Creative Connecting: Top Social Media Tools for 2023
Duvall O’Steen and Jen Cullen Williams dive into the trends and updates expected to shape the social landscape this year.
![Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com. 2021_JCW-Duvall-Header.jpg](https://uploads.nationaljeweler.com/uploads/af930a91fbc7813e09e8c3f0f3699285.jpg)
Here we take a look at some of the new features or burgeoning trends that we expect to be important for jewelers in 2023.
Short-Form Video Content Reigns Supreme
There is no doubt video content will continue to emerge and be ever more important for jewelers, across all social media channels. Reels will continue to be prioritized on Instagram, so you will need to incorporate more video if you want to make sure that your followers actually see your posts.
To stay current on what types of videos are trending and source content ideas for your business, make a habit to scroll the Explore and Reels feeds and search relevant jewelry hashtags at least once a week to see which songs and formats are gaining popularity.
For a summary of what’s going viral on Reels visit Later.com’s blog for a weekly roundup of the biggest trends of the week.
One of the hottest trends for Reels and TikTok videos jewelers can consider for their marketing is #GRWM, short for “get ready with me.”
It entails a person speaking directly into the camera discussing their process of getting ready, telling stories about their life, and shows the transformation in edited sound bites sliced together.
Jewelers can hop on this trend by having someone from their team share their full styling process and talk about the jewelry they are wearing for the look. There are trends and sounds gaining traction every day, especially related to pop culture and entertainment—even fine jewelers can join in.
YouTube is also now focusing on, and monetizing, YT Shorts.
According to Lisa Jenkins of Social Media Examiner, “YouTube Shorts should be your priority. Why? It and its parent company (Google) are No. 2 and No. 1, respectively, in the search engine market. YouTube is already dropping Shorts videos in search engine results pages. If yours are there and tagged well, you’ll see faster business results as people see them, click through to your website, and potentially convert.”
Jenkins also noted, “In 2023, YouTube will be releasing its podcasting platform/section to a much wider audience to compete with Apple and Spotify. This will be a huge opportunity for anyone doing podcasts (both video and audio) and also for people creating multiple types of content.
“This is because the cross-linking of the different content types should make it much easier for your audience to find all of the different types of content being posted. This new podcasting section really aligns with YouTube’s overall direction, moving to become the one major content hub for all types of content (regular videos, short-form content, livestreams, community posts, stories, and podcasts).”
LinkedIn is gaining traction as a social media tool for reaching corporate professionals.
According to Social Media Today, LinkedIn continued to post “record levels of engagement” throughout 2022.
The network has noticed more people consuming video content on the platform so for 2023, the company is enhancing its video connection tools (Zoom-like video meetings and topical livestreams), as well as its Events feature, with a big focus on improving audio for podcasters.
Short-form content is going to be key, according to Jenkins, so jewelers should consider focusing their LinkedIn content not on newsletters but on shorter posts and short-form video content.
Another revenue-driving tool for social media in 2023 will be Live Stream Commerce/Shopping on both TikTok and Instagram. Both will continue to be enhanced, refined, and monetized for 2023.
According to a recent study by leading analysts and consultants McKinsey, livestream shopping is set to account for upwards of 20 percent of all e-commerce sales as soon as 2026.
Livestreaming is similar to producing a television show in the sense that jewelers need to determine the style, flow, timing, and genre that is going to be most appealing and engaging for their audience.
It can be educational or documentary style, or even a more high-pressure selling format like an auction or retail-style broadcast (think HSN, QVC). Whatever style is chosen, the most important thing is to be entertaining and accessible to the audience.
For more, see our previous article on how to plan and promote a livestream selling event.
AI, VR, and AR Are on the Rise
The experts all seem to agree artificial intelligence (AI), virtual reality (VR), and augmented reality (AR) will continue to become a bigger part of most leading social media platforms.
AI is becoming more prominent as new tools become available to “suggest” content and/or to automate the engagement with your audience. AI content creation will soon change everything, automating content production so that everyone/anyone can be a creator.
And AI will reach more than just content creation tools. AI now offers language processing that offers high-quality writing tools to marketers. A new AI tool called ChatGPT can automate customer interactions, delivering efficient personalized engagement and conversations in real time. This improves the customer experience, leading to greater sales conversions.
Now that Meta’s AR glasses are available at Ray-Ban stores, the parent company of Facebook and Instagram is also investing more in VR and AR content. Facebook is integrating avatars as a form of digital identity, no doubt to train users and inspire them to engage in the metaverse.
Sponsored items for avatars could be an interesting space for jewelry brands to participate, offering NFT jewels, tiaras, headbands, and more. Brands like Balenciaga, Prada and Thom Browne already offer outfits in the avatar fashion store.
“This year is going to be all about authenticity. Consumers are seeking companies that are transparent, trustworthy, and bringing something good to the world.”
Authenticity Is Becoming More Important
According to many experts, 2023 will be the year of “authenticity” in social media, a trend driven by younger consumers and Gen Z.
Bored with perfectly curated social media feeds, Gen Z has flocked to emerging platforms like TikTok and BeReal that focus on more genuine, entertaining, and immediate content.
The BeReal social network, which asks consumers to post one unedited photo per day in real time, has continued to grow among Gen Z users, ranking No. 2 in Apple’s App store in December for social media and No. 4 overall, just below TikTok.
The preference for filter-less, “real” photos and videos reflects a desire for authenticity, even from luxury brands. Jenkins noted, “We want to see original content that doesn’t feel curated, it feels documented.”
The shift from curation to documentation is also being reflected in the rise of UGC (user- generated content).
Instead of having an influencer promote your jewelry, consider partnering with customers. The prevailing feeling is customer influencers can be trusted, as opposed to paid influencers.
Jewelers can ask their best customers to send in short videos of them wearing their jewelry or talking about why they love the store or the designer. Such authentic endorsements can be used for marketing purposes but also just to establish the brand’s identity and distinctiveness.
Along those same lines, we expect to see a rise in the importance of social customer care and social listening in 2023 (see our previous article on social media listening tips for jewelers).
One way jewelers can deepen their authenticity and create more meaningful and loyal relationships with followers and customers is to prioritize customer service on social media, responding to inquiries and comments as soon as possible, and giving helpful advice when needed.
As you plan your social strategy for the year ahead, pay attention to which social platforms your customers are using the most. Invest time in creating video content that speaks to your customers and tells the stories of your products and services and invite your customers to provide content that you can share.
This year is going to be all about authenticity. Consumers are seeking companies that are transparent, trustworthy, and bringing something good to the world.
The Latest
![Direct-to-consumer retail brand Diamonds Direct has opened a store in the Atlanta neighborhood of Buckhead, an area known for its upscale malls. Diamonds Direct Atlanta store](https://uploads.nationaljeweler.com/uploads/2e6577afc9470ba1c1de327fad397366.jpg)
It’s the Signet-owned banner’s first location in Georgia.
![These “Double Loop” earrings feature a drop-cut amethyst sitting atop the lower hoop, totaling 1.60 carats between both earrings. The hoops are made of silver covered in “pistacchio” colored enamel, while 9-karat yellow gold holds the stones in place and connect the two hoops behind the earlobe ($1,770). Bea Bongiasca’s Double Loop Earrings](https://uploads.nationaljeweler.com/uploads/f338ef6b4603be3c97765f833b831ca0.jpg)
Commemorate “brat summer” with these green hoops.
![The skyline of downtown Providence, Rhode Island. Jewelers of America held one of its Multifacted Learning Workshops there on July 17 and National Jeweler Editor-in-Chief Michelle Graff tagged along. Stock image of Providence, Rhode Island, skyline](https://uploads.nationaljeweler.com/uploads/4ec5b02d4cbaaaa2283bdcf6820950a4.jpg)
Editor-in-Chief Michelle Graff returns from Rhode Island with thoughts about in-store shopping and a trends report.
![Untitled design.jpg](https://uploads.nationaljeweler.com/uploads/583fbcb2bb839782810080debef35d3c.jpg)
As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
Sponsored by Gemological Institute of America
![](https://uploads.nationaljeweler.com/uploads/99a46b30cc354962ac2e29ecd113587a.jpg)
![Earlier this month, online giant Amazon and the Better Business Bureau filed a joint federal lawsuit against ReviewServiceUSA.com for allegedly selling fake reviews, both positive and negative. Amazon package outside door](https://uploads.nationaljeweler.com/uploads/27fce4225a38900d54a5536ce523a22d.jpg)
They claim ReviewServiceUSA.com was selling both positive and negative reviews of products and businesses.
![A shot of the Venetia diamond mine in South Africa, owned by De Beers Group. The diamond miner and marketer saw revenue drop 21 percent and rough diamond sales decline 20 percent in a “weak” market for diamonds. De Beers’ Venetia diamond mine](https://uploads.nationaljeweler.com/uploads/a1f16ceaaba662e80385166060d192a7.jpg)
Lab-grown diamond sales in the United States and ongoing economic challenges in China are impacting natural diamond demand.
![1872 x 1052 Gemolite.jpg](https://uploads.nationaljeweler.com/uploads/9d60901b44425a53b9010301897a3bbc.jpg)
GIA®’s most advanced microscope has new features to optimize greater precision and comfort.
A longtime member of IJO, she’s remembered for her passion for design, learning, and environmentalism.
![A malachite and diamond bracelet from Pomellato’s “Pom Pom Dot” collection, launched earlier this year. Pomellato and Boucheron were bright spots for Kering in an otherwise underwhelming first half of the year. Pomellato Malachite Pom Pom Dot bracelet](https://uploads.nationaljeweler.com/uploads/3c237b62e009742fc52487097daf3c5a.jpg)
The gains come amid a tough time for parent company Kering, which saw sales slide 11 percent in the first half of the year.
![Volunteers and Shane Co.’s corporate team from all 22 locations of the family-owned jewelry chain have begun packing backpacks with school supplies for teachers to distribute to their students this school year. Shane Co. and the Kids in Need foundation logo](https://uploads.nationaljeweler.com/uploads/1c5abfb36ec775724f014f47bfbb47fc.jpg)
The fine jewelry retailer filled backpacks with back-to-school essentials for students in 13 states.
![A shot from the advertising campaign for LVMH-owned Bulgari’s “Eden the Garden of Wonders” high jewelry collection. LVMH’s jewelry and watch sales slipped in the first half of the fiscal year. Bulgari high jewelry campaign](https://uploads.nationaljeweler.com/uploads/c24eb75ca8cea44d2e9859648f4a98ee.jpg)
Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.
![Chaumet, a Parisian jeweler owned by LVMH, has designed the Olympic and Paralympic Games medals. Chaumet Paris 2024 Olympics medals](https://uploads.nationaljeweler.com/uploads/7831b3a738baddfc7d783e6df0fbf796.jpg)
The Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.
![The acquisition of Union Life & Casualty by Jewelers Mutual will help strengthen both the pawn market and the insurance industry, said JM. Jewelers Mutual and Union Life and Casualty logos](https://uploads.nationaljeweler.com/uploads/195925667226ecfc51b4e1bb09607143.jpg)
Union Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.
![The winner of this year’s Lonia Tate scholarship, Bradlei Smith will receive the opportunity to earn her Graduate Gemologist diploma from GIA and, following graduation, an internship at Ben Bridge Jeweler in Seattle. Bradlei Smith](https://uploads.nationaljeweler.com/uploads/996834935ae30a7a1195db8b9db6cb7d.jpg)
Los Angeles-based Bradlei Smith was selected for this year’s award.
![De Beers Group mined 6.4 million carats of diamonds in the second quarter of 2024, down from 7.6 million in the same period last year. (©De Beers Group/Photo credit: Ben Perry @ Armoury Films) De Beers rough diamond display](https://uploads.nationaljeweler.com/uploads/80cd02b1c8384f4b2efda0bcdf6a75e1.jpg)
The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.
![In honor of its summer bridal event, Long’s Jewelers is partnering with Wequassett Resort and Golf Club on Cape Cod in Massachusetts, and jewelry brand JB Star on a vacation giveaway. Long’s Jewelers giveaway promo](https://uploads.nationaljeweler.com/uploads/4e7a90944c4e8875a4f3818dbe26b28b.jpg)
The giveaway is part of the New England jeweler’s summer bridal event.
![L.A.-based flower designer, Sophia Moreno-Bunge models Guzema’s “Hidden Beauty” collection in front of a garden in Rustic Canyon in Santa Monica, California. Sophia Moreno-Bunge of Isa Isa modeling Guzema’s Hidden Beauty collection](https://uploads.nationaljeweler.com/uploads/6f3822623eb7fd2f6468f82825194cb1.jpg)
The ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.
![The Entrepreneurship Grants program supports winners with financial aid to scale their businesses and increase their societal impact, said Diamonds Do Good. Pictured here are three of the 13 winners, top right is Tresia Shituula, and bottom row left to right, are Monkgogi Moshaga and Mohamed Samu. Tresia Shituula, Monkgogi Moshaga, Mohamed Samu](https://uploads.nationaljeweler.com/uploads/a7c9b87301b76a9446f6522747ce5b95.jpg)
The grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.
![Ghazi Osta, better known as Gus, was the owner and president of Volusia Gold & Diamond, a store he and his wife, Leigh Osta, opened in 1986. He was shot and killed inside the store Friday afternoon after a brief argument with a regular customer. (Photo courtesy of Volusia Gold & Diamond Facebook page) Ghazi “Gus” Michel Osta](https://uploads.nationaljeweler.com/uploads/c8c1fa3df746cbd364915a98dcac9d21.jpg)
Ghazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.
![Elyssa Jenkins-Pérez (left) is the Responsible Jewellery Council’s new head of North American development, and Effie Marinos is its new specialist advisor for technical standards. Elyssa Jenkins-Perez and Effie Marinos](https://uploads.nationaljeweler.com/uploads/94332af0c7a776e7a8c36fabf76baa5f.jpg)
The organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.
![Karen Rentmeesters, who joined the Antwerp World Diamond Centre in 2010, will take on the role of CEO. Karen Rentmeesters](https://uploads.nationaljeweler.com/uploads/3256fcc71cd43a399055c61f68486269.jpg)
Rentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.
![Longtime Washington, D.C., jeweler Brian Mann (right) with his wife Jessie Mann, an artist who custom-paints porcelain Limoges Boxes, at a 2016 Jewelers of America member event. Mann, the longtime co-owner of David Mann Jewelers, died June 21 at age 70. Brian and Jessie Mann](https://uploads.nationaljeweler.com/uploads/be4debc6e0b3198943a66ef0e2197c2c.jpg)
Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.
![The 1916 Company recently opened a new Tudor boutique in Denver’s Cherry Creek Shopping Center. Tudor store in Denver](https://uploads.nationaljeweler.com/uploads/9f8600ea53ed731963331ebd28a10d16.jpg)
The 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.
![This necklace from Messika’s “So Move Max” set is made of yellow gold with 19.18-carats of brilliant-cut diamonds and designed with circle motifs that move within the links (price upon request). Messika’s So Move Max Necklace](https://uploads.nationaljeweler.com/uploads/14c78af4a4e8c6b996a81bbb5a5bc69f.jpg)
Dance all night long with the “So Move Max” set’s necklace.
![On Sept. 1, Julien Tornare (left), current CEO of TAG Heuer, will become CEO of Hublot. Antoine Pin, now the general manager of Bulgari’s watch business, will take over Tornare’s role as CEO of TAG Heuer. (Images courtesy of LinkedIn) Julien Tornare and Antoine Pin](https://uploads.nationaljeweler.com/uploads/b24627b34ece895ddd254bae22751fb8.jpg)
Luxury giant LVMH is reshuffling the leadership in its watches division.
![A rendering of a billboard from Etsy’s new campaign. The campaign is designed to highlight the platform’s creators and how their products are made. Etsy billboard rendering in NYC](https://uploads.nationaljeweler.com/uploads/9a94f394f326b90dc1c9da6a711c5e09.jpg)
Sellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.