Social Media for Jewellery Brands

Everyone knows what a major role social media plays in digital marketing strategy, but with so many platforms out there, it can be hard to decide which will be most effective for you. In this article, we’ll discuss how to use social media for jewellery brands.

It goes without saying that jewellery is a very visual product, which means that visual-first platforms are going to get you the best results as a jewellery brand. 

Using Instagram for Jewellery Brands

Instagram is the main visual platform for imagery, so I suggest this is where you should be investing most of your time. When you’re first starting out, it can be hard to grow your page, and progression can be very slow. However, I can provide you with some useful tips to ensure you’re making sales in no time!

Be Creative

Too often, I see brands just posting product pictures with plain white backgrounds on Instagram. You need to be more engaging! When people are scrolling, you need to give them a reason to stop, so why not experiment with props in the background, or using bright colours?

Utilise Hashtags

Hashtags are a huge part of increasing visibility, especially when starting out on Instagram. You can use up to 30 hashtags in each post so make sure you’re making the most of this feature. Some people decide to use whichever hashtags have the most posts in them, but this is often a mistake because if you use the most popular hashtags then your post won’t stay in the feed for very long. Instead, use a range of different hashtags with different levels of popularity.

Stay on Brand

Branding is vital, especially with jewellery. Once you have decided on how your brand will look, and the sort of image you want to convey, then do your best to stick to it with every post you make. A consistent feed is much more appealing and engaging.

Try out Reels

Reels are a new feature that Instagram have created to rival TikTok. It’s basically a feed of full-screen videos that anyone can create, and Instagram give you a range of editing tools to use to help create them. Instagram is currently pushing Reels heavily because it wants them to be successful, so you can get amazing reach with them. Try creating some videos of you creating jewellery, or showcasing it an engaging way, and see how they work for you!

TikTok for Jewellery Brands

TikTok has become a huge platform in the last 12 months, and it now has 800 million users worldwide (Datareportal, 2020). If you haven’t used it before, its essentially a way for people to make short videos, edit them and add sound. Users can then scroll through videos that TikTok deems that they’d be interested in according to their world-renowned algorithm.

As a jewellery brand owner, you need to be taking advantage of the reach that this platform provides. As it’s a fairly new app, TikTok is trying to push content to as many people as possible, and you can get in on that.

I would recommend creating some highly engaging videos of your jewellery, or of you making it, and uploading it to TikTok. Remember to add hashtags in the same way that you do with Instagram, because this is important for visibility. You can also look at what other jewellery brands are doing to get some inspiration.

Facebook for Jewellery Brands

Facebook is one of the oldest social media platforms in the world and is still the largest based on active users (Statista, 2020). However, unlike TikTok, organic reach is quite limited on Facebook, so it can be hard to grow a brand without investing money in ads. 

Nevertheless, it can definitely be a useful tool for jewellery brands. I’d say the main benefit is that you can create a community of people who love your brand, and who are excited every time you release a new product. To do this, you should be teaching about your brand’s story, and giving people a behind-the-scenes look at the process of making jewellery. Facebook is great if you can give people a reason to actively look for your posts and be excited when you release something.

A Word on Paid Social

Paid social involves running paid advertising on Facebook, Instagram, TikTok, Pinterest, or any other social media site. When you’re just starting out with your brand, you may not want to invest a lot of money in advertising, but it can be a great way to get sales, or to make people aware of your brand. 

I could easily do a whole other post on paid advertising techniques, but I would definitely recommend doing some research into how it could benefit you and your brand.

Final Thoughts

As a jewellery maker, social media gives you the opportunity to reach millions of people without spending a penny. It’s a great time to own a jewellery brand, as people are turning to more niche brands as opposed to the big chains. Social media allows you to teach about your brand and your process and build loyal customers.

However, having success with social media takes time, so be patient, and don’t give up if you find that you’re not having success for a little while.


Tom Pitter

Foxhills Jewellers Marketing Executive

Website: Foxhills Jewellers

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