Columnists

Creative Connecting: Top Social Media Tools for 2023

ColumnistsFeb 07, 2023

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.

2021_JCW-Duvall-Header.jpg
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.
As social media continues to change, new trends and tools emerge to help brands and influencers enhance their presence on the various platforms.

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.

 Related stories will be right here … 

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

Pope Francis
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ Ring

Before Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.

1998 Cosmograph Daytona, Ref.16516 Rolex
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s Sale

The one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.

Jeweler Constance Polamalu at Bloomstone, a store that specializes in lab-grown diamonds
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?

While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.

antique_Vegas_2024_by_headshot_stories_9454.jpg
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the Globe

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Surveillance footage Tiffany & Co. Seattle robbery
CrimeMay 14, 2025
Seattle Detectives Seek Public’s Help in Tiffany & Co. Robberies

The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.

Weekly QuizMay 08, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Jeff Corey, new chairperson of the board for the Jewelers Board of Trade
MajorsMay 14, 2025
Jeff Corey Elected Chair of JBT Board

The well-known Maine jeweler takes over for Brian Fleming and will serve a one-year term.

Foundrae Ingot Pendant
Policies & IssuesMay 14, 2025
Foundrae Donates $11K to Ethical Metalsmiths

The donation was the result of the brand’s annual Earth Day Ingot event.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest Addition

Supplier Spotlight Sponsored by GIA

Eiseman Jewels ribbon cutting ceremony
IndependentsMay 13, 2025
Eiseman Jewels’ Renovated Dallas Store Is Bigger and Better

Located in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.

Diamond Council of America
MajorsMay 13, 2025
DCA Announces New Learning Platform, Course Updates

The nonprofit has made updates to the content in its beginner and advanced jewelry sales courses.

Malyia McNaughton and Elyssa Jenkins-Pérez
MajorsMay 13, 2025
BIJC Launches New Education Fund

BIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.

Harwell Godfrey Snake Giza Ring, Foundrae Mind, Body Soul Story Necklace, Tiffany & Co. Tiffany Titan By Pharrell Williams Bracelet
TrendsMay 13, 2025
State of Jewelry Design: The Top 10 Jewelry Trends of the Past Decade

As a nod to the theme of JCK Las Vegas 2025, “Decades,” National Jeweler took a look back at the top 10 jewelry trends of the past 10 years.

Lightbox’s Reminiscence Poet earrings in 14-karat white gold with lab-grown diamonds
Lab-GrownMay 12, 2025
Lightbox to Go Dark by Summer, De Beers Says

The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.

Stock image of shipping containers
Policies & IssuesMay 12, 2025
Tariffs on Chinese Imports Temporarily Slashed as U.S.-China Reach Deal

Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.

Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection
Events & AwardsMay 12, 2025
Jewelry By Picasso, Dalí on Display at Florida Art Museum

“Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection” is on view at the Norton Museum of Art through October.

2025 CASE Award Submission Graphic
Events & AwardsMay 12, 2025
CASE Awards Now Accepting Entries For 2025

The deadline to submit is June 16.

Lugano Diamonds store in Greenwich, Connecticut
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal Investigation

Moti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.

Coeur Percé Scapular Necklace and Love Baby Locket
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s Day

Lichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.

Gemfields emeralds
SourcingMay 09, 2025
Gemfields Resumes Emerald Mining in Zambia

The miner announced plans to recommence open-pit mining at Kagem.

Stock image of a man’s hands in handcuffs
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss

Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.

2025 Met Gala jewelry
EditorsMay 08, 2025
5 ‘Superfine’ Met Gala Jewelry Moments

Associate Editor Lauren McLemore shares her favorite looks from a night of style inspired by Black dandyism.

instappraise-1.png
Supplier BulletinMay 08, 2025
Instappraise Introduces Game-Changing Trifold Appraisal Format

Sponsored by Instappraise

Brilliant Earth three stone Sabine diamond engagement ring
FinancialsMay 08, 2025
Brilliant Earth Notes an Uptick in Engagement Ring Sales in Q1

CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.

Exterior of Margot McKinney Beverly Hills Location
IndependentsMay 08, 2025
Margot McKinney Lands in the U.S. With New Boutique

The brand’s first independent location outside of Australia has opened in Beverly Hills, California.

Cathy Marsh
IndependentsMay 08, 2025
Verragio Announces New Regional Sales Manager

Cathy Marsh will lead the jewelry company’s efforts in the upper Midwest and western United States.

Pandora gold and silver charm bracelet
FinancialsMay 07, 2025
Pandora Posts Strong Q1, Plans for Tariffs

The company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.

Gemfields rough emeralds
SourcingMay 07, 2025
Gemfields Says Emerald Sales Improved in Latest Auction

Its commercial-quality emerald sale held last month totaled more than $16 million, up from about $11 million in September 2024.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy