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Using TikTok as a Tool for Business

TikTok Jewelry Trends

From algorithm to strategy, let's dive into TikTok basics and how to use them for your jewelry business.

As a jeweler, it is important to showcase your work so you can attract new customers. One of the best ways to do so is through social media, which heavily influences the lives of consumers with changing trends each day. Connecting with potential customers on multiple platforms will give you a chance to build stronger relationships and enhance your brand image — all while boosting your business.

Let’s dive into TikTok, a social media platform rapidly rising in popularity, and see how you can make it work for growing your jewelry business.

tiktok strategy

What is TikTok?

TikTok is a video-sharing network that allows users to create and share entertaining, informational, and promotional videos about any topic.  

The popular entertainment platform reached 1 billion monthly active users in January 2022. According to Influencer Marketing Hub, 57% of users are female and 43% of users are male. 43% of TikTok’s global audience is between 18 and 24 years old and users spend an average of 52 minutes per day engaging on the app.  

The best part for you? The jewelry industry already has its own space on TikTok! The hashtag, #jewelry, has a total of 14.8 billion views. You can start building your brand presence on TikTok, and I will show you exactly how to do it! 

How to Overcome the Changing TikTok Algorithm

An algorithm is a set of rules or instructions set to sort and display data. In social media, an algorithm is a way of sorting posts based on their relevance to the user’s interests. 

TikTok’s algorithm is continuously changing. Currently, TikTok has a “Home” feed that curates For You Pages that are unique to each individual user. Each user’s feed is designed based on their interactions, the video’s information, and the user’s device settings. Let’s look at the three major components TikTok considers when curating the “Home” feed for user discovery.

1. User Interactions

TikTok tracks user interactions to identify user likes and dislikes. When a user likes, saves, or shares, a video, TikTok searches for similar content to update the user’s new timeline. The idea is to put relevant content in front of users to entice them to engage with other similar profiles on the app. 

2. Video Information

Another way TikTok curates user timelines is by recognizing features of videos that users engage with. The algorithm takes into consideration the video’s caption, hashtags, sounds, and topic to create a list of similar videos for the users to view. There is also a “not relevant” button users can click to tell the algorithm their dislikes. 

3. Device Settings

When a user sets up their TikTok account, they are asked to choose their preferred language and enter their location. The algorithm tracks these features to ensure users are seeing relevant content.

TikTok’s newest feature replaces the “Discover” tab with the “Friends” tab which curates a unique feed for each user solely based on who they follow and who follows the user. TikTok’s goal is to foster relationships with users of similar interests in order to increase engagement between accounts. This feed will also prompt users to connect with other users in order to expand their networks and keep users connected with each other within the platform.

Now that you understand how the algorithm works you can effectively create your TikTok strategy. Understanding the algorithm helps you curate your video content while considering how TikTok will filter relevant content for your target audience. Next, I will help you develop a strategy to guide you in creating high-quality content for your audience.


Creating a TikTok Strategy

Creating a TikTok strategy is key to effectively reaching your audience and growing your brand’s presence on TikTok. Here are the major components you will want to focus on when creating your TikTok strategy. 

1. Know Your Target Audience

Conduct research to identify your target audience and their interests. Although taking into consideration age, gender, and location are important for identifying your target audience, it is important to consider your target audience’s interest when planning for TikTok. One way to do this is through hashtags! Using the search feature, type in industry keywords to see what topics are being viewed most by your target audience.

2. Showcase Your Brand Personality in Your Content

Don’t forget to keep your brand’s social media presence consistent among platforms. This includes, but is not limited to, brand colors, logo (where appropriate), and brand voice.

3. Create a Hashtag Strategy

Maintain a list of high-performing hashtags related to the industry as well as your brand and location. Utilize these to increase your video reach. Read our How to Use Hashtags on Social Media to Market Your Product blog to learn more about effectively using hashtags.

Jewelry Industry Examples:

#jewelersoftiktok (6.5M views)
#jewelry (14.8B views)
#jewelrymaking (631.6M views)
#jewelryshop (108.0M views)
#jewelrydesign (25.0M views)
#customjewelry (193.8M views)
#gemstonejewelry (26.1M views)
#trendyjewelry (56.0M views)

Brand and Location:


4. Identify Trending Sounds and Industry Topics

Utilize the search tool to locate industry trends. When you type in “Jewelry” in the search, trending videos, users, sounds, and hashtags will populate. Click on trending hashtags to further view the types of videos and topics your target audience is engaging with.

5. Partner With Influencers

A great way to expand your reach is to partner with micro-influencers in your industry. Check out our blog Everything You Need to Know About Partnering With Influencers to learn more. 

6. Stay Up to Date With Trends in the Jewelry Industry

Create engaging content with new, trending styles industry. Fashion magazines, social media platforms, and the Stuller Blog are great ways to keep up with trending topics. Visit our What’s Trending page on the Stuller Blog to learn more about current trends in the jewelry industry.

7. Engage With Your Audience

Don’t forget to engage with your audience by responding to comments and encouraging your audience to follow you. Creating an engaging series of videos that start a conversation can be a great way to capture the attention of your audience and encourage them to interact with you in the future.

Most of all, don’t forget to have fun! TikTok is a platform that gives you creative freedom which can attract users to engage with your brand on social.  

Content Ideas You Can Use

Now that you are familiar with TikTok and how to build a strategy for your business, it’s time to start creating! Creating original content can be a challenge, but remember to think outside the box, keep an eye on new trends, and keep your customers in mind.

Here are a few ideas to help you get started:

  • Showcase behind-the-scenes content with an unboxing video, jewelry design video, or jewelry cleaning video
  • Share tips and tricks for styling various pieces
  • Showcase customer favorites
  • Promote your new collections

Kori-Kate LeBlanc

Social Media Specialist

Kori-Kate holds a degree in Strategic Communication from the University of Louisiana at Lafayette. She brings her various social media management experiences and love for research to her current role, where she’s dedicated to educating and inspiring jewelers to take on the world of social media.