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If you want to increase your engagement rate and convert more of your audience, you will need truly eye-catching campaigns. Eyewear brands that leverage different media formats and use creative approaches saw the greatest success on social media.
Learn from some of the biggest names in eyewear and use their tips for developing your own social media strategy for eyewear.
The eyewear market size was $147.60 billion in 2020. It will continue to grow steadily over the next few years as the demand for sunglasses, corrective lenses, and contacts remain high.In the past, eyewear was bought at the optometrist’s office after receiving a checkup. However, today that is changing as more companies are shifting online. Consumers can now shop for eyewear from ecommerce stores without having to go to a physical shop.
Today, over 31% of global eyewear purchases come from ecommerce platforms, including both corrective lenses and sunglasses.Because of this shift towards online shopping, eyewear brands should expand their social media strategies in 2022 to promote and sell products.
During COVID-19, many patients who wear glasses didn’t go to their regular eye appointments. In addition, due to most businesses adopting a remote work environment, people spend long hours in front of their computers.
These factors caused many additional eye issues for consumers. If you want your marketing strategies to succeed on social media, you must acknowledge changing challenges. Then, address how your eyewear accommodates remote work and other new customer behaviors.
Many consumers still prefer shopping in person. If you have physical locations, focus your social media strategies on targeting people near those shops. There has been a 150% growth in location searches using phrases like “near me.” About 41% of those searches were for apparel-related businesses.
You can target those location-based searches by optimizing your social media profiles to include an address, use your location in posts, participate in community groups, and use location filters in your paid advertising.
One of the reasons many consumers still choose to shop for eyewear in physical stores is because they can try on the glasses. However, thanks to modern tech, ecommerce stores can offer the same experience.Many eyewear brands use AR and VR to make the shopping experience come to life.
Augmented reality (AR) allows the users to view themselves with the glasses by overlaying a virtual image over their face using their camera and a filter. Virtual reality (VR) takes the entire experience online. An example of a VR shopping experience is trying your glasses on an avatar or an image you uploaded.
Bollé has created several AR eyewear social media campaigns to promote its products. Some require you to visit a physical store, while others you can experience by scanning a QR code.
About 71% of customers expect customized experiences when interacting with brands. Therefore, purchasing unique or customized products and having a personalized interaction with a brand improves a customer’s impression of the business.
Many eyewear brands are embracing customization by offering multiple styles and colors of products. Brands like Pair Eyewear offer magnet frames customers can interchange for unique looks. They base their social media marketing around their customization options by celebrating people’s personal appearances. Their #WearPair hashtag has already amassed nearly 2,000 posts of people sharing their unique looks.
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Explore more ways to create a solid social media strategy:
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Eyewear has so much potential for creativity and unique marketing angles. If you let your social media page look like a bland online shop, consumers won’t stop long enough to learn about your fantastic products.
Goodr is an example of what your eyewear brand can achieve on social media. Their brand voice is sarcastic and fun. Even their sunglass' names reflect their witty brand, with creative titles like “Flamingos on a Booze Cruise.”
Image from Instagram
About 93% of marketers use influencer marketing to promote their brand. An influencer is a social media personality that already has a loyal following. When they promote your products, it adds authenticity to your brand.Micro-influencers are becoming the preferred influencer for marketers. A micro-influencer has between 10,000 and 50,000 followers. Because of the smaller follower count compared to macro-influencers and celebrities often have better engagement and have a niche audience.Ray-Ban includes influencer marketers as a central part of their social media strategy. Nearly every other post features an influencer sporting their glasses, including Carlos Sainz, Donna Adi, and SEVDALIZA.
People want to see themselves wearing your eyewear. If your models and influencers don’t reflect real people, consumers are less likely to relate to your brand.However, suppose a buyer is scrolling through images on their social media feed and sees someone with the same hair color, skin color, or body structure. Then, they are more likely to consider the product because they can picture it themselves.
If you are a luxury eyewear brand, you sell a lifestyle, not just a product. Therefore, when you only post eyewear images, your products will easily blend in with all the other similar pictures of glasses.David Kind demonstrates how to sell a lifestyle along with luxury eyeglasses to make your brand stand out. The images on their Instagram page aren’t all related to eyewear. They also post pictures of sports cars, architecture, modern art, and home décor. These images resonate with people who enjoy a modern, chic lifestyle.Even their profile aligns with this lifestyle. Below their brand name, they write, “Modernizing the eyewear experience.” This slogan lets their audience know from the start that they are selling an experience, not just a product.
Branding is your way of signing your product so that social media users who see your images know that it is your product. Branding includes using the same colors, styles, models, and fonts to tie all your content together.Maui Jim excels at branding. All of their social media content has a consistent tropical theme. For example, some images show a close-up of their glasses with a tropical scene reflected in the lens, while others show models enjoying beach life.
Image from Instagram
Storytelling is prominent in many marketing strategies because it makes your product exciting and triggers an emotional response. Your eyewear can also tell a story, whether it is a story about your brand or a fictional tale of power and fashion that make your product more desirable.Vasuma Eyewear incorporates storytelling as a way to tie their products together. Their profile details the history of Vasuma, a Swedish eyewear company. They explain how bullies in Sweden would call people who wore glasses an “eyewear snake.” They turned this insult into a badge of pride and launched their eyewear campaign, “The revenge of the eyewear-snake.” They continue this theme by naming individual pieces after snakes.
When posting images of your eyewear, don’t just show pictures of models sporting your products. Instead, take time to share close-up shots of your craftsmanship. This style of images highlights your product's quality.Oh My Eyes has a good mix of wide-shot images and close-up shots of their eyewear. Some of these pictures show the frames, ear pieces, nose pieces, and lenses. These close-ups mirror their quality brand and accentuate details about the glasses’ manufacturing. For example, one post explained that a single pair of the OH-06 sunglasses take up to six months to complete, then showed details of that pair’s craftsmanship.
Social media platforms can support a variety of media types. Use this to your advantage to keep your content new and exciting. For example, your Instagram and Facebook content should rotate between images, video, carousels, reels, and live video.Oakley eyewear has a broad mix of media. They use images to display products, videos to show models in action while wearing their eyewear, and carousels to give a 360 view of their products.
Eye contact is a powerful thing. You can have an entire conversation with someone by looking them in the eye. Eye contact helps you connect to strangers or trust those you are with. When people avoid eye contact, it’s often a sign of deceit.Focusing on the eyes of your models draws in your audience and makes your images and content more memorable.
As an Associate Strategy Director I am responsible for leading the development and execution of organic and paid social media and content strategies for our clients at Kubbco.
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