Instagram Christmas Content: 8 ideas for jewellers to post over the festive period
The festive period is likely to be your busiest time of year. Ensuring you are making the most out of all the extra eyeballs on your brand at this time of year is essential. Creating Christmas gift themed content is a great opportunity to convince your audience to come back to you for tried and tested gifts or inspire them to finally buy from you for the first time.
If you’re stuck on what kind of content to create, this list is for you!
1. Gift Guides
Just like for your website, featuring gift guides can be an incredibly helpful tool for your customers when they are searching for the perfect gift. Create a series of engaging posts that focus on a variety of your jewellery pieces which are particularly suitable for a range of different recipients. Think grouping by price point; “gifts under £100/200/500” the list goes on. And don’t forget to include a “blow the budget” type selection of your highest price point pieces, now is likely the time your audience will be willing to spend the most. But this could also include themed guides like "gifts for him". Each guide can provide thoughtful suggestions to inspire your audience and help them choose the perfect gift. Don’t forget as we get toward your shipping deadlines to promote easy pieces you have in stock and ready to go in a “ready to ship” gift guide.
McCaul Goldsmiths jewellery shot by Rebecca Maddock
2. Styled Festive Images
Think cosy, open fires and snowflakes, or champagne, sequins and a party atmosphere, depending on your target audience. These images will capture your brands take on Christmas spirit, making them perfect for sharing on your social media to reflect the mood of your viewers. But consider your branding when creative festive imagery. Always ensure your images are high quality whether you do them yourself or outsource them to someone like me. Don’t shoot alongside charming seasonal elements such as pine cones, festive ribbons, or glowing candles if this jars with your brand aesthetic, just because everyone else is.
3. Your Top Picks
Share an insightful "my top picks” series featuring your favourite designs or best sellers. Explain what makes each piece particularly special and perfect for gifting. This guides your audience toward making informed and heartfelt purchasing decisions.
4. Storytelling Posts
Especially with jewellery, most people want to gift thoughtfully, rather than just gifting things. Share the inspiration behind your collections or individual pieces through storytelling. This approach helps create an emotional connection with your audience, making your jewellery feel even more meaningful during the festive season.
5. Festive Promotions
Think outside the box a little with how you can create extra excitement and urgency around buying from you. Highlight limited-edition pieces which won’t be available after Christmas or promote pieces which you plan to retire in the new year, “last chance to buy” creates interest and urgency. Offer special packaging or a wrapping service for the Christmas season (at an extra cost of course), this makes your pieces all the more giftable. With every decision you make, think about whether it is motivating customers to make their purchases during this festive period?
6. Countdown to Christmas
Plan a festive countdown series that leads up to Christmas Day, highlighting a different jewellery piece each day, almost like an advent calendar. Pair each with a special offer or discount, creating anticipation and excitement among your audience as the holiday approaches. This also makes for great email content to keep your mailing list engaged.
7. Highlight your gift cards
Depending on your price point, gift cards or vouchers can be a great gift option for those last minute buyers. Ensure you are promoting these right up until the 24th, after your shipping deadlines have passed. If you don’t have gift cards available on your site, now is the time to start offering them and displaying them prominently.
8. Customer Testimonials
Feature joyful customers proudly wearing their jewellery gifts. Or if you don’t have images, words to that effect. Encourage them to tag your brand on social media platforms, allowing them to share their personal stories about what the piece means to them. This not only builds a sense of community but also serves as authentic social proof for potential customers. It’s value also goes far passed the festive season.
You don’t have to use all of these points, some won’t suit your brand but the more you are seen on social media the better, no time more so than now. If you missed it I previously compiled a list of festive period preparations for jewellery brands, there is still time go back and use those insights too.
If you feel like it’s time to get support in your business or you have questions about this blog post, you can always book a FREE discovery call or get in touch. Plus you can follow me on Instagram for more regular jewellery industry & e-commerce insights & actionable advice.
