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Video Content Trends and Marketing for Jewelry Businesses

Haven't tried video marketing for your jewelry store yet? It's time you do! Learn the current trends and how to use them for your business.

Elderly Woman Wearing Hoop Earrings Vlogging

Video content is the most preferred content of consumers in 2022. In case you’ve been hiding under a rock, streaming services like Netflix, HBO Max, Hulu, and Disney Plus continue to grow, and YouTube remains the most dominant social media platform. Because of this, we can safely say that video marketing can effectively help your jewelry business grow.

However, just like any marketing trend, video is constantly changing, expanding, and evolving to fit the current consumer preferences and new platforms that may emerge. As a jewelry business, you must keep up. Merely investing and filling up your inventory with high-quality, trendy wholesale fashion jewelry may not be enough. 

In this article, we’ll share the five latest video content trends from HubSpot’s research and how you can use them for marketing your jewelry business today:

  1. Consumers now rely on brands’ marketing videos.
  2. Relaxation is the main priority.
  3. Consumers watch videos related to their passions.
  4. High-quality videos are preferred.
  5. The popularity of short videos continues to rise.

Video Trend #1: Consumers now rely on brands’ marketing videos.

66 percent of consumers have watched video content - HubSpotSource: HubSpot.com

Product research was all about visiting a brand’s website, reading reviews, and watching ads. Today, consumers turn to videos to research a particular product because they are now more accessible than ever.

In fact, HubSpot’s research says 66 percent of consumers have watched videos that included unboxings, product demos, and reviews to learn about a specific brand or product. With that said, videos highlight the opportunity for consumers to see products in real life, which helps them with their purchase decisions.

What you can do:

Create videos that range topics for jewelry highlights, how to wear a specific jewelry piece, or how to style one. Featuring user-generated content like reviews would greatly help, as well as collaborating with influencers for unboxing videos. Basically, the topic should focus on the qualities of the particular jewelry piece.

Video Trend #2: Relaxation is the main priority.

Consumers watch videos to escape from the stresses of their everyday lives. According to HubSpot’s survey, 32.8 percent of people mainly watched videos to help them relax and unwind, while 26.3 percent wanted to be entertained. This just goes to show that videos need to be fun and engaging, even if it’s about showcasing a particular product. 

What you can do:

Informational product videos do not have to be boring. Make sure to add some elements that will make viewers laugh out loud. Experiment with different styles that have entertaining qualities. Add fun elements, witty script lines, and fun music. Take inspiration from big jewelry brands or even brands from other industries. The goal is to make viewers relax and forget about their stress.

Video Trend #3: Consumers watch videos related to their passions.

Another video content consumers like to watch is videos that are related to their hobbies, interests, and passions. Particularly, these are videos that teach them new stuff. HubSpot found that 13 percent of consumers want to explore an interest, while 11 percent want to learn something new.

What you can do:

Jewelry and fashion are popular interests of most consumers today, and this is particularly true across all sexes. Go to YouTube or TikTok, and you’ll see hundreds, if not thousands, of beauty and fashion bloggers of different genders. With that said, creating videos on jewelry definitely has lots of potential. Focus on a particular buyer persona that resonates well with your target audience, then make videos based on it. 

Video Trend #4: High-quality videos are preferred.

Production quality is becoming more important - HubSpotSource: HubSpot.com

About 36 percent of consumers think a video’s production value is important, and 28 percent feel it’s very important. This means that your videos need to be high-quality and presentable enough to satisfy most of your target customers. Although value is the priority, do not forget about the quality.

What you can do:

You don’t have to rent a videographer to make videos for your jewelry brand nor get big influencers to star in them. You can use video software to create them for you and use templates that best suit your brand. HubSpot recommends Bonjoro, Vidyard, and TwentyThree which are tools that can create marketing videos easily.

Video Trend #5: The popularity of short videos continues to rise.

As a result of the incredible rise of TikTok, short-form videos are now more preferred than long ones. Consumers seem to love watching snappy videos which are under three minutes in length. One reason for this is that consumers are busy individuals who do not have time to watch an entire five-minute-long video. 

What you can do:

Because of the limited time frame, make sure that your video can immediately grasp the attention of the viewers within the first few seconds. Mention the goal firsthand and what they can get from watching. If you think some parts of the video are boring, cut them out. But make sure that the video remains entertaining and informative at the same time.

Follow this blog for more jewelry business tips, and head to CeriJewelry.com to browse our extensive collection of wholesale fashion jewelry in stainless steel, sterling silver, and brass.