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SEO Content Opportunities and Keyword Research for Jewelry Marketing

Episode #239 – “SEO Content Opportunities and Keyword Research for Jewelry Marketing”

To learn more about “Jewelry Marketing Jumpstart”, visit for all the details.

Welcome to Episode #239. In this episode, we’ll be diving deeper into the world of Search Engine Optimization (SEO) for jewelry marketing. In our last episode, we gave you a taste of what SEO is and how it works. But in this episode, we’re going to take it to the next level by showing you exactly how to conduct keyword research and find the perfect SEO-driven content ideas for your jewelry brand.

Now, I know we briefly touched on the concept of keywords in our previous episode, but today we’re going to explore it in much greater detail. We’ll teach you how to tailor your jewelry marketing content to rank higher on Google search results and give you the best possible chance of being discovered by potential customers.

And the best part? You don’t need to spend a fortune to do it! With a little creativity and a deep understanding of your target audience (which we’ve been stressing throughout our Jewelry Marketing Jumpstart series), you’ll be able to find plenty of low-cost or even free ways to improve your SEO game. So get ready to take your jewelry brand to the next level!

I’ll be covering:

  • Why it’s important to be thoughtful about keyword research and proactive about finding content opportunities if you’re serious about taking advantage of the benefits of SEO
  • Where to find content ideas as well as keywords and how to choose the right ones for your jewelry brand
  • How to see what your competitors are doing – and how to know if it might be worth trying to “one up” them with your content

From now through early July of this year, I’ll be rolling out a free (yes FREE) six-month, podcast-guided program called “Jewelry Marketing Jumpstart” which will involve weekly audio and video lessons as well as companion PDF downloads for each new episode. 

Sign Up for Jewelry Marketing Jumpstart –

Check out the transcript below.

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.

Welcome to Episode #239. In this episode, we’ll be diving deeper into the world of Search Engine Optimization (SEO) for jewelry marketing. In our last episode, we gave you a taste of what SEO is and how it works. But in this episode, we’re going to take it to the next level by showing you exactly how to conduct keyword research and find the perfect SEO-driven content ideas for your jewelry brand. Now, I know we briefly touched on the concept of keywords in our previous episode, but today we’re going to explore it in much greater detail. We’ll teach you how to tailor your jewelry marketing content to rank higher on Google search results and give you the best possible chance of being discovered by potential customers. And the best part? You don’t need to spend a fortune to do it! With a little creativity and a deep understanding of your target audience (which we’ve been stressing throughout our Jewelry Marketing Jumpstart series), you’ll be able to find plenty of low-cost or even free ways to improve your SEO game. So get ready to take your jewelry brand to the next level! I’ll be covering: Why it’s important to be thoughtful about keyword research and proactive about finding content opportunities if you’re serious about taking advantage of the benefits of SEO Where to find content ideas as well as keywords and how to choose the right ones for your jewelry brand How to see what your competitors are doing – and how to know if it might be worth trying to “one up” them with your content From now through early 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. This week, Jumpstart members will get exclusive ChatGPT prompts that can help you write website content. If you haven’t already signed up at, then I highly recommend you stop waiting and sign up now. We’re getting into “GO” time with these hands-on lessons for jewelry entrepreneurs like you. To sign up for the FREE full program right away and get the companion PDF download to this episode, visit Link in show notes as well.

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 31 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 to learn more.

Okay, my Sparklers! Let’s get into the next installment of Jewelry Marketing Jumpstart, which is all about keyword research and uncovering content opportunities that could benefit your jewelry brand in Google search engine results, causing it to rank higher for relevant keywords and get shown to more people in your target audience. And the best part? Get shown to more people in your target audience who are already looking for you, who have high intent to purchase.

Why is it important to be thoughtful about keyword research, and proactive about finding these content opportunities if you are really serious about taking advantage of the benefits of SEO? So as you probably know if you’ve tried before, creating content for your website can take a lot of time and resources. So if you’re going to do it, you want to make sure you’re choosing the right topics and approaching the content in the right way. That my friends is really the main point I want you to take away from this lecture I’m about to give you. I find that a lot of jewelry brands just give up on content because it feels like a lot of effort with little reward. And I’m not gonna lie to you, it is a lot of effort. But the way to make it have a reward and to make it pay dividends for you is to do it thoughtfully. And with a strategy. And with the best like intentions behind it or there will be little reward you’ll find yourself spinning your wheels. If you know where you want to focus and what your target audience wants, as well as how they may be looking for the products you carry, then the effort that you put into making content will pay off in dividends. But I don’t want you to waste your time on shoddy content that you’re just making because you’re checking a box of “Laryssa told me to make content” because nobody wants that. So we’re going to talk about how to do this the smart way. I’ve already talked in past episodes about how to optimize your website content. That was in number 237. So we’re going to take that one step further and now do this whole process with SEO on the top of mind, especially if you as a brand are trying to pursue better search rankings for your jewelry website. And if you go back to the last episode 238, I talked about how you can decide whether or not that is right for you. Because this isn’t right for everyone. Every jewelry brand has different goals. They’re at different stages of growth, they have different products, they’re serving different customers. So you have to individually decide whether this will be worth the effort and resonate with your target customers. You can go back to the last episode to kind of hear the considerations that I want you to take before you make this decision.

Okay, so now that we got that out of the way, I want to talk about where can you find content ideas, as well as key words. And then how do you choose from those from the big list, the ones that are really right for your brand? So let’s talk first about those initial content and keyword ideas. Back in episode 235, I covered how you can generate that initial brainstorm of jewelry marketing content ideas. And I think if you haven’t listened to that episode, or even if you have, go back to it. That’s an amazing place to start for your SEO content jewelry. You’re going to return to that brainstorm of topics that you’d love to explore, that you think your audience would resonate with. And then you’re going to add another layer of thought and research to them to make sure they’re viable from an SEO perspective.

And in this process, you’re not going to need any fancy tools, any expensive tools, any complicated tools. Google, what you already use every day multiple times a day, is going to be your best friend here. You’re going to want to search Google for keywords and phrases that may somehow be related to your products. And that’s going to be different from the brand over here to the brand over there. So you have to look at your own products, your own offerings, and decide if someone were to search for these things, and find us what would be some of the things they would type into Google if they were looking for what we sell? So let’s pretend you offer handcrafted engagement rings, then you’re going to go to Google and search for that: handcrafted engagement rings. But you’re also going to want to rephrase that in a bunch of different ways. Try different variations related to that. There’s no science to this, it’s literally just thinking through different ways to find this type of product. So like, unique engagement rings made by hand, engagement rings that aren’t mass produced, handmade engagement rings, like anything that comes to mind, you’re going to search Google for and see what comes up. And then going through the thought process of someone who would be looking for this type of product. Also think through like the questions they would search for at any given stage of their buying journey journey. So like, how do you choose the best handcrafted engagement ring? What are some center stones for handcrafted engagement rings? Where do you buy handcrafted engagement rings? When should you buy a handcrafted engagement ring? If you’re hoping to propose, like why choose handcrafted engagement rings? You’re going to go back to like, eighth grade library class of research. And you’re going to think through the who, what, where when, why, the different ways to search for things. You’re going to pretend you’re doing a research project, and just see what comes up in Google. So this is just a game of paying attention, being observant, being curious, being exploratory. You’re going to pay attention to those Google search results when you type in these questions, these phrases, and you’re going to see what kind of content comes up. So what’s there already, what’s not there? What could be better? Where are gaps that could be filled? Asking yourself these questions is going to give you ideas for content that the Internet doesn’t already have and needs, or content that you don’t already offer and think would benefit your target audience.

And when you have these general ideas that come from your observations, you’re going to want to make a list, maybe you want to just open a Google Doc or a spreadsheet, wherever you want to keep it just things that you find or observe. And then once you have that initial list, you’re gonna want to take it even further. And kind of keep coming up with more keywords and phrases that kind of make sense for these topics. So continuing to come up with variations of how people would search for these things in Google beyond your initial search. So going back to Episode 238, I did give a brief definition of what keywords are. But just to refresh your memory. Keywords are like words and phrases that people type into search engines like Google to find whatever they’re looking for. So I had given the example of if you’re looking for a haircut locally in your city, and you live in Los Angeles, you might start your search by typing, hair stylist Los Angeles or best haircut Los Angeles. Those are all key words. And to continue coming up with these variations of key words and phrases related to the content topics that you start to brainstorm. You can just keep using Google again. And you already know how to do this and you probably don’t even realize because you’re so used to using Google.

So now let’s pretend you’ve seen a gap for content about tips for wearing jewelry when traveling, and your jewelry happens to be like very travel friendly because it’s comfortable, maybe it’s lower price, so people don’t have to worry about losing it, or getting it stolen or something. So you can go on Google, again, the homepage of Google, put yourself in the shoes of someone who may be searching for this topic about wearing jewelry when traveling, and then try to query for that topic. So as a starting point, I would probably just start to type, click, click click, how to wear jewelry when traveling. And when I do that, I’m sure you’ve noticed this before, Google starts to autocomplete your query with related keywords and phrases. So it opens a little drop down below where you’re typing. And it suggests, like, what what it thinks you’re trying to type or even similar ways to search for that in case, maybe there’s like a better way for you that makes more sense. And that’s called Google Autocomplete. So when I happen to do that search, and I typed in how to wear jewelry, when traveling, I got a number of different autocompletes like how to carry jewelry when traveling? Can you wear jewelry when flying? Can you wear jewelry through airport security? How to pack jewelry for travel, etc. These were all suggestions that Google gave me. I want you to pay attention to those autocomplete suggestions, because they’re based not only on what Google thinks you might be interested in, but they’re based on what other people are searching for, which gives you an idea of like the type of phrasing and language people use on Google when they’re searching for a similar topic. And those ideas might inspire you to change your direction a little bit or refine your direction with your content topic. Or even maybe come up with a whole new idea for content.

So if I’m taking this example, for my own content journey, maybe I have one blog post about how to wear jewelry when traveling, that could be more have like a style perspective, like how do you style jewelry to get the most out of it? Because when you travel, you’re not going to take your whole jewelry wardrobe. So how do you kind of incorporate that into your daily style? But then I don’t even think about can you wear jewelry when flying? I would never even think that someone might ask that. But I think that is a common query, because it came up in Google Autocomplete. So maybe I write a whole other blog post that’s about can you wear jewelry when flying? And like, what’s the best way to do that? Is it comfortable? How do you make jewelry comfortable when you’re flying? Is it advisable? So now I just came up with two blog post topics, thanks to Google Autocomplete. And maybe there’s another one about wearing jewelry through airport security. You’re gonna have to really decide based on your target audience and what you think they need, which one of these is going to like actually make sense for you. If it turns out after you think about it, that your target customer isn’t a big traveler after all, then like, don’t do this. Don’t go down this rabbit hole of all these like sub topics of jewelry and traveling. But if you are targeting someone who like loves to travel, then these are all amazing topics for you. And you’ve just come up with like a whole new list of things you can cover in your future content. So beyond just using Google, there’s another site called Answer the Public, which is another great resource. It actually uses Google’s Autocomplete technology. But it will give you more ideas than you’ll get just in that Google dropdown. And it organizes it more clearly for you. So you’ll get some great initial ideas there, especially around common questions that people ask Google related to your desired topic.

All right, so let’s talk now about prioritizing keywords using search volume and competitiveness data. So once you have your list, your huge brainstorm you did all this research on Google or Answer the Public. Then you have to take this list of keywords, and you have to check search volume and competitiveness or another word for competitiveness might be difficulty for this initial list. So I defined these two terms in episode 238 But let me refresh your memory. So search volume refers to how many people each month on average are searching for that particular keyword. And then competitiveness or difficulty in this context refers to how many other websites on the internet are already ranking for this keyword or using this particular keyword? Knowing these two numbers will help you answer the following questions about priorities. So is it worth creating the content to try to rank for this keyword? Can I outrank my competitors for this keyword? Can i improve upon something that already exists on the internet and outrank my competitors? Because again, as I mentioned earlier, in this episode, content takes time to make. And we want to make sure that you are only making the content, prioritizing the content that will help you rank in Google if SEO is a goal that you’re trying to pursue. So you will need a tool to check search volume and competitiveness. That’s not something you can just know from looking at Google. So unfortunately, there you I mean, there used to be a lot of great free keyword research tools. But of course, they’re all paid now because they’re great, and they deserve to make money. But I’m going to recommend one for you that has a 30 day money back guarantee. And I’m also going to give you one other option. So you can use Google Keyword Planner, which is free. But it’s only free if you have an active Google Ads account. So if you do advertise on Google, you can take advantage of Google Keyword Planner, which will show you search volume and competitiveness for any keyword that you type into there. But if you don’t advertise on Google and don’t have a Google Ads account, then obviously that’s not a great option for you. The one I recommend is called, and I’ll link that in the show notes. I don’t have any affiliation to it. I don’t get any benefit from recommending this. But I find it’s the most reliable one. And they don’t offer a free trial. But they do provide a 30 day money back guarantee. So you can use the tool for 30 days to do all your initial keyword research. And then if you don’t want to continue with it, or you’re not happy with it or not using it as much as you think you would, you can ask for a refund after that 30 days. So when you sign up for, all you’ll do is type the keyword you want to know about. And then it will show you other ideas, alternative ways of phrasing that keyword, which is good to know anyway, because maybe the way that you’ve chosen to phrase it is not the way people are searching for in Google. And then it will also show you the search volume and the competitiveness not only for your keyword, but also for all the related keywords that it suggests. So to give you some guidance around those numbers that you’ll see, competitiveness is ranked on a scale of zero to 100. And if you’ve never looked at keyword competitiveness before, it probably won’t mean anything to you. But zero to 34 is low competitiveness. 35 to 69 is medium competitiveness, and anything above that to 100 is high competitiveness. So as you can imagine, you want things on the lower end of competitiveness, and those are the ones you want to pursue because they’re not already dominated by like a ton of websites, and especially the bigger retailers when it comes to search volume. If it’s less than 100 searches per month, that’s super low. That means only 100 people or fewer are searching for that keyword every month. So that’s probably not worth pursuing. Unless you are super niche and like someone searching for that would come to your website for sure. I would say 100 to 1000 searches per month is a good happy medium. If you start getting into the multiple 1000s or 10,000s, yes, you’re getting more people searching for that keyword, but it probably means it’s more generic and not specific enough to what you’re selling. So it’s kind of all about finding the right balance of a lower end competitiveness with like a mid sized search volume. Those are all about, those are the things that you want to pursue.

So the next episode after this one will be all about SEO copywriting. So once you settle on your list of keywords, I’ll explain how you’ll actually take those and incorporate them into your new content as well as even in your old content. So stay tuned for that. But for now, in this research stage, you want to come up with a list of let’s say, 25, just to have some options to give you ideas for optimizing your content. And then to think ahead little bit to get your brain in the right space. For any given page or blog post on your website, you’re going to target one main keyword and then two or three variations per page.

So with SEO, how can you see what your competitors are doing? And how can you know if it’s worth trying to like one up them with your content? Again, this is all about going back to Google and doing what I suggested earlier. So searching for words and phrases related to your business. If all if you search for something, and all the main players like Etsy, Amazon, and the big box jewelry stores are dominating the first 10 or so search results, then you basically don’t want to bother with that keyword. But if you see smaller brands are coming up, or even no well known jewelry businesses are coming up in those search results, and you find out that that keyword has decent search volume, then this could be a great opportunity. If smaller brands are coming up, then see, what’s the content that’s ranking for that keyword? Is it a blog post? Is it a product page? Is it a landing page? Could you do better than them at the content that they have? Could you make something that’s longer or more more thorough or even more interesting? Then that keyword is probably a good option for you to pursue. Okay, that’s it for now, with our lesson today, much more to come in future episodes. Next episode we’ll be talking about SEO copywriting. Go to for additional information, action items and more to help you understand keyword research and uncovering content opportunities.

Before we get into the goldmine as well as my jewelry Marketing News RoundUp, I want to share a case study of a jewelry brand that I think embodies what I talked about in this Before we get into The Gold Mine as well as my jewelry marketing news roundup, I want to share a case study of a jewelry brand that I think embodies everything I just spoke about. These are my thoughts about how I’d apply the lesson to a jewelry brand in the wild. Disclaimer: this brand’s not my client, so I don’t have any inside information. I’m just sharing my observations.

So the brand I want to talk about today is JTV or Jewelry Television and I want to talk specifically about their referral program. This isn’t related to SEO specifically, but I think it is related to content marketing and storytelling and customer acquisition, which is something we’ve been talking about throughout the episodes this year. JTV’s referral program rewards customers who refer new customers to the site. The “Sparkle Ambassador” program provides a unique referral link for customers to share with their friends and family. When someone makes a purchase using the link, both the referrer and the referred customer receive a $25 credit. According to JTV, the Sparkle Ambassador perks include “Brilliant Cash” rewards, access to exclusive content to help spread the #JTVJewelryLove, and the feeling that you’re empowering women. The program is designed to incentivize customers to spread the word about JTV and reward them for doing so. The main things I like about this is that it’s a way to acquire new customers, reward your existing customers, and do some content marketing by proxy, since they share exclusive content that ambassadors can share on social media using the hashtag #JTVJewelryLove. I searched for the hashtag on Instagram, and there were more than 11K posts in total. I didn’t go through all of them, but there were definitely some posts from Sparkle Ambassadors just sharing their love for the jewelry and using the hashtag. Other posts were from JTV themselves or from hosts who work on the channel. Probably more effort could be done to get people to utilize the hashtag. Also I’m not a sparkle ambassador, so I don’t really know what type of content they’re sharing. They also make it really easy and straightforward, so really anyone can capitalize on the promo without being too invested. But that could potentially result in earning a customer for life. Just wanted to share that as a great example of pairing content marketing with a customer loyalty/referral program. What do you think? Let me know in a podcast review or YouTube comment. Okay, let’s get into THE GOLD MINE!

The Goldmine is a regular segment of this podcast that’s little more personal, sometimes a little more woowoo. I talk about topics and entrepreneurship for jewelry, business owners, mindset, motivation, optimizing your performance in your business. So this week’s topic, I want to talk it’s going to be mindset. Today I want to talk about getting out of the default mindset that having a business is giving yourself a job. Tracy Matthews talks about this in her book The Desired Brand Effect, and it’s a concept first brought to light by the book “The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It”. The main takeaway of the E-Myth is that “Most small business owners work in their business rather than on their business.” It’s on my mind this week because it’s something I frequently remind myself and particularly lately I’ve been remembering that the goal of being a business owner should be to create freedom for yourself, not to give yourself a job, likely like the one you escaped to have a business, or the one you dread while working on your business. It also comes up sometimes when I’m doing Discovery Calls with newer jewelry business owners. Most jewelry business owners go into business because they’re good and talented at something – making and/or designing jewelry. But that doesn’t mean they automatically know how to run a business, so they end up creating a job for themselves, a job that’s probably more rigorous than any job you’d get if you were hired by another business. So just because you know how to make beautiful, amazing, desirable jewelry does NOT mean you know how to run a business that sells beautiful, amazing, desirable jewelry. “If your business depends on you, you don’t own a business—you have a job. And it’s the worst job in the world because you’re working for a lunatic!” “The purpose of going into business is to get free of a job so you can create jobs for other people.” Now when you’re just starting a business, right at the beginning, it’s hard to not have a job. You likely have very limited resources, so you can’t hire someone right away, and you’re putting in sweat equity. But that should not go on for the entire rest of your business’ lifetime. You should be thinking right off the bat, okay this is where I am now, but what can I do to build this into something that can be free of me? For a lot of people, the one thing holding them back is actually the fact that they’re identity is tied to the business, to working all the time, and to being in control of everything. So it’s actually our egos that keeps us in this glorified position. But if we realize that the business needs to be an entity apart from ourselves and that the ultimate service you can provide to others is to allow it to do that, you can find ways to create systems and build the business in a way that doesn’t need you, so you can finally gain the freedom you deserve. It’s a really BIG question. I don’t really have a good answer for you, at least not one that will work for all the individual scenarios of all the people who listen to this podcast. And I think it takes time and at least some toiling. But I want to leave you with this: is your business running your life, or is your business enabling your freedom? If it’s the former, you may want to check out the E Myth and do some soul searching – are you standing in your own way or do you need more resources and support? So what do you think? Have you ever felt bound to your business in an unhealthy way? Tell me in a YouTube comment or podcast review. I’d love to know your thoughts.

Alright, let’s get into the news roundup, where I share three relevant articles related to jewelry or marketing. So the first one comes from, and it’s “Dallas’ Ylang 23 Partners with Immerss for Livestreamed Jewelry Shopping, Digital ‘Clienteling’”. So it was a pandemic trend, but it’s still going strong. Livestream shopping is a great way to storytell and bring customers into the brand. So Ylang 23 has partnered with a live commerce platform to bridge the gap between in person and online shopping, providing customers with a more personalized and intimate shopping experience. Definitely, when you help people in person you can interact with them. In person is so much more intimate. It helps the business build relationships with their customers. But that’s not always possible, not just because of the pandemic, but because maybe people live far away or they’re traveling, or they just can’t come to your store or they’re busy or they just don’t want to; they want to shop at home in their pajamas. So to help bridge the gap, Ylang 23 is moving into digital clienteling, which offers personal presentations and live streams of trunk shows. And then the customer is able to chat or have a live video call with one of the sales associates, and associates can walk customers through the store showing pieces in real life and sending corresponding links to the customer to purchase online. And these live stream trunk shows according to the article have enabled Ylang 23 to connect with coast to coast clientele. And many of the products – it’s so exclusive the way that they show them and so immediate, how the customers can purchase them – they don’t even make it onto the website. So my main takeaway is this just emphasizes again that livestream shopping wasn’t a pandemic fad. But in fact, it’s a way for a business to connect with customers anywhere in the world and meet them where they are. It prioritizes convenience and also maintains the entertainment element of shopping for jewelry that everyone loves.

The next article comes from Facebook official. It’s called “New Features on Instagram Reels: Trends, Editing and Gifts”. Do you have a hard time keeping up with making Reels and constantly coming up with new ideas to delight your audience? Instagram recently released some new features for Reels that promise to make the creation and measurement processes easier. I know, Instagram is always releasing new features. And I don’t talk about a lot of them on this podcast because I think they’re kind of like, not important. But this one I think is actually really useful. So first, with this new release, you’ll be able to easily see what’s trending on Reels. So there’s a dedicated destination in the app for you to be inspired by the latest trends, you can see the top trending songs, how many times the audio has been used, and then tap in to use it or save it for yourself. You will also be able to see trending topics and hashtags in one place. So to get there, go to your Instagram profile on the app, click a button that says professional dashboard, which is right under your bio I believe if I remember correctly, and then you will see Reels trends. And it’s also easier now for you to edit your Reels on Instagram by bringing together video clips, audio stickers and text in a unified editing screen. And then also when it comes to metrics, Instagram has added total watch time and average watch time so it’s easier to see Insights while viewing Reels directly. The main takeaway is I’ve heard from a number of jewelry entrepreneurs that keeping up with Reels content is one of the most demanding aspects of being active on Instagram as a brand. And I think these features are actually useful as I said, so hopefully we’ll continue to see new features that help creators like you for your jewelry business, make the best content possible without the constant headache.

And then the last article is also about Instagram. It comes from Ad Week, and it’s called “Instagram Remains a Priority Platform for Marketers. Here’s Why”. So with more buzz around TikTok these days, and businesses increasing frustration with the Instagram algorithm, it’s kind of surprising to learn that Instagram remains a priority for marketers. The global social media trends report from HubSpot and Brandwatch has discovered that a slight majority of marketers, 51%, plan to increase their spend with Instagram because they find there’s the largest return on investment and the most growth potential. Honestly, I think that’s really fascinating, especially with the growth of TikTok, so they also see it as a great place for customer engagement. They get the most quality sales leads. It’s the best place to grow a brand audience, and they find it’s a better place for community building. And this one really great quote from the article from Justin Pohl, associate marketing manager of content and social strategy at HubSpot, “In 2023, to save money, marketers can lean into one of the big trends in short-form video—low budget, casual videos. You don’t need expensive full-studio production to be hip right now. Your smartphone, a sense of humor and a call to action might be all it takes to create the perfect video for your brand”. It’s accessible you know anyone can do it, so don’t think so high concept or like super polished. Of course, make it professional, show your jewelry in a beautiful way. Have fun with it, but like this can be done casually. And another thing marketers find is that when it comes to discoverability Instagram has the best search capabilities. So my main takeaway is are you thinking about giving up on Instagram? Don’t stop just yet. TikTok may not be your cup of tea, and it may even end up getting banned. But Instagram is still the social media platform of preference for many marketers, and the numbers support that.

Did you have questions about Jewelry Marketing Jumpstart? You can always email me Laryssa, that’s 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’ll want to purchase and read a copy of my book Jewelry Marketing Joy, visit for more information.

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