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Creative Connecting: Why Jewelers Should Be More Active on YouTube

ColumnistsMay 18, 2021

Creative Connecting: Why Jewelers Should Be More Active on YouTube

A strong following on YouTube can boost online visibility and trust in your store’s staff, Duvall O’Steen and Jen Cullen Williams write.

2021_JCW-Duvall-Header.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.
YouTube is now the second largest search engine on the internet, topped only by its parent company, Google.

Because Google owns the social media giant, it naturally prioritizes YouTube videos on its search engine results. According to networking software provider Mushroom Networks, YouTube processes more than 3 billion searches a month, 100 hours of video are uploaded every minute and it is bigger than Bing, Yahoo!, Ask, and AOL combined.

Consumers who are looking to learn turn to YouTube for valuable how-to video content. You can now find YouTube videos on almost any subject you can imagine, and more and more people are incorporating the platform as part of their online research.

As mentioned, YouTube videos also show up in Google searches, so by posting informational videos on YouTube, you can gain SEO traction in both search engines.

For example, if you do a Google search for “how to buy a diamond ring,” three YouTube videos come up on that all-important first page, just below the Blue Nile, Brides and GIA educational written content on the topic.

Two of the three videos are not from extremely well-known brands/sources, yet they come up on page one of a Google search because of their activity and viewership on YouTube.

Jewelers have a wealth of industry knowledge that is very helpful to consumers when making some of their biggest life decisions, and of course, in celebrating life’s special moments.

Putting that educational content on YouTube can enhance jewelers’ SEO and drive more traffic to their websites.

Jewelry Video Content for YouTube
Jewelers looking to post on YouTube have no limit to the types of helpful content they can provide.

For best results in terms of viewership and SEO, consider educational content (how-to videos, one of the most common types of content on the platform), behind-the-scenes clips, and expert guest interviews.

Jewelers can host a wide variety of how-to videos.

Occasion-oriented content could prove helpful and position your store, and your staff, as the go-to experts for things like how to shop for an engagement ring, how to plan a proposal, or how to choose the best jewelry for Mom on Mother’s Day. 

Product knowledge can also be shared on YouTube. Thoughtful videos on subjects like how to shop for or identify quality in specific gems or what to know about diamond shapes can help build your following and even serve as training videos for your new hires.

Keep the content short and specific.

For example, don’t cover all gems in a video about how to select the highest quality gems. Instead, post separate videos about sapphires, emeralds, pearls, etc. Same with diamond shapes—as opposed to covering them all in one long video, consider shorter videos about each shape (princess, oval, cushion cut, etc.).

Fashion or styling videos can also build your following and enhance your SEO. If one of your team members is particularly stylish and well spoken, they can serve as your spokesperson. Consider topics like how to select the perfect pair of earrings for your face shape, how to build the perfect jewelry wardrobe or how to select jewelry styles that transition easily from day to evening.

In addition to how-to videos, behind-the-scenes video is also appealing to consumers.

Given the popularity of unboxing videos, maybe your team could snap high-quality, well-lit video of the buyer opening a box of new jewelry from a beloved brand. Customers will feel like they get to see the new styles first, before even visiting the store.

If your store has a bench jeweler, you could shoot footage of the jeweler working while talking about craft or show a repair they’re working on. This positions your store as a great option for custom design or jewelry repairs.

Expert guest interviews are another way to provide meaningful content. Consider inviting designers to your store or be sure to capture video of them when they come for personal appearances and trunk shows.

Ask them about their inspirations behind their latest collections, their personal history, how they became a designer, etc.

The rise in popularity of podcasts is proof that people love to listen to people’s stories. Let your designer tell their story, share how you discovered the designer and give sneak peeks at new collections coming soon. You can also share the audio track of the interview as a podcast.

 Related stories will be right here … 
Appraisers or jewelry insurance reps would also be great for video interviews. Appraisers can share meaningful information about what they look for in evaluating heritage jewels, and insurance reps can share best practices for storing or traveling with fine jewelry.

You can embed your YouTube links on your store’s website, increasing your YouTube viewership, while also allowing browsing customers to watch on your site. 

Pay attention to details like lighting and camera angles in creating the videos and share as much beautiful jewelry and gems as you can to keep it aspirational and emotional. And who knows, maybe your video will end up on page one of a Google search!

Optimizing Your Videos for Search
Once you have set up a YouTube channel and created video content that needs to be posted, it is time to optimize your video name and description to increase discoverability. 

Start by renaming your video file using an SEO target keyword. Labeling it with a target keyword allows YouTube to “read” your file name once uploaded and place you appropriately in search results. Replace a file name like “mybusiness_ad_01Final.mov” with specific keywords like “cushion-cut-diamond-buying-guide.mov.”

Make sure to include keyword(s) in the video title. Name the videos as specifically as possible for people to easily find your videos. 

For example, if you create a video on cushion cuts, title it something like “Cushion Cut Diamonds and Gemstones--What you Need to Know” or “How to Identify Quality in a Cushion Cut Diamond.” Keep your titles less than 60 characters to avoid getting cut off on the results pages. 

Next, include a video description that is front-loaded with keywords and the most important information, as well as calls to action in the first 100 characters. 

You can add longer descriptions up to 1,000 characters, but viewers will have to click “show more” to see the full description. Also, consider adding closed captioning or transcripts from the video for those who cannot access audio or who are hearing impaired. It can also boost SEO results. 
Once your video is uploaded, you can categorize it under “Advanced Settings.” By selecting a category, it groups your video with similar content on YouTube. Then it can be served to viewers who are searching for similar topics.

If you have a verified YouTube account, upload a custom thumbnail image, which is the main image viewers see when scrolling through search results. This can impact the number of clicks and views your video receives. There are auto-generated thumbnails by YouTube, but custom thumbnails (1280x720 pixels in a 16:9 ratio) tend to generate better results.

There are many other ways to optimize your content, attract and retain viewership, and grow your YouTube channel subscribers. Our best piece of advice is to continue to learn about the latest ways to stand out … by watching YouTube tutorials. 

Video storytelling and education are incredible tools that jewelers can use to find new potential customers and to market their brands without the off-putting hard sell. Buying jewelry is an emotional experience, and a YouTube channel is a great way to tap into that emotion, by demonstrating your expertise and, more importantly, your passion. 

3, 2, 1 … action!

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

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