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To successfully prove themselves to be valued more highly than other brands, luxury brands have to differentiate themselves from their competition. Marketing is the primary tool for communicating their virtues to potential customers. As social media marketing consists solely of imagery and messaging, excellent aesthetics play a huge role in its effectiveness. There is no great brand without great aesthetics, and this is no more clear than in the marketing of eyewear brands.
Eyewear marketing takes a seemingly humble product and elevates it to become a must-have accessory. But what is it that makes eyewear brands’ marketing so effective? We’ve analyzed ads produced by brands that have succeeded in this daunting task and compiled a list of ten top tips for marketing your eyewear on social media.
Celebrate your products and gain adoration
The vast majority of your social posts, and certainly all of the paid-for posts, should celebrate your products. By using beautiful imagery, on-trend color palettes, flattering angles and desirable descriptions, your ads will be in the best position to generate a high return on ad spend (ROAS). Besides, there’s no room for modesty, if you don’t celebrate your products, who will?
In both imagery and messaging Oh My Eyes celebrate their “most beautiful sunglasses ever!”, while Lindberg uses edgy angles to create interesting ads.
Their messaging focuses on the intricate details of each item, giving the feeling that the products have been delicately and purposefully crafted. This adds to the luxurious nature of their eyewear and boosts its perceived value. Their beautiful images are used to boost their B2B brand awareness.
Lindenberg’s social media marketing focuses on one channel, in particular, Instagram. The visual nature of Instagram makes it the prime channel for displaying beautiful imagery.
For Arts Sake position their products in pretty boxes and display cases closely resembling a luxury jewelry display. This elevates their eyewear to luxury goods similar to jewelry, and equally worth investing in.
Celebrating their beautiful store’s location in the highly reputable Covent Garden only furthers the brand’s sense of luxury.
Generate demand and sell more
To many, eyewear may seem like a simple necessity for sight. With this mentality, people would only need one basic set of glasses with durable frames. By positioning eyewear as so much more than a necessity, you generate demand for more varieties and styles.
For Arts Sake provides the perfect example of this technique, framing eyewear as just as luxurious as jewelry and just as essential as makeup. They suggest using certain frames for every ‘look’, encouraging you to buy a pair for each of your unlimited number of styles. They also talk about their range fitting all your Monday to Sunday moods, assuming that you would at least want a new pair of glasses for each day of the week.
Disrupt scrolling with movement
Humans have evolved to spot movement. While this used to help us catch prey or avoid danger, now it gives video advertising an edge over still images. Most importantly they break up the monotony of images online, disrupting scrolling patterns. Even short boomerang videos are more likely to grab attention online, where the majority of content is static. A picture may tell 1,000 words but videos speak volumes!
Oakley and Ray-Ban, leaders in eyewear, understand this and ensure videos make up the largest portion of their social media marketing.
Draw attention with eye contact
Our eyes are drawn to other people’s eyes, so having a model wear eyewear pulls viewers’ focus on to your products. Once the model has caught your eye, it’s up to your glasses to sell themselves.
To ensure viewers’ attention, the model in Oh My Eyes goes a step further than just wearing the glasses. He cups his face, framing the glasses.
Lindberg makes sure to use attractive, fashionable models in their posts. Along with making the images more attractive, this suggests that owning Lindberg eyewear will make potential customers appear more attractive too.
EOE Eyewear believes so much in the power of eye contact that they’ve paid to promote face-to-face videos of models. By attracting your attention with both movement and eye contact, these make for compelling ads.
Boost your value with a story
The more work that has gone into creating your product, the greater it’s perceived value. Discussing how long your brand has existed, elements of its history and how your product is crafted can all give a deep sense of heritage.
Tens understand this and inform you that the creation of their eyewear occurred internationally, being designed in Scotland and produced in the fashion-hub France. They also promote the notion that their glasses are designed by experts in clear high definition images – photographers. This “story” of their product’s creation portrays the message that each pair of glasses are crafted by artisans rather than mass-produced.
Convey multiple messages with carousels
MONC London uses facebook’s carousel feature to highlight its various selling points. From plastic-free frames to beautiful designs to payment available in installments; carousels allow them to use a variety of messaging in one ad.
They also stand out more than ads from competitors and demand to be interacted with, grabbing attention as their target audience scrolls through social channels. Once viewers interact with the ad, clicking or scrolling to see the next image, they’re more likely to interact with it again and follow the link to your website.
Be unusual and stand out from the competition
Fashion brands often draw attention to their products by displaying them in unusual scenes that perk your interest. Eyewear is no different. Along with making you pay attention, this mechanism suggests that their brand is unique, enabling them to stand out from the competition.
It’s unlikely that any eyewear brand has thought of equating its various styles of glasses to mushrooms, but VIU has made it work. The imagery is aesthetically pleasing, despite being unusual. This reaffirms the subconscious notion that the brand must be reputable for them to risk such a bold move.
Provide personalization for a premium
Many people prefer luxury brands because owning high-end, uncommon or limited products enables them to feel more individual. Product personalization, however, allows them to feel truly unique. To them, this outcome justifies any high-end price tag.
Oakley has seized this realization and offer ‘endless possibilities of customization’ when marketing their eyewear. While this option may cost you more operationally, it has the chance of dramatically increasing your profits and truly converting high-spenders.
Offer more to increase purchases
It is surprising how sales can be boosted by simple offers, value addons (like free delivery and returns) and discount codes. Some companies fear that any form of price reduction could devalue their brand, but they needn’t be concerned. Almost every brand, no matter how luxurious, invokes these classic sales techniques and boosts sales as a result.
More importantly, offering a few discounted products enables first-time customers to trial your brand. The more customers that try your products, the more chance of developing repeat custom and brand loyalty. In fact, discounts for a customer’s first orders intend just this.
Simplicity sells itself
Some brands simply let their product and brand speak for themselves. Here, brands including Oliver Goldsmith, Oliver Peoples, EOE and Persol display their eyewear with no background to steal attention from their glasses.
This is a technique used by leading brands for a reason, it works. While some people need to be swayed by offers, personalization and beautiful imagery, a truly strong brand needs nothing more than its name and a simple image of their product.
For lesser-known brands, this can be a risky technique and should only be attempted as part of a wider marketing campaign.
Conclusion
If you’re about to launch your own eyewear brand, or have struggled to get a real return on your eyewear marketing, learn from these tips. Utilize beautiful imagery that celebrates your product, grabs customers attention and makes you stand out from the competition. Boost your sales with persuasive messaging that generates demand for your products, promotes your heritage, and offers greater value. Don’t be afraid to learn from brands that have already succeeded. You can cut the cost of a learning curve and jump straight to what works.
If you’re keen to get quick results, hiring a marketing expert to help design your eyewear marketing campaign can guarantee fast conversions and high ROAS. For information on how we can help your brand, get in touch.
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