Jewelry Businesses Sparkle w/ Video

By Benson Fischer

Video marketing for jewelry is truly versatile, and it has several strengths other marketing formats lack. You can utilize it in several ways. And the best part? It’s inexpensive and VERY effective!

What Is Video Marketing & Why Is It Important?

Video marketing is essentially any video that serves to promote a company, whether directly or indirectly. In many cases, video marketing is direct, like the promotional video on a social feed or a video ad sent by email to your client base.  But video marketing is also subtle, like in the case of a “How to” piece that just happens to be made by a brand you follow.

The versatility of video marketing is exactly one of the key reasons video marketing is so important. Unlike advertising, which requires a consistent cash flow to keep running, video marketing can live on the internet and drive valuable traffic over a long period—with zero additional funding needed.

Video marketing for small businesses is also a must if you want to reach a wider audience. Over 85% of internet users within the US alone consume video content online. Social Media content video content has reached 80% of all posts and it’s still growing.  Additionally, 76 % of consumers and decision-makers would rather watch a video than reading text and 72% of those people have purchased a service or product after watching a video. By making video marketing content, you’re going where your potential audience is.

Video marketing’s also essential when it comes to standing out and staying competitive. As of 2020, 86% of businesses are taking advantage of video marketing. There’s a good chance your competitors are creating videos already. If you’re not, you’re falling behind. And in the off chance, your competitors aren’t making videos, you’re putting yourself ahead by starting now.

Consumers want to see and hear from the designer, the jewelry store owner/or distributor along with staff members that interact directly with the customer base. The best way to accomplish this is to have videos throughout your website, place them on social media, and email them directly to your customer base.  Believe it or not, videos build an emotional connection with the viewers and an emotional connection builds trust. Trust is extremely important, especially when selling luxury products such as jewelry that can exceed 6 or even 7 figures.


Video marketing is like the perfect piece of jewelry in that it can complement almost anything. Here are some of the most common ways to utilize video marketing.

On Your Website 

Your website is the perfect spot for the right videos. For example, a general video on your company’s approach to company history, design, and craftsmanship is right at home on your front page. And, when uploaded via YouTube, you can repurpose this video elsewhere.

Social Media

 Video marketing for social media is a great way to reach your fans where they hang out. Social media video marketing is often more organic than on your site and requires a video that’s more personal and fun. Think of a video from you, talking about your day and showing off a new piece.


Video marketing in emails is a powerful way to add value to your content. Instead of plugging a link to your home page, embed a video that showcases a new product or delivers a message from you or someone on your team. Then, end with a strong Call To Action that takes them to your site.


Who better to tell people about your great jewelry than happy customers? Video testimonials give your shoppers the chance to promote your brand while costing you very little to make. And, 66% of people are more likely to purchase after seeing a positive video testimonial.

Campaign Videos

Virtually every marketing campaign stands to gain from videos. Make your next campaign even more effective by adding video into the mix. Video will fit nicely into your email marketing efforts, plug into social with ease, and again, fit in just fine on your site. In other words, video marketing can tie the proverbial room together.

Behind the Scenes

Give your viewers a look behind the scenes using video. With a behind-the-scenes video, you can create quality social content that showcases your creation process and helps give your brand even more of a voice.

Messages From Your Team: 

Speaking of voice, give your brand a chance to speak, whether it’s the holidays or simply a Wednesday. Direct messages from your team, be it the founder or someone in charge of shipping, are a great way to humanize your brand and put a face to the company.

Product Videos:

 Product videos are another great form of marketing, allowing your jewelry to shine on the “silver” screen. Create videos that highlight your latest pieces, showcasing the quality and uniqueness. Then, plug these videos on your social pages, insert them into emails, and of course, include them on your product page.


Get your audience talking by teasing new pieces you’re working on. Create videos in which you discuss a new piece, show a tiny glimpse of it, and leave your audience wanting more. And, if possible, include a release date for the new piece at the end of the video. (Just be sure you stick to that date!)

Live Video

Most social platforms offer live video now, making live video marketing a total possibility for any brand. Use live video to engage with your audience, hold conversations, and indirectly promote your brand. I deal for a jewelry show before Christmas, Valentine’s Day, Mother’s Day, and other notable holidays. Finally, be sure to promote your live video session ahead of time to maximize viewership!

Hire A Qualified Video Production Company

Anyone with an iPhone can make a video for next to nothing. However, that is not what you are paying for.  You are paying for results and a return on your investment! A qualified video production company knows how to write an engaging and compelling script that will deliver a return on investment and fantastic results. Finding a video production company that provides the ability to write a great script, obtain experienced talent, shoot, edit, add a soundtrack, and add all the bells and whistles to your video is well worth the money. Don’t cut corners, engage a video production company that has the experience, references, and a track record of success, like ZivZo (

Don’t cut corners, engage ZivZo ( a full-service video production company that has the experience, references, and a track record of success.