Overview of Social Media Platforms for Jewelry Marketing

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Ready to break free from algorithms, vanity PR, and money-sucking ads? My name’s Laryssa Wirstiuk, and I’ve learned in 7 years of jewelry marketing that content is the crown jewel. My agency Joy Joya takes a holistic approach, leading with laser-focused storytelling, impactful content creation, and strategic content distribution. This method has worked for the solopreneur as well as the multi-million-dollar company, and now I’m sharing these systems and tactics with you. Here’s to standing out in the Sea of Sparkle.

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Welcome to Episode #247. Finally in our Jumpstart Series, we’ve made it to social media marketing for jewelry brands. After wrapping up our insightful mini-series on email marketing, it’s time to explore the ever-evolving landscape of social media in 2023. Brace yourselves because we’ve got three exciting episodes ahead, packed with everything you need to know. In this episode, we’ll start by taking a comprehensive look at the most relevant social media platforms for jewelry brands today. These platforms have become powerful catalysts for brand exposure, customer engagement, and ultimately, business growth. We’ll explore how you can leverage each platform’s unique features to create a vibrant online presence that resonates with your target audience. I’ll be covering: An overview of the social media platforms that could potentially be relevant for jewelry brands today What are some pros and cons of using each of these platforms What are the demographics of the audience members on each platform If you’re new to this podcast, you should know: from now through July of this year, I’m offering a free (yes FREE) six-month, podcast-guided program called “Jewelry Marketing Jumpstart” which involves weekly audio and video lessons as well as companion PDF downloads for each new episode. If you haven’t already signed up at joyjoya.com/JUMP, then I highly recommend you stop waiting and sign up now. And I will also put that link in the show notes for you.

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But before we get to the solid gold, I’d like to take a moment to remind you that this podcast has both audio and video – so you can either listen on your favorite podcast platform or watch on YouTube by searching “Joy Joya”. You can support the podcast for free by taking the time not only to subscribe but also to leave a rating and review on Apple Podcasts. If you leave a review, I might read it on a future episode – please let me know what you think about this episode or about any other major takeaways you’ve had recently. Speaking of podcasts, did you know I also co-host another podcast with jewelry marketer Liz Kantner? It’s called Success With Jewelry, and we’ve already released 34 free episodes everywhere you listen to podcasts as well as on YouTube. We also have an Insider community, where we share extended episodes, hands-on guidance, and a plethora of resources. Visit successwithjewelry.com to learn more.

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Okay, my Sparklers! Let’s get into the next installment of Jewelry Marketing Jumpstart, which is going to set you up for social media success. I’m going to provide an overview of 4 platforms today: Instagram, Facebook, TikTok, and Pinterest because I think these are the most relevant for jewelry brands in 2023.

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So first, let me start with an overview of each of these four platforms. And then I’ll tell you a little bit about the typical demographic profile of the people who use these platforms. So let’s get started with the first platform on our list: Instagram. Instagram has become a go-to platform for jewelry brands, and for good reason. It’s visually oriented, allowing you to showcase your stunning jewelry pieces in all their glory. The platform’s emphasis on high-quality images and videos makes it a perfect fit for the jewelry industry. Instagram has evolved from a simple photo-sharing app to a thriving social media platform. Over the years It has introduced features like video sharing, Instagram Stories, IGTV, and Reels, encouraging users to engage and interact. The platform emphasizes visual content, fosters connections, and promotes creativity. Instagram’s continuous evolution and user-centric approach have made it a leading platform for personal expression, brand promotion, and community building. Love it or leave it, it’s still relevant for many jewelry brands. Instagram attracts a wide range of users, with a slightly younger skew compared to other platforms. Its primary demographic consists of millennials and Gen Z, with a fairly even split between male and female users.

6:17
Now let’s move on to Facebook. Yes, I bet you can’t believe that I’ve included Facebook on this list. Please remember as I walk through these platforms: just because you don’t like a platform or don’t use a platform doesn’t necessarily mean your customers also won’t be using it. Although it may not have the same visual focus as Instagram, Facebook remains one of the largest and most influential social media platforms. With a focus on community engagement, Facebook continues to evolve as a platform that encourages social connections and information sharing on a global scale. Facebook’s user base is diverse and spans across age groups, making it appealing for brands targeting a broad demographic. However, it tends to have a slightly older user base, with a higher concentration of adults aged 35 and above. And gender wise, it’s split kind of equally between male and female. So if you reach a an older audience, or you already have an audience on Facebook that’s engaged. Please don’t ignore Facebook just because you personally don’t like it or don’t want to spend time there.

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Now, let’s talk about the platform that has taken the social media world by storm: TikTok. TikTok’s explosive growth and popularity make it an enticing platform for jewelry brands looking to reach younger audiences. TikTok’s algorithm is designed to promote content based on its potential appeal, giving you an opportunity to quickly gain visibility. One of the key aspects that make TikTok appealing is its highly creative and entertaining nature. The platform’s short-form video format allows for quick, eye-catching content that can showcase jewelry pieces in a visually captivating manner. Jewelry brands can leverage TikTok’s editing tools, effects, and filters to create stunning visuals that capture attention and spark interest. Moreover, TikTok’s algorithm-driven content discovery system provides the chance for jewelry brands to rapidly gain visibility and reach a broader audience. TikTok has gained immense popularity among Gen Z and younger Millennials, making it a go-to platform for brands targeting a younger demographic. It has a predominantly female user base and appeals to users who enjoy creative and entertaining content.

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Finally, let’s discuss Pinterest. While it may not be as talked about as Instagram or TikTok, Pinterest remains a valuable platform for jewelry brands. Pinterest is a visual discovery platform that allows users to search, save, and organize images. Pinterest offers a unique and appealing platform for jewelry brands to showcase their products and engage with a highly receptive audience. The visual discovery nature of Pinterest aligns perfectly with the essence of jewelry, as it allows brands to present their collections, designs, and inspirations through captivating images. Jewelry brands can create beautiful, high-quality pins that highlight the intricate details, craftsmanship, and aesthetics of their pieces. What makes Pinterest particularly interesting for jewelry brands is its long-term value. Unlike other social media platforms where content can quickly fade away in users’ feeds, Pinterest’s content has a longer lifespan. Pinterest’s primary demographic is women between the ages of 18 and 49, making it an ideal platform for jewelry brands targeting a female audience. Its users often utilize Pinterest for wedding planning, fashion inspiration, and home décor ideas. So if you sell wedding bands, engagement rings, and you’re not on Pinterest, huge missed opportunity. But again, also all jewelry brands, especially if you are more fashion forward trend driven.

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So now that I’ve given an overview of each of these four platforms, and a rundown of the demographics, I want to share some pros and cons of each one. You may even be familiar from just using the platforms, but something to really think about as we go forward in the next two episodes about social media. If you’re thinking about dropping a platform that you use, if you’re thinking about adjusting your strategy, or taking on a new platform, you really want to be aware of the pros and cons.

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One of the key pros of using Instagram is its vast user base. With over a billion monthly active users, you have the potential to reach a wide audience. There’s also a very heavy emphasis on visual content, which suits jewelry brands perfectly Cons: Firstly, the platform is highly competitive, as many jewelry brands are vying for attention. Standing out requires consistent and high-quality content. Additionally, Instagram’s algorithm can feel a bit mysterious (though IG has been trying to be more transparent), making it challenging to ensure your content is consistently visible to your followers. There’s also new features being released constantly, and it can be hard to keep up.

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The primary advantage of using Facebook is its wide age range of users. It caters to a broad demographic, including both younger and older audiences. It’s also easy to click through to an ecommerce website from Facebook. On the downside, Facebook’s organic reach has declined in recent years. This means that without paid advertising, it can be challenging to get your content seen by a large portion of your followers. Additionally, Facebook’s user base is becoming more passive, with people spending less time actively engaging with content and more just like scrolling, or connecting with their friends because that’s what a lot of people do on Facebook.

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Okay, TikTok pros and cons. One of the pros of using TikTok is its highly engaged user base. Users spend an average of 55 minutes per day on the platform, creating a massive opportunity for your brand to capture their attention. TikTok’s video format allows for creative and entertaining content that can resonate with your audience. Cons: the platform’s user base skews heavily towards younger demographics, primarily Gen Z and younger Millennials. If your target audience is older, you might not find as much success on TikTok. Also, TikTok’s content trends and viral nature can make it challenging to maintain consistent visibility, as trends change rapidly. So you have to be committed to knowing like what’s hot and cool on Tik Tok.

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And lastly, let’s talk about Pinterest pros and cons. One of the biggest pros of using Pinterest is its long-term value. Unlike other platforms where content can quickly disappear from users’ feeds, Pinterest’s content has a longer lifespan. This means that your jewelry pieces can continue to be discovered and shared months or even years after being posted. However, Pinterest does have a more niche user base, primarily consisting of females between the ages of 18 and 49. If your target audience falls outside this demographic, Pinterest might not be the most effective platform for your brand.

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Alright, that’s it for now. But the next two episodes are going to be diving further into this topic. So if you finished this part of this episode and said, “Okay, that’s great, but which platforms should I be using and how?” Don’t worry, I will cover the tips and best practices for each of these platforms, how to audit your current social media marketing strategy, and how to measure success on social media. Remember to go to joyjoya.com/jump for more information, action items, and further resources.

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Before we get into The Gold Mine as well as my jewelry marketing news round up, I want to share a case study of a brand that I think embodies what I talk about on this podcast. All right, so these are my thoughts about how to apply my approach to marketing to a jewelry brand in the wild. Before I get into today’s case study, which is about the brand Diamond Nexus, I want to go on a very tiny tangent just to give you some context. So there’s a book, you may have heard about it before, if not I highly recommend it, I’ll put a link to it in the show notes, called “Building a Story Brand” by Donald Miller. So in this book, he emphasizes the importance of positioning the customer as the hero of the story and the brand as the guide. He highlights that effective marketing messages should focus on addressing the customer’s challenges and helping them achieve their goals, rather than merely promoting the brand’s features or achievements. By positioning the customer as the hero, businesses can tap into the customer’s desires, aspirations, and struggles, creating a strong emotional connection. The brand then assumes the role of the guide, providing the necessary tools, resources, and support to help the customer overcome obstacles and find success. This approach creates a compelling narrative that resonates with customers, positioning the brand as a trusted ally on their journey and ultimately driving engagement and loyalty.

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Got it? So let’s talk about the brand I want to highlight today given this background information. So I’m going to be talking about Diamond Nexus. And this is an ecommerce brand that specializes in jewelry made from lab grown diamonds and simulated diamonds. A recent email campaign caught my eye due to the subject line: “Your Design, Our Expertise: Enjoy 10% Off!” I immediately thought, oh this sounds very “Building a Story Brand”-esque. And the email campaign itself is super simple. It just has a photograph of a sketched design of a ring beside the finished product and again says, “Custom Jewelry: Your Vision, Our Expertise” and then the short sentence, “Craft your dream jewelry piece with ease and guidance from our world-class designers.” Then the button “Custom Jewelry”, which takes you to the landing page. All the language on this page is really positioned to make the customer the hero and the business the guide. “You have the freedom to create a custom wedding ring from scratch, tailor any of our existing wedding band designs, or rejuvenate your treasured bands with a fresh aesthetic. Our team of world-class designers and artisans collaborate with you throughout the process, ensuring your vision for the perfect custom wedding ring comes to life.” How are you making your customer the hero in their own story while serving as their guide? What do you think? Let me know in a podcast review or YouTube comment. Okay, let’s get into THE GOLD MINE!

23:46
If you’re new to this podcast, THE GOLD MINE is a segment that I like to do when I speak a little bit more personally about topics in entrepreneurship, mindset, success, growth, overcoming like your personal roadblocks toward building your business, etc. Let’s get real about those tempting “quick fix” solutions that promise overnight success. You know the ones I’m talking about, right? They’re like shiny illusions, making us believe in magic shortcuts. Now, let’s face it—we’ve all been lured in by promises that seem too good to be true. And more often than not, they actually are! Business is tough, my friends, and I’ve heard countless stories of folks who fell for the allure of instant success and paid the price when reality hit them like a ton of bricks. I get it, though. We all want that secret sauce that’ll catapult our jewelry businesses to greatness. And it’s even more tempting when we’re bombarded with flashy new technologies that claim to make everything easy-peasy. Take AI, for example—tools like ChatGPT and others. They have incredible potential, and it’s easy to think they’ll solve all our problems with a flick of their digital wands. But let’s take a step back and get real, shall we? Let’s stick with AI as our example. AI is undeniably cool. It can streamline processes, give us valuable insights, and help us make data-driven decisions. But here’s the thing—it’s not a one-size-fits-all solution. It’s not a shortcut to instant success. We can’t just rely on algorithms and automation and expect miracles to happen. Our jewelry businesses thrive on deeper connections, knowing our customers inside out, and delivering exceptional craftsmanship and creativity. Fancy tech can’t replace that. AI should be our trusty sidekick, enhancing our expertise, not a superhero cape that magically fixes everything. It’s like having a tool in our toolbox, not a quick fix that sweeps our challenges under the rug. Now, don’t get me wrong—we should absolutely explore AI and other solutions that promise convenience and quick results. But let’s be cautious. Let’s do our homework and dive deep into what these quick-fix solutions can truly do for our unique jewelry ventures. Don’t fall for flashy marketing tricks and empty promises. Look for real success stories that demonstrate how these solutions have made a tangible difference in the jewelry industry. Building a successful jewelry business takes time, effort, and a lot of hard work. There’s no way around it. So let’s embrace the values that make us special—our passion, craftsmanship, and dedication. The real magic happens when we blend our creativity and customer-centric approach with the power of technology. But remember, there’s no quick fix that can replace the journey of learning, growing, and staying true to ourselves. I know it’s not the most exciting thing to hear, especially when other podcasts might sell you the dream of easy success in five simple steps. But if you’re serious—and I know you are, my Sparklers—you’ll keep searching for ways to work smarter without falling into the trap of instant success. Let’s debunk the illusion of quick fixes and focus on building a sustainable foundation for our sparkling jewelry empires. What do you think about that? Does it resonate with you? Tell me in a YouTube comment or podcast review. I’d love to know your thoughts.

30:06
Alright, let’s get into the news roundup, where I shared three relevant articles related to jewelry or marketing. The first one comes from Retail Dive, and it’s called “Google introduces generative AI virtual try-on tool”. Google has introduced a virtual try-on tool using generative AI, initially available for women’s tops. “Our new generative AI model can take just one clothing image and accurately reflect how it would drape, fold, cling, stretch and form wrinkles and shadows on a diverse set of real models in various poses,” Lilian Rincon, senior director of product and shopping, wrote in a company blog post. Shoppers can select models and virtually try on tops from brands like H&M, Loft, Everlane, and Anthropologie. The tool aims to help consumers visualize how garments may look on different body types, skin tones, and hair types. Google plans to expand the tool to include men’s apparel later this year. Other companies, such as Snap and Walmart, have also adopted virtual try-on technologies to enhance the online shopping experience based on consumer demand for more reliable product visualization. MAIN TAKEAWAY: By embracing these innovative tools, businesses can provide a more immersive and personalized online shopping experience, ultimately boosting customer engagement and sales.

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The next one is actually from a podcast episode from The Glossy podcast. And it’s “The Glossy Week in Review: Talking high-end jewelry news with Sotheby’s Frank Everett”. In the jewelry market, a noticeable division is emerging between two distinct consumer groups: true luxury shoppers and aspirational shoppers. This growing split reflects a shift in consumer behavior and preferences. True luxury shoppers are characterized by their discerning taste, high purchasing power, and a desire for exclusive and exceptional pieces. They value craftsmanship, heritage, and rarity, seeking out prestigious brands known for their exceptional quality and unique designs. For them, jewelry serves as a statement of their status and individuality. On the other hand, aspirational shoppers, while aspiring to own luxury jewelry, may have more limited budgets and opt for more accessible options. They often prioritize affordability and trendy designs, seeking to emulate the luxury lifestyle without the same level of investment. This divide in the market suggests that jewelry brands and retailers need to cater to the distinct needs and desires of these consumer segments, offering both high-end luxury options and more affordable alternatives to capture a wider customer base. MAIN TAKEAWAY: Know your customers and what they want from their experience with your brand. You may even have these two types of customers so understand how to cater to and speak to each of them.

33:57
And the last article today comes from Tech Target, and it’s called “Top 9 best SMS marketing examples, with templates”. If you’re feeling a little bit unsure about SMS marketing, but maybe you’re curious about it, I think you can still do it in a way that engages customers who are already interacting with you in your website. But then using SMS to nudge them to take an action or make a purchase. And that comes through automated or triggered SMS. And I would recommend again if you’re curious, check out the link to this article in the show notes. Because the article has really helpful templates and like sample texts that can assist you in writing the actual copy for each type of SMS message. So SMS or text marketing has already been proven to be an effective strategy for capturing customer attention and boosting engagement. Unlike email marketing, which often struggles with low open and click through rates, SMS marketing boasts significantly higher click through rates. And I absolutely see this with my own clients way better click through on SMS, it can improve conversion rates ultimately leads to improve return on investment. And there are lots of ways you can do this without necessarily sending like regular campaigns if you’re nervous about that. So having an SMS welcome message to welcome your new subscribers, introduce them to the brand, offer a welcome discount code, you can have automated product alerts. So if there’s a new product launch, or if a customer has expressed interest in an out-of-stock product, or you have new color ways, you can have an automated message to share restocks, to generate excitement, abandoned cart reminders so you can remind customers about items they left in their cart, maybe offer incentive to complete the purchase and customer appreciation, which is so nice, showing gratitude to your loyal customer by sending them exclusive offers, first looks, discounts. My main takeaway is it’s important for business owners and marketers who use SMS to adhere to applicable regulations, provide an opt out, and be mindful of consumer customer concerns. But if you do it mindfully, and you leverage some of the tactics that I mentioned, you can start really engaging with your audience and using SMS to drive conversions.

36:46
That is all for today. What did you think about this episode? Do you have questions about anything about Jewelry Marketing Jumpstart? You can always email me Laryssa that’s laryssa@joyjoya.com. If you love this podcast, please share it with a friend who’d appreciate it. And don’t forget to subscribe as well as leave a review on Apple Podcasts. If you’re completely new to digital marketing, then you want to purchase and read a copy of my book, Jewelry Marketing Joy. Visit joyjoya.com/book for more information.

Transcribed by https://otter.ai