Creative Connecting: Why ‘Experience Content’ Matters

Everyone in the fine jewelry industry continues to experiment with content and creativity as we all attempt to build our audiences and strengthen our customer loyalty on social media.

As we navigate the many algorithm changes (especially with Instagram) and various new platforms, tools, and options, it is becoming increasingly important to include a human touch. That personal element becomes more important with the rise of AI-created content.

Social media users are shying away from overly branded content or feeds that feel perfectly curated, preferring more of-the-moment posts and experiential subject matter.

In the 2024 Social Media Consumer Report by Hootsuite, 52 percent of consumers surveyed said they are “exhausted by self-promotional brand content on social media.”

In the current market, it is important for jewelers to show customers more than just product images.

Sharing the entire experience of how clients can work with you is critical.

So-called “experience content” is a way to draw more interaction (engagement) from your fans and to attract new customers/followers who may be weary of all the branded content being featured by your competitors.

What Is Experience Content?
According to a recent article by Milia Marketing, a social media agency, “social media experience (or SMX) is about creating a brand experience on social media.

“The goal is to design personalized interactions and elicit emotion that will result in stronger and deeper relationships with clients/customers.” 

Posting content about in-store or community events that you host or attend is a good example of experience content.

Some retailers have started to focus on interpersonal connections with their customers, preferring smaller events over the large, resource-draining events that seem to be drawing fewer and fewer attendees.

If you host a smaller scale event like a poker party, a mother-daughter afternoon, or a piercing or “zapping” party, be sure to capture some videos and stills.

Encourage customers to post about it as well and tag your account.

If you do cross-promotional events with other local businesses (florists, spas, etc.), be sure to invite them as a collaborator on your Instagram post. Once they accept, your post will be in their feed, putting your content in front of all of their social media followers.

People love a fun selfie moment.

Some jewelry stores are having success creating “selfie stations” where customers can snap photos of themselves while shopping or trying on their favorite pieces. Ask them to tag your account and use specific hashtags when they post the images and videos.

It not only builds brand awareness, but also acts as a wish list for friends and family members who follow them on social media, helping to choose birthday, milestone, or holiday gifts for that individual. 

Jewelers who offer custom work can also benefit from experience content.

Get permission from your customers to feature their piece and then find creative ways to share the entire experience, from concept, inspiration, and design to manufacturing, customer communication throughout the process, and quality control.

For previous work, consider carousels with photos that run from start to finish, beginning with a photo of the customer and jeweler working together, and swiping to images of the design, the stone selection, the bench work, and ultimately the finished piece.

With new customers, ask during the initial consultation if they would like to be featured in on your social media.

If so, create short videos or photos at every step of the process. Consider dropping each small step in a 24-hour Instagram Story and eventually posting the completed piece in a carousel format or Instagram Reel that shows all the steps along the way.

Be sure to highlight all the ways customers can work with you outside of just buying products.

Create content showcasing any charitable fundraisers or volunteer projects you or your team are involved with, referral systems or success stories of people who referred a customer to you, repairs that you have successfully completed for your customers, surprises (birthday gifts, engagement proposals, etc.) you have helped customers to accomplish, or even local sports teams’ trophies engraved by your store.

Behind-the-Scenes Content
Another good example of experience content is behind-the-scenes posts. 

While this is nothing new, it is becoming more important as consumers want to see the human faces behind your company’s products.

Consider highlighting your Employee of the Month on your social media feeds so your customers can get to know your employees. 

Have your employees talk about their favorite jewelry in your store, particular collections they love, or what trends they are seeing, either on the street or in customer/buyer requests.

Presenting your employees as experts helps your customers build trust in your brand. to trust them more and, ultimately, to trust your brand more.  

If you have one team member who is more social media savvy than others, create a regular posting schedule along the lines of “Feature Friday” where that employee can make a video highlighting a new piece or new collection they like or are excited about.

Showing content of jewelry being made is another great behind-the-scenes approach. 

Designers or brands can capture content of a piece during various stages of production (stills, videos, or both), and retailers can ask the brands for these types of materials to use in on their social media. 

The handwork involved in all fine jewelry (even the mass-manufactured pieces involve some hand-polishing or assembling) builds value for the customer and elevates the piece as a wearable work of art.

Customer Comments and Reviews
Most companies now actively solicit reviews (Google, Yelp, etc.).

Sometimes, the bad ones get far too much attention, especially since most of your reviews are quite good.

Ask customers if you can post their review on social media after they post it on Google or Yelp. Create a template that you can use as a recurring motif in on your social media feed.

Featuring real customers’ user-generated content (UGC) where they document the journey from the moment they step into the store to the final purchase or creation of a custom piece can be particularly effective.

This content can include interactions with staff, the design process, the personalized attention each customer receives, social media moments, tips on how to get there or where to park, and more.

This type of authentic storytelling from the point of view of a customer is the a new form of “reviews” and allows potential customers to visualize themselves in the same scenario, demystifying the shopping experience and highlighting the unique qualities of your store or brand.

Entertainment
Keep in mind that customers typically go to social media for fun.

According to the Hootsuite’s consumer survey mentioned above, “After staying in touch with family and friends, the top reason consumers use social media is to be entertained and to mentally unwind.”

With that in mind, try posting content that is more entertaining.

— Do in-person interviews with designers when they visit the store, letting customers get to know the designer of their favorite piece or discovering the inspirations behind their a designer’s latest collection(s).

—Consumers love a good reveal. If you have a promotion, event, or new product drop coming soon, to create excitement in advance. , Consider dropping hints in on your social media or giving first access to select customers via direct messages to groups, “close friends” or “broadcast channel” followers. 

A virtual scavenger hunt with digital clues or riddles also could be fun, with specific prizes to for those who figure it out (either a bigger discount, or a gift card to spend in the store, or gift card to for another local business like a restaurant or spa).

— Create styling videos showing the many ways to wear versatile pieces or the types of outfits that a specific necklace or pair of earrings works best with, etc.

— Share details or little-known facts about specific gemstones to educate the customer; think of it like a mini-documentary. The recent rise in the popularity of documentary films is evidence that consumers like deep dives into things they love or cherish. 

For example, for a birthstone post, instead of just showing a bunch of pieces set with that birthstone, consider a post that gives detailed information about the gemstone—what it means or symbolizes, and/or the history of the stone and its use in jewelry.

— Pay attention to trending sounds and concepts. There are lots of suddenly popular audio clips and viral trends, and customers love to see your take on a trend as long as it is timely and feels on-brand for your company. 

— Consider a “Day in the Life” and/or “GRWM” (Get Ready With Me) videos. These types of behind-the-scenes Reels, or video clips, are entertaining. 

They become a compelling way for a jewelers to showcase what they do and the details that go into their day-to-day business. These types of messaging This type of content also breaks down the barriers to entry and ultimately leads to connections with customers, followers, and fans.

In today’s social media environment, jewelers must showcase more than just products on social media —highlighting the entire shopping experience and the human beings behind it. 

By doing this, you can create an emotional connection with potential customers and strengthen bonds with existing customers, making them all feel more comfortable and confident about choosing your business when they need or want to buy jewelry.