Columnists

Creative Connecting: The Best Apps for Social Media Marketing

ColumnistsMar 18, 2021

Creative Connecting: The Best Apps for Social Media Marketing

Duvall O’Steen and Jen Cullen Williams compile a list of tools to make content creation easier and more effective.

Duvall and Jen 2021.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 become more important in fine jewelry marketing plans, how can jewelry brands and retailers save time while maintaining a thoughtful, curated presence and consistent brand messaging across their social media outlets?  
 
There are now a wide variety of free or low-cost tools to make social media management easier, more efficient, and more productive for your brand.  
 
Here, we have gathered the best apps to help with content creation, editorial calendars and posting schedules, virtual try-ons and even hashtag recommendations.  
 
Content Creation Apps: Canva, Animoto, Unfold, Afterlight  
We all know by now that creating compelling content is king in the world of social media. But using only the built-in features of most social media platforms may not create a unique enough brand story or aesthetic to captivate your audience. 
 
The must-have content creation tool for all businesses is Canva, a graphic design platform that includes templates for users to create social media graphics and marketing materials like lookbooks, logos, presentations, posters, invitations, documents and other visual content. 
 
Canva is intuitive and easy-to-use to create professional content individually or as a small teas, and it allows users to download, save, share and professionally print materials through “Canva Print.”  
 
The platform gives users access to thousands of templates, icons, shapes, fonts, photo filters and stock images, some free and some that require a nominal charge. In addition to design tools and templates, Canva offers free educational courses  and branding tutorials through its “Canva Design School.”
 
The best part is the platform is free with the option for upgrading to paid subscriptions for enhanced functionality. 
 
For a consistent brand aesthetic in your social media feeds, using photo editing applications can help you maintain a cohesive look for your visual storytelling. Created by photographers, AfterLight is a subscription-based comprehensive, popular mobile image editing app. 
 
Users can quickly and precisely adjust exposure, contrast, saturation and sharpness, as well as gain access to other powerful features like filters, texture, overlays, artwork, frames and borders.  
 
For Instagram, Snapchat and Facebook Story creation, the app Unfold allows users to create engaging and stylized graphics from a variety of templates to transform photos, videos and text into beautiful, standout storyboards. Unfold offers a free version with options to upgrade to monthly and annual subscriptions with many additional features. 
 
As video becomes an integral part of branding and marketing strategy, Animoto is another tool to easily create top-quality videos. 
 
As a cloud-based video creation service, Animoto allows users to produce videos, ads, slideshows and digital presentations from photos and video clips with access to a music library, editing software and templates. 
 
Videos can be downloaded and shared for free, and there are options to upgrade your subscription for access to additional features. As social media platforms like TikTok and Instagram Reels and IG TV continue to increase in popularity, Animoto is quickly becoming a must.
 
Scheduling Apps: Agorapulse, Buffer, Hootsuite, Sprout Social & More
Scheduling apps streamline your editorial calendar and allow you to plan posts in advance. 
 
You could plan your social media calendar for the week or the month and put all of the content into the app at one time. You can also use these apps to post to multiple social media platforms simultaneously. 
 
The primary benefit is time saving, but it also allows you to curate a consistent brand message across your social outlets, without having to be available for daily posting.
 
These apps are generally low cost, and most offer free service plans for a single social media account with a fairly low quantity of monthly posts and only one user. Or you can opt to pay for professional accounts (ranging roughly from $10/month to $99+/month) with pricing based on number of users and quantity of posts.  
 
With so many great options, many people wonder which is best for their brand’s needs. We spoke with social media expert Janet E. Johnson to get the insider scoop. 
 
“When I get asked about which software to use for scheduling on Facebook, Instagram, LinkedIn, Twitter and YouTube, I recommend Agorapulse,” says Johnson. 
 
“This is what we use for our agency, and I have tried many. Basically, Agorapulse is the Mercedes Benz, and Buffer and Hootsuite are the Chevy's. Sprout Social is a close second [to Agorapulse]. 
 
“They all fulfill the purpose of scheduling, but Agorapulse has more bells and whistles. It offers scheduling, monitoring, an aggregated inbox (where you can respond to all platforms from one place), detailed reporting, excellent customer service and more.”
 
For Pinterest accounts, Johnson prefers Tailwind. “It serves a different purpose specifically for the Pinterest platform.”
 
TikTok fans will want to check out Loomly, Social Pilot and Crowdfire as these are now integrated with TikTok, as well as Pinterest. Some of these apps will also customize and tailor your post per platform, as a post for TikTok might be better formatted for Reels or Pinterest. 
 
And if you are not posting on TikTok yet, check out our TikTop Tips in a previous Creative Connecting Column. 
 
Virtual Try-On Apps: Camweara, TrueView Tablet App
A new trend for engaging users that has been gaining traction in the world of ecommerce, especially during the pandemic, is virtual try-on. 
 
Popularized by eyewear brands like Warby Parker, virtual try-on apps utilize AR (augmented reality) technology to offer consumers the chance to see glasses and/or jewelry on their face or hands before buying. 
 
Virtual try-on (VTO) can enhance a consumer’s comfort level when shopping online. 
 
The app Camweara offers Instagram and Snapchat users real time renderings to see how jewelry will look on themselves. It also has built-in face beautification filters that help customers look and feel great as they virtually try on. 
 
Camweara can be integrated into ecommerce, as well as social selling apps, utilizing product photos. 
 
Trueview AR offers virtual try-on technology specifically for the jewelry industry. Using AR, Trueview allows shoppers to virtually place necklaces, earrings, rings and bracelets on necks, earlobes, fingers and wrists to see the product on before making the purchase. 
 
According to Cortney Conde, Executive Director at Trueview AR, “Our virtual try-on experience is a web app integrated with ecommerce sites to deliver web try-on, and it allows brands to enable social sharing for their shoppers via a custom watermarked image that shoppers can download and share to their networks. 
 
“As an example, Girl Up Collection worked with us to create a watermark that included their brand’s hashtag for tracking purposes, as well as brand awareness.” 
 
In addition, Trueview AR will soon have VTO for social media apps, as well. “We are currently improving our AR plugin for ecommerce to integrate with Spark Studio AR for Facebook.  This will allow our ecommerce clients to deliver the VTO experience currently enabled on their website to translate via Facebook and Instagram,” said Conde.
 
Mirelz is another company offering AR and virtual try-on, primarily to the fashion industry. But according to Glossy.co, fashion jeweler Kendra Scott has been using their try-on technology for earrings since April. 
 
Fashion designer Rebecca Minkoff reported through Shopify that shoppers were 65% more likely to purchase a bag if they had viewed it in AR.
 
An added benefit of the virtual try-on tools is that they engage the customer and can turn fans into brand ambassadors. Encourage your followers to post their try-on pics using your preferred hashtag. 
 
They can post their favorite designs or develop wishlists as hints to family and friends. Brands can also offer giveaways to stimulate more posting and keep people talking about the brand or the newest collection.
Tools To Enhance Reach & Engagement: #HashMe, kirakira+, A Color Story
Hashtags serve as searchable tags to enable social media users and blogs to cross reference content and topics, which ultimately help brands and to grow their audience and their engagement.  
 
As you research hashtags to broaden your reach, consider using the hashtag generator app #HashMe. This clever new app helps you find relevant, trending hashtags related to your particular posts. Users upload a photo or input text and #HashMe’s recognition technology finds relevant and trending hashtags. 
 
Copy the ones you want, and the app then opens Instagram to add the copied tags into a post for you. 
 
Looking for more ways to use hashtags that potential customers might be searching or following? Check out our Hashtag Hacks column featuring tips and tricks on how to use hashtags on various platforms.
 
Jewelry photography and videography has always been challenging. It can be difficult to fully capture the brilliance and beauty of fine jewelry in a photo or video. To enhance colors and make imagery pop, the A Color Story app comes to the rescue. 
 
This app provides access to movable effects, on-trend filters and other editing effects to make your imagery more visually compelling. 
 
Another way to add sparkle to your jewels or videos? Enter the simple kirakira+ app. 
 
It gained popularity in 2017 by adding sparkle and glitter effects via social media filters, and can bring even more shine to your jewelry photos and videos. The app creates attention-grabbing imagery for your feed or stories to “stop the scroll” and get more people to take notice of your brand. 
 
There are many other apps and resources available to strengthen and amplify your social media presence. What apps and tools does your business use? Is there anything you can’t live without? We would love to hear from you. 

Duvall O'Steenis an independent communications strategist and senior consultant for the Luxury Brand Group.
Jen Cullen Williamsis an independent communications strategist and senior consultant for the Luxury Brand Group.

The Latest

Penny Preville, Maggie Hess, Stella Song, and Benjamin King
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry Designers

The winning designs captured the “Radiance” theme.

Graphic for Las Vegas recap episode of “My Next Question”
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

24th Gem Awards Show Logo
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Single Stone Bryn Ring and Grace Lee Marquise Demi Demi Ring
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement Ring

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

Weekly QuizJun 20, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Yvonne Léon Python Gold Bracelet
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ Bracelet

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Marie-Thérèse Pink diamond and Blue Belle sapphire necklace
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’s

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week. 

Caryl Capeci Starboard Cruises
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry Shopping

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

Gresham grasshopper ring
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56K

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

Kirk Kara fine jewelry
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New Jewels

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

Gemfields 36 Carat Ruby
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough Ruby

The gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.

Alex Brown
TechnologyJun 18, 2025
Alex Brown Named President of Smithee Group

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Jade Ruzzo Gloria Collar
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

Selection of jewelry from Sotheby’s New York High Jewelry sale
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry Sale

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

Amanda Gizzi, Jewelers of America’s SVP of corporate affairs
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JA

Gizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.

Kering CEO Luca de Meo
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEO

Luca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.

Botswana Minster of Minerals and Energy Bogolo Joy Kenewendo
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las Vegas

Following visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.

Greenwich Street Jewelers Your Love Has the Perfect Ring Campaign
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ Couples

The “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.

Ivette Nersesyan-Stephanopoulos
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.

The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.

New York Liberty Nyara Sabally Catbird campaign
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand Ambassador

The New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.

Robinson Pelham Fruits of Love Pear Earrings
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear Earrings

Take a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.

Three diamonds with diagrams
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education Conference

The one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.

Ella Sophie
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella Sophie

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

A pink gold Patek Philippe perpetual calendar chronograph Ref. 2499
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

Gabriel Love Foundation Logo
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias Gabriel

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

×

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