TikTok has become one of the most popular social media platforms in recent years, and it is easy to see why! This platform covers every aspect of our daily lives, from entertainment to health, sports to cooking, and its impact on the jewelry industry is growing. TikTok is a platform for sharing short videos and has reached a wide audience, offering a unique promotion and marketing opportunity for jewelry brands. World-renowned luxury jewelry brands have successfully carried over their popularity on Instagram to TikTok. For example, the legendary Cartier has 14.7 million followers on Instagram and offers short videos to its 816,000 followers on TikTok. One step behind Cartier in terms of the number of followers, Bulgari’s profile has 384 thousand followers and receives approximately 6.7 million likes. Compared to its Instagram profile, the percentage of likes is quite high compared to the number of followers.

The content shared on TikTok can quickly become viral, which is great news for brands and products looking to reach users! If a video shared on Instagram receives one-third as many likes as the number of followers on the profile, on TikTok; thanks to the correct use of ‘#’ and attention-grabbing content, short videos spread quickly, fall into discovery, and go viral by increasing the number of clicks. For this reason, TikTok is considered the fastest and most extensive platform for reaching users when it comes to brand and product promotion. Atasay Jewellery, Kismet By Milka, Piano Very Jewellery are some of the jewelry brands promoting through TikTok in Turkey and they are making effective use of this power of TikTok.

Access to a Young and Active Audience:
TikTok has a generally young and active user base. This translates into the availability of a young and trend-following target audience for jewelry brands. Jewelry brands are creating a variety of content on TikTok to attract the interest of this audience and promote their products.

Opportunities for Creative Content:
TikTok is a platform for sharing creative and entertaining content. Jewelry brands can come up with creative ideas to promote their products and spark interest with compelling videos. For example, short style guides on how to wear jewelry or videos showing the process of making jewelry top the list of favorites.

Viral Potential:
The rapid virality of content is the primary goal of every user. When a jewelry video becomes popular, it helps the brand to reach a wider audience instantly. When many people share and tag, this increases the visibility of the jewelry brand and reinforces brand awareness.

Influencer collaborations:
TikTok, a platform allowing popular infl uencers to reach a large audience, is also a major promotional tool for brands. Jewelry brands promote their products and gain direct access to their target audience by collaborating with infl uencers. Influencers’ followers usually value their recommendations, which in turn opens up new channels for jewelry brands to sell their products.

User Content and Social Proof:
TikTok allows users to share their own experiences and content related to their products. Jewelry brands can build social proof and make a credible impression on potential customers by sharing user content.

Interaction and Engagement:
TikTok is a platform where viewers can interact with content by commenting, liking and sharing it, and it opens up to a wider audience by connecting with other social media applications. Considering this advantage, jewelry brands can increase brand loyalty and shortcut to customers by engaging with the audience.

TikTok has now become an important marketing and promotion platform for the jewelry industry. For brands, the only thing they need to do is to maximize the potential of this popular app by following the trends on the platform and creating creative content.