Warby Parker makes some of the coolest frames out there. And it has its social media savvy to thank for its rapid rise in the eyeglass industry. Affordable products, hassle-free returns, and charity ingrained in its culture and business are all a staple of Warby Parker’s social presence. Talk about a vision. (See what I did there?)
About Warby Parker
Warby Parker started as a solution to a problem. Eyeglasses were expensive. And after losing them on a backpacking trip, one of the founders spent his first semester of grad school without a pair. The rest of the founders had similar experiences, and were dumbfounded at how hard it was to find a pair of great frames that didn’t break the bank. They wanted more options.
They discovered by designing glasses in-house and engaging with customers directly, they are able to provide higher-quality, better-looking prescription eyewear at a fraction of the going price.
Alongside the affordability, they believe everyone has the right to see. An initiative we can get behind. Almost one billion people worldwide lack access to glasses, which means that 15% of the world’s population cannot effectively learn or work. Warby Parker partners with non-profits like VisionSpring to ensure that for every pair of glasses sold, a pair is distributed to someone in need. So far, the company has donated more than four million pairs of glasses. And they aren’t stopping anytime soon.
Warby Parker & Instagram
Warby Parker was relatively unknown until it joined Instagram. Now with more than 400,000 followers, the account showcases original and customer-submitted photos that perfect the balance of practicality and comedy. It features images of dogs in glasses. Other images feature just glasses. What I love about their Instagram feed is that there’s a very real feel to it. Don’t get me wrong, there is a obvious focus on product. But it’s done in a fun, personal way where their brand personality shines.
What’s something else Warby Parker capitalizes on? Hashtags. They created the hashtag #warbyhometryon (which you can now follow, thanks Instagram!) for customers to share their home try ons with the world. When you pick your five trials, an option comes up to share on your social networks about your experience. WP will even comment on your post. Talk about great customer service.
These days, aesthetic on Instagram matters. Warby Parker cleverly uses their brand color, or different shades of their core brand color throughout their social media. They want their followers and fans to know their brand color as warby blue. They do that by highlighting this shade. Whenever they come across anything in this shade, they take a picture and post it on their official account with the hashtag #warbyblue:
Warby Parker uses Instagram Stories to introduce their new glasses, show some behind-the-scenes moments, and more. And they do this in their usual fun and quirky brand style. Never any boring pictures of their new frames. The company once featured a social innovation team member’s trip to Mexico to show how she helps the Buy a Pair, Give a Pair program come to life. It provides a glimpse into how Warby Parker fulfills its promise to supply glasses to someone in need for every pair sold. This allows customers to feel a deeper connection to a cause they support.
Three Things We Can Learn from Warby’s Instagram
A major factor to Warby Parker’s success is their ability to keep pushing the boundaries of innovation. Their strategy on social media is proof of that. They don’t follow the status quo. The pave their own path and it’s paid off. Is their social media success about the numbers? No. It’s about the way users engage with them and why people (including me) rave about them. Their feed is full of simple, clean, aesthetically pleasing photos. They use their creativity in images. Seriously, how many times can you make glasses look interesting? Apparently a lot.
Here’s three things we can takeaway:
- Don’t take yourself too seriously. Let followers see the human face of your brand.
- Instagram is a great way to get customers on board with a cause close to your heart, while adding a human element to your social presence.
- Brand personality is important. And you can use your social media to enhance and showcase that personality.
What are some of your favorite brands you think are killing it on the gram? Let us know in the comments.