Success With Jewelry Podcast Episode 114: Navigating Instagram as a Jewelry Brand in 2025

Hosts: Laryssa Wirstiuk (A) and Liz Kantner (B)
Release Date: January 20, 2025

Introduction

In Episode 114 of the Success With Jewelry podcast, hosts Laryssa Wirstiuk and Liz Kantner delve into the evolving landscape of Instagram in 2025. With their combined 16 years of expertise in jewelry marketing, they provide invaluable insights tailored for jewelry designers and entrepreneurs aiming to enhance their Instagram presence as part of a broader marketing strategy.

Why Instagram Remains Relevant

Laryssa emphasizes the enduring importance of Instagram, despite its numerous changes over the past decade:

"[...] Instagram's been around for what, like, 15 years? It's changed a lot in those 15 years. And even in the past five years or even in the past two years or even in the past year, it's a lot different the way you want to use it and think about it."
[02:08]

Liz agrees, highlighting the challenges of adapting to platform changes:

"And it's hard to forget about whether you like or don't like change. I think even if you're open to change, it's hard to kind of keep evolving and keep rethinking what you're doing..."
[02:23]

They discuss how Instagram remains a critical tool for outreach, especially when connecting with retailers and consumers who frequently visit Instagram profiles alongside websites.

Effective Instagram Strategies in 2025

The hosts outline several strategies that are currently effective on Instagram:

1. Holistic Marketing Approach:
   Laryssa suggests moving away from obsessing over individual post metrics like likes, advocating instead for a comprehensive view of Instagram's role in overall marketing success.

   "It's part of the holistic marketing strategy. We're really looking at our marketing as a whole and reporting on Instagram monthly..."
   [02:57]

2. Content Diversity:
   Emphasizing a mix of content types, including Reels, Stories, and Carousel Posts, which are proving successful for engagement.

   "Stories are super important always. They're the gateway to your direct messages. And then carousel posts are proving to be really successful..."
   [05:00]

3. Consistency:
   Maintaining a consistent posting schedule is crucial for algorithm favorability and audience retention.

   "The algorithm appreciates consistency. They also appreciate user interaction."
   [09:49]

4. Engagement Over Likes:
   Focusing on genuine interactions such as comments and direct messages rather than solely on likes.

   "They also appreciate user interaction. That's not necessarily likes. That's definitely comments."
   [09:49]

Content Types That Perform Well

Carousel Posts and Behind-the-Scenes Content:
Laryssa and Liz highlight that carousel posts, which allow multiple images or videos in a single post, tend to maintain higher engagement rates compared to single-image posts. Additionally, behind-the-scenes content builds trust and showcases the craftsmanship behind jewelry pieces.

"Behind the scenes content... builds trust. It really does drive engagement."
[07:03]

Personal Touch:
Featuring the creator's face or personal elements in posts significantly boosts engagement. Liz notes that posts featuring a face tend to perform best, even suggesting the use of voiceovers or old headshots if live images aren't feasible.

"I find the posts that do really well are when your face is shown."
[08:00]

Consistency and a Holistic Strategy

The hosts stress the importance of viewing Instagram as part of an integrated marketing strategy rather than a standalone platform. This approach includes:

• Monthly Reporting: Monitoring Instagram's overall impact monthly rather than obsessing over daily metrics.

  "We are really looking at our marketing as a whole and reporting on Instagram monthly..."
  [02:57]

• Routine Content Planning: Establishing a consistent posting routine that aligns with broader marketing objectives.

  "If you stick with it and you're consistent in your feed... you will see an increase in your engagement."
  [08:55]

Engagement Through Direct Messages and Comments

Building genuine connections with the audience through direct interactions is vital. Laryssa encourages brands to proactively engage with their followers:

"You want to make sure people feel like you're talking to them direct... responding to their stories and saying, like, oh, I have a dog, too."
[10:28]

Liz adds that fostering a comfortable environment for engagement can significantly enhance brand loyalty:

"And that they feel comfortable to engage back with you. I think people can be intimidated sometimes."
[10:35]

Managing Content Assets Effectively

Organizing and managing visual assets is crucial for consistent posting. The hosts recommend utilizing cloud storage solutions like Dropbox or Google Drive, labeling images for easy retrieval.

"If you're doing an email about your Signet Ring, you can search for it and find all of the great content..."
[14:17]

Laryssa further advises setting aside regular time each week to organize photos, ensuring that all marketing assets are readily accessible.

"Maybe like every Friday, you go through all the pictures you took that week... and label it appropriately."
[15:06]

Growing Followers Through Collaborations and Cross-Promotion

Laryssa underscores the power of collaborations in boosting Instagram growth. By partnering with other brands or participating in collective events, jewelry brands can significantly increase their follower count and engagement.

"The one thing that will help you grow is collaborations and cross promotion."
[16:00]

She shares a personal example where collaborating with State World Collective and participating in City Jewelry Week led to a noticeable uptick in followers and engagement metrics.

"In November, I was doing a collaboration... which led to this, like, huge jump in follow... engagement..."
[16:00]

Liz concurs, emphasizing the need for creative and budget-friendly collaboration methods to sustain growth without substantial financial investment.

"Maybe we need to come up with some, like, innovative, low budget ways to do it."
[17:12]

Community Engagement and User-Generated Content

Engaging with the existing community and leveraging user-generated content (UGC) can amplify a brand's presence. Laryssa points out the value of showcasing customer testimonials and reviews on Instagram.

"...someone is posting images of the piece too. And I'm like, you have to use this on Instagram."
[13:23]

Liz adds that regularly auditing available content, such as testimonials and past posts, can uncover opportunities to repurpose high-performing content.

"If you find an older post that like performed really well, think of a way to like reshare that..."
[12:55]

Streamlined Content Creation Processes

The hosts discuss the benefits of establishing a streamlined content creation system. Laryssa shares her method of integrating email content with social media posts, ensuring consistency and efficiency.

"As soon as the email's done, I pull from the email for, like, the hey, this is our post this week post for social media."
[21:00]

This approach not only saves time but also ensures that all marketing channels are aligned and mutually reinforcing.

Final Tips and Conclusion

Laryssa concludes with actionable tips for enhancing Instagram engagement:

1. Utilize Interactive Features:
   Incorporate polls and Q&As in Stories to foster interaction. Even if initial responses are low, these features can encourage greater engagement over time.

   "I've only done one in my time on Instagram that felt like people actually sent me questions..."
   [22:17]

2. Set Engagement Time Blocks:
   Dedicate specific times each day for responding to comments and DMs to maintain consistent interaction without overwhelming the schedule.

   "...set a timer for, like, 10, 15 minutes to do that and have saved responses."
   [22:17]

Liz reiterates the significance of integrating all marketing efforts to create a cohesive and effective strategy.

"You don't want to be doing anything in, like, a silo. It all needs to be working together..."
[21:20]

The episode wraps up with encouragement for listeners to reach out, share their experiences, and leave reviews, fostering a sense of community among jewelry marketers.

Notable Quotes with Timestamps

• Laryssa [02:08]:
  "Instagram's been around for what, like, 15 years? It's changed a lot in those 15 years."

• Liz [02:23]:
  "It's hard to forget about whether you like or don't like change."

• Laryssa [07:03]:
  "Behind the scenes content... builds trust. It really does drive engagement."

• Liz [08:00]:
  "I find the posts that do really well are when your face is shown."

• Laryssa [16:00]:
  "The one thing that will help you grow is collaborations and cross promotion."

• Liz [17:12]:
  "Maybe we need to come up with some, like, innovative, low budget ways to do it."

Conclusion

Episode 114 of Success With Jewelry offers a comprehensive guide for jewelry brands navigating Instagram in 2025. By embracing a holistic marketing approach, diversifying content, maintaining consistency, fostering genuine engagement, and leveraging collaborations, jewelry entrepreneurs can effectively utilize Instagram to grow their businesses and connect with their audience. Laryssa and Liz’s expert advice provides a roadmap for sustained success in the ever-evolving social media landscape.

Listen to this episode and more at successwithjewelry.com. If you enjoyed this summary, consider subscribing to the podcast and leaving a review to support the community!