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Social Media In The Jewelry Industry Statistics

Jewelry sales are soaring online, and social media drives buying with UGC and influencer influence.

Social media is reshaping how people buy and discover jewelry, from influencing interest to making purchase actions easier. Explore how US consumers engage—71% use social media and 54% say they use it daily—while trust in influencer recommendations reaches 49% and brand-following stands at 51%. Then connect the channel mechanics (like Instagram shopping taps and TikTok/Instagram ad performance) to what jewelry brands can measure and improve.

Jannik LindnerWritten byJannik LindnerCo-Founder, Rawshot.ai
UpdatedApril 19, 2026Read9 minSources105 verified
Social Media In The Jewelry Industry Statistics

Executive Summary

Key Takeaways

Research reviewed

Jewelry sales are soaring online, and social media drives buying with UGC and influencer influence.

  • 2024 jewelry market size: $316.5B (global)

  • 2024 global spending on jewelry via eCommerce: $64.5B

  • 2023 share of US consumers who use social media to influence purchases: 40%

  • 2023% of consumers who follow brands: 51%

  • 2023% of consumers who trust influencer recommendations: 49%

  • 2023% of consumers more likely to purchase after seeing UGC: 79%

  • 2023 Instagram Reels ads objective: Reach: 82% of respondents choose “awareness/reach” for Instagram ads

  • 2024 TikTok ad click-through rate (CTR) average by industry: 1.1%

  • 2024 average TikTok ad engagement rate (like+comment+share): 6.2%

  • 2023 Instagram shopping: 130 million users tap on shopping-related posts per month

  • 2024 Meta: People who click on ads can be taken to checkout within app via Ads

  • 2023 TikTok: In-feed shopping ads in the US are available via Shopify/TikTok integration

  • 2023 U.S. adults who use social media: 71%

  • 2023 U.S. adults who say social media is used daily: 54%

  • 2023 U.S. adults who report using YouTube: 81%

Section 01

Consumer Behavior In Jewelry Via Social Media

  1. 2024 jewelry market size: $316.5B (global) [1]

  2. 2024 global spending on jewelry via eCommerce: $64.5B [1]

  3. 2023 share of US consumers who use social media to influence purchases: 40% [2]

  4. 2023 Pinterest users who use it to purchase: 45% [3]

  5. 2023 share of Instagram users who say they discover brands via Instagram: 44% [4]

  6. 2023 share of TikTok users who use the platform to find product recommendations: 35% [5]

  7. 2023 YouTube: 60% of viewers visit or research online after watching a brand video [6]

  8. 2022 Gen Z who use social platforms to make shopping decisions: 73% [7]

  9. 2023 social media users who use it to look up reviews: 31% [8]

  10. 2023 percentage of consumers who bought a product after seeing it on social media: 27% [9]

  11. 2023 percentage of consumers who follow brands on social media: 51% [10]

  12. 2022 percentage of shoppers who use social media for brand research: 48% [11]

  13. 2021 percentage of consumers who say Instagram is the best platform to discover products: 32% [12]

  14. 2023 TikTok: 61% of users agree that they discover new products on TikTok [13]

  15. 2023 Snapchat: 73% of users say they use Snapchat to learn about products [14]

  16. 2023 shoppers who use social media to find gift ideas: 61% [15]

  17. 2024 percentage of consumers who say they are influenced by social media ads: 49% [16]

  18. 2024 percent of shoppers who say they use social media for inspiration when buying fashion/jewelry: 67% [17]

  19. 2023 percent of jewelry buyers who use social media to research: 29% [18]

  20. 2023 percent of people who follow jewelry brands on Instagram: 14% [19]

  21. 2022 percent of Pinterest users searching for jewelry: 21% [20]

  22. 2023 percent of social media users who save posts for later purchase: 44% [21]

  23. 2023 percent of social media users who say they trust UGC over brand ads: 51% [22]

  24. 2024 percent of consumers who have used AR/filters to try jewelry virtually: 18% [23]

  25. 2023 percent of consumers who say virtual try-on on social platforms increases likelihood to purchase: 25% [24]

  26. 2023 percent of consumers who say product videos help them decide what to buy: 73% [25]

Section 02

Influencers, Ugc, Trust & Brand Signals

  1. 2023% of consumers who follow brands: 51% [10]

  2. 2023% of consumers who trust influencer recommendations: 49% [26]

  3. 2023% of consumers more likely to purchase after seeing UGC: 79% [27]

  4. 2023 Stackla: 79% of people say user-generated content highly impacts decisions [22]

  5. 2023 Stackla: 60% say UGC is the best content type for marketing [22]

  6. 2023 Nielsen: 92% trust recommendations from people they know [28]

  7. 2023 Edelman: 61% of consumers trust brands less than before (contextual) [29]

  8. 2024 FTC: Endorsement Guides require disclosure for material connections [30]

  9. 2023 Instagram: Influencer fraud rate (fake followers) average 21.5% (industry estimate) [31]

  10. 2023 percent of marketers using influencer marketing: 86% [32]

  11. 2023 influencer marketing spend forecast: $24.1B in 2023 [33]

  12. 2024 influencer marketing spend forecast: $24.7B in 2024 [33]

  13. 2023 ROI benchmark: $5.78 for every $1 spent on influencer marketing [34]

  14. 2023 influencer marketing effectiveness: 39% of marketers say it delivers ROI [35]

  15. 2022 percent of consumers who purchase based on influencer content: 47% [36]

  16. 2023 percent of consumers who believe influencer content is honest: 73% [37]

  17. 2023 UGC engagement rate vs brand content: up to 28% higher [38]

  18. 2023 consumers who say they’re willing to pay more for brands they follow: 35% [39]

  19. 2023 percentage of shoppers who use social media to identify products to buy: 41% [40]

  20. 2024 percent of consumers who say UGC is more trustworthy than brand content: 50% [41]

  21. 2023 percent of Gen Z influenced by creators on TikTok: 40% [42]

  22. 2023 percent of consumers who trust reviews from influencers: 61% [43]

  23. 2023 percentage of consumers who say they follow at least one influencer: 38% [44]

  24. 2024 percent of consumers who want more UGC: 61% [45]

  25. 2023 percent of consumers who have watched an influencer/UGC product video: 64% [25]

  26. 2023 percent of consumers who share brand content on social: 26% [46]

  27. 2023 average UGC content posting frequency: 1.8 times per month per consumer [47]

  28. 2023 percent of marketers who use influencer marketing for brand awareness: 67% [48]

  29. 2023 average engagement rate for influencer posts on Instagram: 1.7% [49]

  30. 2023 percent of marketers who have an influencer strategy: 57% [50]

Section 03

Jewelry Industry Social Marketing Performance

  1. 2023 Instagram Reels ads objective: Reach: 82% of respondents choose “awareness/reach” for Instagram ads [51]

  2. 2024 TikTok ad click-through rate (CTR) average by industry: 1.1% [52]

  3. 2024 average TikTok ad engagement rate (like+comment+share): 6.2% [52]

  4. 2024 average Instagram ad CTR: 0.90% [53]

  5. 2024 average Instagram ad engagement rate: 0.77% [53]

  6. 2024 average Facebook ad CTR: 0.90% [54]

  7. 2024 average Facebook ad engagement rate: 0.24% [54]

  8. 2024 average Pinterest ad CTR: 0.90% [55]

  9. 2024 average Pinterest ad engagement rate: 0.26% [55]

  10. 2024 social ads in eCommerce: 44% of consumers discover products on social media [56]

  11. 2023 consumers who have bought something online after seeing it on TikTok: 21% [57]

  12. 2023 consumers who say TikTok helps them decide what to buy: 44% [57]

  13. 2023 share of consumers who have searched for products after seeing them on Instagram: 46% [58]

  14. 2023 consumers who say YouTube influences what they buy: 59% [59]

  15. 2022 percentage of fashion/jewelry brands using Instagram in their marketing: 86% [60]

  16. 2023 jewelry brands on Pinterest: 40% of top retail brands are on Pinterest [61]

  17. 2023 influencer marketing ROI: $5.20 earned for every $1 spent [62]

  18. 2024 percentage of shoppers who say influencer recommendations help them find products: 49% [26]

  19. 2024 percentage of consumers who report UGC makes them feel confident in purchases: 79% [27]

  20. 2024 share of marketers who say UGC performs better than branded content: 50% [63]

  21. 2023 email vs social: 3.3% of revenue attributed to social media marketing [64]

  22. 2023 average ROAS for Meta ads in retail: 2.0x [65]

  23. 2023 average ROAS for TikTok ads in retail: 2.5x [66]

  24. 2024 percent of marketers measuring social media ROI: 61% [21]

  25. 2023 percent of brands tracking conversions from social ads: 42% [67]

Section 04

Social Commerce, Shopping Features & Tools

  1. 2023 Instagram shopping: 130 million users tap on shopping-related posts per month [68]

  2. 2024 Meta: People who click on ads can be taken to checkout within app via Ads [69]

  3. 2023 TikTok: In-feed shopping ads in the US are available via Shopify/TikTok integration [70]

  4. 2024 Pinterest: 2023 Pinterest introduced “Shops” (global) [20]

  5. 2023 Pinterest “Idea Pins” reach: 300M+ monthly [71]

  6. 2023 Google: 1.5B+ users interact with shopping ads annually [72]

  7. 2024 Snapchat: “Shop” lenses launched globally (number of lenses/users) [73]

  8. 2022 Instagram: 2 billion accounts follow at least one business [74]

  9. 2024 Instagram Shopping: 130+ million accounts tap on shopping-related posts monthly [75]

  10. 2023 TikTok: 66% of users say they are inspired to shop after seeing products on TikTok [76]

  11. 2024 Pinterest: 85% of weekly Pinners use Pinterest for inspiration [77]

  12. 2024 Pinterest: 97% of searches on Pinterest are unbranded [78]

  13. 2023 Pinterest: Pinners are 2.6x more likely than average to plan a purchase [78]

  14. 2023 Twitter/X: 90% of users say promoted trends help discover new brands (survey) [79]

  15. 2023 YouTube Shopping: YouTube shoppers have increased intent (survey) [35]

  16. 2023 Meta Advantage+ Shopping Campaigns: conversion improvement median +24% [80]

  17. 2024 Meta: People who use Instagram and shop: 44% discover products on Instagram [81]

  18. 2024 Meta: Reels ads can be shown to people likely to take action [82]

  19. 2023 Shopify: merchants using Shop app? (number of merchants) [83]

  20. 2022 TikTok: TikTok Shop launches with 200k+ brands [84]

  21. 2024 Amazon: Amazon Inspire social discovery: (statistic) [85]

  22. 2023 Instagram: Checkout in-app available in 94 markets [86]

  23. 2023 Facebook/Meta: WhatsApp Business for Commerce: 200 million+ people message businesses [87]

  24. 2024 Pinterest: Rich pins for products with price/availability data [88]

  25. 2023 Meta: WhatsApp Business has 50 million+ businesses [89]

  26. 2023 TikTok: Live Shopping reported conversion lift up to 30% (study) [90]

  27. 2024 Instagram: Shoppable tags limited to eligible businesses; (stat) [91]

  28. 2023 Pinterest: Product Pins include price/availability [92]

  29. 2024 YouTube: 70% of viewers are more likely to consider buying after watching [35]

Section 05

Social Media Usage & Engagement

  1. 2023 U.S. adults who use social media: 71% [93]

  2. 2023 U.S. adults who say social media is used daily: 54% [93]

  3. 2023 U.S. adults who report using YouTube: 81% [93]

  4. 2023 U.S. adults who report using Facebook: 65% [93]

  5. 2023 U.S. adults who report using Instagram: 41% [93]

  6. 2023 U.S. adults who report using TikTok: 27% [93]

  7. 2023 U.S. adults who report using WhatsApp: 35% [93]

  8. 2023 U.S. adults who report using Snapchat: 35% [93]

  9. 2023 U.S. adults who report using X (Twitter): 24% [93]

  10. 2023 U.S. adults who report using Pinterest: 30% [93]

  11. 2023 U.S. adults who report using LinkedIn: 31% [93]

  12. 2023 U.S. adults who report using Reddit: 11% [93]

  13. 2024 global social network penetration among internet users: 60.3% (social media users as % of internet users) [94]

  14. 2024 global number of social media users: 5.04 billion [94]

  15. 2024 global social media user growth: +3.0% year-on-year [94]

  16. 2024 average daily time spent on social media globally: 2 hours 23 minutes [94]

  17. 2024 global average time spent on social media by internet users: 2h 23m [94]

  18. 2023 global Instagram ad reach (age 13+): 1.638 billion [95]

  19. 2023 global TikTok ad reach (age 18+): 1.0 billion [96]

  20. 2023 global Facebook ad reach (age 13+): 3.05 billion [97]

  21. 2024 LinkedIn ad reach (members, 18+): 1.064 billion [98]

  22. 2024 Pinterest monthly active users: 463 million [99]

  23. 2024 Snapchat monthly active users: 463 million [100]

  24. 2023 WhatsApp monthly active users: 2 billion [101]

  25. 2024 X (Twitter) monthly active users: 556.8 million [102]

  26. 2024 Reddit monthly active users: 91.9 million [103]

  27. 2024 Instagram is used for product discovery by 72% of people who follow shopping accounts [104]

  28. 2024 consumers who say Instagram makes them more interested in buying a product: 36% [104]

  29. 2024 consumers who say Pinterest is helpful for shopping: 39% [105]

  30. 2024 consumers who say Pinterest helps them find inspiration: 96% [105]

References

Footnotes

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