Future of social media marketing of jewellery

today4 November 2023

Written by: David Brough


Reels and storytelling are key tools to promote jewellery, Instagram influencers say on GemGenève  panel.
Reels have become an increasingly powerful social media tool to promote jewellery collections and brands, and storytelling is vital for effective communications, Instagram influencers attending a panel at the November 2023 edition of GemGenève said.
While reels – short videos on Instagram – have gained ground, garnering large numbers of views across the platform and on Facebook, Insta Lives appear to be declining in relative impact, Katerina Perez said, speaking at the well-attended panel moderated by Jewellery Outlook Editor David Brough (@davidbroughjewels).

Other influencers, digital creators and journalists joining the panel about the future of social media marketing of jewellery, staged on November 4, 2023, were Bebe Bakhshi (@champagnegem), Laura Inghirami (@donna.jewel), and Renu Chowdhary (@thediamondtalk). The speakers between them had more than 1.5 million followers on Instagram.

Bebe Bakhshi spoke of the importance of effective digital storytelling to convey marketing messages, and said Tik Tok, as well as Instagram, had a great future in social media marketing to promote jewellery. 

Panellists said that AI will improve the efficiency of social media marketing, but would not substitute for high-level human inspiration and creativity.

They said that they believed that print media would remain in the trade press, but the ongoing digital revolution would dominate messaging. 

The seventh edition of GemGenève concluded on November 5, 2023.

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