TikTok Bans, Meta Chaos, and the Future of Social Media For Jewelry Brands

January 26, 2025

Episode #320 - "TikTok Bans, Meta Chaos, and the Future of Social Media For Jewelry Brands"

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Welcome to Episode #320! Well, it finally happened, Sparklers: the TikTok ban that’s been looming for a while took effect—though it lasted for less than 24 hours. Late on Saturday, January 18th, visitors to the app got a message that said, “Sorry, TikTok isn’t available right now. A law banning TikTok has been enacted in the U.S. Unfortunately, that means you can’t use TikTok for now.” It was almost comical how quickly the app came back, and I felt terrible for the creators and businesses who depend on TikTok for their livelihoods, as many assumed it was gone for good or at least for a longer stretch.

Ever since then, there’s been more unfavorable news about Meta, such as removing third-party fact-checkers, reducing moderation, and reintroducing algorithmic recommendations for political content. Critics of Meta’s recent changes worry this will encourage unchecked hate speech, misinformation, and increased harassment of marginalized communities while also causing advertisers to pull away.

Jewelry artist Judy Geib recently announced in an Instagram post, "I'm stopping IG. It's been a wonderful platform, and I'll miss it, but I can't continue to support tech billionaires who are enabling the fall of civilization as we know it."

All of this points to a chaotic time in the social media world. As a business, how do you navigate these shifts? Should you jump ship? In this episode, I’ll give you three concrete steps to help you prepare for whatever lies ahead—so you won’t have to panic if the social media landscape changes even more dramatically.

Also, stay tuned for “The Gold Mine,” where I’ll be talking about how to tackle less-fun, easy-to-avoid tasks - and why facing them head-on now can make or break your business down the road.

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

Also, stay tuned for “The Gold Mine,” where I’ll be talking about how to tackle less-fun, easy-to-avoid tasks - and why facing them head-on now can make or break your business down the road.

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! So what shall we do? We're all so reliant on social media platforms to connect with our audience members. That's where many of us have built community, extended our reach, cultivated fans, made sales, coordinated collaborations, created opportunities, and much much more.

My podcast partner Liz and I were recording an episode of the Success With Jewelry Podcast for our Insider bonus content, and she made a great point: it’s no longer the Instagram of 2012, which used to be so cozy and happy. Hard to believe that was thirteen whole years ago! With how fast the economy and customer behavior change—sometimes in just a few months—if you’re still hanging out in that super-friendly 2012 version of social media, I’m honestly a bit jealous. Because hey, living in that dreamy bubble sounds pretty sweet!

I want to share three action items you can start rolling out now, so you won’t feel nervous about the uncertain future of social media. I’ve often said you can’t rely solely on these platforms, but creating a plan to cut back that dependence is no small feat—it takes both time and strategy. While it’s tough to envision life without spending hours on these apps, the brief TikTok ban showed us that it can all disappear in an instant.

1. Build Your Email (or SMS) List—Immediately!

RIGHT AWAY, you need to start growing your email list—it absolutely blows my mind how many jewelry brands still aren’t taking this seriously. Yes, it requires strategy, time, and effort, but your future literally depends on it. The brands that will stand the test of time are the ones that build first-party data, and that only happens if you work consistently and stick to it.

Get creative about moving people off social media and onto your list—maybe that’s a monthly gift card giveaway or a drawing for a lower-priced piece (yes, it costs you something, but the data is worth it!). Consider hosting in-person events or participating in more in-person opportunities where it’s easy to collect email addresses, and be transparent about why you want to connect off social media. The more authentic you are, the more your audience will understand the value of joining your list.

If you’re not doing this already, I literally want you to pause this episode and brainstorm right now. Figure out how you’ll attract new sign-ups and set small, concrete goals (like getting five subscribers this week). If email isn’t your thing, use SMS—but either way, build that list!

Here’s a side note about this first action item: if you already have an email marketing plan and you’re encouraging people to sign up, make sure your messages are both consistent and compelling. Now is the time to step it up! Offer real value, connect through email or SMS, share stories, and avoid being 100% product-focused. You have the creativity to keep your subscribers genuinely excited to hear from you—so use it!

2. While You’re Still on Social Media, Get to the Heart—Fast

Social platforms are a revolving door of new viewers and returning followers who might not have seen your posts in ages—so every single piece of content you share needs to quickly convey who you are and what you stand for. People may only catch one reel or photo from you, so don’t assume they already know your brand story; weave core elements of that story (your mission, craftsmanship, values) into each post. On top of that, make sure you have a clear and compelling call to action every time—guide them to your website, encourage a DM, invite comments, or suggest they sign up for your email list.

Then, deepen the connection: respond to every comment and message, ask follow-up questions, and spark real conversations. Personally invite people into your world—whether that’s an in-person event, a consultation, or your next collection launch. Simply posting pretty jewelry photos over and over isn’t enough; your content should instantly signal your brand identity and give people a reason to stick around or even reach out directly.

3. Lean Into In-Person Activations and Events

There’s nothing like face-to-face time to form a real human connection. When people can see your work in person, try it on, and hear your passion firsthand, it sets you apart in a way social media or a website can’t touch, not even close.

If someone falls in love with your jewelry while you’re standing right there, talking about how you source your materials or handcraft each piece, that’s a deeper bond than any “like” on Instagram or TikTok can create. Plus, events naturally lead to collecting email addresses and building that first-party data, whether you’re doing a pop-up, trunk show, or joining a local market.

If you’re nervous about the logistics, start small. Host a cozy open house in your studio, collaborate with a local boutique to share space, or team up with other creatives to split the work. The key is to create an experience that feels special—offer a short Q&A or mini styling session, provide refreshments or a simple giveaway, and make attendees feel like part of your inner circle.

And remember: photos and videos from in-person events are gold for your social feeds, email newsletters, and blog posts—everyone loves a behind-the-scenes look at the real, in-person connections that make your brand so unique. And trust me, the FOMO is real—once people see the highlights and hear the buzz, they’ll be determined not to miss your next event!

So, what do you think? Have you tried any of these strategies—like hosting in-person events or building that email list—yet? I'd love to hear about your experiences, so drop a comment on YouTube or shoot 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 talk about those parts of your business that feel annoying or tough, even though you know they need attention. For me, it’s sales. Right now, I’m the only one who can handle sales—everyone else on my team is busy delivering client services or creating marketing materials—so it’s all on me.

I’ll admit, I don’t love sales. I really enjoy creating strategy for my clients, and I’m still active in our day-to-day work, but I have to set aside time for sales every single day because, if I don’t, there’s no business. Of course, there are times we’re so slammed that I’m totally spent and end up neglecting sales.

Why am I sharing this? Because even though my role might look different than yours as a jewelry business owner, we’re dealing with the same problem: we know we have to do things (like planning beyond social media), but other tasks—making jewelry, helping customers—often take over.

But relying solely on social media can really be a life-or-death scenario for your brand. If you’re not taking consistent action—even just a few times a week—you could wake up one day and realize you’re in trouble. I don’t say that to scare you, but it’s real.

It’s like if I went six months without doing any sales. One morning, I’d be like, “Oh, shit, we haven’t had any new clients for a while!” and suddenly I’d need more revenue. But I wouldn’t have planted any seeds, and it’s really hard to recover from that (though not impossible).

So if you’re serious about your business, you have to be serious about future-proofing it—doing the annoying, difficult stuff today so you’ll be protected tomorrow. Does that resonate with you?

If you found today’s episode helpful, be sure to subscribe, leave a review, and share it with fellow jewelry enthusiasts.

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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