Chapter 2. Technology and its affects on the jewelry industry. Social media

In the previous chapter I introduced how effective facebook was in the early years of promoting my jewelry business.

However unfortunately over the years facebook gave less and less value to its advertisers and brands. 

Today facebook is in my opinion not a good option to invest any time into. 

However social media is always evolving. Pinterest is still a great social media channel and provides good value to brands looking to reach their audience. Unlike facebook people often go to Pinterest in order to find an idea or product. 

Instagram exploded a few years ago and really over took all social media. 

My advise to all those in the jewelry industry and indeed any brands would be to adopt new social media platforms early and put in as much input and investment as you can afford early on. This is because over time a social media platform will change its algorithm and coding to provide less return on your investment. 

The way content is consumed has changed also. 1 minute videos on TikTok are currently a fantastic opportunity to connect with your audience. 

Even if your audience might be a very small niche of for instance , art deco jewelry enthusiasts, you can connect overtime if you show people what the want to learn or admire in the format that best suits them to consume it. 

The technology of social media has provided my brand with the ability to bring people in behind the scenes and show them what we do, how and why we do it. 

Social media has of course brought good and bad to the world. I can say that it has brought a positive to the jewelry industry as more people learn about the environment and social effect of the products we wear. 

Sustainability in the jewelry industry was pushed forward by social media. Today over 90 percent of the gold I use in my products is recycled.