The power of social media: Attracting younger generations to your practice

Diana Canto-Sims, OD (left) helps a patient try on frames at her practice Buena Vista Optical Boutique. Image courtesy of David Hidalgo.

In today’s digital age, social media has become an indispensable tool for businesses to connect with their audience, showcase their services, and drive engagement. Leveraging social media platforms like Instagram, TikTok, and Facebook is key for optometric practices looking to attract new, younger patients while also engaging current ones.

First, it is important to identify how different generations find and view information on the internet. According to a recent Forbes Advisor survey, younger generations—specifically millennials and Generation Z—tend to rely more on social media platforms than traditional Google searches when looking for companies to buy from or do business with. As many as 1 in 5 people surveyed do not feel the need to use a search engine and prefer to access websites through social media instead. Additionally, approximately 40% of both Gen Z and millennials primarily rely on mobile devices for internet access.¹ This shift in behavior can be attributed to several factors, including more trust in peer and influencer recommendations than traditional advertisements, more interactive engagement with brands, a heavy emphasis on visual content, brand authenticity and transparency in the form of values and personality, and the convenience of using social media apps on mobile devices.¹

Surfing the web remains a valuable tool for information gathering, as 94% of baby boomers report using search engines to find brand names; however, the rise of social media as a primary avenue for discovering and engaging with businesses cannot be ignored, particularly when targeting younger patients in optometry. Let’s explore some creative ideas for effectively using social media to promote your private practice and encourage younger patients to reach out to you when they decide they are ready for eye care and eyewear.

1. Visual storytelling through Instagram

Visual platforms like Instagram are ideal for showcasing the artistry of eyewear styling. Content that promotes visual storytelling includes transformations of patients before and after styling sessions and sharing images of different eyeglass frames paired with various outfits for different occasions, such as work, leisure, or special events. Use high-quality photography and captivating captions to tell a story that resonates with your audience and highlights the versatility of eyeglasses as a fashion accessory. Encourage patients to follow your profiles for regular style inspiration and updates.

2. Live eyewear styling sessions on Facebook and YouTube

Live eyewear styling sessions can work to showcase your expertise and educate viewers on the importance of selecting the right eyeglasses for different facial features, personalities, and occasions. Additionally, collaborating with fashion influencers or local stylists to cohost the workshops can broaden your practice’s reach. Invite viewers to participate by asking questions and requesting personalized styling advice. You can also promote upcoming eyewear styling sessions at your practice by offering exclusive promos or incentives to your attendees.

3. Engaging contests and challenges on TikTok, Instagram, and Facebook

Figure 1. A graphic by Buena Vista Optical Boutique that was promoted on their Facebook page for a back-to-school sale in August 2024. (Image courtesy of Buena Vista Optical Boutique).

Tap into the creative energy of TikTok, Instagram, and Facebook by hosting engaging contests and challenges related to eyewear styling. Encourage users to share videos of their styling transformations using a designated hashtag created specifically for your optometric practice. Offering prizes such as free sunglasses can also boost contest engagement and performance (Figure 1).

Trying to figure out where to start can be challenging. If you need some ideas for a contest that doesn’t break the bank, try reaching out to your frame representative to brainstorm. You may even have some co-op funds for giveaways. One example of a great contest we did in our practice in collaboration with one of our frame representatives can be read here.

4. Go live on Instagram and Facebook to showcase new eyewear styles

To help field interest in whether a particular style would do well at your practice, take advantage of your representative’s access to hundreds—if not thousands—of eyewear styles and invite them to join you on a live stream to showcase eyewear brands that your practice doesn’t yet carry. Have your representative talk about the uniqueness of the frame brand or style, who the eyewear style is perfect for, the different frame materials, and other unique features that differentiate them from the frames you currently offer. You may be surprised that a bold, chunky, bright-green frame covered in Swarovski crystals is exactly what your young audience has been looking for.

We are always delighted to hear a new patient say they found us on social media during an Instagram live because they searched for a specific color, frame, or brand. On a rare occasion, we had a new patient call during a live because they wanted to purchase the frame style we were showcasing. We would have never purchased that frame from the representative but sold it on the spot because we went live while they had their frame samples out.

5. Promote new, upcoming frame collections

There are several ways to promote frame collections, including using high-quality images of frames for social media posts as shared by your frame representative. We have also found that when we allow staff to take center stage and model the new eyewear collection, those posts garner the most engagement because they provide a sense of familiarity; potential customers stop scrolling and think, “Wait, I know her!”

You may also try creating short videos or Instagram Reels to highlight key features and show off how the frames look while being worn. Light box kits can be purchased online, ranging between $15 and $150,² and can be used to create professional videos and images of your available frames. Add an electric motorized rotating turntable display stand, and you have everything you need to create a gorgeous Instagram Reel.

6. Demonstrations on social media

These are a powerful tool for optical practices looking to attract a younger demographic. This approach leverages visual storytelling, interactive engagement, and educational content to capture the interest of a younger audience. A great example is demonstrating a photochromic lens. You can explain what a photochromic lens is, its benefits, and how it changes, but seeing the lens darken when exposed to harmful UV light in real time is worth 1000 words.

Demonstrations can also showcase the unique features and benefits of different eyewear products, helping viewers understand why specific frames or lenses may be the best choice for them. An example would be demonstrating a high-plus prescription on a frame and explaining why it is important to have your optician choose the best frame style and lens for your new eyewear. Showing the difference between how eyewear looks with a regular high-index lens vs an aspheric high-index lens encourages the viewer to trust your expertise and displays options that the viewer may not have known they had. Maybe they were told about aspheric lenses by their previous eye care physician but didn’t really understand what they were. Seeing the difference online creates that extra layer of trust before they even enter your practice.

Through demonstrations, you can address common questions and concerns that younger patients might have, such as how to properly clean their eyewear and the differences between various options of eyeglass materials.

For example, you may demonstrate how titanium frames are lightweight by making 2 pairs of eyewear with the same prescription (one with a stainless steel frame and the other with a titanium frame) and weighing each one while also discussing the extra benefits of titanium being hypoallergenic.This demonstration has brought in new patients to our practice, who have said, “I am allergic to cheap metal and hate plastic frames, but I also have a high prescription. No one told me I had the option of a lightweight titanium frame. I saw your demonstration on social media, so I called to make an appointment.”

These demonstrations can also be tailored to the specific needs and preferences of your audience, such as showing the latest fashion trends in eyewear from their favorite celebrities, explaining the benefits of blue light–blocking glasses for heavy screen users, and showing different color options of photochromic and mirrored lenses to create a unique pair for each outfit.

Consistency is key

Once the groundwork for content creation has been laid, staying consistent with posting and keeping up with the latest trends is vital, especially when targeting a younger audience. For opticians and optometrists, regular social media posting is not just about maintaining visibility; it also plays a pivotal role in building trust, fostering engagement, and ultimately driving business growth.

Consistent posting keeps your practice at the forefront of your audience’s minds. When they need eye care services and eyeglasses, they are more likely to remember and choose a practice they regularly see online. This can make a difference when competing in a crowded market; regular updates help you stand out among competitors and ensure potential patients recognize your brand.

Regular posts also encourage comments, likes, and shares. Engaging with these interactions promptly shows that you value your audience’s input and fosters a sense of community. Younger audiences also appreciate quick responses to their comments. Regular activity ensures that you can answer questions, provide information, and address concerns in real time. We receive daily messages on our social media accounts with potential patients asking whether they can make an appointment or whether we carry a specific brand of eyewear they are looking for. Sometimes, younger patients do not like to call over the phone and prefer to schedule appointments online. Make sure you don’t lose the opportunity to schedule new patients because you’re not active on social media.

Figure 2. When Buena Vista Optical Boutique receives a last-minute cancellation, the staff takes to social media to fill in scheduling gaps. (Image courtesy of Buena Vista Optical Boutique).

Tip: Do you want more followers on social media but don’t want to ask for a follow? Instead, ask yourself: What is in it for my patient? In our practice, for patients who want an appointment sooner than what we have available, we tell them to follow us on social media because we announce last-minute cancellations and available openings the same day. Not only does this create an incentive for them to follow us, but it also fills in last-minute cancellations. It’s a win-win (Figure 2).

Conclusion

Incorporating social media into your marketing strategy is essential for promoting eyewear and eye care services in your optometric practice. It also helps you reach a younger audience and attract new patients while engaging with current ones. By implementing these creative ideas, you can effectively leverage social media platforms to showcase your expertise, foster community engagement, and drive interest in multiple pairs of eyeglasses for every potential patient. With a strategic approach and compelling content, you can position your optometric practice as your community’s go-to destination for personalized eyewear services.

References:

1. Haan K. Is social media the new Google? Gen Z turn to Google 25% less than Gen X when searching. Forbes Advisor. Updated May 31, 2024. Accessed August 19, 2024. https://www.forbes.com/advisor/business/software/social-media-new-google/

2. Gu C. Buyer’s guide of light boxes for photos: 12 best ones in 2024. Kate Backdrop. September 10, 2023. Accessed August 19, 2024. https://www.katebackdrop.com/blogs/cameras-and-equipment/buyer-guide-light-boxes