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Post Types

There are many types of posts: short-form video, text-only, image + text, and long-form video, just to name a few. There are pros and cons to each, and some platforms are built to accommodate certain types of posts more than others. Here is a quick breakdown:

Short-Form Videos

Short videos (generally < 1 minute) include Instagram Reels and TikTok. These super-short videos are engaging, entertaining, and usually comprised of several short videos stitched together with text, special effects, and music. They are easy to swipe through if the first few seconds don’t catch a viewer’s attention, but because they are super short it’s easy to get more views and engagement than longer videos. Short-form videos do best when they’re focused on one super-specific topic.


  • Sale reminder

  • How to style your earrings day-to-night

  • Choreographed dance with all your employees (wearing your products!)

Long-Form Videos

Longer videos are primarily hosted on Youtube and can help you go in-depth on topics. They take much more effort and equipment to make, but you can pack a lot more information into them. Long-form videos require a viewer to make a time commitment to your content, but the viewers who do engage with your content are usually more invested in what you have to say and therefore more likely to engage with your website, store, and products.


  • Reviews of a new product line

  • In-depth overview of the custom jewelry process

  • Interview with your bench jeweler

Short-Form Text

Short-form text is mostly just Twitterand Facebookposts without photos or graphics. They’re only a few sentences and get straight to the point. Short text is easy to produce and consume, but it’s not generally the type of thing that attracts new followers or has much interaction.


  • Sale reminder

  • Holiday hours reminder

Long-Form Text

Longer text is usually for emails and blogs, so it’s less used on true social media platforms. Like long-form videos, your text can cover a wide range of things. It can go very in-depth on a particular topic, or it might cover a wide variety of related topics. It does require your audience to commit to interacting with you for longer, but those longer interaction times can create a sense of loyalty and better understanding of you as a brand.


  • Educational blog posts

  • Monthly newsletters

  • Articles about your store in a local magazine

Image + Caption

A lot of social media falls into this category: an image or series of images is accompanied by a short or long caption. Instagramand Pinterestare examples of image-first content, where the photo or graphic is what entices users to read the caption or interact with the post. An image doesn’t have to be a photograph; many creators are now using colorful graphics and text to convey their message (we really like user-friendly Canva to create these!).

Captions are important though: without the caption, users might not know what you’re trying to emphasize in the photo, and it makes searching for your posts harder. Even if you only write one sentence to accompany the image, providing context is valuable for your audience.


  • Photo series of new products accompanied by a brief description of the product line

  • Photo of a sales associate on their birthday and a caption telling everyone to wish them a happy 30th!

  • Photo series of a model wearing products in different contexts and a description of how you chose to style the model

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