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Success With Jewelry
165 - Laryssa and Liz on What Content Actually Works (and How to Plan It Without Burning Out)
00:18:53
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- [00:00]
A
Welcome to the Success With Jewelry Podcast. Your go to source for real conversations about business marketing and what it actually takes to succeed as a jewelry brand Today.
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I'm Larissa, the strategist systems queen and the one who finds joy in turning big marketing challenges into step by step plans that actually work. Email marketing and generating revenue through it is a specialty of my agency, Joy
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Joya and I'm Liz, your creative compass and advocate for designers doing things differently. I live for brilliant brand storytelling, beautiful visuals, and helping designers confidently show up and shine. I find founded the Stagold Collective to create community and support for independent jewelry brands.
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Together we bring you two decades of jewelry marketing experience and on this podcast we're pulling back the curtain on everything we've learned. Whether you're just starting out or scaling to your next big milestone, you'll get honest insights, helpful tips, and maybe a few giggles along the way.
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A
This is episode 165. Creating content can feel overwhelming. So in today's episode we're answering some of your questions and breaking down what content actually works, how to plan posts without burning out, and tips to turn followers into customers. And if you're an insider, after the episode, we're sharing behind the scenes strategies, tools and tactics to help you level up your content faster. Let's get into it.
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B
I love this that we got some questions from listeners and I think this is such a good topic because even for me, I mean, as an agency that makes content and that's our job, it can be overwhelming for us too. And so I have seen it all, been through it all, and I'm excited to talk about this topic.
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A
We love getting questions and then I added a few of our own that I thought fit in that people might be wondering about. But it's a topic that we've definitely covered before in some capacities. But I love this kind of Q and A style. And you we talked about it on an insider episode ages ago where you're like, it's really fun to just do interviews. And then you did it last week solo. And so we're gonna try this out on topics, mixing it up because variety is the spice of life.
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B
Hell yeah.
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A
Anyway, the first question is, and I get this a lot, I'm sure you get this a lot too. But what types of content are performing best right now?
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B
Are we just talking across all platforms here or like social media?
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A
I think, I think let's kind of look at it across all platforms because I think that a lot of people are wondering, like, what should I focus on? I still Believe it's email marketing and Instagram as the two. If you feel like your audience very much is on TikTok or a different platform that I'm not talking about here, then that's one to pursue. But I think for the most part, if you're kind of just starting out and trying to figure out which platforms to try out or to invest some energy into, I think email marketing and Instagram would be the two. But in terms of what content's performing best, I think this question is asked in the context of Instagram, and I would say that carousel posts are still the top performing, but I'd also say that static photos with a strong caption are really great right now, too.
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B
Yeah, it's so literally just before this recording this morning, I had my monthly check in with Kelly, my email and content specialist, and we were literally talking about for our clients, what content is performing the best so that we can keep doing that. And I can tell you that even across different clients that have much different price points, different audiences, the one thing that we saw consistent was closeup, detailed shots, to your point, in a single photo or founder video and photo, like showing your face or like, literally the least polished kind of thing on the feed is doing the best.
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A
Casual content is performing so well. Or like, anytime I do a photo dump, which is like. And I try to do them quarterly, like with the seasons, just like you can do 20 photos in a carousel. 20 photos, like just scenes from the past few months, and then I just describe each of them. I love a photo dump. I will look through every single photo in that photo dump.
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B
If somebody shares one, we have, for one of our clients, we have just like a standing monthly placeholder that we call photo dump. Very professional. Very professional. But it is consistently one of the best performing posts of that month. So we keep it as a standing post.
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A
I think Instagram really likes when you show your face too. But with that, I would say that reels aren't it anymore. And we touched on this maybe a couple of episodes ago, and Larissa texted me after and she's like, where did you hear that Reels aren't a thing anymore. And I did send it to you. And I did.
- [05:19]
B
Yeah, I did look at it. I mean, I feel this way too, but I was, like, interested to know, like, where this is coming from and who's saying it. And we should reshare that post in the stories or something because it just instead of being, like, sensational about it, they gave, like, such good reasons and data and, like, backup for that claim.
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A
I agree. That's why I, I like that post and said what I said on the podcast about reels. But I've been seeing that for a while too. And I think that one of the issues is that for a minute there, everyone was shifting to all reels, thinking that that was going to be a game changer in their reach, but it's just not. I think that talking head videos are still a big deal. You know, where you're like, you're showing something and then your like little head is cropped out talking or even if you're just talking to the camera. I think that's great. I had a goal for myself to show my face on stories every week and I kind of fell off that. But I put one up today and it's already, I'm getting more engagement than usual. So I think showing your face is important. But I wouldn't get hung up on creating video content.
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B
We see the videos work really good within a carousel, especially when the carousel kind of adds more context and like flavor. Do whatever's in the video.
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A
And then I think you had mentioned founder stories performing well or like. Yeah, yeah, that's something that when you're thinking email content in particular, like anything that's like from the founder's perspective and shares a little more context, I think that that does really well too.
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B
Yes.
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A
So here's another question. How do you balance content that engages versus content that sells? And I think that this is tough because with content it doesn't often lead
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B
directly to a sale.
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A
I would say most content all aids aids the sale and helps build trust within a brand. But you know the post where you have a product image and maybe you're even tagging a product. Yeah, maybe that sells, but it's the other content that helps you get there to that sale. So it's all really important. You don't want your, your content to all be driving sales and like only focus on like, hey, this is available. Buy this. You want to add more of that, that context. Like when Larissa was just talking about the best performing content and when we were kind of answering that question, it's the casual stuff, it's the behind the scenes, it's the founder stories. All of that is really important to make that sale happen. When you do a post about a specific product.
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B
Mm, yeah. I think too that's why content planning is so important. Planning ahead. Because you should be kind of hitting these like they're called pillars in marketing, but like these main themes or topics and hitting like Each of those regularly. So that could be like a behind the scenes, like you just said, like planning that in regularly, like a more focused sales kind of piece of content, educational, like styling. And each brand has their own mix of what that is. But it all needs to like work together to help drive the sale, like you're saying.
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A
So what biggest mistakes do brands make on Instagram?
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B
In my opinion, the biggest mistake mistake that brands are making on Instagram is thinking that The Instagram of 2026 is the Instagram of like 2019. And they haven't evolved out of that.
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A
How would you. So if somebody heard you say that and they're like, what does that even mean? How would that.
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Yes, how would I describe this? So I mean, I think there was a point in time, probably like 32020 pre Covid where like it was about having like a pretty grid. It was about having like super polished, like model pictures, everything very touched up, et cetera, et cetera. To the point where someone looks at like your literal grid and it has to look like the most beautiful thing you ever seen. And I see people still doing that and their engagement is down to like nothing basically. But they can't let go of this idea that it has to look like, quote unquote, perfect.
- [10:11]
A
I agree. It's, it's very the cat. Like I think everyone's heard this in some of these answers to these questions, but it is so much about the more casual content and the behind the scenes content. That's what's going to lead to engagement. That's what's going to build trust. And it's hard because I still want a pretty grid too. Like it's. Yeah, yeah, totally grade ingrained in us. I think that that is true. I think posting like a really like buttoned up, really buttoned up content that feels like it's like maybe even AI generated or it's created based on what you see other people doing that you think is the right way to do it. I think not leaning into your voice is the biggest mistake I see. Which kind of is similar to what you're saying. You know, brands that are afraid to like niche down and have their own strong perspective and their own point of view are the ones that aren't getting as much engagement.
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B
Yeah, I definitely agree. But the biggest mistake beyond that is like not even recognizing that that's what's happening. I think not having like the self awareness that oh, oh man, like my posts are performing so bad. Instagram algorithm sucks. And it's like, no, maybe you need to, like, rethink what you're doing, tell
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A
more of your story, talk in your voice to your audience. I think that's another mistake, is people post content thinking that they're talking.
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B
They.
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They want to talk to everyone. They want their content to feel universal. And I think that's how you get kind of, like, generic content that doesn't feel very authentic. But you want to talk to your audience. You want to dig into the people who are following you. Because I think there's this mindset of, like, I need to grow. I need to, like, get outside of my followers. But by talking to your followers and them engaging with you will mean that your content will be showed, shown beyond that.
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Yes.
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A
Okay, we kind of answered this question, but just to get clear. And this is Instagram specific as well. Reels carousel stories, which matters most. And I think it's a mix, but I would say that carousels are performing really well. Static images are performing really well. If you like making video content, go for it. That's great. But don't shift all the way to video. Like, have a variety. And then I would say don't neglect stories, because stories are still the gateway to your direct messages. And when somebody's in your direct messages, they become a lead. So I think that that's something important. I try to show up on stories a couple times a week, not necessarily every day. But when I do show up, I like to have, like, a few stories, so it's not just like, a random post and then I'm gone.
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B
Yeah, that's really good advice.
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A
Okay, so I feel like you can answer this question really well, but how should small businesses plan content without burning out?
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Well, I think in, like, the simplest, most straightforward way. You just have to be ahead of it. Like, no matter what you're doing or how you're doing it or where you're. Where you're putting this calendar or your ideas. Like, you need to be able to think out as far as you possibly can, like, shoot for six months. And I'm not saying you have to, like, plan your Instagram posts every day for, like, six months from now, but have a general idea of what you're working toward and work back from there as you get closer. I think, ideally, you always want to try to have a month out planned, like, a month in advance. That's the only way you can avoid burnout. And I'm speaking from a place where we're doing this for, like, multiple clients, even though we're juggling multiple clients. Obviously, we have to be Ahead. I think for the clients themselves, the ones who, like, aren't able to get ahead with us, like, they're the ones that are the most stressed out. They're the ones that are scrambling. They're the ones that don't have the clarity into what they're doing. So if they can, like, come on this journey with us and like, try to think further out, like, we're all just doing better in general, and it's hard.
- [14:30]
A
You kind of have to practice thinking ahead. I think that you have to really push yourself to do it. But it is a game changer. 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. And I think that there's this whole, like, challenge of looking at a blank page, but once you kind of put like at least a general theme on each month, it's easier to kind of dig in and start planning.
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B
Yeah, I agree with you too. It's a practice because, you know, we end up working with a lot of people where like, they never had done that before and it's like very, very hard for them to, to think ahead. I think for me, like, we're recording this March 12th. If you're talking to me about May, like, I'm so trained in this way that I already feel like May is tomorrow. But for like another person that isn't used to that, May feels like miles and miles away, you know, so you have to kind of really get used to the feeling that like, that next point in your business is going to come really quickly and the better you can plan and anticipate for it, like, you will just be much more relaxed.
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A
Okay, so one tip for turning followers into customers. Fault.
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B
Like Instagram followers.
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A
Yeah. Or I guess, I guess we could expand it out to like, you know, social media followers or people who are engaged with your content or. Yeah, we're kind of on an Instagram journey. So let's, let's stick with Instagram, in my opinion.
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B
I think that I don't want to say the only way, because that's not true. But the most strategic, likely way is to turn them into an email subscriber and then nurture them from there.
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A
I'd say that. Or get them in your DMs, talking to you, feeling comfortable with you, you know, responding to your content and all of that. I would say, yeah, convert them to your email list or get them in a one on one conversation.
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B
Definitely.
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A
And I think that this is like a longer game but staying consistent in your content.
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It's just so hard to control who see stuff like in your Instagram. So to rely on that is not a good strategy.
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But if you're consistently engaging and you're consistently showing up and telling your story, you're much more likely to get conversions than if you are just randomly posting or again, posting kind of generically.
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Yes.
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A
Okay, a few quick fire questions and then we're going to move on to chat with our insiders. But what is one type of post every business should try this month?
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B
A dump.
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A
A dump. I wish there was another word. We should come up with a new way to describe a photo dump, because it does sound
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not great, but with the caveat of saying like, it can be personal, it can be casual, but like it still has to have a strategic place of how it's tying back to like your business, your business story and all of that too. I agree.
- [18:08]
A
Like you'll notice from my photo jumps that it is some personal life stuff. But then I intermix jewelry stuff and business stuff in it as well, which I think is important. When you are posting personal stuff, you do want to think about how it ties back to your business and the story you're trying to tell. Yes, I would say that one type of post every business should try this month is showing your face and telling your story. Like a reintroduction type post if you haven't done it in a while. All right, did this answer your content questions? Let us know. Visit successwithjewelry.com and if you love the podcast, we'd love to hear from you. Send us a message or leave us a review. Thanks for being a part of our community.