In this tutorial, the presenter explains how showcasing the handcrafted creation process of jewellery—using Fitzgerald Jewellers in Canterbury as a case study—can significantly boost social media engagement. The video combines close‑up footage of ring making, model wear‑tests, and a narrative about limited‑edition, locally‑sourced, handmade pieces, then stitches these clips into Instagram Reels that are easily repurposed for Twitter and Facebook. The speaker outlines a simple workflow for small businesses: capture time‑lapse or photo sequences on a phone, edit them into short videos, and pair them with copy that highlights provenance and exclusivity. The talk then shifts to a social‑media dashboard, demonstrating how to monitor key metrics (best post, likes, comments, scheduled posts, ad spend), compare performance against competitors, track hashtag usage, sentiment, and identify influencers. By reviewing these analytics, marketers can double‑down on the most effective content and channels. The video concludes with a call‑to‑action to use the platform’s help button for any questions.
Chapters
Today we're looking at how showing the craftsmanship behind your product creation can drive engagement on social media. This is Fitzgerald Jewellers and they're based in Canterbury. To promote their brand new collection, they created a video to show off the craftsmanship and the detail that has gone into creating the ring collection and the rest of their jewellery. Showing how it's made and how it looks on, I guess, really brings everything together. And that coupled with the content and the post that it's handmade in Canterbury and it's Hallmark with a limited edition commemorative mark courtesy at the London Assay office. It just, it shows you, I guess, that mix of limited edition, which gives you that feed of missing out, but then it also shows that it's still locally made, locally sourced. Everything's done independently as well, which really just makes you want to support them as an independent business, even though the product itself is stunning. So. So let's have a look at the video. So I wanted to show you that because what you'll find is that is a series of small little videos. So literally, you know, someone's just held the camera over or they've put it on a stand to show how she is creating that ring from scratch, how she, you know, the detail that she goes into. Then what they've done is done a series of other tiny little snippets of videos of different models and different people wearing the different items, and then stitched all together using reels on Instagram and then that is easily turned into something for Twitter, something for Facebook. It's content that can be used again and again. But what's amazing about it, as I say, is the video coupled with the content explaining how it's handmade, where it's made and the fact that it's limited edition. So I guess any business can do this. If you're making your own product, you can use time lapse on your phone or you can pull together a bunch of photos and stitch together using reels. It's all super simple to do. Now, if I was these guys, I would want to see what content is working. So what I would do is I would go to my dashboard on maybe here we are. And then what you would find is your stats here. So this would be your best post here on the left, and then on the right I put boodles. But you could put any competitor at all, you could just click to change it. And in here you can see this is the number of posts you've got scheduled in for the whole week. These are the comments or anyone that's been responding back to your post, you can go in and you can comment anyone that's mentioned you so that you can engage with them. And then anyone who you've spoken to effectively in the last seven days, any of them that have created content, you can go in there and start engaging with them, which is brilliant. And of course you can create your put your ad spend in there as well. But what this does is it means at a glance, I can start to see every week what my best post is. And if you notice that it's always Instagram and it's always a particular thing, then great, you do more of it and you spend more time on that channel. That's fantastic. And you can start to compare it with a competitor or anyone that you want to take inspiration from. So you can see how many likes yours got versus them. You can see again how many comments they got. And then again, you can start to view their social media stats versus your own, what's working for them in terms of organic engagement. You start to see which hashtags they're using versus which ones you're using, see the sentiment. And then you can start to see how who's got influence in your conversation. So who's talking about them on a regular basis. Now, if you've got any questions whatsoever, click on the little blue button. We love to help it.
