Jewelry Business and Selling Handmade Jewelry: 4 Ways to Make Your Jewelry Go Viral

The key to effective online marketing is to get as many people as possible to pick it up, hopefully a few particularly well-connected people. If you regularly post great images of unique jewelry or fascinating blogs on jewelry making, it will likely happen for you eventually. But in the meantime, you can help things along by plugging your content on social media the right way.

A few things you can do to make sure "viral" happens to you in a positive (not a flu) way this winter:

1. Tag influential people. If you just won an award, got into a new gallery, or created something groundbreaking, make sure to tag people who might be interested when you post it on Twitter or Facebook. This can include magazines, blogs, the gallery you just got into, the organization that presented the award. Remember, you're promoting them as well as yourself, so they will be eager to chime in and spread the news.

2. Don't be afraid to post an oldie but goodie. I recently shared, on my Facebook page, a new story on GIA's website with tips for shooting gems. It reached about 1,500 people. Later that day, knowing I had fresh eyes looking for this topic, I shared a four-year-old post on my own blog that offered more tips from professional photographers. It was shared 31 times, reaching more than 3,000 people.

While posting a new piece will interest avid fans familiar with your existing inventory, going viral doesn't require posting something new. It just requires tying in something old with something newsworthy.

Let's say Vogue just came out with a fashion issue that points to stacking or mixed metals as the next big trend, and you happen to have a great shot of your jewelry that illustrates both. Post a link to the Vogue article with your own photo on your Facebook page and/or tweet it. Yes, you can do both in 140 characters on Twitter with a little help from or (to shrink your link) and the camera icon on your Twitter status window. Or start a new pinboard on Pinterest titled "Stacking Fever" and pin the Vogue article as well as your own best stackers.

Sometimes fresh context opens up a new audience for existing content, so don't hesitate to call attention to a perennial favorite if the timing is right.

3. Check to see if something has already gone viral. It's possible something of yours is already making the rounds and creating buzz and you don't even know it. How do you find out? Sometimes a viral share will show up when you shrink a link. will show how many times others have linked to something, for example. Apps like Tailwind can track pins that have gone viral on Pinterest.

If you see a spike in traffic to something on your site via Google Analytics, you can dig deeper (under  "Acquisition") to find the source of the traffic. Clicking on "All referrals" brings up every blog and website that has funneled traffic to my blog in the past month. It's obvious at a glance when I'm getting a spike from one particular site. Every now and then it's an influential site. If you find something like that, plug it on Twitter or Facebook and create your own viral spinoff.

4. Post good stuff people are interested in. This may seem obvious, but the one key thing you can do to guarantee your stuff will get tweeted and retweeted, shared on Facebook, pinned on Pinterest, and linked to by influential bloggers, is to post interesting content and unique images. Period.

If you have opinions about things people respect or agree with, they will share them as validation of their own opinions. If you have a unique but controversial take on something, it may spark discussion and debate – and that can be even more effective. Quite often, the most viral blog posts are a little in your face. If you're not afraid to take some flack, go for it.


CATHLEEN MCCARTHY is a freelance writer whose stories appear in Town & Country, AmericanStyle, Art & Antiques, and her own site, The Jewelry Loupe. Follow her on Facebook, Twitter and Pinterest.

NET PROFITS is a regular feature about using the Internet for jewelry selling of special interest to those with a home-based jewelry business that appears in Lapidary Journal Jewelry Artist. Learn more in the March 2015 issue in "New Lessons on Going Viral."


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