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Two-Thirds of Surveyed Jewelry Retailers Say They Use Video in Social Media Posts

They claim videos get more views and hold attention for longer.

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question:

Do you use video in your social media posts?

Yes: 66%

  • Moving pictures … Jiggle the bait, and you catch more fish. — Steven Wardle, Forest Beach Design, Chatham, MA
  • It gets more followers, people enjoy it more, and it’s more interesting, in many cases. Also, you can show more than just one angle and video shows SPARKLE. Which helps sell the jewelry or gems. — Andrea Riso, Talisman Collection, El Dorado Hills, CA
  • I use a lot of videos on Facebook, LinkedIn, Instagram and am now starting on TikTok. In my videos, I talk about jewelry lore, facts, fiction … anything that might interest or help a potential jewelry buyer navigate their purchase. It has definitely increased not only awareness of my business but also sales. — Patty Gallun Hansen, Dorothy Gallun Jewelry, Cedarburg, WI
  • People like it! It attracts attention and mixes up our feed. I should use it more. — Jennifer Hornik Johnson, Miller’s Jewelry, Bozeman, MT
  • Videos hold an audience’s attention for way longer! — Jon Bumann, Chalmers Jewelers, Middleton, WI
  • It’s a better way to communicate. There is a reason we don’t use black and white photos. — Don Bullock, Bullock’s Jewelry, Roswell, NM
  • It is the future; it is expected. — Medford Chason, Treasure Hut, North Charleston, SC
  • It gives life to the visuals. Video is definitely important with showing off jewelry. — Traci Hill, Got Rocks Jewelry, Harrisonburg, VA
  • ‘Cause it’s just fun. — Karen Hollis, K. Hollis Jewelers, Batavia, IL
  • Algorithms favor videos. Even if you are shooting a photo of a piece of jewelry, try that same shot as a video and it will do better! — Debbie Fox, Fox Fine Jewelry, Ventura, CA
  • No comparison in engagement. More viewers and more followers. We are transitioning to mostly video. — Jillian Hornik, Jae’s Jewelers, Coral Gables, FL
  • Yes. Once or twice a week, I will do videos to mix it up. Got to keep them on their toes. — Rick Nichols, Nassau Jewelry, Fernandina Beach, FL
  • It allows us to create a virtual experience showcasing what we can offer in our store experience, and Reels add music and make people feel great, which they will then associate with us and hopefully remember how we made them feel when ready to buy. Exactly our goals when serving an in-store experience, too. — Christina Baribault-Ortiz, Baribault Jewelers, Glastonbury, CT
  • We have a segment we film regularly called “Jewelry Talks with Jenna.” Our social media liaison, Sarah, uses video to showcase some jewelry and photos for others. And we are also starting to do a regular podcast series. — Katrina Sustachek, Rasmussen Diamonds, Racine, WI

No: 34%

  • It terrifies me! (I KNOW I have to learn to suck it up. Video is where it’s at for sure!) — Janne Etz, Contemporary Concepts, Cocoa, FL
  • We use minimal social media because my business is established with servicing existing customer base and referrals from them. — J. Dennis Petimezas, Watchmakers Diamonds & Jewelry, Johnstown, PA
  • Sadly, we haven’t had the time to set this up properly, meaning, I don’t mind being in front of the camera and making mistakes but there has to be a plan! No plan, no video. Once in a while, mostly holidays, we’ll rip out one or two. — Holly McHone, Holly McHone Jewelers, Astoria, OR
  • We already have our hands full. — David Phelps, John David Jewelers, Durham, NC
  • Not yet — I have a new hire who will be making that happen. — Ellie Thompson, Ellie Thompson + Co., Chicago, IL
  • Not very good on camera. — Laurie Cusher, Hyde Park Jeweler, Hyde Park, NY
  • I haven’t started social media posts. No time — too busy, fortunately. — Frank Salinardi, Linardi’s Jewelers, Plantation, FL
  • Have no interest in such things. — Craig C. Curtis, Belfast Jewelry, Belfast, ME
  • Because I don’t do social media posts anymore. — James Doggett, Doggett Jewelry, Kingston, NH
  • No idea why I don’t, might need to try some. — Pamela Hecht, Pamations, Calumet, MI
  • We only use Instagram, and Instagram really, really, really wants users to post videos. When big corporate entities really, really, really want us to do something, we don’t do it. — Gretchen Schaffner, Eytan’s Designs, Sherman Oaks, CA

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

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Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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