Columnists

Creative Connecting: Why ‘Experience Content’ Matters

ColumnistsSep 04, 2024

Creative Connecting: Why ‘Experience Content’ Matters

Jen Cullen Williams and Duvall O’Steen say it’s all about giving your social media feeds a human touch.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
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.
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.

 Related stories will be right here … 

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.

The Latest

Selena Gomez, Benny Blanco, Engagement Ring
TrendsDec 13, 2024
Selena Gomez Said ‘Forever Begins Now’ to Marquise Diamond Engagement Ring

Estimates on the size and value of the solitaire diamond, which is mounted on a diamond pavé-set yellow gold band, vary.

Martin Katz tanzanite drop earrings
TrendsDec 13, 2024
Piece of the Week: Martin Katz’s Tanzanite Drops

These half-moon tanzanite earrings totaling 25 carats are part of a special trunk show taking place this weekend in Dallas.

My Next Question webinar graphic
Recorded WebinarsDec 13, 2024
Watch: The Highs and Lows of 2024

The National Jeweler editors recap the top news, the best jewels, and their favorite stories of the year.

ja nj btyb.jpg
Brought to you by
Advocacy and Excellence: How Jewelers of America Is Committed to Elevating Our Industry

For over a century, Jewelers of America has been the voice of the industry and valuable resource to jewelers across the country.

Tom Brady’s Rolex Daytona Paul Newman “John Player Special”
AuctionsDec 12, 2024
Tom Brady’s Watches Top $4M at Sotheby’s Auction

The highest-grossing lot of the sale was the retired QB’s Rolex Paul Newman Daytona “John Player Special.”

Weekly QuizDec 12, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Grizzly emerald mining
SourcingDec 12, 2024
Grizzly Emerald Auction Garners $22.4M

Recent expansion initiatives at the Zambian emerald mine have shown strong production numbers, said Grizzly founder Abdoulaye Ndiaye.

Carrie Forman
MajorsDec 12, 2024
Mark Henry Appoints New Director of Sales

Carrie Forman joins the brand to guide it into the next phase of growth with major and independent retailers in the U.S. and abroad.

undefined.png
Brought to you by
Protecting Your Sparkle: Why Screening Has Become Essential

While no reputable jeweler would knowingly sell lab-grown stones as natural, it's a growing possibility.

Models wearing jewelry by 2024 Shining Light Award winners
SourcingDec 12, 2024
De Beers Announces 2024 ‘Shining Light’ Award Winners

The competition awarded 12 designers, each from a country where De Beers recovers diamonds, with business support and tuition assistance.

Woman wearing a snake ring and bracelet
CollectionsDec 12, 2024
The Jared Atelier x Vera Wang Collection Emphasizes Elegance

The high jewelry collection features 14 one-of-a-kind pieces, with serpent and ribbon motifs winding their way through the collection.

Stock image of a gavel
CrimeDec 11, 2024
Former Tiffany & Co. Factory Supervisor Sentenced for Stealing Precious Metals

A federal judge gave Benjamin Preacher 59 days in jail, plus 10 months of home confinement and two years of supervised release.

Grader looking into microscope at IGI lab
GradingDec 11, 2024
IGI Set to Go Public Next Week

In a CNBC interview, CEO Tehmasp Printer discussed the IPO in India and what declining lab-grown diamond prices mean for the company.

Heuer Monaco Ref. 1133B
AuctionsDec 11, 2024
Sotheby’s Important Watches Sale Fetches $16.6M

The offering included vintage Rolexes, timepieces worn in “Titanic,” Steve McQueen's watch, and a special Citizen pocket watch.

Stephanie Gottlieb, Anna Harman, Stephanie Gottlieb x Studs Collection
CollectionsDec 11, 2024
Stephanie Gottlieb Brings Natural Diamonds to Studs

The 13-piece “Stephanie Gottlieb x Studs” collection is the piercing studio’s first fine jewelry offering to feature the gemstone.

Exterior of Sauer’s Madison Avenue Store
IndependentsDec 10, 2024
Sauer Opens First U.S. Store

The Brazilian jewelry brand made a home on New York City’s Madison Avenue with exclusive pieces only available at the location.

Person at keyboard holding credit card
SurveysDec 10, 2024
Jewelry Among Top Sellers on Cyber Monday, Says Adobe

An Adobe Analytics report explored the rise in mobile shopping, the popularity of Buy Now Pay Later options, and peak shopping hours.

American Gem Trade Association and University of Arizona
Events & AwardsDec 10, 2024
AGTA Launches Scholarship for University of Arizona Geosciences Students

The inaugural Dick Greenwood Memorial Scholarship in Gems Science will cover the fall 2025 and spring 2026 semesters.

JA New York Show Entrance
Events & AwardsDec 10, 2024
JA New York To Debut 2 New Pavilions at Spring 2025 Show

A Piazza Italia pavilion will feature Italian designers and manufacturers while “MJSA Showcase” brings over a piece of the MJSA Expo.

Ray Griffiths and Ray Griffiths: The Works
CollectionsDec 09, 2024
Ray Griffiths’ First Coffee Table Book Spans 5 Decades of Design

“Ray Griffiths: The Works” tells the story of the master jeweler’s career, which started with an apprenticeship in Australia at age 15.

Grant Mobley and Thomas Davis
MajorsDec 09, 2024
Thomas Davis, Grant Mobley Join WJA Foundation Board

Davis is the director of business development at Select Jewelry Inc., and Mobley is the jewelry and watch editor at the Natural Diamond Council.

Movado campaign
FinancialsDec 09, 2024
Movado’s Q3 Sales Down 3% Amid ‘Challenging’ Environment

The retailer has been upping its marketing spend to drive revenue growth and brand awareness.

Treiber & Straub store Brookfield, Wisconsin
IndependentsDec 06, 2024
After 44 Years in Business, This Wisconsin Independent Is Closing

Mike Straub and John Treiber opened Treiber & Straub in 1980 with the goal of bringing Milwaukeeans the best jewelry brands.

Pantone Color of the Year Mocha Mousse
TrendsDec 06, 2024
Pantone’s Color of the Year Is a Delicious Mousse

The color for 2025, “Mocha Mousse,” embodies thoughtful indulgences and everyday pleasures.

Cocoerow Fine Jewelry’s Kokoro Ant Pendant
CollectionsDec 06, 2024
Piece of the Week: Cocoerow Fine Jewelry’s ‘Kokoro’ Pendant

The Yoruba word for ant, “Kokoro” embodies the strength of womanhood in ant society while highlighting responsible sourcing.

Roberto Coin jewelry
FinancialsDec 06, 2024
Roberto Coin Acquisition Gives Watches of Switzerland a Boost in H1

The retailer’s jewelry sales doubled, with branded jewelry performing especially well.

Gold rings
FinancialsDec 05, 2024
Signet Jewelers’ Q3 Sales Slide Amid Slow Engagement Ring Sales, Tech Issues

The jewelry retailer addressed the lab-grown diamond “disruption,” the price of gold, and its holiday weekend performance.

Hand holding shopping bags
SurveysDec 05, 2024
Consumer Confidence Rises Again in November

A more positive view of the current labor market boosted the Conference Board’s index last month.

×

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