Right now, if you were to search, “How to use video for my jewelry store” you would likely find article after article telling you how critical it is that you use video for your jewelry store. I guarantee that, by now, you’ve heard other jewelers, marketing experts, web developers, and your peers in the trade all say that if you want to compete in today’s digitally-driven economy, it’s either “Use Video” or fall behind.
And they’re correct! Just look at these statistics:
- Publishing a single video is reported to be more effective than posting 60 photos
- Videos can boost conversion rates of jewelry by more than 85%
- 57% of consumers say that videos gave them more confidence to purchase online
- You’re 53x more likely to show up on search results if you use video
- 68% of people would rather watch a video than read about the same subject
I’ve produced and made thousands of videos that have collectively grossed hundreds of thousands of views. I’ll help guide you with helpful tips, techniques, and know-how so that you can start reaping the rewards that straightforward jewelry video production can offer you and your store. After reading this article, you should be able to start using video for your business. These steps are practical, simple, and will help you start your journey toward using the aforementioned statistics to your advantage!
In this guide, you’ll learn how to do the following:
Choose Your Subject
“At moments of wonder, it is easy to avoid small thinking, to entertain thoughts that span the universe, that capture both thunder and tinkle, thick and thin, the near and the far.” -Yann Martel, Life of Pi
This may sound self-explanatory, but it’s also one of the most critical pieces of any video production. The subject of the video is that visual piece to which you want the most attention paid. A good video will capture attention by inspiring wonder in the viewer.
In the case of this video: (Spinning Ring)
Release Your Video
This is the most important part. You can shoot a gorgeous video, an amazing commercial, spend thousands and thousands on production, but if no one sees what you’ve produced, then you’ve wasted lots of time and money.
Releasing your video to the world is the part where those statistics we talked about in the beginning start working for you. It’s time to put that video somewhere people can see it.
I suggest going to your Facebook Page and your Instagram profile and publishing the same video directly to each of them with an engaging question in the caption, such as, “Where would you wear this?”
All you have left to do now is respond to people’s comments!
Engaging with your audience encourages folks to keep liking and commenting on your content, because you’ve recognized their input. It also plays to the strengths of the Facebook and Instagram algorithm, which is responsible for deeming what content to show people based on overall engagement.
Pro Tip: Don’t just post your video to YouTube and then copy and publish the link onto your Facebook Page. Facebook and Google (who owns YouTube) are actually competing platforms, so Facebook has a tendency to throttle the ability for your videos to be found if they’re hosted on a competitor’s video platform.
Put simply: If you publish on one platform, you’ll need to separately upload and publish your jewelry video to the other.
With that, you’re on your way! There is so much more that I could teach you about creating effective jewelry videos, but for now, the most important thing is that you begin practicing. As the old saying goes: If at first you don’t succeed, try, and try again.
I hope this has helped you, and I can’t wait to see what you create!
Robbie Haddad is the Director of Education at Jewelry Video Pro.
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