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The Ultimate Guide for Social Media Content Creation

It all starts with what and how you post.




SOCIAL MEDIA IS a powerful tool for your jewelry business. It all starts with what and how you post. This is content creation. This includes the types of images, videos, text and anything else you publish to your audience (fans and followers).

It’s always better to focus on creating quality content than generating more quantity. Posting too much low-quality content actually hurts you in the social media algorithms. Facebook and Instagram (as well as other social media channels) will penalize you if your content isn’t good. And, once you lose traction, it takes a very long time to regain your original position.

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Here’s an easy step-by-step guide to improving your social media content so don’t run afoul of the social media algorithms.

1. Identify Who Your Audience Is

Who are your fans and followers? What type of content are they looking for? Which posts currently get the most likes, comments, and shares on your page? All of these questions are important to consider when you decide which content will appeal most to your audience. It’s important to understand both the demographics as well as the psychographics of who actually interacts with your page. See who commented and click on their profile to learn more about them. Study what they post (including their comments) and who their friends are. What is this person really like? It’s always a real eye-opener to see who your biggest fans actually are! This is who you’re creating content for. These are your customers and the people who will buy.

2. Study How The Competition Succeeds


You aren’t the first one to create jewelry content on social media. Learn from your competitors and see what they like to post. If you go back through your competitor’s public timeline, you’ll learn everything you need to know about which content performs best and which of their posts went “viral”. Use this competitive intelligence to adapt your own content strategy. Do what they do, but do it better.

3. Create Quality Content

You already have your best social media content right within your jewelry showcase. You’re not only selling your styles, you’re selling your store. Get your employees involved and brainstorm content ideas. Many of them are already active on social media, and some may even consider themselves “influencers”. They instinctively know what works and what doesn’t online. Don’t worry about hiring a pricey photographer or expensive models. Your best resources are the people who work within your own store, and they’ll be excited to help out. Have fun with it! A little bit of creativity goes a long way.

4. Create A Social Media Content Calendar

To make sure you’re able to produce enough content for social media, you need to map-out a content calendar ahead of time. Make sure you have the next 3 to 6 months planned. You’ll need to decide which channels to post on, how often you post, what you’re going to post, and who’s actually going to be doing the posting. Resources will need to be allocated and someone will need to take the photos, create the videos, and write the hashtags and captions. All this needs to be part of your social media content plan.

5. Make Your Content Shareable


Your content should not only be easy to share, but you should actively encourage your audience to engage and share your posts. Always include a call-to-action at the end of every video, or in the text area of your post. “Please like, comment, and share.” is a common refrain and there’s a reason why the top social media influencers always repeat this mantra. It works!

Remember, low-quality content won’t get shared. Put real effort into your social media strategy and make your content something worth sharing. With each post, you’re investing in your jewelry business. Future sales are your dividends.

6. Use Paid Advertising To Boost Your Results

The days of reaching your audience for free on social media are over. When you post, only a small percentage of your audience actually sees your post.

Over time, Facebook and other social media channels have scaled-back how often your content is shown in someone’s timeline. It was free at first, but they now want you to pay to be seen by your audience.

Yes, creating good, high-quality content which gets shared will get you more reach within the algorithm (meaning more people will see your posts). However, the only way to guarantee that everyone will see your content, is to pay for it.


When you have the right strategy in place and have already maximized your free reach, then paid advertising is worth investing in (but can get expensive fast). Make sure you know what you’re doing or have a digital expert advise you so you don’t waste money.

7. Track Your Progress And Improve Your Content

Don’t be afraid to dig into the control panel of each social media channel. There’s a wealth of knowledge if you know where to look. Facebook and Instagram will tell you which posts have done well and which can be improved. Study the content which has performed best and adapt your strategy based on what the numbers tell you.

More quality content creates more activity in the algorithm and generates more impressions and reach on the channel. That’s advertising you don’t have to pay for which can easily add-up to thousands of dollars in savings each month.

Ultimately, it’s your content creation strategy which will make or break your success online. Start where you stand, create a plan and take action today. Follow these steps and you’ll have a strong foundation to succeed on social media.



When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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