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How To Market Your Jewelry Business on TikTok

Learn how to leverage this social media platform to grow your jewelry business online.

person holding smart phone with the screen showing TikTok logo

TikTok has now become a social media phenomenon that attracts thousands of users to the platform every day and is especially popular among young consumers. In fact, the number of monthly active users soared on both Android devices and iOS devices – it reached over 30 million on Android devices and 120 million monthly active users on iOS devices in January 2022.

Statista also found that in 2021, 25 percent of its users in the U.S. are aged 10 to 19 and 22.4 percent are aged 20 to 29. Close behind are users aged 30 to 39 at 21.7 percent. And since fashion jewelry is pretty popular among these age groups, having a presence on TikTok is now a must for jewelry businesses.

Thankfully, the app currently offers brands a marketing channel that can reach millions of its active users. Jewelry businesses like you can showcase your products to the right audience in fun and engaging ways.

Aside from investing in trendy wholesale fashion jewelry designs, consider marketing on TikTok. Here are some strategies to try:

  1. Share your brand’s story.
  2. Leverage user-generated content.
  3. Use AR to provide an immersive experience.
  4. Consider Tiktok influencer marketing.
  5. RunTikTok ads to reach your target audience.
woman smiling at a smartphone camera

#1 Share your brand’s story.

Every brand has a unique story to tell, specifically on how it started. Share this story with your audience to inspire them, including the challenges you faced and overcame to reach where you are today. People are often curious about a particular brand’s history, especially if it’s a favorite, and when they know more about a brand, it results in deeper brand loyalty.

Consumers today, especially those belonging to the younger generation, value transparency. In 2017, Label Insight’s Transparency ROI survey revealed that 78% of consumers trust transparent brands more. So sharing behind-the-scenes videos in your shop or inventory or how you pack orders will be very interesting to your target audience.

#2 Leverage user-generated content.

Posting customer reviews on your feed can be a powerful way to market your jewelry brand on this platform. Happy customers often share the quality and uniqueness of a brand's jewelry that they truly love.

Sharing social proof in the form of user-generated content can also help you connect with your target customers on a deeper, more authentic social level. Feature customer reviews in your TikTok videos to foster a sense of online community with customers and show customers that you genuinely appreciate their purchase.

As for other audiences who haven’t purchased from your business yet, they will be curious enough to check out what you offer through this type of content. By learning what your products actually look like, they will be encouraged to get one for themselves.

#3 Use AR to provide an immersive experience.

Creating customized branded effects and filters is a fun, versatile, and engaging way to market your jewelry products. These features allow TikTok users to use 3D stickers while filming a video.

Team up with AR developers to create filters and lenses that allow users to put on themselves jewelry items like fashion rings, earrings, and pendant necklaces on their videos. This is similar to the Snapchat and Instagram filters but better as you can promote your jewelry brand in a more subtle, indirect way compared to ads.

#4 Consider Tiktok influencer marketing.

Influencer marketing doesn’t just work on Instagram; it’s pretty effective on TikTok too. These people are effective crowd-pullers, especially in the jewelry industry.

With hundreds or even thousands of TikTok influencers, you will need to pick ones that are a natural fit for your jewelry brand. Your chosen influencer should have the same values as your brand, be willing to wear your jewelry pieces and be of the same age as your target audience. 

Once you've contacted your chosen content creator, allow them to be creative with the way they'd like to promote your jewelry. They can go with a hashtag campaign or a duet challenge or a hashtag campaign or even develop a new strategy that will effectively connect to their followers. 

#5 Run TikTok ads to reach your target audience.

Finally, consider spending on TikTok ads to reach more people. Ads on this platform will simultaneously advertise and entertain your customers, all in the same video.

Create short-form videos with the primary goal to entertain and awareness as the secondary goal. Short, fun, and witty videos can effectively hook your audience, especially if you use upbeat popular music. Keep it straightforward and quick; otherwise, you might bore your audience.

The different ad types on TikTok are the following:

  • TopView
  • In-feed ads
  • Brand Takeover

For small jewelry businesses, in-feed ads are said to be the most effective in terms of cost and reach. Set up a TikTok ad account and wait for approval to create one. Once approved, you can now make fun and engaging ads that will expose your brand to the right audience.

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