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.
![Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com. National Jeweler columnist Emmanuel Raheb](https://uploads.nationaljeweler.com/uploads/49e64cb9c366559044597daa9daa450c.jpg)
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
![Jeff High, 60, died from complications related to liver cancer on Thursday, Sept. 5. High was the founder of Gemvision and, later, the vice president of Dianna Rae Jewelry in Lafayette, Louisiana. Jeffrey Lynn High](https://uploads.nationaljeweler.com/uploads/1cdb3888521386bed245cf5acecb8375.jpg)
The Gemvision founder is remembered as a passionate mentor with a deep love for God.
![Inspired by the time of day just before the sun sets, the “Golden Hour” collection centers around rose-tinted and cool lilac hues with pink tourmalines, garnets, champaign citrines, and violet spinels. Foundrae Golden Hour Campaign](https://uploads.nationaljeweler.com/uploads/0b63e119272170e285bd0ff948be092e.jpg)
The “Golden Hour” collection was designed to “inspire and encourage reflection,” said the brand.
![Movado has named five new brand ambassadors, including (from left) Ludacris, Christian McCaffrey, Jessica Alba, Tyrese Haliburton, and Julianne Moore. Movado When I Move You Move campaign](https://uploads.nationaljeweler.com/uploads/f52d492a96792c6966b139713ebf7c7d.jpg)
Movado has named five new brand ambassadors, featuring them in its new “When I Move You Move” campaign.
![How to Increase Instagram Followers Naturally in 2024 2.0 (1).jpg](https://uploads.nationaljeweler.com/uploads/ce0b2d506437b6b5b6e9ea7de9150001.jpg)
Growing your Instagram following organically is more important than ever in today's technological environment.
![“If Jewels Could Talk” focuses on seven types of jewelry—hoops, rings, beads, charms, brooches, cuffs, and head ornaments. Carol Woolton](https://uploads.nationaljeweler.com/uploads/4435be8ada52946c1d7c768f06f5a1a1.jpg)
The jewelry historian discusses the history and cultural significance of jewelry throughout time and across the globe.
![](https://uploads.nationaljeweler.com/uploads/99a46b30cc354962ac2e29ecd113587a.jpg)
![Bonhams will host “The Legacy of a Stateswoman: The Personal Collection of Senator Dianne Feinstein” on Oct. 8 in Los Angeles. US Senator Dianne Feinstein](https://uploads.nationaljeweler.com/uploads/b1e629a10c7f525a9aeae5208740e0ca.jpg)
Bonhams will offer more than 70 pieces of the late dignitary’s jewelry next month.
![Each of the 16 new pieces in the “Vela” collection were inspired by the form of a feather, utilizing gentle curves and swooping lines in its silhouettes. Hearts On Fire Love, Unleashed Campaign](https://uploads.nationaljeweler.com/uploads/925cfd9cc0b86ae344d9ee7cd9d13d80.jpg)
The “Love, Unleashed” campaign is an ode to love, featuring 16 new designs from Hearts On Fire’s “Vela” collection.
![Supplier Spotlight -Recorded-Webinar.png](https://uploads.nationaljeweler.com/uploads/00d2546ac557992f0d02a3f1336eb094.png)
Supplier Spotlight Sponsored by GIA.
![Fuli Gemstones’ new “Beidou Cut” is a heptagon with 85 facets. Fuli gemstones beidou cut](https://uploads.nationaljeweler.com/uploads/ae506aa1c57799a7a8a34279d7f1ebce.jpg)
The miner’s new peridot cut will debut at the upcoming Hong Kong jewelry trade show.
![The “Fabergé x Beetlejuice Beetlejuice” collection features 22 jewels inspired by the new film. Fabergé Beetlejuice Beetlejuice jewelry collection](https://uploads.nationaljeweler.com/uploads/78361e751f2e3238b13e547c8e85c65d.jpg)
It’s showtime for these jewels, inspired by the motifs and color palette of the new Tim Burton film.
![A set of Movado Connect 2.0 watches. The company reported declining sales in its recent second quarter results. Movado Connect 2.0 watches](https://uploads.nationaljeweler.com/uploads/5d1cc61baba5bd86849eb79a0df1fd7c.jpg)
CEO Efraim Grinberg pointed to a challenging consumer spending environment, particularly in the watch category.
![Lizzie Mandler’s Liquid Gold Hoops](https://uploads.nationaljeweler.com/uploads/746314458eb97f28efb151c2315cddd7.jpg)
Inspired by a 19th century sculpture, Mandler transformed gold into liquid for these earrings.
![On the right, Hadid models for her first campaign as Chopard’s brand ambassador, while, on the left, she appears in the jeweler’s “Sculpted by Light” campaign. Bella Hadid in Chopard Campaigns](https://uploads.nationaljeweler.com/uploads/b4287ac9cd48a80ee5996d4de691c321.jpg)
The model and entrepreneur stars in two new Chopard campaigns.
![The Nordstrom Men’s Store in New York City. The Seattle-based retailer may soon go private following a $3.8 billion offer from members of the founding family and Mexican retail company El Puerto de Liverpool. Nordstrom men’s store New York City](https://uploads.nationaljeweler.com/uploads/c548f9e1b2a81417eb754cc739799d30.jpg)
Members of the founding family partnered with Mexican retail company El Puerto de Liverpool to possibly take Nordstrom private.
![To celebrate the 50th anniversary of Elsa Peretti’s arrival at Tiffany & Co., the jeweler will feature her Bone Cuff in its ongoing campaign celebrating its most notable collections. Tiffany & Co. Elsa Peretti Bone cuff](https://uploads.nationaljeweler.com/uploads/b420ed7352655cdc4b8e1acdeaceb87a.jpg)
The iconic design has joined a lineup of notable pieces featured in the jeweler’s “With Love, Since 1837” campaign.
![Ralph Simons, a veteran luxury executive whose resume includes stints at Frederique Constant, Chopard North America, and Tane Mexico 1942, has been named CEO of jewelry brand Cadar. New Cadar CEO Ralph Simons](https://uploads.nationaljeweler.com/uploads/701ba9af82dedc21b73702ac33d75523.jpg)
Ralph Simons is now CEO of the jewelry brand started by fashion designer Michal Kadar and her husband, Avraham Kadar, in 2015.
![Model Taylor Hill (pictured left) wore Messika’s “So Move” pieces, while model and singer Soo Joo Park showcased the brand’s “Move Noa” pieces. Models Taylor Hill and Soo Joo Park wearing Messika jewelry](https://uploads.nationaljeweler.com/uploads/f3b02e2a7a2e84c27e40230b2352bc23.jpg)
The models and friends of founder and artistic designer Valérie Messika showcase the brand’s jewelry in the “Back to Icons” campaign.
![Bloomingdale’s new “From Italy, With Love” campaign highlights Italian brands in jewelry, fashion, home, and more. It includes exclusive products and the introduction of more than 30 new Italian brands. Bloomingdale’s From Italy, With Love campaign](https://uploads.nationaljeweler.com/uploads/4721140018357aa15f6c853c69c3aef2.jpg)
“From Italy, With Love” will showcase Roberto Coin, Marco Bicego, and other Italian brands.
![Zales teamed up with sporting goods brand Prince on a tennis-inspired capsule collection in time for the U.S. Open. Zales tennis necklace over Prince tennis racket](https://uploads.nationaljeweler.com/uploads/c5c7098b9ddeaf0e63349d0672c4c237.jpg)
The jewelry retailer will also have a diamond-set tennis racket on display at the tournament.
![Ylang 23’s new store in The Shops of Highland Park, an upscale shopping center in Dallas, features a fresh color palette and brand direction led by Alysa Teichman, co-owner of Ylang 23 and owner of its sister company, Wildlike. (Photo credit: Aiden Novalis) Ylang 23 Flagship](https://uploads.nationaljeweler.com/uploads/c03ca9bb25737b512c5bf5a830a58b3e.jpg)
The retailer has moved into a 3,200-square-foot space at The Shops of Highland Park.
![This rainbow sapphire tennis bracelet by Suzanne Kalan ($16,000) is one of 20 pieces in this Amanda’s Style File celebrating the September birthstone. Suzanne Kalan](https://uploads.nationaljeweler.com/uploads/ff66d3814adcd6425ba3f6e663156075.jpg)
The month’s birthstone is vibrant in every color.
![Swiss watchmaker Breitling is commemorating a milestone anniversary with the release of (from left) the Premier B19 Datora 42 140th Anniversary, the Navitimer B19 Chronograph 43 Perpetual Calendar 140th Anniversary, and the Super Chronomat B19 44 Perpetual Calendar 140th Anniversary. Breitling watches](https://uploads.nationaljeweler.com/uploads/9fbb8788ced16c6c9cff60eea51f3ace.jpg)
The special editions of the Premier, Navitimer, and Chronomat are equipped with a new perpetual calendar movement from the brand.
![K. Brunini Jewel’s Butterfly Ring](https://uploads.nationaljeweler.com/uploads/5ed707aef2a2b7a99417d2f15844f649.jpg)
Fly away with designer Katey Brunini’s butterfly ring, as its spring-loaded wings flutter above your fingers.
![Brilliant Earth’s showroom in Roosevelt Field mall in New York. The jewelry retailer has promoted Pamela Catlett to chief brand officer and Sharon Dziesietnik to chief operations officer. Brilliant Earth showroom Roosevelt Field mall](https://uploads.nationaljeweler.com/uploads/3e3176d4e721a73c59442cffd37b7942.jpg)
The jewelry retailer has a new chief brand officer and chief operations officer.
![Jewelers of America’s Multifaceted Learning Workshop is a one-day educational event featuring roundtable discussions on industry issues and expert-led sessions on topics like trends, artificial intelligence, and using social media to increase sales. JA Multifaceted Learning Workshop](https://uploads.nationaljeweler.com/uploads/7de06f346540e284dd87d3b7c8955de0.jpg)
Its next event will take place in D.C. on Sept. 17 and in New York City on Oct. 29.
![Lotus Gemology’s new book, “Broken Bangle: The Blunder-Besmirched History of Jade Nomenclature” is available now. Broken Bangle jade nomenclature book Lotus Gemology](https://uploads.nationaljeweler.com/uploads/5c518ff89158c1ebdbb69508d4a6251e.jpg)
“Broken Bangle: The Blunder-Besmirched History of Jade Nomenclature” is an in-depth look at the evolution of jade terminology.
![Ajoy Chawla, CEO of Titan Company Ltd.’s jewelry division, (left) and De Beers Brands CEO Sandrine Conseiller pose with diamonds at a joint press conference held Wednesday in Mumbai, India. De Beers and retailer Tanishq, which is owned by Titan, are teaming up in an effort to boost demand for natural diamonds in India. Titan Company Ltd. executive Ajoy Chawla and De Beers Group executive Sandrine Conseiller](https://uploads.nationaljeweler.com/uploads/fd30364ef0e70030bcb48b761c468cfc.jpg)
It is partnering with retailer Tanishq on educating salespeople, shaping the in-store experience, and a “360-degree” marketing campaign.