The Smart Lab: Supercharge Your Summer Social Media Strategy
Emmanuel Raheb has eight tips and tricks for staying on track and sharing relevant content during the longest, hottest days of the year.

While other jewelers are on vacation, you can continue to connect with your audience in deeper and more meaningful ways.
Here are eight actionable tips and tricks to help raise your summer social media game.
1. Understand Your Social Media Audience
Understanding your audience is the cornerstone of any successful social media strategy.
During the summer, online behavior shifts, with more people away from work and on vacation. They act and behave differently.
For insight when creating your strategy, you'll want to analyze your social media over past years and leverage tools like Meta Insights and Sprout Social to track these changes. Go month-by-month and look at the peaks and valleys of activity.
For example, during summer months when days are longer, you might notice an increase of activity during certain days or hours as people have more free time and are scrolling through their feeds. That’s when you should shift your posting schedule.
Use this strategy to ensure your content reaches your audience when they’re most active. It’s a simple change that can add up to big results.
2. Create Seasonal Summer Content
Creating content that resonates with your audience is critical to your success.
Think about what they’re doing this summer—perhaps going on vacation, attending outdoor concerts and festivals, or enjoying a sunny day at the park or beach. Check your customers’ feeds and create content that aligns with what your audience is doing.
For instance, try showcasing jewelry styles that are perfect for beach outings or summer weddings, or offer styling tips that show how your best pieces can enhance a summer wardrobe and become the focal point of the perfect outfit.
Brainstorm with your team and come up with additional ideas that highlight the fun and carefree days of summer. You want your store to be associated with positive feelings and summer is the perfect time for this.
3. Use Color to Your Advantage
Summer is all about bright colors. Use content that highlights your jewelry in the vibrant settings of the season.
For example, create a video featuring someone wearing your jewelry at a summer picnic or a series of photos with your pieces against a beautiful backdrop in the country or out in nature.
Use natural sunlight to showcase the sparkle and brilliance of every diamond and gemstone in each piece, showcasing how they shine even brighter during the summer.
Remember, you don’t need a professional photographer or videographer to do this. A simple phone camera will do.
If you don’t have a graphic designer on hand, there are easy design tools, such as Canva, to help you design eye-catching graphics, including summer themes that are already premade for you.
4. Run Campaigns With Relevant Hashtags
Create season-specific campaigns and use hashtags that are relevant for the summer months, like #SummerStyle, #BeachReady, or #VacationVibes to broaden your audience and significantly boost your reach.
You’ll also want to launch campaigns around popular summer events and holidays. For instance, start a “Summer Style” campaign where customers share their summer looks featuring your jewelry with the branded hashtag of your store.
Create contests in which customers post pictures or videos of themselves wearing your jewelry at various summer spots, tagging your store for a chance to win a gift card or a special piece from your collection.
This not only drives more engagement, but also generates buzz.
5. Encourage User-Generated Content
User-generated content, or UGC, is one of the most powerful ways to build community and grow your business.
Repurposing content that your audience already posts is highly effective. UGC is all about highlighting your customers’ own stories and experiences, showing how your jewelry is part of their summer fun.
Real and authentic content like this builds trust and credibility and makes your audience feel valued. People love attention and being part of something bigger.
Make them feel special and you’ll get the best content, which money could never buy. There’s no better testimonial than a happy customer.
6. Optimize Your Posting Schedule and Frequency
Maintaining engagement during the summer can be hard. You or your staff may be away, but someone still has to post.
This requires pre-planning and optimizing your posting schedule ahead of time. Adjust your posting frequency to match your audience patterns.
With the use of scheduling tools like Hootsuite or Buffer, you can plan and automate your posts, ensuring you have a consistent presence on social media without constantly being online.
You should always have a month of content ready to go so there’s no last-minute panic about what to post.
7. Use Interactive Content
Engaging with your audience goes beyond simply posting content.
Make use of social media features like polls, quizzes, and livestreams to help boost engagement.
You should be using Instagram Stories and Reels to interact with followers in real time, asking questions or sharing behind-the-scenes glimpses into your jewelry store.
Take people inside your showcases during a livestream and show them your jewelry. People love to feel special, like they’re getting an exclusive sneak peek.
This helps to build a loyal following and creates deeper connections.
8. Monitor and Adjust Your Strategy
To ensure your success, you’ll want to regularly monitor your performance metrics.
Track engagement rates, reach, and conversion rates using tools like Google Analytics and the dashboards within your social media panels.
You’ll also want to read every comment on your posts and use this audience feedback to tweak your strategy, staying flexible about what’s working and what’s not.
Which type of content are people engaging most with? What are people saying about the jewelry styles you feature? Are people asking follow-up questions?
If a particular type of content performs well, create more of it. Conversely, pivot if something isn’t resonating properly.
You should always be reviewing your analytics to identify top-performing posts and adjust your content plan accordingly.
As you continue to enjoy summer, remember never to let up on your social media. Always keep your foot on the pedal.
A well-executed social media strategy isn’t something left to chance. It takes planning and persistence.
By understanding your audience, creating engaging seasonal content, leveraging UGC, optimizing your posting schedule, and actively engaging with your audience, you can make the most of the summer months.
Implement these tips and tricks to supercharge your social media and watch your jewelry business soar!
Let’s make this summer the best one yet. I’ll sip to that.
The Latest

The Dayton-based jeweler, which has been in business since 1985, was formerly known as Stafford Jewelers.

Reeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.

The piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.

Supplier Spotlight Sponsored by GIA

The Indian jewelry brand recently opened stores in Atlanta and Seattle.


CEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.

The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Chris Anderson is joining the insurance provider as the new chief financial officer and treasurer.

Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.

The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.

Bhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.

The New York City-based brand has opened its first U.K. location with a permanent shop-in-shop at Liberty in London.

A metal detectorist discovered the ring that is believed to have belonged to a bishop in the late 12th to early 13th century.

Organizers looked to new partnerships and interactive experiences to enhance the spring show, set for March 16 to 18.

Kenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.

The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.

Founded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.

Those attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.

The organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at GIA.

Chandler started his jewelry career at Michelson Jewelers, joining the Diamond Council of America as president and CEO in 2001.

Scottish American designer Maeve Gillies collaborated with Platinum Guild International on jewelry created by direct metal 3D printing.

Ahead of its trade show in May, TJS awarded free registration and accommodations to five up-and-coming jewelry industry professionals.

The 2025 Gem Awards are set to take place Friday at Cipriani 42nd Street in New York City.

The annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.