Success With Jewelry Podcast - Episode 165

"Laryssa and Liz on What Content Actually Works (and How to Plan It Without Burning Out)"

Hosts: Laryssa Wirstiuk & Liz Kantner
Date: March 16, 2026

Episode Overview

In this candid Q&A-style episode, Laryssa and Liz tackle listener questions about content creation for jewelry brands. They reveal which types of content are currently working best, debunk outdated strategies, offer practical planning advice to avoid burnout, and share their favorite approaches for turning followers into customers. The conversation is packed with actionable insights for both newcomers and seasoned brands trying to energize their content strategy.

Key Discussion Points & Insights

1. What Content Types Are Performing Best Now?

Main Platforms:

• Laryssa recommends focusing on email marketing and Instagram as foundational platforms, unless you specifically know your audience is elsewhere. (02:26)

Instagram:

• Carousel posts (multiple images in one post) continue to perform strongly.
• Static photos with a compelling caption are also driving high engagement.
• Close-up, detailed shots (especially of products) and founder photos/videos–even if unpolished–are consistently top performers.
• Casual, behind-the-scenes content (like photo dumps) get high engagement.

“Photo dumps, I try to do them quarterly...just scenes from the past few months. I love a photo dump. I will look through every single photo in that photo dump.”
— Liz, [04:09]

Not Working as Well:

• Reels are declining in importance. Polished, trend-chasing videos are less effective than authentic content.
• Talking head videos (simple, personal video updates) work better than stylized, viral formats. (05:45)

2. Balancing Engagement and Sales Content

• All content supports sales indirectly; don't expect every post to drive immediate purchases.
• Prioritize a mix: behind-the-scenes, storytelling, and lifestyle posts build trust and set up the audience for later sales-focused posts.
• Avoid having every post be an overt sales pitch. Build context and connection.

“You don’t want your content to all be driving sales...it’s the casual stuff, the behind-the-scenes, the founder stories. All of that is really important to make that sale happen.”
— Liz, [07:19]

• Use “content pillars”: behind-the-scenes, educational, sales-focused, and styling. Rotate these themes for balance. (08:09)

3. Common Instagram Mistakes for 2026

• Clinging to outdated Instagram aesthetics (pre-pandemic: perfect, polished grids) hurts engagement.
• Today’s audience prefers authenticity over perfection; over-curated feeds can actually work against you.
• Not leaning into your unique voice and failing to “niche down” leads to generic, forgettable content.

“The biggest mistake is thinking that the Instagram of 2026 is the Instagram of 2019…they haven’t evolved out of that.”
— Laryssa, [08:59]

• Lack of self-awareness: Blaming algorithms, instead of adapting content based on results and audience engagement.

4. Instagram Content: Reels, Carousels, Stories—What Matters Most?

• Carousels are the most consistently high-performing format.
• Static images with strong captions remain effective.
• Stories are crucial for nurturing followers and driving one-on-one engagement (DMs).
• Variety is important. Don’t feel pressure to do only video or only photos; mix formats for best results.

“Don’t neglect stories, because stories are still the gateway to your direct messages. And when somebody’s in your DMs, they become a lead.”
— Liz, [12:49]

5. Content Planning Without Burnout

• Plan ahead—ideally, have content mapped out at least a month in advance, with goals to stretch toward six months.
• Start broad: Set monthly themes, then break them into weekly and daily content as you get closer.
• It’s a skill: Practice planning further out so your workflow feels less stressful over time.
• Juggling content at the last minute is the fastest route to burnout.

“Even if you have just a big topic that you know you want to cover in whatever month you’re planning for, that is a great starting point.”
— Liz, [14:30]

6. Turning Followers Into Customers

• Best path: Invite followers to join your email list, where you can nurture and eventually sell to them.
• Second-best: Get them into direct conversations (DMs) to build comfort and trust.
• Consistency matters: Show up regularly, tell your story, and engage authentically for best conversion odds.

“The most strategic, likely way is to turn them into an email subscriber and then nurture them from there.”
— Laryssa, [16:12]

7. Quick-Fire: One Post Every Business Should Try This Month

• "Photo dump" post: Gather candid, semi-personal moments—blend business and life for authenticity—but keep strategy in mind.
• Reintroduction post: Show your face; remind your audience of your story and why you do what you do.

“I wish there was another word...We should come up with a new way to describe a photo dump.”
— Liz, [17:38]

Memorable Quotes

• Liz ([04:09]): “I love a photo dump. I will look through every single photo in that photo dump.”
• Laryssa ([08:59]): “The biggest mistake is thinking that the Instagram of 2026 is the Instagram of 2019.”
• Liz ([12:49]): “Don’t neglect stories, because stories are still the gateway to your direct messages.”
• Liz ([14:30]): “Even if you have just a big topic...that is a great starting point.”
• Laryssa ([16:12]): “The most strategic, likely way is to turn them into an email subscriber and then nurture them from there.”

Timestamps for Key Segments

• 00:52 — Episode theme, Q&A intro
• 02:13 – 06:47 — What content actually works, Instagram vs. other platforms, rise of carousels and static photos
• 07:06 – 08:50 — Balancing engaging vs. sales-driven content; content pillars
• 08:50 – 11:10 — Top Instagram mistakes: Old-school grid, perfectionism, and lack of brand voice
• 12:08 – 12:57 — Carousels vs. Reels vs. Stories: What to prioritize
• 13:01 – 15:44 — Planning content and avoiding burnout
• 15:44 – 17:26 — Turning followers into customers, lead nurturing tips
• 17:26 – 18:08 — Quick-fire: Post every business should try this month

Conclusion

This episode is a practical, honest guide for jewelry brands seeking clarity about what actually works in content marketing right now. Laryssa and Liz blend tactical advice with their trademark supportive tone, making it a must-listen for entrepreneurs feeling overwhelmed by content creation. Their advice: Focus on authentic, consistent content, ditch perfectionism, and always plan ahead.

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