Jewellery has a specific visual problem: in a photo everything looks the same size and everything shines the same. Video solves exactly those two doubts, which is why it converts so well.
What actually converts
Scale on the body
A ring on a hand, a pendant on the chest, an earring beside the ear. The number one doubt and the main cause of returns.
Shine in movement
A still piece says nothing. Turning under natural light, it says everything.
The size comparison
The same model in two sizes, side by side. It converts enormously and almost nobody does it.
Everyday use
How it looks with ordinary clothes, not only in a styled shoot.
Durability
Whether it tarnishes, whether it survives the shower, whether it scratches.
How to film it properly
Natural side light, always. Frontal light flattens the shine and makes a good piece look cheap.
Neutral background, skin clear of other jewellery, and very tight shots. In jewellery, the detail is the product.
Ask the creator to move the hand or head slowly. The sparkle shows in movement.
Which creators to hire
Variety of skin tones and hand sizes. A gold piece looks completely different depending on the skin, and the customer needs to see themselves.
And look for people the age of your audience.
The brief that produces good material
Include: the exact dimensions, the material and its care, what must be shown, three hooks, the disclosure wording and what cannot be claimed about materials.
That last point is important in France: precious metals are subject to hallmarking and naming rules, and saying "gold" for plated exposes the brand. Give the creator the exact wording to use.
The French calendar
The peaks are Christmas, Valentines Day, mothers day in May, and summer weddings. Creative is ordered four to six weeks ahead.
Where to go next
In jewellery, video answers the two doubts a photo cannot. Our complete UGC guide for brands explains the rest of the process.
