Trending Now: 2025 Social Media Strategies Curated for Optical

Navigating the ever-changing world of social media as a business can feel overwhelming. Knowing what to post, when to post, and how to keep up with the latest trends, can yield constant questions. Don’t stress if you missed out on the viral “brat and demure” craze, or the MONACO by Bad Bunny trending audio. Social media is full of opportunities, and there are plenty of fresh, low maintenance trends you can use to grow your presence, engage with your patients and provide better value. Below we break down five easy trends for 2025, and how you can use them in the optical industry.

1. Maximizing Exposure with Video Content

In its early days, Instagram was a platform dominated by static images. Over time, that began to evolve, and now video content is taking center stage, and it is received more favorably by the Instagram algorithm. Videos on Instagram can either be uploaded directly to your feed or shared as Instagram Reels. To help you decide which format is best for your marketing strategy, we created a quick reference guide that breaks down the key differences between Instagram Videos and Reels.

How to incorporate this trend as an ECP: 

• Do a Q&A with the doctor about a hot topic like dry eye or debunking a common eye myth (video)
• Create a “meet the staff” feature with a new video featuring a different staff member every week (video or reel)
• Take videos or pictures of your office and compile it into a reel as a walkthrough of the office (reel)
• Do a “brand of the week” video showing your favorite selection of glasses for different brands (video)
• Do a Spring/Summer 2025 trends video showing different brands of frames and why they are trending (reel or video)

2. Bridging Generations: Content for Everyone

To reach a broader audience, it’s important to create content that resonates with multiple generations. One way brands are achieving this is by using “then and now” posts, presented either as a carousel (a static image post that allows users to swipe through multiple images) or as a Reel. For example, Nike embraced this trend by showcasing the original 1985 Air Jordans alongside the current version of the shoe. In their post, the first image displayed the classic design, while swiping revealed the modern update of the shoe.

How to incorporate this trend as an ECP:

1. Create a “then and now” about the ways glasses have evolved in the last 20 years.
2. Create a “then and now” about scheduling eye exams. This can also help promote the convenience factor of booking online
3. Create a “then and now” about how eye exams have evolved. This can help patients understand that we’ve moved away from using eye drops and started adopting AI technology and prioritizing the patient experience. 

3. Made Just for You: Hyper-Personalized Content.

Hyper-personalization is a trend we are seeing where brands can provide custom content for specific patterns in their consumers and demographics. For example, a fashion brand might use data analytics to send personalized product recommendations via Instagram DMs. Many businesses are using AI-assisted analyses to better understand their customers and their buying habits. This allows them to tailor their marketing strategies based on those trends. This can be overwhelming for the average ECP, so I have broken down other ways that you can jump on this bandwagon without breaking the bank. 

• Create “collections” of your eyewear and showcase them on social media (this would be perfect for Instagram Stories or as a reel). You could provide a sports collection, wedding collection, office chic collection, Spring/Summer Trend collection, etc.
• Service is everything in the optical business! You could show your outstanding service by how you customize your eye care experience for your patients as a reel. Break down the whole process – the patient survey, the eye exam and how to select the perfect pair of frames. 

4. Engagement: The Key to Your Community

Engagement is truly everything. Not only does it help build your connection with your community, but it also helps you with the Instagram algorithm. The more you engage and create engagement on your social platforms, the more your posts/reels will be seen. Below are easy ways ECPs can jump on this trend and create better engagement:

• Use the “poll” sticker to create a “this or that” Instagram story featuring two pairs of glasses. Ask your followers for feedback in the poll about which pair they like better.
• Use the “ask a question” sticker to pose a question to your followers/patients such as, “We would love to hear about your experience.”
• Use the “like bar” with a picture of a pair of frames, and your audience can slide the bar according to their level of “like.”
• Create excitement about a new brand and use one of the Instagram stickers for engagement help

5.UGC: Your Shortcut to Authentic Word-of-Mouth Marketing

What exactly is UGC? It refers to any type of content such as photos, videos or reviews that are created and shared by consumers, not brands. Word-of-mouth marketing at its finest! UGC content is viewed as more engaging, genuine and trustworthy than any marketing a business or brand does. So, how do you get UGC content to promote digitally?

1. Create a custom hashtag such as #opticalnameABC and ask patients to include the hashtag on any pictures they post of their new frames. 
2. Set up a “selfie bar” area in your office and encourage patients to take selfies with their chosen frames. Make sure they know the hashtag so you can always find it.
3. Ask for reviews and testimonials – on Google, through email after an exam, or through social media (“Question” stickers are perfect for this!).
4. Create a social media contest to encourage shares and hashtags. 

Check out some of the hashtags below for brands that master the art of UGC content for inspiration:

Glossier’s hashtag campaign #Glossier; Coca Cola’s #ShareACoke;  Apple’s #ShotOniPhone

Social media can be a lot to tackle, but the positive effects can be huge. Making small tweaks to your social media content can be fun while helping you connect with patients in a new way. Implementing these trends doesn’t require a complete overhaul of your social media. You can start small and pick one trend that aligns with your goals. If you don’t have time, identify one of your staff members who understands social media and delegate the responsibility. Let us know what you think, and comment with a hashtag that we can explore!