook and create a marketing strategy as unique as your brand. You bring the vision; I’ll help you shine in a Sea of Sparkle.

Episode Intro

In this episode, I’ll be talking about what I see coming for Instagram in 2025, and how you can leverage those changes without making yourself crazy.

Make sure to stay tuned for The Gold Mine, where I’ll reveal my social media resolutions for 2025 and explain the reasoning behind each one.

Before we dive in, a quick reminder: this podcast is available in both audio and video formats. You can listen on your favorite podcast platform or watch on YouTube by searching "Joy Joya." Support the podcast by subscribing and leaving a rating and review on Apple Podcasts—it’s free and greatly appreciated!

And if you didn’t know, I also co-host another podcast, Success With Jewelry, with my friend Liz Kantner, a fellow jewelry marketer and founder of the Stay Gold Collective. We offer a free version available on all podcast platforms and YouTube, plus a membership community with extended episodes and extra resources.

Alright, let’s dive into today’s episode, my Sparklers! Let’s be real—Instagram is changing faster than ever, and it’s left a lot of business owners feeling frustrated and overwhelmed. One day the algorithm wants one thing, the next it’s a completely different story. It’s no wonder so many people feel stuck in a love-hate relationship with the platform. But don’t worry—I’m here to help you navigate all these shifts without losing your mind.

Today, I’ll be sharing five practical tips that will help you stay grounded and strategic on Instagram, no matter how wild the updates get. From keeping your content authentic in the midst of AI-driven features to focusing on the formats and tactics that actually work for you, these insights will ensure Instagram remains a powerful asset in your marketing toolkit in 2025.

1. Put Humanity at the Forefront

Why It Matters in 2025
With Meta rolling out AI-generated bots, your personal and human perspective will stand out more than ever. People will crave real stories and genuine connections as the platform becomes increasingly automated.

How to Do It

Behind-the-Scenes Glimpses: Share unedited footage of your jewelry-making process, your workspace, or daily life moments. If you’re a designer, let followers see your sketchbook or the raw materials you’re working with.
Personal Updates: Don’t be afraid to let your personality shine. Post a quick photo or Story showing what inspired your latest design—maybe a walk in nature or a museum visit.
Storytelling Captions: Instead of a simple “New piece, link in bio,” try sharing the piece’s backstory. Explain its inspiration, the techniques used, and how customers might style it.

Pro Tip: Use your own voice! If you tend to be humorous or slightly sarcastic in real life, let that seep into your captions. Authenticity cuts through the AI-generated noise.

2. Embrace Imperfection—and Own It

Why It Matters in 2025
Artificial content often aims for polished perfection, but that can feel sterile to real people. Embracing imperfection makes you relatable and builds trust.

How to Do It

Show Your Work in Progress: Post photos or short videos where you make mistakes, then describe how you solved them. It humanizes your brand.
Unfiltered Moments: Snap a quick pic on your phone when you’re feeling inspired, even if the lighting isn’t perfect. Overly curated feeds can look robotic.
Laugh at Mishaps: If you spilled a bead tray on the floor or had an off-center engraving, share the funny moment and how you bounced back.

Pro Tip: Don’t sweat it if your lighting or editing isn’t magazine-worthy. In 2025, real, messy, and genuine might outperform “perfect” and “polished.”

3. Double Down on What’s Working

Why It Matters in 2025
With so much AI-generated content crowding feeds, you’ll want to focus on the strategies and posts that resonate most with your audience. Know your numbers, see what has performed well, and do more of that.

How to Do It

Check Your Insights Weekly: Look at which posts get the most shares, comments, or saves. These metrics reveal true engagement.
Reshare Top Performers: If a certain piece got lots of love a few weeks ago, revisit or repurpose it in a new way (e.g., show it styled differently, or share its design story). Don’t worry if people have seen it once—repetition can reinforce your brand.
Run Mini-Experiments: Try a new reel style, or test a carousel format for a product showcase. If it tanks, that’s okay—ditch it and move on. If it takes off, build on it.

Pro Tip: Focus on quality engagement over vanity metrics. A post with fewer likes but more thoughtful comments can be more valuable than a viral reel with no meaningful interaction.

4. Choose Formats That Suit Your Strengths

Why It Matters in 2025
Everyone says “You must do Reels!” but if Reels aren’t resonating with your audience—or they stress you out—don’t force it. Social media should play to your strengths, not drain you.

How to Do It

Experiment Broadly, Then Zero In: Test images, carousels, Stories, Reels, or short-form Lives. See what sparks genuine interest and engagement.
Don’t Chase Trends Blindly: If the trending “viral audio” doesn’t fit your brand vibe, skip it. You can still gain traction with thoughtful product shots or behind-the-scenes Stories.
Carousels for Detailed Shots: Jewelry brands often benefit from multiple images showing angles, close-ups, and style ideas. Carousels let you share everything in one post.

Pro Tip: Revisit your comfort zone from time to time—if you find Reels exhausting, focus on photo carousels. If you love short videos but hate being on camera, record a quick overhead shot of your design table instead.

5. Encourage Off-Platform Engagement

Why It Matters in 2025
Between changing algorithms and AI clutter, you don’t want to rely solely on social media. Having direct lines to your customers—like email or SMS—can safeguard your relationships and boost sales.

How to Do It

Prominent Sign-Up Links: Add email or SMS call-to-actions in your bio and Stories. Offer an incentive like a “behind-the-scenes look at our next collection” or a small discount code.
Create a VIP Experience: Give your email list early access to new pieces, special Q&A sessions, or even a personal note from you about your design inspirations.
Leverage Stories to Convert: When you show a new piece on Instagram, follow it up with a “Swipe Up to Join My List” or “Link in Bio to Get Updates.”

Pro Tip: Once people sign up, nurture that relationship. Share sneak peeks, personal notes, and exclusive offers that make them feel like insiders, rather than just another follower on IG.

So what do you think? I'd love to hear how you'll be approaching Instagram in the new year. Share your thoughts in a comment on YouTube or send me a DM on Instagram.

The Gold Mine

Alright, Sparklers, it’s time for THE GOLD MINE—where I share personal stories from my entrepreneurial journey and connect them to impactful marketing lessons.

In this week's GOLD MINE, I want to discuss my social media resolutions for 2025. I sat down to do all my reflection and goal setting this week, and yes I have a line item for handling social media marketing for my business and things I want to commit to in the new year and beyond.

Social media platforms move at lightning speed and can easily become overwhelming, so I’m aiming to cultivate a more focused, mindful approach. Here’s what I have in mind:

Post 3 Times per Week on the Business Account
I’ve noticed that when I try to post daily on the Joy Joya account, the content starts to cannibalize itself. The constant flow of new posts can actually overshadow what I’ve already shared, making it harder for each piece of content to gain traction. By reducing the frequency to three times a week, I can pour more effort into crafting high-quality posts that stand out. I realize this won’t be the case for every brand—many thrive with daily posting—but for my audience, less can be more.

Stories, Daily: On the flip side, I plan to share at least one Story every day. Stories feel more informal and ephemeral, and they’re a great way to stay visible without bombarding the feed. They keep me top-of-mind while allowing me to share quick, real-life moments.

Mindful Engagement, 15–20 Minutes Daily
I’m committing to spending about 15–20 minutes each day thoughtfully engaging with other jewelry accounts. This includes liking and commenting on posts, but also making mental notes of strategies I admire or interesting experiments I see others doing. By paying attention to how other brands approach social media—whether they’re big names or indie designers—I can gather fresh ideas for my own audience. Plus, genuine engagement is the foundation of building long-term relationships on these platforms.
Get More Creative with Carousels & Single Photos
Observing my own analytics, I’ve discovered that carousels and single-photo posts typically perform best for the Joy Joya audience. This year, I want to challenge myself to keep those formats fresh—experimenting with new layouts, storytelling angles, or behind-the-scenes glimpses. That said, I’m not ready to abandon Reels altogether. Reels can still be a fantastic way to show jewelry in motion, especially if I can weave in a bit more personality or a unique twist. Balance will be key here.
Be More Front-and-Center—Show More of Me
For years, I’ve often put the focus on the jewelry, the marketing tips, and the stories of my clients, but I’ve realized that many followers also want to connect with me as a person. This year, I’m aiming to appear more frequently in my own content—whether that’s through candid selfies, fun Q&A sessions, or short day-in-my-life moments. Sharing more of my personal interests, inspirations, and everyday routines can help build trust and create that warm, relatable vibe I’m going for.
Stay Consistent on TikTok
Even though I post on TikTok when I feel like something is a “good fit,” I’ve found that the jewelry community there is incredibly supportive and engaging. In 2025, I plan to be more intentional about posting on TikTok—not just re-sharing the same content, but also interacting with other creators and potential customers. It’s another platform where I can show up as myself, connect with fellow jewelry lovers, and share short-form clips that might not be a perfect match for Instagram.
Monthly Data Check-Ins
Finally, I’m making a promise to myself: look at the numbers. Every month, I’ll review what performed well and lean hard into whatever that is—be it a photo series, a certain style of video, or a particular type of caption. In the past, I’ve wasted time “stabbing in the dark” with random posts, hoping something would stick. By carefully monitoring performance and making small adjustments, I can be more strategic and less stressed. Data is there to guide me, not to dictate every move, but I want to use it more effectively so I’m not missing any golden opportunities.

These resolutions aren’t about strict rules or rigid guidelines; they’re a way to stay purposeful in an ever-evolving social media landscape. Ultimately, I want social media to feel like a creative outlet and a way to connect with my community—not a source of constant anxiety. Here’s to a more intentional, more personal year on social media for both me and Joy Joya. I hope my game plan inspires you to consider how you can streamline your own social media efforts in 2025.

And that's it for today! If you want to reach out, you can always email me Laryssa at laryssa@joyjoya.com. And if you loved this podcast, please share it with a friend who'd appreciate it. Don't forget to subscribe as well as leave a review on Apple Podcasts.

If you're completely new to digital marketing, then you'll want to purchase and read a copy of my book JEWELRY MARKETING JOY. Visit joyjoya.com/book for more information.

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