# How I turn one shoot day into a month of Facebook content with AI By Mitch Walker · October 31, 2026 · 5 min read · Topics: content, AI, Facebook, jewelry stores, workflow > Mitch Walker's actual workflow for independent jewelry stores, from a 3 to 4 hour shoot day to a month of Reels, carousels and posts scheduled in Metricool, with a report on the 1st. Most independent jewelry stores I work with have the same problem. The owner knows they should be posting, the cases are full of great pieces, and nobody has time to film any of it. So for my clients at My Jewelry Marketing, I built a system that turns one visit to the store into a month of Facebook content. AI does a lot of the heavy lifting in the middle. The shoot and the selling are still done by a person. Here's how it works, step by step. ## 1. Plan the shoot from what's already been shot Before I go to a store, I build the shot list from that store's shoot history: every piece we've already filmed and every question we've already asked the owner on camera. Claude keeps that history for each client and drafts the next list from it. That way we never film the same ring twice by accident or ask the owner the same interview question two months in a row. ## 2. The shoot day A shoot takes 3 to 4 hours in the store, and I only need about an hour of the owner's time. I usually film 8 to 12 pieces up close. My gear is a Sony a6700 mounted overhead with a Sigma 105mm macro for jewelry detail, and two Sony ZV-E10 II cameras on a Tamron 17-70mm and a Sigma 18-50mm for interviews and store shots. Pieces turn on a motorized turntable with a black reflective top. Audio comes from a DJI Mic Mini, light from Godox ML40 LEDs, and DJI drones handle aerial and indoor b-roll. On a typical day I capture: - Turntable turns of each piece under the macro lens - Hands-on b-roll of the pieces being tried on and handled - A short interview with the owner or a staff member at the counter - The store itself: the cases, the sign, the street After the shoot I log what was actually filmed and asked, so the next shot list starts from the truth. ## 3. Intake: let AI do the sorting A shoot day produces a card full of clips and RAW stills. Sorting that by hand used to take longer than the shoot. Now an AI-assisted intake step does it: - Files the shoot into the client's folder - Labels every product clip, still and interview line by what's visible and what's said - Cuts the clean turntable turns and macro shots - Pulls whole-sentence interview lines, so a quote never gets chopped mid-thought - Builds tracked 9:16 vertical versions for Reels - Edits the RAW stills (light, color, dust and lint cleanup, crops) and checks its own work Then I review a preview before anything gets used. The AI handles the sorting and first cuts. I make the calls on what's good. ## 4. Build the month From that one shoot, I make a month of posts in the store's own look and voice. Each client gets a brand kit and a voice file in their first month, so every post sounds like the store. The mix usually includes: - **Reels.** I build these in DaVinci Resolve: product spotlights, staff and owner Q&As, custom-piece process videos, vendor features, holiday and sale videos, and store spotlights. - **Educational carousels.** Posts that answer what customers ask at the counter, like diamond shapes, settings and lab-grown versus mined. Each carousel also gets turned into its own Reel. - **Photo posts.** The edited stills of pieces, staff and the store. - **Review posts.** For The Diamond Shop, a weekly series called "Word on Main Street" turns real Google and Facebook reviews into posts. Claude helps draft captions in each store's voice, and I edit them. I lean on photo albums more than most people expect. My own research on small pages found multi-photo albums getting 8.5 times the median views of Reels on pages with 1,000 to 5,000 followers, based on Socialinsider's data. So each store's mix follows its own reports. Advice built on big national brands doesn't fit a single-location jeweler. ## 5. Schedule it Everything gets scheduled in Metricool, spread through the month. Owners don't approve each post one by one, because that's exactly the part that eats their time. If they see something they don't like, I take it down and replace it. ## 6. Report on the 1st On the first of each month, every store gets a one-page report built from its Meta Business Suite export: views, engagement, followers, the top post and what we'll try next. The reporting is automated, so it's consistent month to month and compares against the store's own history. ## What happened September 2026 was my first month with my first three stores: - **Ell's Jewelry, Shawnee, Oklahoma:** 48,543 Facebook views, up from 7,779 the September before. Comments went from 2 to 80, and the page gained 73 followers. - **The Diamond Shop, Ada, Oklahoma:** 15,497 views, up from 1,062 a year earlier, with 52 comments. - **O'Neal's Jewelers, Pauls Valley, Oklahoma:** 8,340 unpaid views in one month, after about 3,620 unpaid views in the three years before. Stores have also sold pieces straight from posts we made. That's the number owners care about most, and it's the reason the system exists. You can read the full stories on the [My Jewelry Marketing page](/jewelry-marketing), see everything I'm working on at [What I do](/what-i-do), or [get in touch](/contact) if you want to talk about it. ## FAQ **How much content can you get from one shoot day at a jewelry store?** In my workflow, one 3 to 4 hour shoot produces a month of Facebook content: Reels, educational carousels, photo posts and review posts, scheduled through the month. **What does AI do in Mitch Walker's content process?** It plans shot lists from each store's shoot history, sorts and labels the footage, cuts clips, builds vertical Reels, edits stills, drafts captions in the store's voice and automates the monthly report. Mitch reviews and approves the work. **What tools does Mitch Walker use for jewelry content?** Sony a6700 and ZV-E10 II cameras with a Sigma 105mm macro, DaVinci Resolve for Reels, Claude for AI-assisted planning, sorting and captions, Metricool for scheduling and Meta Business Suite for reporting. **Do Reels or photo albums work better for small jewelry store pages?** On pages with 1,000 to 5,000 followers, Socialinsider's data shows multi-photo albums getting 8.5 times the median views of Reels. Mitch builds each store's mix from what its own reports show.