Social Media for Jewelry Brands: What’s Working in 2025

In 2025, the jewelry industry on social media is more vibrant and competitive than ever. With shifting consumer behavior, algorithm updates, and the explosion of visual-first platforms like TikTok and Instagram Reels, jewelry brands must go beyond sparkle to truly shine online.

Here’s what we see working right now in the world of social media for beauty brands—and how your business can stay ahead of the curve.

1. Video Is the New Showcase Window

Jewelry brands that embrace video content are outpacing the competition. Whether it’s a slow-motion sparkle test, a “day-in-the-life” of a jeweler, or behind-the-scenes footage of stone selection, video allows your pieces to come to life.

What’s trending:

• “Unboxing” and “restocking” reels from jewelers and stylists

• Quick comparisons (e.g., lab-grown vs. mined diamonds)

• TikTok videos showing how rings look in different lighting

• Try-on videos with influencers or stylists

Tip: Use natural lighting and keep it raw. Overly polished videos feel less authentic in 2025.

2. UGC > Studio Shots

User-generated content (UGC) is outperforming traditional product photos across platforms. Today’s audiences want to see jewelry on real people, in real life. Whether it’s a customer selfie, influencer collaboration, or reposted story, organic-feeling content builds trust and drives conversions.

What’s working:

• Reposting customer content (with permission!)

• Offering incentives for UGC (discounts, repost opportunities, giveaways)

• Creating TikTok/Instagram “duets” or reactions to fan content

Tip: Feature diverse skin tones, hand sizes, and styling preferences. Inclusivity sells.

3. Storytelling Is Selling

Jewelry is deeply emotional, and your content should be, too. In 2025, storytelling content continues to outperform static sales posts. Consumers want to feel the meaning behind your pieces: who made them, why they matter, and the stories they tell.

What’s resonating:

• Founder-led storytelling (on video or carousel posts)

• Spotlight on proposal stories, heirlooms, or custom creations

• “Why I wear this” narratives from creators or customers

• Monthly themes tied to birthstones, anniversaries, or milestones

Tip: Anchor your marketing calendar to emotions, not just holidays.

4. Platform Features That Drive Sales

The line between content and commerce is blurrier than ever, and jewelry brands are cashing in.

What’s working:

• Instagram Shop + Product Tags still drive traffic, but only when paired with valuable content.

• TikTok Shop is booming for small, trend-driven pieces.

• Pinterest Product Pins are quietly driving discovery and SEO, especially for bridal jewelry.

• Live Shopping is gaining traction, especially when done by a charismatic founder or creator.

Tip: Don’t hard sell. Create mini “tutorials” or gift guides that happen to include product tags.

5. Transparency + Ethics Matter

Consumers (especially Gen Z and younger Millennials) want to know where your stones came from, who makes your pieces, and how sustainable your practices are.

What builds trust:

• Sharing your sourcing practices in plain language

• Featuring your artisans or production team

• Answering ethical questions in Q&A format

• Partnering with cause-driven organizations

Tip: Make your values as visible as your designs.

TLDR

Jewelry brands on social media in 2025 need more than just pretty pictures. They need purpose, storytelling, and authenticity. The brands that thrive are those that make their followers feel something, whether it’s desire, connection, or joy.

At Media Á La Carte, we specialize in building scroll-stopping strategies for jewelry brands who want more than likes…they want loyal customers.

Want to learn more? Schedule a discovery call with us today!